Thesis Abstract

Abstract
The health and wellness industry is experiencing rapid growth and evolving consumer preferences, making it an attractive market for start-ups seeking to capitalize on emerging trends. This thesis aims to develop a comprehensive strategic marketing plan tailored specifically for a start-up operating within the health and wellness industry. The research begins with a detailed examination of the current landscape and trends shaping the health and wellness sector, providing a foundational understanding of the market context. The study identifies key challenges and opportunities faced by start-ups in this industry, emphasizing the critical role of strategic marketing in achieving sustainable growth and competitive advantage. By conducting a thorough literature review, this thesis explores best practices and theoretical frameworks in strategic marketing, with a focus on their applicability to start-ups in the health and wellness sector. The research methodology employed in this study involves a combination of qualitative and quantitative approaches, including interviews with industry experts, surveys of target consumers, and analysis of secondary data sources. By leveraging these research methods, the study aims to develop a strategic marketing plan that is data-driven, customer-centric, and aligned with the unique needs and characteristics of start-ups in the health and wellness industry. The findings of this research highlight the importance of market research, brand positioning, customer segmentation, and digital marketing strategies in developing a successful marketing plan for health and wellness start-ups. The discussion of findings delves into practical recommendations and actionable insights that start-ups can implement to enhance their marketing effectiveness and drive business growth. In conclusion, this thesis underscores the significance of strategic marketing planning in navigating the competitive landscape of the health and wellness industry. By providing a roadmap for start-ups to develop and implement a tailored marketing strategy, this research contributes to the body of knowledge on effective marketing practices for emerging businesses in the health and wellness sector. Ultimately, this thesis aims to empower start-ups to leverage marketing strategies that resonate with consumers, drive brand awareness, and foster sustainable growth in the dynamic health and wellness market environment.

Thesis Overview