Masters Thesis

Outdoor Advertising

[ABSTRACT ONLY; NO FULL TEXT] The overall purpose of the thesis is to examine and address the business needs of our client. The client approached us with a unique product specific to outdoor advertising, and needed help to determine the viability of the product. Client had limited knowledge and expertise as to how to launch the product and leverage its uniqueness. Our task was to analyze an undefined industry still in its infancy and to identify the fit with client's product. The main points discussed in the thesis include: a brief description of the client's company, an analysis of the business and industry. Also included is the methodology, results from our research and recommendations. The recommendations are based on critical evaluation of the business as it relates to outdoor advertising, as well as how to gain a unique position amid competition. We adopted a systematic approach to determine if there is a market for the product, defined the market and provided an actionable plan to secure the market. The information gathering process required that we accessed primary and secondary sources for our research. The results of these research activities were translated to quantitative data, to derive statistical data to better understand the results. The limitation of the research was finding data in an emerging industry. The basic design of the study was to conduct an objective assessment of the company's internal resources and capabilities as it relates to the industry, and also to identify the strategic positioning that will help our client gain a competitive advantage to survive in the market. It was important to identify a more sustainable approach that will help our client create and capture value. Factors of the external environment were analyzed to reveal a deeper understanding of the various markets in the industry. The team collaborated effectively and each member's contribution was valuable. The diversity of the team created a richer experience for a well-rounded team. Team dynamic was a key success factor to the project. Based on our extensive research and data collation, our team now has first-hand experience regarding the level of dedication required to breathe life into a business.

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