Samenvatting

Being a successful company, especially one small in size, is no longer all about having the best product. Twenty-first century business is more about marketing and communication than it has ever been. The internet has revolutionized the way we think, do business and live. No wonder most companies who want to be present online use social software to promote themselves. This form of marketing and communicating is cost-effective, direct and easy to maintain once we know what message we want to send and through which channels.
The aim of this research is to make recommendations for improvements in Markzware's communication and marketing strategy in Poland. The management wants to concentrate on the use of the internet in implementing the policies. Markzware, a small software developing company, uses the internet very extensively; however, it still seems to face many obstacles in reaching out to their potential Polish customers. They have great products, but not many Poles have heard of them.
In order to face these difficulties, the company needs to have a clear insight into the situation in Poland. They need to know how the internet is used there and which tools are popular; without adjusting the strategy to those trends; the policy would not be specific enough. Thus, to gain more clients in Poland, Markzware should put effort into creating more content for them and use their native tongue. The best tools to use are Facebook, nasza-klasa, Markzware's website and blog, Wikipedia, as well as the popular instant messengers: Skype and Gadu-Gadu. All of these means are easy to use and, if monitored at least weekly, should achieve the desired result. There are many other factors influencing the level of sales such as recession or pricing, a new communication plan can, however, only help in solving the problems with the knowledge and awareness of the company, which in the long term should translate into a rise in the number of purchases.