Samenvatting

The booming market of mobile applications has also given birth to an entirely different market, namely that of mobile app discovery. Companies try to respond to those customers who have a hard time finding useful ones between the millions of apps in the app stores. Playground, a marketing agency located in Milan, Italy, recently launched APPeers as a response to this issue. APPeers is an online platform where people can discover and share apps relevant to their profession or hobbies. However, a marketing strategy has not yet been established for APPeers. Therefore, the proposed research question is: ‘’What marketing strategy should APPeers’ founders follow for APPeers to gain a minimum of 10,000 active users within a year?’’ The aim of the research is therefore to come up with a feasible strategy for the marketing of APPeers. Different sub-questions have been researched and answered.