The popularity of Wolt food- ordering application in the Helsinki areas: recommendations for a marketing strategy
Le, Minh Ngoc (2016)
Le, Minh Ngoc
Laurea-ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201605259868
https://urn.fi/URN:NBN:fi:amk-201605259868
Tiivistelmä
The main objective of this research was to explore the reasons for the unpopularity of the Wolt food-pick up application in the Helsinki metropolitan areas. The study examines the factors affecting the popularity of the Wolt application and finally suggests a marketing strategy for the company to improve sales and gain more visibility.
The thesis report is divided into seven sections. The introduction introduces the Wolt application in order to reveal the research motivations and thesis topic. Then, overview information provides detailed information about the case company, Wolt Oy, and their application. Thirdly, the theoretical background and knowledge base focus on relevant marketing communications theories. The empirical section presents research approaches, as well as empirical data collection. Next, the data is analysed through statistical techniques. The theories and research results are utilised to support a recommended marketing strategy. The entire thesis project was made in cooperation with Wolt Oy, and all information was discussed with a key account manager in order to make the thesis as beneficial for the company as possible.
The reliability of the study is examined through qualitative and quantitative methodology. The author used inductive reasoning to derive data from interviews and surveys with Wolt’s staff and target customers. The research focuses on determining consumer buying behavior and customer interest toward the application.
The recommended marketing strategy is heavily based on the use of marketing communications tools. According to the company, these marketing channels need to be designed in a way to suit the company intentions which seek maximum efficiency at minimal cost.
The thesis report is divided into seven sections. The introduction introduces the Wolt application in order to reveal the research motivations and thesis topic. Then, overview information provides detailed information about the case company, Wolt Oy, and their application. Thirdly, the theoretical background and knowledge base focus on relevant marketing communications theories. The empirical section presents research approaches, as well as empirical data collection. Next, the data is analysed through statistical techniques. The theories and research results are utilised to support a recommended marketing strategy. The entire thesis project was made in cooperation with Wolt Oy, and all information was discussed with a key account manager in order to make the thesis as beneficial for the company as possible.
The reliability of the study is examined through qualitative and quantitative methodology. The author used inductive reasoning to derive data from interviews and surveys with Wolt’s staff and target customers. The research focuses on determining consumer buying behavior and customer interest toward the application.
The recommended marketing strategy is heavily based on the use of marketing communications tools. According to the company, these marketing channels need to be designed in a way to suit the company intentions which seek maximum efficiency at minimal cost.