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Hotellin ravitsemispalveluiden markkinointiviestinnän kehittäminen sosiaalisen median keinoin, esimerkkinä case: Digihotelli
(Laurea-ammattikorkeakoulu, 2014)
Opinnäytetyössä kehitetään hotellin ravitsemispalveluiden markkinointiviestintää sosiaalisen median tarjoamin keinoin. Työn toimeksiantaja on majoitus- ja ravitsemispalveluita tarjoava yritys. Työn tavoitteena on laatia konkreettisia kehitysideoita...
This thesis covers the process of developing food and beverage service marketing communications in a hotel through social media. The commissioner company of the development project is a company that operates in the hospitality field and offers...
This thesis covers the process of developing food and beverage service marketing communications in a hotel through social media. The commissioner company of the development project is a company that operates in the hospitality field and offers...
Yritys X:n markkinoinnin kehittäminen sosiaalisessa mediassa
(Laurea-ammattikorkeakoulu, 2014)
Tämä opinnäytetyö käsittelee elokuvalevitysalalla toimivan yritys X:n sosiaalisen median markkinoinnin kehittämistä. Työstä sovittiin vuoden 2013 syksyllä ja se aloitettiin vuoden vaihteen jälkeen. Opinnäytetyössä keskitytään pääasiassa Facebookin...
The objective of this thesis was to develop the social media marketing of an organization that operates in the film distribution industry. This thesis will mostly focus on the use of Facebook, Twitter and Instagram as marketing communications tool. The need and benefit of other social media channels such as LinkedIn and Pinterest will also be observed. The objective of this study was to draw up a development plan for exploiting different social media channels. There are approximately 20 different film distribution companies in Finland. Out of these 20, three to four film distributor companies have all nearly 20 percent of the market share, while the rest is divided between the smaller companies. In the past few years film distribution has changed substantially. For example, the industry no longer uses film reels to show films but a fully digital format is used, which has been the biggest adjustment within the industry. The communication between the organizations and consumers has also changed. Nowadays it is much easier to interact with companies than it has ever been, with the help of social media. It is public, faster and it is not anymore dependent on time or place when a consumer has an issue, with the organization, he can contact it when needed. Three interviews were implemented. With the results of the interviews, the present state of the Finnish film industry was scrutinized and how it has changed in the past few years. Another objective of these interviews was to discover the present state of social media marketing in the organization and what challenges there might be. In addition to the interviews, benchmarking was implemented. The objective of the benchmarking was to find out how other companies within the industry use social media for marketing and which channels are mostly used. With these methods, the objective was to examine how the target company in question could improve its marketing in the social media channels. Within the industry, the results did not differ. It was discovered that the way film distributors use social media is very similar. As a development idea, the marketing on different social media channels should be planned with a weekly schedule. It can help the marketing become more organized and possible overlaps can be avoided. The plan would also help plan the amount of posts that handle home entertainment releases and the ones that handle theatrical releases....
The objective of this thesis was to develop the social media marketing of an organization that operates in the film distribution industry. This thesis will mostly focus on the use of Facebook, Twitter and Instagram as marketing communications tool. The need and benefit of other social media channels such as LinkedIn and Pinterest will also be observed. The objective of this study was to draw up a development plan for exploiting different social media channels. There are approximately 20 different film distribution companies in Finland. Out of these 20, three to four film distributor companies have all nearly 20 percent of the market share, while the rest is divided between the smaller companies. In the past few years film distribution has changed substantially. For example, the industry no longer uses film reels to show films but a fully digital format is used, which has been the biggest adjustment within the industry. The communication between the organizations and consumers has also changed. Nowadays it is much easier to interact with companies than it has ever been, with the help of social media. It is public, faster and it is not anymore dependent on time or place when a consumer has an issue, with the organization, he can contact it when needed. Three interviews were implemented. With the results of the interviews, the present state of the Finnish film industry was scrutinized and how it has changed in the past few years. Another objective of these interviews was to discover the present state of social media marketing in the organization and what challenges there might be. In addition to the interviews, benchmarking was implemented. The objective of the benchmarking was to find out how other companies within the industry use social media for marketing and which channels are mostly used. With these methods, the objective was to examine how the target company in question could improve its marketing in the social media channels. Within the industry, the results did not differ. It was discovered that the way film distributors use social media is very similar. As a development idea, the marketing on different social media channels should be planned with a weekly schedule. It can help the marketing become more organized and possible overlaps can be avoided. The plan would also help plan the amount of posts that handle home entertainment releases and the ones that handle theatrical releases....
Venäläisille matkailijoille suunnatun markkinoinnin kehittäminen : Case: Happy Hour Restaurants Oy
(Laurea-ammattikorkeakoulu, 2014)
haastattelemalla Helsingin kaupungin virallisen matkailusivuston Visit Helsingin Venäjän markkinointisuunnittelijaa ja Matkailun edistämiskeskuksen Venäjän aluepäällikköä. Havainnointia toteutettiin kaikissa kolmessa Happy Hour Restaurants Oy:n ravintolassa ja se...
This thesis was commissioned by Happy Hour Restaurants Oy, which is a restaurant company that owns three restaurants in Helsinki. The purpose of the research was to improve the company’s international marketing. The target group was Russian tourists, who are travelling to Helsinki. This thesis studies the travel habits of Russian tourists and tries to investigate how Happy Hour Restaurants Oy could have more Russian customers visiting its restaurants. The purpose was to create a list of Russian travel agencies that bring tourists to Helsinki with all the essential contact information and a description of their operations. The development project studied what kind of tourist groups are brought to Helsinki, what they expect from the services and what their criteria are when choosing a restaurant. Essential information was also how many Russian tourists there are annually in Finland and which the busiest travelling seasons are. The theoretical section of this thesis includes theory about marketing and tourism. The marketing section contains theory about marketing strategy, marketing planning and tourism marketing. Theory about tourism is about consumer behavior in the tourism field, about Russians as a people and information about the Russian tourists in Finland. During the time of executing this thesis, the political relations between Finland and Russia have become strained and the effect of the situation on Russian tourism has also been taken into consideration in the work. Interview and observation were used as the methods in the development project. The information was obtained by interviewing the Russian marketing designer of Visit Helsinki and Russian district chief of Matkailun edistämiskeskus. The observation was carried out in all the three restaurants of Happy Hour Restaurants Oy and its character was participatory. A list of 15 travel agents that bring tourists from Russia to Helsinki is presented as the result of the development project. There are also concrete proposals for the matters that could be used to increase the number of Russian tourists in the restaurants of Happy Hour Restaurants Oy....
This thesis was commissioned by Happy Hour Restaurants Oy, which is a restaurant company that owns three restaurants in Helsinki. The purpose of the research was to improve the company’s international marketing. The target group was Russian tourists, who are travelling to Helsinki. This thesis studies the travel habits of Russian tourists and tries to investigate how Happy Hour Restaurants Oy could have more Russian customers visiting its restaurants. The purpose was to create a list of Russian travel agencies that bring tourists to Helsinki with all the essential contact information and a description of their operations. The development project studied what kind of tourist groups are brought to Helsinki, what they expect from the services and what their criteria are when choosing a restaurant. Essential information was also how many Russian tourists there are annually in Finland and which the busiest travelling seasons are. The theoretical section of this thesis includes theory about marketing and tourism. The marketing section contains theory about marketing strategy, marketing planning and tourism marketing. Theory about tourism is about consumer behavior in the tourism field, about Russians as a people and information about the Russian tourists in Finland. During the time of executing this thesis, the political relations between Finland and Russia have become strained and the effect of the situation on Russian tourism has also been taken into consideration in the work. Interview and observation were used as the methods in the development project. The information was obtained by interviewing the Russian marketing designer of Visit Helsinki and Russian district chief of Matkailun edistämiskeskus. The observation was carried out in all the three restaurants of Happy Hour Restaurants Oy and its character was participatory. A list of 15 travel agents that bring tourists from Russia to Helsinki is presented as the result of the development project. There are also concrete proposals for the matters that could be used to increase the number of Russian tourists in the restaurants of Happy Hour Restaurants Oy....
Verkkopalvelun asiakaslähtöinen kehittäminen: Case Sokos Hotels
(Laurea-ammattikorkeakoulu, 2014)
palvelumuotoilussa käytettiin kolmea vaihetta: ymmärrä, kehitä ja toteuta. Opinnäytetyö aloitetaan toimeksiantajan esittelyllä ja lähtötilanteen kartoittamisella, jotka kuuluvat ymmärrä-vaiheeseen. Teoreettinen viitekehys muodostuu asiakaslähtöisen palvelun...
The subject of this functional thesis is the study and further development of Sokos Hotels’ website using customer-oriented methods. The commissioner of the thesis is SOK Travel and Hospitality Industry Chain Management’s marketing team of Sokos Hotels. The object is to study how the customers have received the improvement of the website, how the objectives set by the Chain-Management have been met and what elements on the site still need improving. The focus is on the ease of use, logical appearance and the coherence of navigating the site. The thesis was constructed by using the methods of service design. These stages were under-standing, creating and delivering. The beginning of the thesis was started by the understand stage and the theoretical framework includes an introduction to the commissioner and baseline survey. The theoretical framework consists of three main subjects: improving services using customer-oriented methods, digitalization of services and theory on website design. The key sub-concepts include customer-orientation in design work, service design, the importance and value of the Internet for companies and user research. The methods used in this stage were benchmarking of relevant online services and interview with the commissioner’s representatives. In the functional create stage the methods included user testing and customer journey. The final product of this thesis was a list of elements on the site which still require improvement. The list was created by analyzing the results of all the methods used. There were also suggestions made on how to continue the development work in the future....
The subject of this functional thesis is the study and further development of Sokos Hotels’ website using customer-oriented methods. The commissioner of the thesis is SOK Travel and Hospitality Industry Chain Management’s marketing team of Sokos Hotels. The object is to study how the customers have received the improvement of the website, how the objectives set by the Chain-Management have been met and what elements on the site still need improving. The focus is on the ease of use, logical appearance and the coherence of navigating the site. The thesis was constructed by using the methods of service design. These stages were under-standing, creating and delivering. The beginning of the thesis was started by the understand stage and the theoretical framework includes an introduction to the commissioner and baseline survey. The theoretical framework consists of three main subjects: improving services using customer-oriented methods, digitalization of services and theory on website design. The key sub-concepts include customer-orientation in design work, service design, the importance and value of the Internet for companies and user research. The methods used in this stage were benchmarking of relevant online services and interview with the commissioner’s representatives. In the functional create stage the methods included user testing and customer journey. The final product of this thesis was a list of elements on the site which still require improvement. The list was created by analyzing the results of all the methods used. There were also suggestions made on how to continue the development work in the future....
Palkitsemisjärjestelmän kehittäminen - Case Booster
(Laurea-ammattikorkeakoulu, 2014)
Tämän toiminnallisen opinnäytetyön tavoitteena oli kehittää Avecra Oy:n palkitsemisjärjestelmää Boosteria yhdessä henkilökunnan kanssa. Työn tuotoksena syntyi kehittämisehdotuksia järjestelmään. Tarkoituksena oli saada ...
Markkinointisuunnitelman kehittäminen ravintolaorganisaatiolle
(Laurea-ammattikorkeakoulu, 2014)
Opinnäytetyön aiheena on kehittää markkinointisuunnitelma ravintolaorganisaatiolle. Työn tarkoituksena on kehittää markkinointisuunnitelma kohdeorganisaatiolle uusasiakashankintaa ja kannattavuuden parantamista varten. Opinnäytetyön tavoitteena...
The topic of this thesis is to develop a marketing plan for a restaurant. The purpose is to develop a marketing plan for the target organization to improve viability and the acquisition of new customers. The objective is to develop the marketing...
The topic of this thesis is to develop a marketing plan for a restaurant. The purpose is to develop a marketing plan for the target organization to improve viability and the acquisition of new customers. The objective is to develop the marketing...
Päivittäisviestinnän kehittäminen Olutravintola Nurkassa
(Laurea-ammattikorkeakoulu, 2014)
Tämän toiminnallisen opinnäytetyön tarkoituksena oli kehittää Olutravintola Nurkan henkilökunnan välisiä päivittäisviestinnän käytäntöjä ja viestintäkanavia. Tavoitteena oli aluksi analysoida ravintolan nykyisen päivittäisviestinnän tilannekuvaa...
In this functional thesis the purpose was to develop employee communication and its channels in a bar called Olutravintola Nurkka. First, the topic of employee communication and how works in the target company was studied. By using the results of the study the idea was to update the processes already in use. The objective was also to establish new channels or ways to communicate between the staff. The theoretical section focuses on workplace and employee communication as well as the process communication model. These forms of communication and how genuine listening affects employees’ well-being at workplace were scrutinized. In the theoretical section the meaning of employee communication and processing communication are covered but also the challenges they may bring at the workplace. The section consists of literature and articles found in business journals. Integrated channel planning was utilized as the method to develop employee communication. Observation and survey were the used research methods to study the ways of employee communication used in Olutravintola Nurkka. The channels were explored through observation and the results of the observation and the theoretical section were used to create surveys for the staff and employer. The survey had a chart of the communication channels and various open-ended questions. The survey addressed at the staff was different from the one sent to the manager. By using survey in the process the objective was to get a concrete view of the communication channels, how they work and what kind of expectations and challenges the staff and employer have about employee communication in the workplace. The results of the study were used to create new ways to communicate at the workplace on a daily basis. In the developmental process, the concept of a year clock was introduced to the manager as a communication tool to plan the whole year beforehand. The new meeting customs for the work community in the year clock were also taken into consideration. Manuals and processes that were already used were updated and new processes were created for the workplace by using the theory of the process communication model. The employer’s and employees’ expectations that appeared in the results of the surveys were taken into account in the developmental process of this thesis....
In this functional thesis the purpose was to develop employee communication and its channels in a bar called Olutravintola Nurkka. First, the topic of employee communication and how works in the target company was studied. By using the results of the study the idea was to update the processes already in use. The objective was also to establish new channels or ways to communicate between the staff. The theoretical section focuses on workplace and employee communication as well as the process communication model. These forms of communication and how genuine listening affects employees’ well-being at workplace were scrutinized. In the theoretical section the meaning of employee communication and processing communication are covered but also the challenges they may bring at the workplace. The section consists of literature and articles found in business journals. Integrated channel planning was utilized as the method to develop employee communication. Observation and survey were the used research methods to study the ways of employee communication used in Olutravintola Nurkka. The channels were explored through observation and the results of the observation and the theoretical section were used to create surveys for the staff and employer. The survey had a chart of the communication channels and various open-ended questions. The survey addressed at the staff was different from the one sent to the manager. By using survey in the process the objective was to get a concrete view of the communication channels, how they work and what kind of expectations and challenges the staff and employer have about employee communication in the workplace. The results of the study were used to create new ways to communicate at the workplace on a daily basis. In the developmental process, the concept of a year clock was introduced to the manager as a communication tool to plan the whole year beforehand. The new meeting customs for the work community in the year clock were also taken into consideration. Manuals and processes that were already used were updated and new processes were created for the workplace by using the theory of the process communication model. The employer’s and employees’ expectations that appeared in the results of the surveys were taken into account in the developmental process of this thesis....
Verkkosivujen kehittäminen: case Rulla
(Laurea-ammattikorkeakoulu, 2014)
Tässä toiminnallisessa opinnäytetyössä luodaan konseptisuunnitelma, jonka avulla toimeksiantaja voi kehittää verkkosivujaan. Opinnäytetyön tavoite on kehittää ja päivittää yrityksen verkkosivujen sisältöä, visuaalisuutta, ja käytettävyyttä...
This functional thesis develops a concept design for the optimisation of the commissioner’s website. The purpose of this thesis is to develop and update the content, visual perspective, and usability of the website. The objective of this thesis is to give the commissioner the possibility to develop and update its website with the concept design. The commissioner of this thesis is Rulla, a company operating in the restaurant and catering industry in the Helsinki metropolitan area. This thesis consists of the theoretical framework of customer-oriented usability and website design. The essential terms in the theoretical framework are customer oriented approach, usability, digital marketing, social media and search engine optimisation. The theoretical section on website design includes content, navigation, web forms, visual design, user interface and colours. The research is conducted by methods of service design. The service design model used in this thesis is an abridged three step version of the six step model of Stefan Moritz (2005). In the first phase, understanding and thinking, the methods used are benchmarking, theme interviews and user personas, the results of which are compiled in a similarity chart. Generating, the second phase, includes a service path for the website and generating ideas for the concept design. The third phase, realising, is where the actual concept design is created. The third phase also includes a SWOT analysis of the concept design. The final product of this thesis is a website, optimised with service design methods. It is possible to use service design in website optimisation and developing, when the basis is customer-oriented usability and the website is regarded as a service. The methods of service design used in this thesis are functional in optimising the customer-oriented service of a website....
This functional thesis develops a concept design for the optimisation of the commissioner’s website. The purpose of this thesis is to develop and update the content, visual perspective, and usability of the website. The objective of this thesis is to give the commissioner the possibility to develop and update its website with the concept design. The commissioner of this thesis is Rulla, a company operating in the restaurant and catering industry in the Helsinki metropolitan area. This thesis consists of the theoretical framework of customer-oriented usability and website design. The essential terms in the theoretical framework are customer oriented approach, usability, digital marketing, social media and search engine optimisation. The theoretical section on website design includes content, navigation, web forms, visual design, user interface and colours. The research is conducted by methods of service design. The service design model used in this thesis is an abridged three step version of the six step model of Stefan Moritz (2005). In the first phase, understanding and thinking, the methods used are benchmarking, theme interviews and user personas, the results of which are compiled in a similarity chart. Generating, the second phase, includes a service path for the website and generating ideas for the concept design. The third phase, realising, is where the actual concept design is created. The third phase also includes a SWOT analysis of the concept design. The final product of this thesis is a website, optimised with service design methods. It is possible to use service design in website optimisation and developing, when the basis is customer-oriented usability and the website is regarded as a service. The methods of service design used in this thesis are functional in optimising the customer-oriented service of a website....
Asiakaskokemuksen tiedonkeruun monipuolistaminen BarLaureassa
(Laurea-ammattikorkeakoulu, 2014)
Opinnäytetyön tarkoituksena oli löytää ja testata uudentyyppisiä tiedonkeruun menetelmiä asiakaskokemuksen näkökulmasta. Toimeksiantajana oli BarLaurea, Laurea-ammattikorkeakoulun opiskelijaravintola, jossa hyödynnetään Learning by Developing...
The main purpose of the thesis was to discover and test new data collection methods from the customer experience viewpoint. The commissioner was BarLaurea, the lunch restaurant of Laurea University of Applied Sciences in Leppävaara. The pedagogical...
The main purpose of the thesis was to discover and test new data collection methods from the customer experience viewpoint. The commissioner was BarLaurea, the lunch restaurant of Laurea University of Applied Sciences in Leppävaara. The pedagogical...
Tapahtumasponsorointiyhteistyö Neste Oil Rally Helsinki Battle -tapahtumassa Case: DHL Express
(Laurea-ammattikorkeakoulu, 2014)
Opinnäytetyön tarkoituksena oli kehittää Superson Oy:n tapahtumayhteistyökumppaneiden hankintaa. Tavoitteena oli laatia opas tapahtumayhteistyökumppaneiden hankinnan tehostamiseksi. Oppaan laatimista varten suoritettiin teemahaastattelu ja kysely...
The purpose of this thesis was to develop Superson’s event sponsorship acquirement process. The main objective was to create a guide, which will help the company to accelerate the acquirement process. For the compiling of the guide, an interview and questionnaire were conducted. The event sponsorship acquirement process of Neste Oil Rally Helsinki Battle was studied in order to create the guide. DHL Express was chosen as the object of the case study. The event sponsorship co-operation was observed through three different perspectives, which were the negotiation process, conducting the proposition and the suitability of the events image for the brand of DHL Express. Theme interview and questionnaire were used as the research methods. The main focus was on the theme interview of the Marketing Director of DHL Express. For the support of the interview material also a questionnaire was conducted with the consumers at the event. With the guide, which was created based on this study, Superson can accelerate their event sponsorship acquirement process. The event co-operation with DHL Express was a success in the Neste Oil Rally Helsinki Battle. A few changes could be conducted, especially in the clarity of the proposition and project communications. These are covered in the guide....
The purpose of this thesis was to develop Superson’s event sponsorship acquirement process. The main objective was to create a guide, which will help the company to accelerate the acquirement process. For the compiling of the guide, an interview and questionnaire were conducted. The event sponsorship acquirement process of Neste Oil Rally Helsinki Battle was studied in order to create the guide. DHL Express was chosen as the object of the case study. The event sponsorship co-operation was observed through three different perspectives, which were the negotiation process, conducting the proposition and the suitability of the events image for the brand of DHL Express. Theme interview and questionnaire were used as the research methods. The main focus was on the theme interview of the Marketing Director of DHL Express. For the support of the interview material also a questionnaire was conducted with the consumers at the event. With the guide, which was created based on this study, Superson can accelerate their event sponsorship acquirement process. The event co-operation with DHL Express was a success in the Neste Oil Rally Helsinki Battle. A few changes could be conducted, especially in the clarity of the proposition and project communications. These are covered in the guide....









