Online Environment Market Research : Travel Lions Entering the UK Market
Backman, Jesse (2015)
Backman, Jesse
Tampereen ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015120118670
https://urn.fi/URN:NBN:fi:amk-2015120118670
Tiivistelmä
The aim of this study was to provide the commissioning company, Travel Lions, market knowledge of the online commerce environment in the United Kingdom. Additionally, key customer segments were to be identified and a customer acquisition strategy was to be suggested.
The data used in this study is purely secondary data obtained from reputable sources such as governmental publications and statistics and trusted banking services companies. The data was analysed and applied to a theoretical framework that was synthesised from multiple different marketing and market research publications.
Main findings were constructed according to the theoretical framework and included key attributes of the target market, key consumer segments and a customer acquisition strategy. The main theme across all findings was online commerce, which was found to be increasingly popular within the target market. Adequate medium for customer acquisition was identified to be online media.
This study fulfilled its’ purpose satisfactorily, but it would be interesting to research the online commerce environment more deeply with a specific approach. The results of this study are generally applicable to any company starting operations in the United Kingdom online market, bar the findings specific to the travel sector.
The data used in this study is purely secondary data obtained from reputable sources such as governmental publications and statistics and trusted banking services companies. The data was analysed and applied to a theoretical framework that was synthesised from multiple different marketing and market research publications.
Main findings were constructed according to the theoretical framework and included key attributes of the target market, key consumer segments and a customer acquisition strategy. The main theme across all findings was online commerce, which was found to be increasingly popular within the target market. Adequate medium for customer acquisition was identified to be online media.
This study fulfilled its’ purpose satisfactorily, but it would be interesting to research the online commerce environment more deeply with a specific approach. The results of this study are generally applicable to any company starting operations in the United Kingdom online market, bar the findings specific to the travel sector.