Opportunities for a German sustainable customer loyalty programme in Scandinavia
Vasiliuk, Anastasiia (2016)
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Lataukset:
Haaga-Helia ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016052710320
https://urn.fi/URN:NBN:fi:amk-2016052710320
Tiivistelmä
Sustainability and positive social and environmental impacts have always been among the primary concerns for countries in Scandinavia. The number of socially conscious consumers in Finland, Sweden, Norway and Denmark is relatively high and keeps rising. Therefore, these countries offer a vast market potential for companies focused on sustainability. It is especially true, considering the fact that the consumers in these countries have one of the biggest purchasing power in Europe.
The case company of the thesis is Bonsum UG, a German social impact start-up and a certified B-Corp that offers a sustainable loyalty programme for socially conscious consumers and rewards people for shopping for organic, ethically produced goods and eco-services. The aim of the thesis is to determine how to approach the target group in Finland, Sweden and Norway while strengthening the company’s market position. Therefore, the research is limited to Finnish, Swedish and Norwegian customers as well as potential partner companies, such as online shops, selling organic and ethically produced goods and eco-friendly services. The aim is to find out the potential of the target group in the countries mentioned and, based on the research results, provide a basis for the development of the business of Bonsum in this market.
The material was gathered by through desktop research on the consumer market in Finland, Sweden and Norway for the research section as well as through an assessment of the organisational readiness to internationalise. The research was qualitative in nature and was carried out in the spring of 2016.
Based on the research findings and analysis of the results, marketing strategy recommendations were created. Key aspects to consider in view of the markets were also covered in the final chapter.
The case company of the thesis is Bonsum UG, a German social impact start-up and a certified B-Corp that offers a sustainable loyalty programme for socially conscious consumers and rewards people for shopping for organic, ethically produced goods and eco-services. The aim of the thesis is to determine how to approach the target group in Finland, Sweden and Norway while strengthening the company’s market position. Therefore, the research is limited to Finnish, Swedish and Norwegian customers as well as potential partner companies, such as online shops, selling organic and ethically produced goods and eco-friendly services. The aim is to find out the potential of the target group in the countries mentioned and, based on the research results, provide a basis for the development of the business of Bonsum in this market.
The material was gathered by through desktop research on the consumer market in Finland, Sweden and Norway for the research section as well as through an assessment of the organisational readiness to internationalise. The research was qualitative in nature and was carried out in the spring of 2016.
Based on the research findings and analysis of the results, marketing strategy recommendations were created. Key aspects to consider in view of the markets were also covered in the final chapter.