Developing marketing: Case hair salon Lumo
Carp, Rebecca (2017)
Carp, Rebecca
Oulun ammattikorkeakoulu
2017
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017091215021
https://urn.fi/URN:NBN:fi:amk-2017091215021
Tiivistelmä
Services marketing is a complex combination of different marketing strategies. Marketing something intangible can be challenging because of that nature. Digital era has brought many possibilities to marketing even for small businesses with less resources such as tight marketing budget. It is a fast-changing world but the current trends in marketing are being researched in this thesis to find ideas for the commissioner. The objective of this thesis is to find development ideas for the commissioning business’ marketing situation. There are two sides whose views are in the center of the study; the current customers and the competitors in the same market area.
The commissioner of this thesis is hair salon Lumo and its owner Mrs. Sanna Carp. The empirical part consists of two data collection methods; shadow benchmarking and a questionnaire aimed for the current customers. The questionnaire’s point is to bring out the factors that current customers enjoy and prefer when it comes to Lumo as a service provider. Those answers are kept in mind when finding the best marketing development ideas for the commissioner. Benchmarking was also chosen as a method since it brings essential information that can be directly taken advantage of.
The research is quantitative and uses desktop study, survey, literature sources and digital sources as its tools. Highly valuable sources of information are the personal experiences as a customer of the salon and a personal relationship with the owner. The main findings were that there are few key factors that are missing from the commissioner’s marketing strategies. Another important notion was that the commissioner has a potential advantage that the competition is not able to reach: excellent level of customer service. Both methods used in this research give important information that are used when giving development ideas for current marketing situation.
The commissioner of this thesis is hair salon Lumo and its owner Mrs. Sanna Carp. The empirical part consists of two data collection methods; shadow benchmarking and a questionnaire aimed for the current customers. The questionnaire’s point is to bring out the factors that current customers enjoy and prefer when it comes to Lumo as a service provider. Those answers are kept in mind when finding the best marketing development ideas for the commissioner. Benchmarking was also chosen as a method since it brings essential information that can be directly taken advantage of.
The research is quantitative and uses desktop study, survey, literature sources and digital sources as its tools. Highly valuable sources of information are the personal experiences as a customer of the salon and a personal relationship with the owner. The main findings were that there are few key factors that are missing from the commissioner’s marketing strategies. Another important notion was that the commissioner has a potential advantage that the competition is not able to reach: excellent level of customer service. Both methods used in this research give important information that are used when giving development ideas for current marketing situation.