Strategic Marketing Management of Food Delivery : Planning, implement action and management
Wan, Xin (2016)
Wan, Xin
Hämeen ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018090814956
https://urn.fi/URN:NBN:fi:amk-2018090814956
Tiivistelmä
This thesis was commissioned by a small-sized Chinese restaurant Cuptain where is located in Oulu Finland. Since the various restrictions in the development of the company, and market demand from the survey, food delivery service is a great method for helping Cuptain to bring in more customers and to increase its sales in another than the traditional way.
The objective of this thesis project was to assist Cuptain-liked small-sized restaurants to build their own delivery service systems to extend their marketing modes. It is a way for avoiding profit-sharing by third-party delivery companies which is extremely good for restaurants.
This thesis is mainly basing on the theory by Wilson and Gilligan (1992) discussed in Strategic Marketing Management: Planning, implementation and control. Also some other related supporting theories were studied here, listed in the reference list. Besides, the knowledge and the effort of practical work for this project provided plenty of information as to the theory project.
A SWOT analysis, a marketing mix approach, scenario planning, and the Delphi method were applied in this project as research methods. Some other approaches were used as well as combining to be the theory for this thesis.
The main result of this project was to put the theory plan into practice, which was a major success for Cuptain. This project helped Cuptain with the goal of increasing the sales. As well as encouraging other similar small-sized restaurants to apply a similar delivery service system in the future.
Future steps for food delivery service will be to maintain and manage these well while improving at the same time. With greater success of service, Cuptain can develop its own application on a mobile device or web pages or other platforms which will better satisfy customer demands. Also some other marketing methods can be applied in the future, such as flyers, posters, social media, advertisements, etc. To make the service well-known and popular among citizens in Oulu region.
The objective of this thesis project was to assist Cuptain-liked small-sized restaurants to build their own delivery service systems to extend their marketing modes. It is a way for avoiding profit-sharing by third-party delivery companies which is extremely good for restaurants.
This thesis is mainly basing on the theory by Wilson and Gilligan (1992) discussed in Strategic Marketing Management: Planning, implementation and control. Also some other related supporting theories were studied here, listed in the reference list. Besides, the knowledge and the effort of practical work for this project provided plenty of information as to the theory project.
A SWOT analysis, a marketing mix approach, scenario planning, and the Delphi method were applied in this project as research methods. Some other approaches were used as well as combining to be the theory for this thesis.
The main result of this project was to put the theory plan into practice, which was a major success for Cuptain. This project helped Cuptain with the goal of increasing the sales. As well as encouraging other similar small-sized restaurants to apply a similar delivery service system in the future.
Future steps for food delivery service will be to maintain and manage these well while improving at the same time. With greater success of service, Cuptain can develop its own application on a mobile device or web pages or other platforms which will better satisfy customer demands. Also some other marketing methods can be applied in the future, such as flyers, posters, social media, advertisements, etc. To make the service well-known and popular among citizens in Oulu region.