DEVELOPMENT OF MARKETING STRATEGY FOR BUSINESS CUSTOMERS OF ENTERPRISE X LTD
Kola, Johanna (2020)
Kola, Johanna
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202003163495
https://urn.fi/URN:NBN:fi:amk-202003163495
Tiivistelmä
The purpose of this Master’s thesis was to produce a marketing strategy for Enterprise X Ltd, which is a Finnish tour operator with French expertise. Enterprise X aims to attract a new customer segment and that is why the focus of the new marketing strategy was on existing and potential business customers of Enterprise X represented by small and medium-sized enterprises (SMEs) and association customers.
The theoretical part of the thesis consisted of concepts of marketing strategy and MICE tourism. Both quantitative and qualitative research methods were utilized. The main data was collected through a semi-structured email interview with the representative of Enterprise X and with nine business customers. In addition, a focus group interview was carried out with the personnel of Enterprise X. Supporting data was collected through Webropol questionnaires for existing and potential business customers of Enterprise X. The main data was analysed by using the content analysis method.
The main goal of this Master’s thesis was that the marketing strategy was formulated based on the theory and collected data. The competitor and customer analyses and several strategic planning tools will allow the commissioner to implement strategic planning of the customer value-driven marketing in the future. The study showed that the vision of Enterprise X is good and they should continue their chosen path of specializing in trips to France. It can be concluded that the business customers of Enterprise X expect to find all the travel services in one place and the trip should feature a combination of business and leisure elements.
The theoretical part of the thesis consisted of concepts of marketing strategy and MICE tourism. Both quantitative and qualitative research methods were utilized. The main data was collected through a semi-structured email interview with the representative of Enterprise X and with nine business customers. In addition, a focus group interview was carried out with the personnel of Enterprise X. Supporting data was collected through Webropol questionnaires for existing and potential business customers of Enterprise X. The main data was analysed by using the content analysis method.
The main goal of this Master’s thesis was that the marketing strategy was formulated based on the theory and collected data. The competitor and customer analyses and several strategic planning tools will allow the commissioner to implement strategic planning of the customer value-driven marketing in the future. The study showed that the vision of Enterprise X is good and they should continue their chosen path of specializing in trips to France. It can be concluded that the business customers of Enterprise X expect to find all the travel services in one place and the trip should feature a combination of business and leisure elements.