Marketing an alternative transport method in Finland and in Europe
Widsten, Erika (2020)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202004276037
https://urn.fi/URN:NBN:fi:amk-202004276037
Tiivistelmä
This Bachelor’s thesis examines the relevant marketing methods required for the successful marketing of a transport method in the Finnish market and the European market.
The primary goal of the study was to offer information to the case company on the topic of digital marketing. The main focus was to understand which methods of digital marketing would be the most effective to implement for the purpose of marketing to customers in Finland and in Europe.
The thesis consists of a section dedicated to the theory of this subject as well as a section focused on the empirical research conducted for the case company. The theory section discusses the different types of digital marketing and how a company is able to choose and implement digital marketing. The considerations which must be made when considering global marketing are also discussed as part of the theory for this thesis. The empirical section of the thesis focuses on understanding which digital marketing methods companies similar to the case company implement and which digital marketing methods the current customers of the case company prefer. The study included qualitative and quantitative methods. The first phase of research involved benchmarking of the digital marketing channels of the competitors of the case company. The second phase involved a survey which was sent to the current customers of the case company via e-mail. All data was analysed with the help of Excel in order to allow for visual presentation for the discussion of the results.
The benchmarking of competitors showed that there were many similarities as well as differences in the implementation of digital marketing methods. The survey results showed that the customers of the case company had significant preferences which were different from those of competitors. The comparative analysis of the different data enabled for tailored and specific recommendations for the implementation of digital marketing to the case company.
Even though there is a great amount of literature and studies on the topic of digital marketing, the study showed the importance of the creation of a marketing strategy and the re-search which must be done for each company individually in order to apply theoretical concepts in an effective manner.
The primary goal of the study was to offer information to the case company on the topic of digital marketing. The main focus was to understand which methods of digital marketing would be the most effective to implement for the purpose of marketing to customers in Finland and in Europe.
The thesis consists of a section dedicated to the theory of this subject as well as a section focused on the empirical research conducted for the case company. The theory section discusses the different types of digital marketing and how a company is able to choose and implement digital marketing. The considerations which must be made when considering global marketing are also discussed as part of the theory for this thesis. The empirical section of the thesis focuses on understanding which digital marketing methods companies similar to the case company implement and which digital marketing methods the current customers of the case company prefer. The study included qualitative and quantitative methods. The first phase of research involved benchmarking of the digital marketing channels of the competitors of the case company. The second phase involved a survey which was sent to the current customers of the case company via e-mail. All data was analysed with the help of Excel in order to allow for visual presentation for the discussion of the results.
The benchmarking of competitors showed that there were many similarities as well as differences in the implementation of digital marketing methods. The survey results showed that the customers of the case company had significant preferences which were different from those of competitors. The comparative analysis of the different data enabled for tailored and specific recommendations for the implementation of digital marketing to the case company.
Even though there is a great amount of literature and studies on the topic of digital marketing, the study showed the importance of the creation of a marketing strategy and the re-search which must be done for each company individually in order to apply theoretical concepts in an effective manner.