Developing a franchise marketing plan for KOKORO Sushi restaurant
Pham, Nga (2020)
Pham, Nga
2020
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020051812015
https://urn.fi/URN:NBN:fi:amk-2020051812015
Tiivistelmä
The research discusses the development of a franchising marketing plan for KOKORO Sushi, a start-up restaurant based in Helsinki.
The main objective of the study was to build a marketing plan to promote KOKORO Sushi’s franchise package. In order to achieve the objectives of thesis, first the franchise offer and price needs to be determined by taken into considerations many factors. Secondly, a market-ing plan is built based on the targeted customer’s interest within company’s budget.
The knowledge base includes theory on franchising, building a franchise package, entrepreneurship situation in Finland as a foreigner and marketing strategies.
Desk research and interviews are chosen as the qualitative data collection methods. The interviews are conducted both to the owners of the restaurant and potential customers in order to design the marketing plan suitable for both parties’ needs.
After gathering data, thematic analysis was used to find patterns in the interview answers and reach better customer understanding. The data analysis results confirmed the assumptions of customer’s desire and demand. It also allow further development of the marketing plan content and communication channels. The end result of the thesis an initial franchise package and proposed marketing plan for the company.
The research is limited in the scope of small restaurants and desired targeted customers from owner’s opinion. In the future, the franchise package and marketing plan can be adjusted and improved to suit different target groups of customers.
The main objective of the study was to build a marketing plan to promote KOKORO Sushi’s franchise package. In order to achieve the objectives of thesis, first the franchise offer and price needs to be determined by taken into considerations many factors. Secondly, a market-ing plan is built based on the targeted customer’s interest within company’s budget.
The knowledge base includes theory on franchising, building a franchise package, entrepreneurship situation in Finland as a foreigner and marketing strategies.
Desk research and interviews are chosen as the qualitative data collection methods. The interviews are conducted both to the owners of the restaurant and potential customers in order to design the marketing plan suitable for both parties’ needs.
After gathering data, thematic analysis was used to find patterns in the interview answers and reach better customer understanding. The data analysis results confirmed the assumptions of customer’s desire and demand. It also allow further development of the marketing plan content and communication channels. The end result of the thesis an initial franchise package and proposed marketing plan for the company.
The research is limited in the scope of small restaurants and desired targeted customers from owner’s opinion. In the future, the franchise package and marketing plan can be adjusted and improved to suit different target groups of customers.