Assessing potential demand for a new mobile application in the Netherlands : market research in the restaurant industry
Razumeyko, Klara (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:Razumeyko_Klara
https://urn.fi/URN:NBN:fi:Razumeyko_Klara
Tiivistelmä
This research paper has analyzed the restaurant market in the Netherlands and assessed the potential viability of the business idea for introducing a new mobile application on the market. This paper aimed to test the extent to which the introduction of a mobile application is relevant to the current market needs.
The theoretical framework is based on the theory of market research and market analysis and was informed by relevant academic books and articles. In the theoretical section, the author has defined the components later used in empirical analysis, namely: the country's economic environment, target industry market size, market growth, consumer trends, and potential competitor analysis.
To find out if there is a potential market for the new mobile application in the Netherlands, the research was conducted by applying a qualitative research method. The empirical part of the study was split into two parts. The first part used the desk research method and statistics from reliable sources to analyze the current restaurant business environment in the Netherlands. The second part consists of a detailed analysis of 6 semi-structured interviews distributed among the restaurateurs in the Netherlands to find out the challenges they face while doing business. It has also collected their opinions on the mobile application concept and their potential interest in the new product launch.
The conclusion is that the application concept is relevant to the current situation in the Dutch market. Would-be users on the business side recognize its potentiality provided that specific minor improvements are made. Thus, the application is believed to improve the business processes and positively impact the profits of foodservice enterprises.
Based on these results, the author provides suggestions that could be explored regarding the mobile application concept. It is suggested that new products like a mobile application with unique functions can meet existing consumer needs and boost the profits of the businesses.
The theoretical framework is based on the theory of market research and market analysis and was informed by relevant academic books and articles. In the theoretical section, the author has defined the components later used in empirical analysis, namely: the country's economic environment, target industry market size, market growth, consumer trends, and potential competitor analysis.
To find out if there is a potential market for the new mobile application in the Netherlands, the research was conducted by applying a qualitative research method. The empirical part of the study was split into two parts. The first part used the desk research method and statistics from reliable sources to analyze the current restaurant business environment in the Netherlands. The second part consists of a detailed analysis of 6 semi-structured interviews distributed among the restaurateurs in the Netherlands to find out the challenges they face while doing business. It has also collected their opinions on the mobile application concept and their potential interest in the new product launch.
The conclusion is that the application concept is relevant to the current situation in the Dutch market. Would-be users on the business side recognize its potentiality provided that specific minor improvements are made. Thus, the application is believed to improve the business processes and positively impact the profits of foodservice enterprises.
Based on these results, the author provides suggestions that could be explored regarding the mobile application concept. It is suggested that new products like a mobile application with unique functions can meet existing consumer needs and boost the profits of the businesses.