Optimal marketing strategy for an Asian food and beverage start-up in Finland
Phan, An; Vu, Thu (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020060115668
https://urn.fi/URN:NBN:fi:amk-2020060115668
Tiivistelmä
The research aimed to discover which marketing strategy was suitable and successfully applicable to a small Asian food and beverage startup in Finland. The study was commissioned by an Asian start-up selling bubble tea in Helsinki, Finland.
The thesis applied both quantitative research with deductive approach and qualitative research method with inductive approach to assess issues from two perspectives: 1) insights from customers and 2) experiences of business operators. There was a combination of theoretical and empirical researches. Consequently, researchers carried out the primary data collection from personal structured interviews and a quantitative online questionnaire. The interviewees were business owners of different sized company operating business with various Asian cuisines in Helsinki region. The survey respondents are from many different cities in Finland with varied buying and consuming Asian food and beverages habits.
The research results are divided into two majors: business operation and customer experience. The conclusion of the research was that word-of-mouth marketing strategy is the most effective and feasible for a small Asian food and beverages start-up in Finland, considered of the high conversion rate while having low budgeting of a start-up. The outcome showed that the influence on decision making, of which were recommendations, is remarkably high for Asian food and beverages buying and consuming habits in Finland. The reason motivating customers to give recommendations was that of the good services, satisfying offerings and affordable pricing. Meanwhile, restaurants owners also stated that their current customer flow was mostly from recommendations.
The thesis applied both quantitative research with deductive approach and qualitative research method with inductive approach to assess issues from two perspectives: 1) insights from customers and 2) experiences of business operators. There was a combination of theoretical and empirical researches. Consequently, researchers carried out the primary data collection from personal structured interviews and a quantitative online questionnaire. The interviewees were business owners of different sized company operating business with various Asian cuisines in Helsinki region. The survey respondents are from many different cities in Finland with varied buying and consuming Asian food and beverages habits.
The research results are divided into two majors: business operation and customer experience. The conclusion of the research was that word-of-mouth marketing strategy is the most effective and feasible for a small Asian food and beverages start-up in Finland, considered of the high conversion rate while having low budgeting of a start-up. The outcome showed that the influence on decision making, of which were recommendations, is remarkably high for Asian food and beverages buying and consuming habits in Finland. The reason motivating customers to give recommendations was that of the good services, satisfying offerings and affordable pricing. Meanwhile, restaurants owners also stated that their current customer flow was mostly from recommendations.