MARKETING STRATEGY FOR ATTRACTING RUSSIAN CUSTOMERS. CASE: LIETSU HOTEL.
Kamenkova, Vitaliia; Senkova, Kseniia (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020061719039
https://urn.fi/URN:NBN:fi:amk-2020061719039
Tiivistelmä
Lietsu – is a brand-new boutique hotel, that is located in the city of Joensuu. Russian tourists form one of the biggest shares of visitors of Joensuu. The city is located near the Russian border, which makes it easy to travel.
The thesis aims at forming a marketing strategy to attract Russian customers, build brand awareness and loyalty on a foreign market. In fact, it is a long-term strategy that will help business to attract target audience and reach new results. The thesis provides recommendations to the business in delivering and spreading the company’s information using internet and social media marketing.
The development plan for Lietsu covers such aspects as online and offline distribution marketing channels, content production process and analyzing an existing situation. The marketing strategy for Russian market focuses on social media marketing. The primary data was collected from inter- views conducted with target audience to examine the expectations from the place to stay and with the company representatives. The secondary data encompassed of literature review, trends and sta- tistics gathered from articles, books and industry reports.
The thesis aims at forming a marketing strategy to attract Russian customers, build brand awareness and loyalty on a foreign market. In fact, it is a long-term strategy that will help business to attract target audience and reach new results. The thesis provides recommendations to the business in delivering and spreading the company’s information using internet and social media marketing.
The development plan for Lietsu covers such aspects as online and offline distribution marketing channels, content production process and analyzing an existing situation. The marketing strategy for Russian market focuses on social media marketing. The primary data was collected from inter- views conducted with target audience to examine the expectations from the place to stay and with the company representatives. The secondary data encompassed of literature review, trends and sta- tistics gathered from articles, books and industry reports.