Analyzing and developing niche marketing strategy towards competitive advantage : Case of Esami Ky
Yang, Xiaoyan (2011)
Yang, Xiaoyan
Kemi-Tornion ammattikorkeakoulu Lapin ammattikorkeakoulu
2011
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011120216977
https://urn.fi/URN:NBN:fi:amk-2011120216977
Tiivistelmä
ABSTRACT
Yang, Xiaoyan 2011. Analyzing and developing niche marketing strategy towards competitive advantage. Case of Esami Ky. Bechalor’s Thesis. Kemi-Tornio University of Applied Sciences. Business and Culture. Pages 52. Appendices 3.
The case company in this thesis is Esami Ky which is a new micro driving instruction company in Helsinki. The objective of this thesis is to provide guidelines of niche marketing strategy for Esami Ky to enable them to gain competitive advantage in the driving instruction market.
Both qualitative and quantitative research methods are utilized in this single-case study. To find out which factors impact on competitive advantage of the case company, I studied relevant literature on the competitive advantage for the theoretical background of this thesis. Furthermore, I applied the theories into the empirical analysis of the case company. The data for the empirical analysis of the case company were collected by conducting two interviews with the CEO of the case company and one questionnaire with the customers of the case company. In order to provide guidelines for the case company to achieve competitive advantage, SWOT and TOWS analysis were made to develop the existing niche marketing strategy of the case company.
With the help of the theoretical discussion and empirical analysis, I arrived at viable findings that are useful for the case company. The findings from three insights, i.e. customers, competitors and the case company itself, indicate the ways for the case company to reach competitive advantage. The specific findings and conclusion referring to competitor analysis are confidential information and, therefore, they are not included in the library version of my thesis accessible through Kemi-Tornio University of Applied Sciences library database.
Keywords: competitive advantage, Esami Ky, niche marketing strategy
Yang, Xiaoyan 2011. Analyzing and developing niche marketing strategy towards competitive advantage. Case of Esami Ky. Bechalor’s Thesis. Kemi-Tornio University of Applied Sciences. Business and Culture. Pages 52. Appendices 3.
The case company in this thesis is Esami Ky which is a new micro driving instruction company in Helsinki. The objective of this thesis is to provide guidelines of niche marketing strategy for Esami Ky to enable them to gain competitive advantage in the driving instruction market.
Both qualitative and quantitative research methods are utilized in this single-case study. To find out which factors impact on competitive advantage of the case company, I studied relevant literature on the competitive advantage for the theoretical background of this thesis. Furthermore, I applied the theories into the empirical analysis of the case company. The data for the empirical analysis of the case company were collected by conducting two interviews with the CEO of the case company and one questionnaire with the customers of the case company. In order to provide guidelines for the case company to achieve competitive advantage, SWOT and TOWS analysis were made to develop the existing niche marketing strategy of the case company.
With the help of the theoretical discussion and empirical analysis, I arrived at viable findings that are useful for the case company. The findings from three insights, i.e. customers, competitors and the case company itself, indicate the ways for the case company to reach competitive advantage. The specific findings and conclusion referring to competitor analysis are confidential information and, therefore, they are not included in the library version of my thesis accessible through Kemi-Tornio University of Applied Sciences library database.
Keywords: competitive advantage, Esami Ky, niche marketing strategy