Marketing strategy for imported Asian snacks
Yang, Hexun (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202102212536
https://urn.fi/URN:NBN:fi:amk-202102212536
Tiivistelmä
A marketing plan helps a new business to identify potential customers, and the ways to reach them. The growth of a business depends heavily on a marketing plan and requires proper research and planning. In the past few years, global trade has been growing through internationalisation. Nowadays, more people purchase a product not only for its function but also for the meaning behind it.
Qualitative research was conducted, and quantitative data were collected to create a marketing plan for import Asian snack food. The objective was to build a value proposition and market segmentation that can be a practical reference for entrepreneurial activities. Qualitative data was collected through interviews, and quantitative data are found from reliable Internet resources.
After collecting and analysing the interviews with three different participants, the author created a value proposition plan in six different aspects – customer jobs, gains, pains, product & services, gain creators and pain relievers. A market segmentation plan was formed based on two kinds of data, which are consumers by age and gender. Demographic segmentation was based on the data of consumers age and gender. The interviews inspired psychographic segmentation.
Qualitative research was conducted, and quantitative data were collected to create a marketing plan for import Asian snack food. The objective was to build a value proposition and market segmentation that can be a practical reference for entrepreneurial activities. Qualitative data was collected through interviews, and quantitative data are found from reliable Internet resources.
After collecting and analysing the interviews with three different participants, the author created a value proposition plan in six different aspects – customer jobs, gains, pains, product & services, gain creators and pain relievers. A market segmentation plan was formed based on two kinds of data, which are consumers by age and gender. Demographic segmentation was based on the data of consumers age and gender. The interviews inspired psychographic segmentation.