Digital Marketing Plan for an Asian Market in Finland. Case study: Mokka market
Doan, Truong Hoang Yen (2021)
Doan, Truong Hoang Yen
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021060915317
https://urn.fi/URN:NBN:fi:amk-2021060915317
Tiivistelmä
This thesis was a development project which was aimed at building up a detailed digital marketing plan for Asian markets in Finland, especially for new markets.
It is important because the population of Asian people in Finland is increasing, so demand must increase, also. According to Statistics Finland (2020), in terms of citizenship and language, the population from some Asian countries like China, Vietnam, Thailand, and India is increasing every year. Due to globalization, everyone has more chances to integrate with new, different cultures. People would like to try other countries’ food and products, including the Asian countries. It is the reason for the appearance of many Asian markets in Finland. Mokka market is an Asian market in Seinäjoki and constitutes the target of the case study included in the present thesis. Not only Mokka market can use this thesis, but also other new Asian markets can have an example to follow. With the development of digital technology, they need a digital marketing plan. There may be many new ideas, but there may not be enough time and effort to implement them. Having a sample digital marketing plan to refer to will save time and effort compared to making a totally new one.
The study took place only in the Seinäjoki region because the target of the case study is Mokka market. However, Asian markets in other regions can use it because the location factor is not significant for this digital marketing plan. As the case company, Mokka market was analyzed using a situation analysis by business model canvas and a SWOT analysis. According to the situation, a detailed digital marketing plan with a to-do list was created to develop digital marketing in the future. Mokka market was a topic during the Innovation Week of SeAMK in 2019. There were potential ideas that could not be implemented. The ideas are listed again in this thesis, and some were used in the digital marketing plan.
It is important because the population of Asian people in Finland is increasing, so demand must increase, also. According to Statistics Finland (2020), in terms of citizenship and language, the population from some Asian countries like China, Vietnam, Thailand, and India is increasing every year. Due to globalization, everyone has more chances to integrate with new, different cultures. People would like to try other countries’ food and products, including the Asian countries. It is the reason for the appearance of many Asian markets in Finland. Mokka market is an Asian market in Seinäjoki and constitutes the target of the case study included in the present thesis. Not only Mokka market can use this thesis, but also other new Asian markets can have an example to follow. With the development of digital technology, they need a digital marketing plan. There may be many new ideas, but there may not be enough time and effort to implement them. Having a sample digital marketing plan to refer to will save time and effort compared to making a totally new one.
The study took place only in the Seinäjoki region because the target of the case study is Mokka market. However, Asian markets in other regions can use it because the location factor is not significant for this digital marketing plan. As the case company, Mokka market was analyzed using a situation analysis by business model canvas and a SWOT analysis. According to the situation, a detailed digital marketing plan with a to-do list was created to develop digital marketing in the future. Mokka market was a topic during the Innovation Week of SeAMK in 2019. There were potential ideas that could not be implemented. The ideas are listed again in this thesis, and some were used in the digital marketing plan.