Customer analysis to find out marketing possibilities for the cloud kitchen in the Tampere
Hussain, Asim (2021)
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Lataukset:
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021111920694
https://urn.fi/URN:NBN:fi:amk-2021111920694
Tiivistelmä
The main objective of this thesis is to do a customer analysis and try to find out the market opportunities for a cloud kitchen in the Tampere region. The second purpose is to identify the threats and weaknesses of a cloud kitchen in the Tampere restaurant industry.
This study is divided into three parts, the first part is about the overview of the Tampere region, the impact of COVID-19 on the restaurant industry, what is a cloud kitchen and, its literature review. The second part is about methodology, where the author used qualitative and quantitative research methods. In the qualitative research method, the author did a SWOT analysis of a cloud kitchen to find out the strengths, weaknesses, opportunities, and threats in the Tampere food industry. In the quantitative research method, the author took an online customer survey of the potential customers of the Tampere city residents to discover the customer’s favorite cuisines, expectations from online food delivery, viewpoint for a cloud kitchen restaurant and, online food order behavior. The last part of the thesis is focused on data analysis, results, and recommendations.
The result of thesis illustrates that COVID-19 had affected the restaurant industry and it makes a clear path for a cloud kitchen to enter the food industry. According to the SWOT analysis results, a cloud kitchen has some threats and weaknesses in the restaurant industry, but these can be eliminated through customers feedback with some experience. Then, online survey results showed that there is a place for a cloud kitchen in the Tampere food industry. In addition, most of the respondents showed a positive response to the survey and they wanted to see a cloud kitchen restaurant in Tampere city. However, at the beginning, a cloud kitchen would need to compete with both restaurants and online food delivery services, but a cloud kitchen could start with the partnership of online food delivery companies, that is how they could observe the customers’ expectations and experience and pay more attention to the food quality.
This study is divided into three parts, the first part is about the overview of the Tampere region, the impact of COVID-19 on the restaurant industry, what is a cloud kitchen and, its literature review. The second part is about methodology, where the author used qualitative and quantitative research methods. In the qualitative research method, the author did a SWOT analysis of a cloud kitchen to find out the strengths, weaknesses, opportunities, and threats in the Tampere food industry. In the quantitative research method, the author took an online customer survey of the potential customers of the Tampere city residents to discover the customer’s favorite cuisines, expectations from online food delivery, viewpoint for a cloud kitchen restaurant and, online food order behavior. The last part of the thesis is focused on data analysis, results, and recommendations.
The result of thesis illustrates that COVID-19 had affected the restaurant industry and it makes a clear path for a cloud kitchen to enter the food industry. According to the SWOT analysis results, a cloud kitchen has some threats and weaknesses in the restaurant industry, but these can be eliminated through customers feedback with some experience. Then, online survey results showed that there is a place for a cloud kitchen in the Tampere food industry. In addition, most of the respondents showed a positive response to the survey and they wanted to see a cloud kitchen restaurant in Tampere city. However, at the beginning, a cloud kitchen would need to compete with both restaurants and online food delivery services, but a cloud kitchen could start with the partnership of online food delivery companies, that is how they could observe the customers’ expectations and experience and pay more attention to the food quality.