Foodora's digital marketing performance and customers' responses in Finland
Hoang, Anh (2021)
Hoang, Anh
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021120323495
https://urn.fi/URN:NBN:fi:amk-2021120323495
Tiivistelmä
Foodora is a food order and delivery service company which operates in Finland and some other Nordic countries. Foodora has been running multiple marketing campaigns, among which those run online remarkably attract customers and help enhance customer experience. Online marketing, or digital marketing, is the use of Internet-based tools and platforms in promoting and selling to customers. It is, these days, known to perform as well as, or even better than, traditional marketing in enhancing brand-awareness, sales, and customer relationship. This thesis aimed to gain insights into how Foodora has been working on their digital marketing in Finland and how customers respond to it, from which solutions were developed for an enhanced digital marketing performance.
The thesis had two main parts which were theoretical and empirical. The theoretical part gave an overview of digital marketing, personalization in marketing, content marketing, and means of digital marketing. It also gave an overview of marketing research, quantitative research method, data collection, and SWOT analysis. The theories acted as the background for the empirical research; nevertheless, some of them are only for reference purpose for readers. Most of the theories came from academic sources as well as some other trustworthy online sources.
The empirical part included survey, data analysis, and solution development. The survey was done online and the respondents were Foodora’s prospects and customers in Finland. The answers to the survey were analyzed using the SWOT method and generated into insights from which Foodora’s digital marketing performance and customers’ responses were learned. Possible solutions for improved performance were developed. Since customer experience in using Foodora’s website and app was considered of key importance, most of the solutions were for website and mobile app development while the others were for email marketing, advertising online, and social media marketing.
Through this thesis, the author expressed her thoughts on digital marketing performance by a successful food delivery service provider in Finland. She believes Foodora has remarkable potentials in digital marketing, and they would improve their performance much further in the future.
The thesis had two main parts which were theoretical and empirical. The theoretical part gave an overview of digital marketing, personalization in marketing, content marketing, and means of digital marketing. It also gave an overview of marketing research, quantitative research method, data collection, and SWOT analysis. The theories acted as the background for the empirical research; nevertheless, some of them are only for reference purpose for readers. Most of the theories came from academic sources as well as some other trustworthy online sources.
The empirical part included survey, data analysis, and solution development. The survey was done online and the respondents were Foodora’s prospects and customers in Finland. The answers to the survey were analyzed using the SWOT method and generated into insights from which Foodora’s digital marketing performance and customers’ responses were learned. Possible solutions for improved performance were developed. Since customer experience in using Foodora’s website and app was considered of key importance, most of the solutions were for website and mobile app development while the others were for email marketing, advertising online, and social media marketing.
Through this thesis, the author expressed her thoughts on digital marketing performance by a successful food delivery service provider in Finland. She believes Foodora has remarkable potentials in digital marketing, and they would improve their performance much further in the future.