Marketing Plan for a Local Company to Attract Foreign Customers. Case: Kuopion Seikkailukeskus
Jääskeläinen, Eveliina (2021)
2021
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021121526264
https://urn.fi/URN:NBN:fi:amk-2021121526264
Tiivistelmä
The objective of this thesis was to find ways the case company Kuopion Seikkailukeskus (Adventure Center) could reach foreign customers living in Kuopio. The aim of this thesis was to study whether the foreigners living in Kuopio would be interested in the services and rental products of the case company, and to document a marketing plan process. A marketing plan was prepared for the case company based on the research work, which they can apply to their future marketing planning.
The thesis started with a research of the internal and external environments, and examining the marketing plan process. This research was based on online sources and literature. After examining these aspects, a quantitative research was conducted in the form of a survey. The survey was targeted at the foreigners living in Kuopio and the aim was to research their interest in the rental services offered by the case company. The results of the survey were analyzed and used together with the theoretical research to create a marketing plan. The marketing plan also included a situation review of the case company and ideas for further development in order to attract foreign customers living in Kuopio.
What was found in the research is that the case company's marketing lacks English language, which results in the fact that most of the survey respondents had not heard of the case company, but are interested in the services offered by them. Few of the development ideas for the case company include investing in active marketing also in English especially at different social media channels, and following new trends on the internet related to wellness and health, in order to attract the target customers.
The thesis started with a research of the internal and external environments, and examining the marketing plan process. This research was based on online sources and literature. After examining these aspects, a quantitative research was conducted in the form of a survey. The survey was targeted at the foreigners living in Kuopio and the aim was to research their interest in the rental services offered by the case company. The results of the survey were analyzed and used together with the theoretical research to create a marketing plan. The marketing plan also included a situation review of the case company and ideas for further development in order to attract foreign customers living in Kuopio.
What was found in the research is that the case company's marketing lacks English language, which results in the fact that most of the survey respondents had not heard of the case company, but are interested in the services offered by them. Few of the development ideas for the case company include investing in active marketing also in English especially at different social media channels, and following new trends on the internet related to wellness and health, in order to attract the target customers.