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Effective Strategic Marketing Plan for Viet’S Corner Oy
Nguyen, Thuy Xuan Thanh; Tran, Thuy Linh; Ly, Hoang Vu (2013)
Viet’S Corner Oy is a catering company established in November 2011. After one year struggling in the market as a new entrant, Viet’S Corner recognized that the company would not survive in the harsh market if the owners did not have enough customers. Moreover, the shortage of market knowledge, the lack of experience and the limitation of networking prevent Viet’S Corner from figuring out its potential customers as well as efficient communication channels to establish and maintain good relationship with the customers.
With this thesis, which is a product-based study, Viet’S Corner Oy aims to develop a strategic marketing plan. Therefore, we can discover who the company’s customers are and what they expect from us. Besides, a suitable marketing channel will be analysed.
The analytical approach consists of certain frameworks which are Business Model Canvas, Customer Discovery, and Benchmarking. Moreover, channels to reach customers would be discussed as well. The study offers not only theoretical part but also applied knowledge.
The research was carried out with the combination of Qualitative and Quantitative Methods. Semi-structured interviews was used in qualitative research while a questionnaire was sent to more than 150 people as part of quantitative research.
Finally, the findings showed that there were three main groups of potential customers: private customers with high income over 2,800 euros, retirees, and companies operating in Vietnam or intending to expand their business to Vietnamese market. In order to reach those potential customers, a community about Vietnamese culture and cuisine would be established so that Viet’S Corner could interact with its current and potential customers. As regards the community, Facebook community page would be utilized as a Social media channel as well as different offline meetings would be held.