Marketing: Market Research For A Start-Up Business – A Basketball Style Coffeehouse

Abstract

The aim of this thesis was to conduct researches on Vietn am, especially Hanoi market environment, and targeted customers behaviours and opinions towards a business idea of initiating a basketball-themed coffeehouse in Hanoi, Vietnam. The objectives of the thesis were to study the current market characteristics considering its macro- and micro-environment, as well as analysing the targeted customers’ expectations; and propose initial recommendations to support the business establishment progress and further operation.

The theoretical background concentrated on theories of marketing environment, customer buying behaviour, and customer-driven marketing strategies in terms of market segmentation, target marketing, and marketing positioning.

This thesis’ empirical part involved a descriptive research based on a quantitative approach that exposed the targeted customers’ demographic peculiarities such as age, gender, occupation, and frequency of visiting coffee shops and consuming offered products and services; and designed open-ended questions included in the second part revealed the targeted customers’ expectations and suggestions contributed to the coffeehouse further marketing activities. Besides, a secondary research was undertaken that covered comprehensive information regarding the marketing environments and forces that influence the targeted customers’ buying behaviour.

An outcome of the research resulted in the finding should function as a beneficial fundamental part of further strategic marketing researches.