Raya Divers - Operations above the surface
Auvinen, Kati (2013)
Auvinen, Kati
Jyväskylän ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201401091130
https://urn.fi/URN:NBN:fi:amk-201401091130
Tiivistelmä
Thesis discusses the current marketing situation of Raya Divers: who are the customers, to whom and how it is being marketed and how to expand marketing to a larger growd. The objective is to attract first Swedish families as customers and from there start to build Raya Divers up as an international brand.
Theory comes from literature and articles. Also internet has been utilized. Theory part includes tourism, especially diving tourism and its popularity, as well as different parts of marketing: whom to market, how to market a service and which channels to use. Theory part also includes managing of customer relationships: how to acquire new customers and how to keep old customers loyal.
Qualitative research method, interview with two Raya Divers managers, has been utilized as it gives the best answers to the research questions. Interview questions come from theory base so that they answer marketing issues the best way possible.
As expected, only a fraction of Raya Divers customers are foreigners and there is no marketing for them. With theory and interviews, thesis explains how Raya Divers can market outside of Finnish borders and become known as an international business.
Theory comes from literature and articles. Also internet has been utilized. Theory part includes tourism, especially diving tourism and its popularity, as well as different parts of marketing: whom to market, how to market a service and which channels to use. Theory part also includes managing of customer relationships: how to acquire new customers and how to keep old customers loyal.
Qualitative research method, interview with two Raya Divers managers, has been utilized as it gives the best answers to the research questions. Interview questions come from theory base so that they answer marketing issues the best way possible.
As expected, only a fraction of Raya Divers customers are foreigners and there is no marketing for them. With theory and interviews, thesis explains how Raya Divers can market outside of Finnish borders and become known as an international business.