Marketing development plan for Restaurant Krouvi
Jeskanen, Linda Maria (2022)
2022
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202205118457
https://urn.fi/URN:NBN:fi:amk-202205118457
Tiivistelmä
The primary objective of this thesis project was to study and develop Restaurant Krouvi’s marketing operations. Marketing is a vital concept in strategic planning of business. The client company does not have a strategic plan, nor a marketing plan. Due to this, the aim of this thesis was to produce a marketing development plan that the company can use as a base for their marketing plan. The theory section will also help the company with further research in this field.
First, a comprehensive theory section was collected from online sources and literature. The theory section included marketing mix, external environments, marketing research and marketing communications, but also various types of analyses. After analyzing these concepts, qualitative research was designed. The research was implemented through email interviews, and the target respondents were current customers of the company. The research focused on the level of current marketing activities from the customer point-of-view.
In conclusion, the research showed that the company’s current marketing is not appealing to customers. The respondents told how they see the advertising, events and the image of the company. It was evident that the advertising needs improvement, but so does the image of the company. These factors have been taken into consideration in the conclusions chapter. For further studies, the company could conduct a customer analysis, and focus on business-to-business marketing with the accommodation.
First, a comprehensive theory section was collected from online sources and literature. The theory section included marketing mix, external environments, marketing research and marketing communications, but also various types of analyses. After analyzing these concepts, qualitative research was designed. The research was implemented through email interviews, and the target respondents were current customers of the company. The research focused on the level of current marketing activities from the customer point-of-view.
In conclusion, the research showed that the company’s current marketing is not appealing to customers. The respondents told how they see the advertising, events and the image of the company. It was evident that the advertising needs improvement, but so does the image of the company. These factors have been taken into consideration in the conclusions chapter. For further studies, the company could conduct a customer analysis, and focus on business-to-business marketing with the accommodation.