Marketing framework development for a microenterprise: case Joogantai
Kostamo, Miika (2022)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022052411467
https://urn.fi/URN:NBN:fi:amk-2022052411467
Tiivistelmä
Aim of this case study was to create an easy-to-use marketing framework for small yoga studio, Joogantai, in Nummela, Finland. Need for the new framework came from the fact that the company did not have an existing framework for marketing.
As the sole entrepreneur of the company had limited resources and time for developing the new framework a mix of existing openly available business analysis, marketing development, and service design tools were chosen as a basis of the case study.
During the case study Joogantai’s business model, customer path, and competitor situation for the company were analysed for build up a wider understanding of the current business situation and environment, where the business operates.
Based on the situation analysis one existing customer segment was selected as a target audience for testing the new marketing framework and to learn more about its usabilty for the business.
Testing of the marketing framework was limited, but it still showed positive results for target audience specific marketing creation process and allowed the enterpreneur to gain new insights to some of its current customers’ needs. The created marketing framework will also work as a starting point for future business and marketing development for the company.
As the sole entrepreneur of the company had limited resources and time for developing the new framework a mix of existing openly available business analysis, marketing development, and service design tools were chosen as a basis of the case study.
During the case study Joogantai’s business model, customer path, and competitor situation for the company were analysed for build up a wider understanding of the current business situation and environment, where the business operates.
Based on the situation analysis one existing customer segment was selected as a target audience for testing the new marketing framework and to learn more about its usabilty for the business.
Testing of the marketing framework was limited, but it still showed positive results for target audience specific marketing creation process and allowed the enterpreneur to gain new insights to some of its current customers’ needs. The created marketing framework will also work as a starting point for future business and marketing development for the company.