Business to Business Marketing Research for Angry Birds Park Vuokatti

Abstract

This thesis was developed to acquire information about companies’ attitudes towards recreational days for their employees and their families. The research was commissioned by Angry Birds Park Vuokatti/ SuperPark Oy. The theoretical background for this thesis includes theory of marketing research, branding and enhancing working life balance. The theory of marketing research discusses the differences and benefits of quantitative and qualitative research, as well as using questionnaires in research. The branding section of the thesis defines branding, discusses brand strategy, how to build a brand and how to position it in the market. Chapter 3 dis-cusses the work-life balance and how employers should see the employees as persons with their own person-al lives, which will affect work motivation and performance. The research was conducted using a questionnaire sent via email to the 120 companies selected for the sam-ple. The companies were selected according to their location in relation to the Angry Birds Park Vuokatti, as well as according to the amount of employees and their revenue level. The respondents represent different business areas. The results suggest that recreational days for the employees of a company are more common than recreation-al days that include the employee’s family as well. In the respondents’ opinion the Angry Birds Park Vuokatti is unsuitable for company recreational days, because it is not seen to be in line with the company image.