Nature Escape - international marketing plan
Essi, Pahkuri (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022102121511
https://urn.fi/URN:NBN:fi:amk-2022102121511
Tiivistelmä
Commission for thesis was from a company called Nature Escape. It is a nature experiences organizing, adventurous and young company, established in 2018. The objective of the thesis was to create an international marketing plan for Nature Escape. Research problems were understanding the marketplace and customer needs and wants, which were the marketing channels for the target group abroad, how to get customers distributed to company’s service and how to get contact to target group.
Theoretical part was about the strategic marketing model that was the framework of the thesis. Strategic marketing model was helping to form a structure for the international plan. Theoretical part was also introduced the case company and the market overview of the target group. Qualitative approach was used to research problems. Research methods were observation and semi-structured interviews. Author was joining the workshops that the company and consultant held and was observing them. Author was interviewing travel agency specialists and the co-operators of the Nature Escape. After the data was collected, it was analyzed and as a result, the interviews were divided into themes and results were implied in interview chapter. After that, the findings of the email interview of the existing network, which were co-operators of the company, were collected.
The results of the workshops and interviews were used to create an international marketing plan by using marketing mix as a conceptual framework. As a conclusion, international marketing plan was including marketing strategy together with four P’s of marketing mix, product, price, place and promotion. The international marketing plan for Nature Escape, was targeting especially Japanese customers, was also including recommendations for the future and it was introduced to the commissioner of the thesis. As a result, the developing of the company to market their product to Japanese customers gets easier with the help of the international marketing plan.
Theoretical part was about the strategic marketing model that was the framework of the thesis. Strategic marketing model was helping to form a structure for the international plan. Theoretical part was also introduced the case company and the market overview of the target group. Qualitative approach was used to research problems. Research methods were observation and semi-structured interviews. Author was joining the workshops that the company and consultant held and was observing them. Author was interviewing travel agency specialists and the co-operators of the Nature Escape. After the data was collected, it was analyzed and as a result, the interviews were divided into themes and results were implied in interview chapter. After that, the findings of the email interview of the existing network, which were co-operators of the company, were collected.
The results of the workshops and interviews were used to create an international marketing plan by using marketing mix as a conceptual framework. As a conclusion, international marketing plan was including marketing strategy together with four P’s of marketing mix, product, price, place and promotion. The international marketing plan for Nature Escape, was targeting especially Japanese customers, was also including recommendations for the future and it was introduced to the commissioner of the thesis. As a result, the developing of the company to market their product to Japanese customers gets easier with the help of the international marketing plan.