International Market Development: Marketing situation study for Radalla Resort
Sten, Ella (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022110221875
https://urn.fi/URN:NBN:fi:amk-2022110221875
Tiivistelmä
The objective of this thesis was to study the marketing situation of Radalla Resort, to come up with development proposals for them in order to penetrate their new target markets of Germany and France.
This was done by researching the marketing environment of the company from both an internal and external standpoint. The internal environment was studied using a GAP analysis to deduce the main gaps the company is facing when attempting to attract the target markets, as well as by conducting a marketing mix of the company’s main offering.
The external macroenvironment was studied using a PESTLE analysis to gain a perspective of the larger entity affecting the company, while the microenvironment was studied using a variety of methods. The target markets were studied using secondary data analysis to gather intel about their consumer behavior. The current customers of the company were studied by looking at their satisfaction, and dissatisfaction based on online reviews. And the competitors were analyzed by creating a marketing mix analysis of three big competitors in the same area as Radalla Resort with a similar value proposition. Lastly a SWOT analysis combines both the internal and external environments to conclude the analysis with the main takeaways from each section.
The results for each analysis come together to create a full picture of the marketing environment and situation, based on which the concluded development proposals can be provided. As the main issues come from the comparison between the competitors and the commissioner company, they can also be used as a blueprint for what is the commissioner missing that the others may have or do better. Other than investing on activities and equipment like the competitors, marketing more efficiently than them is also a possible way to increase attractivity to the intended markets, as the competitors are not marketing any more broadly than the commissioner, although there is room for improvement.
This was done by researching the marketing environment of the company from both an internal and external standpoint. The internal environment was studied using a GAP analysis to deduce the main gaps the company is facing when attempting to attract the target markets, as well as by conducting a marketing mix of the company’s main offering.
The external macroenvironment was studied using a PESTLE analysis to gain a perspective of the larger entity affecting the company, while the microenvironment was studied using a variety of methods. The target markets were studied using secondary data analysis to gather intel about their consumer behavior. The current customers of the company were studied by looking at their satisfaction, and dissatisfaction based on online reviews. And the competitors were analyzed by creating a marketing mix analysis of three big competitors in the same area as Radalla Resort with a similar value proposition. Lastly a SWOT analysis combines both the internal and external environments to conclude the analysis with the main takeaways from each section.
The results for each analysis come together to create a full picture of the marketing environment and situation, based on which the concluded development proposals can be provided. As the main issues come from the comparison between the competitors and the commissioner company, they can also be used as a blueprint for what is the commissioner missing that the others may have or do better. Other than investing on activities and equipment like the competitors, marketing more efficiently than them is also a possible way to increase attractivity to the intended markets, as the competitors are not marketing any more broadly than the commissioner, although there is room for improvement.
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