Creating a customer centric business development plan for case company
Nguyen, Anh (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022121328502
https://urn.fi/URN:NBN:fi:amk-2022121328502
Tiivistelmä
This thesis was commissioned by case company, that has operated a restaurant business in Sastamala for two decades and is well-known among the locals. The business had strong sales growth and was expanding in the beginning of 2020. After COVID-19 pandemic outbreak, the business experienced a sharp drop in sales. Government restrictions came into effect, customers became more health-conscious and the case company, who had long history suddenly had to adjust to a new situation. Nearly two years has passed, and it seems that some of the past regular customers have not returned. The commissioner wants to know how customers perceive the company and find solutions how they could improve current situation and customer experience.
The purpose of this thesis is to create a solid customer centric business development plan that can be used as a base in future decisions. The main objective of this thesis was to create a customer centric business development plan, that can help company gain a better understanding of customers and their need, discover its competitive advantages in the local market, and therefore ensure a sustainable growth in long-term.
The author opted for qualitative research method and conducted interviews with four groups: the staff, past customers, current customers and potential customers. The author interviewed twelve individuals in total. The data was collected and later analysed by categorising and interpreting.
The final product of the thesis is business development plan and business model canvas. The business development plan pinpointed the objectives commissioner should focus on to deliver a better customer experience, and to continue to thrive and grow in a competitive market. The business model canvas is a summary of business development plan. Later after executing the plan, it is recommended to continue review, gather or measure customer feedback, modify, plan and test. Business development is a continuous cycle to every business, in order to succeed in a competitive environment.
The purpose of this thesis is to create a solid customer centric business development plan that can be used as a base in future decisions. The main objective of this thesis was to create a customer centric business development plan, that can help company gain a better understanding of customers and their need, discover its competitive advantages in the local market, and therefore ensure a sustainable growth in long-term.
The author opted for qualitative research method and conducted interviews with four groups: the staff, past customers, current customers and potential customers. The author interviewed twelve individuals in total. The data was collected and later analysed by categorising and interpreting.
The final product of the thesis is business development plan and business model canvas. The business development plan pinpointed the objectives commissioner should focus on to deliver a better customer experience, and to continue to thrive and grow in a competitive market. The business model canvas is a summary of business development plan. Later after executing the plan, it is recommended to continue review, gather or measure customer feedback, modify, plan and test. Business development is a continuous cycle to every business, in order to succeed in a competitive environment.