Market Entry and Digital Marketing Strategy for a Finnish Start-Up in California
Essel, Marinka (2023)
Essel, Marinka
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023051110195
https://urn.fi/URN:NBN:fi:amk-2023051110195
Tiivistelmä
This thesis outlines the market entry strategy, and digital marketing plan devised for a small Finnish company, ThetaMoon, intending to enter the market in California, United States. The thesis presents a comprehensive account of the market entry approach and the digital marketing strategy to establish a successful market entry for ThetaMoon. ThetaMoon is a company that specializes in coaching using the human design system.
The thesis begins by describing ThetaMoon and its offerings before outlining the study's questions, scope, and goals. The literature review focuses on market research, start-up business development, market entry strategy, internationalization, digital marketing, content creation, and digitalization.
The study’s theoretical framework synthesizes relevant theories to yield two outcomes. The first outcome, labeled Outcome A, entails the development of a market entry strategy based on comprehensive market research within California and thorough competitor analysis. The second outcome, labeled Outcome B, results in a digital marketing plan based on the fundamentals of marketing strategy, marketing planning process, digital marketing strategy, and an understanding of buyer personas, the AIDA model, and a well-defined search engine optimization (SEO) strategy.
The study was conducted as qualitative and constructive research during spring 2023. Data from prospective customers and international service providers were gathered using qualitative research techniques such as interviews, benchmarking, and competitive analysis. The inter- views were then analyzed by using thematic analysis. The analytical approach was qualitative.
The findings show that the US is an appropriate target market for ThetaMoon's products, and the business may set itself apart by providing specialized coaching services. The research suggests a marketing approach that includes digital marketing, buyer personas, content creation, and search engine optimization. The report offers helpful information for ThetaMoon's marketing and globalization initiatives.
The thesis begins by describing ThetaMoon and its offerings before outlining the study's questions, scope, and goals. The literature review focuses on market research, start-up business development, market entry strategy, internationalization, digital marketing, content creation, and digitalization.
The study’s theoretical framework synthesizes relevant theories to yield two outcomes. The first outcome, labeled Outcome A, entails the development of a market entry strategy based on comprehensive market research within California and thorough competitor analysis. The second outcome, labeled Outcome B, results in a digital marketing plan based on the fundamentals of marketing strategy, marketing planning process, digital marketing strategy, and an understanding of buyer personas, the AIDA model, and a well-defined search engine optimization (SEO) strategy.
The study was conducted as qualitative and constructive research during spring 2023. Data from prospective customers and international service providers were gathered using qualitative research techniques such as interviews, benchmarking, and competitive analysis. The inter- views were then analyzed by using thematic analysis. The analytical approach was qualitative.
The findings show that the US is an appropriate target market for ThetaMoon's products, and the business may set itself apart by providing specialized coaching services. The research suggests a marketing approach that includes digital marketing, buyer personas, content creation, and search engine optimization. The report offers helpful information for ThetaMoon's marketing and globalization initiatives.
Kokoelmat
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