Developing value proposition for marketing automation services in Finnish hospitality SME. Case: Fromni Oy
Troshkina, Kseniia (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023060521202
https://urn.fi/URN:NBN:fi:amk-2023060521202
Tiivistelmä
The concept of a value proposition commonly used in marketing is crucial for any company's successful business strategy and competitive advantage. However, despite its seeming simplicity and broad popularity, the concept needs a coherent definition; instead, it is multi-faceted by nature.
As digitalisation today transforms all industries, marketing automation is crucial globally. It provides businesses various opportunities, such as improved operations, increased revenues, and effective customer service. The hotel industry is recognised for its customer-centric focus, making it fertile soil for marketing automation services. Recently shifted consumer preferences towards digitalised services, and pandemic outbreaks have also led to significant industry changes.
The thesis aimed to examine the needs for the services provided by the commissioner within the context of small and medium hotel enterprises (from now on, SMHEs) in Finland. As a result, the research aimed to assist the company in developing a value proposition tailored to the target customers' need – Finnish small and medium-sized hotels. The commissioner Fromni Oy specialises in automated digital marketing solutions for small and medium-sized businesses. It provides omnichannel communication between companies and customers using chat apps, i.e., instant messengers, email marketing, and automated notifications and reminders.
The thesis was a qualitative case study. Online surveys and interviews collected primary data from hotel end-users and representatives of local Finnish small and medium-sized hotels, the commissioner's target customers. The primary data were analysed with the content analysis method. Existing marketing literature, electronic books, scientific and peer-reviewed articles from online magazines, and marketing automation companies' blog articles were the secondary data sources.
With its main findings, the research intended to show the relevance of the marketing automation services offered by the commissioner company in the SMHE context and how to communicate their value better.
As digitalisation today transforms all industries, marketing automation is crucial globally. It provides businesses various opportunities, such as improved operations, increased revenues, and effective customer service. The hotel industry is recognised for its customer-centric focus, making it fertile soil for marketing automation services. Recently shifted consumer preferences towards digitalised services, and pandemic outbreaks have also led to significant industry changes.
The thesis aimed to examine the needs for the services provided by the commissioner within the context of small and medium hotel enterprises (from now on, SMHEs) in Finland. As a result, the research aimed to assist the company in developing a value proposition tailored to the target customers' need – Finnish small and medium-sized hotels. The commissioner Fromni Oy specialises in automated digital marketing solutions for small and medium-sized businesses. It provides omnichannel communication between companies and customers using chat apps, i.e., instant messengers, email marketing, and automated notifications and reminders.
The thesis was a qualitative case study. Online surveys and interviews collected primary data from hotel end-users and representatives of local Finnish small and medium-sized hotels, the commissioner's target customers. The primary data were analysed with the content analysis method. Existing marketing literature, electronic books, scientific and peer-reviewed articles from online magazines, and marketing automation companies' blog articles were the secondary data sources.
With its main findings, the research intended to show the relevance of the marketing automation services offered by the commissioner company in the SMHE context and how to communicate their value better.