DEVELOPMENT OF BUSINESS STRATEGY FOR MARIVIERA OY
Bivu-Ndonga, Merveille (2023)
2023
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023061323736
https://urn.fi/URN:NBN:fi:amk-2023061323736
Tiivistelmä
The bachelor’s thesis was created to develop a business strategy for the Finnish commissionaire company operating in southern France. The study was conducted due to the intensely competitive nature of the vacation rental industry, which has made it necessary for the commissionaire company to have a business strategy to gain competitiveness.
A case study method was introduced to achieve the thesis’s goal, combining qualitative and quantitative research methods. The theoretical data was gathered from qualitative and quantitative research methods and compiled from various sources, such as literature and reports from credible websites. The in-depth method and Webropol questionnaires were employed to collect the data through interviews and surveys, serving as the primary means of gathering information. The theoretical concepts were first introduced to provide a comprehensive understanding. This included an overview of various analytical models, such as competitive advantage analysis, SWOT analysis, PESTEL analysis, and Porter’s Five Forces analysis. After the theoretical concepts were introduced, the result gained from the primary data were immediately applied to the commissioner’s case. As a result, the theoretical concepts became more understandable when applied to the commissioner’s case and provided a practical understanding of how different strategic models can be used.
The analysis noted that the commissionaire company had to create a competitive advantage by adopting a focus strategy that focuses on Nordic customers to differentiate itself from the other vacation rental industry competitors. The business strategy developed for the commissionaire focused on developing strategic partnerships, creating a unique brand identity and building a solid relationship with the guest. By implementing these strategic initiatives, the commissionaire company would gain competitiveness in the highly saturated vacation rental industry while enhancing its profitability.
A case study method was introduced to achieve the thesis’s goal, combining qualitative and quantitative research methods. The theoretical data was gathered from qualitative and quantitative research methods and compiled from various sources, such as literature and reports from credible websites. The in-depth method and Webropol questionnaires were employed to collect the data through interviews and surveys, serving as the primary means of gathering information. The theoretical concepts were first introduced to provide a comprehensive understanding. This included an overview of various analytical models, such as competitive advantage analysis, SWOT analysis, PESTEL analysis, and Porter’s Five Forces analysis. After the theoretical concepts were introduced, the result gained from the primary data were immediately applied to the commissioner’s case. As a result, the theoretical concepts became more understandable when applied to the commissioner’s case and provided a practical understanding of how different strategic models can be used.
The analysis noted that the commissionaire company had to create a competitive advantage by adopting a focus strategy that focuses on Nordic customers to differentiate itself from the other vacation rental industry competitors. The business strategy developed for the commissionaire focused on developing strategic partnerships, creating a unique brand identity and building a solid relationship with the guest. By implementing these strategic initiatives, the commissionaire company would gain competitiveness in the highly saturated vacation rental industry while enhancing its profitability.