Local marketing plan : case Fresh!Burger
Irri, Oona (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023121135827
https://urn.fi/URN:NBN:fi:amk-2023121135827
Tiivistelmä
The goals of the research was to achieve a practical, local in-store marketing plan for a fast food restaurant Fresh!Burger, owned by the company Kärkkäinen Oy. The company didn’t have a previous in-depth marketing plan for the store, so the aim was to create a plan that can be utilized by the company. Other than that, the study gives an insight on store marketing and how to get the best results out of it.
The theoretical part consists of the key concepts and theories of marketing, and more precisely, ways to differentiate and position in the market. The study was a qualitative questionnaire, which was conducted to see how the store customers can be lured in the restaurant as well. As the outcome, the study found that the most effective way to attract customers is sales promotion and offers. The best way to catch an eye is big, colourful and unique posters and other advertisement.
The study was able to produce a local store marketing plan for the case company using the SOSTAC® system as the base of the process. The current situation, target market, target customer and a way to differentiate and position in the market was found. The author listed the best tools to use in local marketing based on the answers in the questionnaire. For the reader, the thesis offers advice on creating a local marketing plan that can be utilized practically.
The theoretical part consists of the key concepts and theories of marketing, and more precisely, ways to differentiate and position in the market. The study was a qualitative questionnaire, which was conducted to see how the store customers can be lured in the restaurant as well. As the outcome, the study found that the most effective way to attract customers is sales promotion and offers. The best way to catch an eye is big, colourful and unique posters and other advertisement.
The study was able to produce a local store marketing plan for the case company using the SOSTAC® system as the base of the process. The current situation, target market, target customer and a way to differentiate and position in the market was found. The author listed the best tools to use in local marketing based on the answers in the questionnaire. For the reader, the thesis offers advice on creating a local marketing plan that can be utilized practically.