Knowing the Customer – Airline Services for Professional Ice Hockey Teams in Finland
Poutanen, Lari (2024)
2024
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https://urn.fi/URN:NBN:fi:amk-202404085972
https://urn.fi/URN:NBN:fi:amk-202404085972
Tiivistelmä
The aim of the thesis was to conduct initial market research with the aspiration to understand Finnish ice hockey teams’ current road game travel habits and find out motives and opportunities for improvement, specifically by air travel. Pre- and post-game traveling between arenas is a necessity, but the means of travel may not always support the teams’ optimal performance through the course of the six-month regular season. As ground transportation is a time-consuming exertion and seemingly the only available option, the research was motivated by an underlaying notion of utilizing chartered air transport for the hockey league’s needs. A company called LYGG, which seeks to grow its business in the field of aviation by a platform connecting aircraft capacity supply and demand between destinations less frequently or never served by scheduled carriers agreed to commission the thesis work.
Early phase market research pursues a deeper understanding of the target market environment and structure. The needs, wants and motivations of the target population are central aspects of initial stage market research. The research angle of is determined by the position of the company seeking for either market entry or expansion and growth with existing or new services and products. The results of the initial research seek to provide guidance in customer-centered value-driven strategic decision making.
The nature of early-stage market research findings is explanatory and exploratory – both being types of qualitative research. The primary data for thesis research was conglomerated by individually interviewing members of the target population on different positions in different organizations in a semi-structured interview format. A desk research phase examining the geographical and game schedule structure of the market provided supportive secondary data.
A clear picture of how teams presently travel in the context of league game schedule, characterized by cumulative strain and challenges of maintaining optimal performance, was achieved. Location on the map seemed to dictate each team’s travel routines. The results also suggest that the proportion of available resources varies between organizations. The results indicated an existing demand for charter services offered an understanding of limitations regarding usage of faster means of travel. The most suggested obstacle for flying was budgets, while the lack of a suitable and affordable service was also evident.
Increasing air travel was generally accepted as an ideal way to travel the lengthiest distances. Despite existing limitations, the topic spawned enthusiastic conversations. To successfully answer the evident demand for charter flying, a further market research identifying the size potential, infrastructure, partnership and collaboration opportunities together with a risk and regulation analysis would serve as next steps of research. Involving all teams and league roof-organization in the process would guarantee customer value-driven service development and approach.
Early phase market research pursues a deeper understanding of the target market environment and structure. The needs, wants and motivations of the target population are central aspects of initial stage market research. The research angle of is determined by the position of the company seeking for either market entry or expansion and growth with existing or new services and products. The results of the initial research seek to provide guidance in customer-centered value-driven strategic decision making.
The nature of early-stage market research findings is explanatory and exploratory – both being types of qualitative research. The primary data for thesis research was conglomerated by individually interviewing members of the target population on different positions in different organizations in a semi-structured interview format. A desk research phase examining the geographical and game schedule structure of the market provided supportive secondary data.
A clear picture of how teams presently travel in the context of league game schedule, characterized by cumulative strain and challenges of maintaining optimal performance, was achieved. Location on the map seemed to dictate each team’s travel routines. The results also suggest that the proportion of available resources varies between organizations. The results indicated an existing demand for charter services offered an understanding of limitations regarding usage of faster means of travel. The most suggested obstacle for flying was budgets, while the lack of a suitable and affordable service was also evident.
Increasing air travel was generally accepted as an ideal way to travel the lengthiest distances. Despite existing limitations, the topic spawned enthusiastic conversations. To successfully answer the evident demand for charter flying, a further market research identifying the size potential, infrastructure, partnership and collaboration opportunities together with a risk and regulation analysis would serve as next steps of research. Involving all teams and league roof-organization in the process would guarantee customer value-driven service development and approach.