Developing a social media marketing plan for Ravintola Kabuki
Tang, Choi Wai (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024051311419
https://urn.fi/URN:NBN:fi:amk-2024051311419
Tiivistelmä
This thesis aims to develop a tailored social media marketing strategy for Ravintola Kabuki, a Japanese Izakaya restaurant located in Helsinki's central area. Despite having Facebook and Instagram accounts, they remain inactive and underutilised. In this thesis, the author will go through a thorough theoretical framework and empirical research, to develop a social media plan for Ravintola Kabuki. By leveraging this plan, the restaurant aims to enhance its online presence, increase brand awareness, engagement with customers and drive profit growth.
The thesis consists of three major parts: theoretical framework, research methodology and findings and social media marketing plan. The theoretical background includes the definition and characteristics of social media and social media marketing, the benefits of social media marketing for restaurants and the concepts of PR Smith’s SOSTAC ® (Situation, Objectives, Strategy, Tactics, Action, Control) marketing model. The research methodology part explains the combination of qualitative and quantitative approaches including observations and surveys, to gather insights into customers’ social media habits and investigate the performance of Kabuki´s social media performance. Besides, the findings from the online survey and observations are also presented. The thesis illustrates the implementation of the SOSTAC ® framework as the guiding principle of the social media marketing plan, which through Instagram channel to reach the results in the form of photos, videos and content.
The result of the thesis is a well-defined and functional social media marketing plan. It defines the business situation, conduct competitive analysis, identifies targeted customers, outlines objectives, strategies and provides suggestions for future work for Ravintola Kabuki’s promotion in the future.
The thesis consists of three major parts: theoretical framework, research methodology and findings and social media marketing plan. The theoretical background includes the definition and characteristics of social media and social media marketing, the benefits of social media marketing for restaurants and the concepts of PR Smith’s SOSTAC ® (Situation, Objectives, Strategy, Tactics, Action, Control) marketing model. The research methodology part explains the combination of qualitative and quantitative approaches including observations and surveys, to gather insights into customers’ social media habits and investigate the performance of Kabuki´s social media performance. Besides, the findings from the online survey and observations are also presented. The thesis illustrates the implementation of the SOSTAC ® framework as the guiding principle of the social media marketing plan, which through Instagram channel to reach the results in the form of photos, videos and content.
The result of the thesis is a well-defined and functional social media marketing plan. It defines the business situation, conduct competitive analysis, identifies targeted customers, outlines objectives, strategies and provides suggestions for future work for Ravintola Kabuki’s promotion in the future.