Creating comprehensive digital marketing guidelines for Yaknak Restaurant : Finland's gateway to authentic Nepali and Indian cuisine
Sangroula, Suraj (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024051511930
https://urn.fi/URN:NBN:fi:amk-2024051511930
Tiivistelmä
This thesis was commissioned by Yaknak Restaurant, specializing in Nepalese and Indian dishes in Tampere, Finland. The primary objective was to craft a comprehensive digital marketing plan to increase the restaurant's online visibility and attract more customers. Historically, Yaknak lacked a structured marketing approach since its inauguration, emphasizing the need for a systematic strategy to sustain itself in the competitive digital environment.
The research made use of a mixed-method approach, along with the incorporation of secondary data from scientific articles with the motive to understand digitalisation and digital marketing. The data was gathered through interviews with the management of the restaurant, a discussion with a small focus group of customers, and short surveys. Together, these methods provided a strong base for understanding the present digital landscape as well as the specific needs of the Yaknak Restaurant.
The secondary data revealed that websites and social media pages are cornerstones in addressing the customer’s evolving needs, developing the core of an effective digital marketing strategy. Primary data reinforced these findings, indicating the significance of prioritizing websites and social media among all other efforts in digital marketing.
Based on these findings, the result indicated that the Yaknak Restaurant should hire a digital marketing expert who can prepare the content and strategize marketing programs. Future research should be based on evaluating the functionality of the site and the social media engagement status as per the customer's perception to ensure that the customer expectations are met and engagement is enhanced.
The research made use of a mixed-method approach, along with the incorporation of secondary data from scientific articles with the motive to understand digitalisation and digital marketing. The data was gathered through interviews with the management of the restaurant, a discussion with a small focus group of customers, and short surveys. Together, these methods provided a strong base for understanding the present digital landscape as well as the specific needs of the Yaknak Restaurant.
The secondary data revealed that websites and social media pages are cornerstones in addressing the customer’s evolving needs, developing the core of an effective digital marketing strategy. Primary data reinforced these findings, indicating the significance of prioritizing websites and social media among all other efforts in digital marketing.
Based on these findings, the result indicated that the Yaknak Restaurant should hire a digital marketing expert who can prepare the content and strategize marketing programs. Future research should be based on evaluating the functionality of the site and the social media engagement status as per the customer's perception to ensure that the customer expectations are met and engagement is enhanced.