Digital marketing strategy for small and medium food & beverage (F&B) Asian businesses (coffee stores and restaurants) in Helsinki, Finland

Abstract

Due to the advancement in technology and digital tools, the role of digital marketing is of utmost importance for the growth of businesses, particularly small and medium-sized Asian Food & Beverage (F&B) businesses in Helsinki, with no exception. This study focused on enhancing the effectiveness of digital marketing for such businesses located in Helsinki, Finland. As a result of this study, a customized digital marketing strategy and plan were devised, offering advantages to business proprietors, individuals responsible for marketing their businesses, as well as aspiring entrepreneurs, and students keen on digital marketing. Employing qualitative research methodology, this study delved into a comprehensive examination with five participants through semi-structured interviews to investigate the implementation of digital marketing strategies by these businesses. A significant finding was the gap between the perceived significance of digital marketing and its practical execution in these enterprises. In essence, this research delivers valuable insights into the digital marketing landscape of Asian F&B businesses in Helsinki and delivers a tailored digital marketing strategy for businesses, marketers, and scholars aiming to navigate and leverage the digital domain within the competitive F&B sector.