Developing a student carpooling service in Finland : business model and marketing strategy
Anchukova, Aleksandra (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052013509
https://urn.fi/URN:NBN:fi:amk-2025052013509
Tiivistelmä
This thesis explores the strategic development of a student-oriented carpooling service in Finland, focusing on business model design and marketing strategy formulation. The aim is to assess the feasibility of a peer-to-peer ridesharing platform tailored to university students, with particular emphasis on cost-effectiveness, trust, and sustainability.
The research follows a practice-based approach, combining theoretical models—such as the Business Model Canvas, Core Competency Theory, SOSTAC, MRACE, and the 7Ps Marketing Mix—with primary data collected through a student survey.
Findings indicate strong student interest in affordable and verified transportation solutions, with safety, convenience, and environmental impact emerging as key decision factors. The application of strategic frameworks supports the development of a scalable, trust-based service concept integrated into the Finnish higher education ecosystem.
Importantly, the study also recognises the role of key partners in helping such a service succeed. Collaborations with universities, student unions, environmental organisations, and local businesses would improve visibility and user trust, and support practical aspects like communication, marketing, and onboarding.
The study concludes that a digital carpooling platform, designed specifically for student users and aligned with institutional structures, holds potential for addressing gaps in current mobility services while contributing to national sustainability goals.
The research follows a practice-based approach, combining theoretical models—such as the Business Model Canvas, Core Competency Theory, SOSTAC, MRACE, and the 7Ps Marketing Mix—with primary data collected through a student survey.
Findings indicate strong student interest in affordable and verified transportation solutions, with safety, convenience, and environmental impact emerging as key decision factors. The application of strategic frameworks supports the development of a scalable, trust-based service concept integrated into the Finnish higher education ecosystem.
Importantly, the study also recognises the role of key partners in helping such a service succeed. Collaborations with universities, student unions, environmental organisations, and local businesses would improve visibility and user trust, and support practical aspects like communication, marketing, and onboarding.
The study concludes that a digital carpooling platform, designed specifically for student users and aligned with institutional structures, holds potential for addressing gaps in current mobility services while contributing to national sustainability goals.