A Marketing Plan for a Nepalese Restaurant : Understanding Customer Perceptions of Ethnic Dining in Finland

Abstract

The thesis investigates how the Nepalese restaurant Everest Himal in Rauma, Finland, can enhance its visibility and interaction with customers based on a specific marketing strategy. The study uses qualitative data, provided by a customer survey (35 responses) and a semi-structured interview with the co-owner of the restaurant. The idea was to understand the customer preference and behaviour pattern, along with the perceived gap in the current promotional activities, and build a marketing plan based on these findings. Key marketing models such as marketing mix(4Ps), STP, SWOT analysis, and Porter’s Five Forces are used in structuring the analysis. The results indicate that the customers are more concerned with the quality of the food, cultural geniuses, and stable online appearances as the factors that determine the choice of ethnic restaurants. Nevertheless, Nepalese restaurants (such as Everest Himal) are mixed with Indian food and have a poor digital presence. The co-owner accepted these complaints and was willing to make some improvements. The data-driven marketing strategy was designed, which is reasonable and affordable, and that includes organized content, menu clarity, visual narration, and differentiated offers. The plan also includes the activities in the digital and traditional marketing arena, including the planned social media posts, review management, local events, and targeted discounts on major customer segments. This paper exemplifies the value that small businesses can gain by implementing the systematic marketing models in the event that they are guided by actual client information. Blending academic theory and realities of operation, the proposed plan provides Everest Himal with a realistic opportunity to raise awareness, build the brand, and appeal to its target market segments