Marketing strategies for international gastronomy in local contexts : a marketing playbook
Vargas Virkkala, Ellen (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025111728264
https://urn.fi/URN:NBN:fi:amk-2025111728264
Tiivistelmä
The thesis focused on international food businesses seeking to reach an audience different from their own cultural group in Pietarsaari, Finland. This practice-based thesis explored the grounds to promote cultural insights to the local consumers by following a practical playbook, developed for this project's purpose and guiding the business owners to execute marketing actions to boost their awareness among new local audiences.
The goal of the thesis project was to create a Micro-Marketing Playbook where international business operators in Pietarsaari follow an easy step-by-step local marketing structure, designed to achieve higher levels of engagement and strengthen their business awareness among local consumers.
The theoretical framework of the thesis discussed topics regarding local market understanding of global gastronomical behaviors, preferences, perceptions, and a detailed customer journey of local consumers towards understanding the challenges faced when choosing different products over traditional options.
The grounds considered at the time of the elaboration of a two-month marketing playbook given as a tool to local entrepreneurs were explained across the project, emphasizing key aspects of every phase of the customer journey from awareness towards decision, in conjunction with how to address effective communication in every phase. As a result, gastronomic entrepreneurs can strategically market their offerings and simultaneously operate in other areas of business administration.
The goal of the thesis project was to create a Micro-Marketing Playbook where international business operators in Pietarsaari follow an easy step-by-step local marketing structure, designed to achieve higher levels of engagement and strengthen their business awareness among local consumers.
The theoretical framework of the thesis discussed topics regarding local market understanding of global gastronomical behaviors, preferences, perceptions, and a detailed customer journey of local consumers towards understanding the challenges faced when choosing different products over traditional options.
The grounds considered at the time of the elaboration of a two-month marketing playbook given as a tool to local entrepreneurs were explained across the project, emphasizing key aspects of every phase of the customer journey from awareness towards decision, in conjunction with how to address effective communication in every phase. As a result, gastronomic entrepreneurs can strategically market their offerings and simultaneously operate in other areas of business administration.