Market Analysis to Discover New Restaurant Business Opportunities in Imatra Region
Hasan, Sayed Fahid (2015)
Saimaan ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015052710673
https://urn.fi/URN:NBN:fi:amk-2015052710673
Tiivistelmä
This is a research based thesis, which focuses on market analysis in Imatra region, Finland. The purpose of the thesis was to discover new restaurant business opportunities in Imatra Region. Another objective of this thesis was to understand Imatra’s prospective customers’ requirements, needs and expectations.
The first part of theory of the thesis focuses on Imatra’s overview, food culture, region development and restaurant demand. Next theoretical part of the thesis emphasizes research methodology, business research and research methods. Last part of theory focuses on market analysis which includes PESTEL analysis, Porter's five forces analysis, analysis of product positioning, market segmentation and customer analysis. Theoretical part was constructed from literature, newspaper articles and online sources. The research fragment of the thesis was done by using both qualitative and quantitative research method. PESTEL analysis, Porter's five forces analysis and market segmentation were carried out by using qualitative method and customer analysis was completed by quantitative method. The data for quantitative method was gathered through a questionnaire form Imatra’s prospective customers. The survey comprised single-choice, multiple-choices and open-ended questions. Secondary data was used to complete qualitative researches.
The results of the study show few popular cuisine names for new restaurant business in Imatra region. In addition, requirements, needs and expectations of Imatra’s prospective restaurant business customers were found out. Current popular restaurants of Imatra were also identified by this research result. Over-all Imatra’s market environment, competitive situation and market segments for restaurant business were drawn. Finally a couple of new restaurant business opportunities in Imatra region were recommended.
The first part of theory of the thesis focuses on Imatra’s overview, food culture, region development and restaurant demand. Next theoretical part of the thesis emphasizes research methodology, business research and research methods. Last part of theory focuses on market analysis which includes PESTEL analysis, Porter's five forces analysis, analysis of product positioning, market segmentation and customer analysis. Theoretical part was constructed from literature, newspaper articles and online sources. The research fragment of the thesis was done by using both qualitative and quantitative research method. PESTEL analysis, Porter's five forces analysis and market segmentation were carried out by using qualitative method and customer analysis was completed by quantitative method. The data for quantitative method was gathered through a questionnaire form Imatra’s prospective customers. The survey comprised single-choice, multiple-choices and open-ended questions. Secondary data was used to complete qualitative researches.
The results of the study show few popular cuisine names for new restaurant business in Imatra region. In addition, requirements, needs and expectations of Imatra’s prospective restaurant business customers were found out. Current popular restaurants of Imatra were also identified by this research result. Over-all Imatra’s market environment, competitive situation and market segments for restaurant business were drawn. Finally a couple of new restaurant business opportunities in Imatra region were recommended.