Suggestions for the further research include the aspects of search engine optimization and expanding the marketing strategy to cover more marketing activities.
The entrepreneur of the case company said in the interview that in the future she is inter- ested in search engine optimization, but that aspect was left out of this research. Also, she mentioned that in the future her dream is to start her own cafeteria so expanding the mar- keting strategy to cover the cafeteria business would be useful for the case company.
13 Summary
The aim of the thesis was to collect enough information for the researcher to be able to develop a marketing strategy for a business, that has just started to operate. For that rea- son, the thesis included some parts of business planning too, as the business did not have any previous data to share of the market operations.
The thesis started with a data collection phase and data was mainly collected from literature and articles and some Internet sources. As the thesis was focusing only on one company and its marketing, the empirical part of the thesis was limited. The empirical part included a semi-structured interview with the entrepreneur. Also, empirical findings were done by in- vestigating the current marketing activities of the case company and familiarizing with the social media presence. The findings of the research stated that there must be a wide selec- tion of active marketing channels to reach enough customers and make profit.
Based on the finding of the research, the researcher developed a marketing strategy for the case company to follow. The strategy is easy to follow and provides the needed information for the next steps of marketing to the case company. The structure of the strategy allows it to be widen in the future when needed.
References
Aaltio, I. Heilmann, P. 2012. Case Study as A Methodological Approach. London: SAGE Publications
Aarnio, K. 2021. TikTok Markkinointi 2021 – Kenelle ja Miten?. Retrieved on 26 October 2021. Available at TikTok-markkinointi 2021 - Kenelle ja miten? - Tulos Helsinki
Alvesson, M. Sandberg, J. 2010. Ways of constructing a research question: gap-spotting or problematization. SAGE Publication.
Baines, P. Fill, C. Page, K. 2013. Essentials of Marketing. Oxford: Oxford University Press Berends, W. 2004. Price&profit: the essential guide ro product and service pricing and profit forecasting. Ontario: Berends & Associates
Berry, T. 2020. Using Porter’s Five Forces when creating your marketing plan. Retrieved on 24 October 2021. Available at Using Porter's Five Forces when creating your marketing plan - Marketing Plan Help & Marketing Advice - Mplans
Brest, P. Hamilton Krieger, L. 2010. Problem solving, decision making and professional judgement: a guide for lawyers and policy makers. Oxford: Oxford University Press
Canva. 2021. Marketing Trends to Know About in 2021. Retrieved on 24 October 2021.
Available at 20 marketing trends to know in 2021 | Canva
Charm, T. Dhar, R. Haas, S. Liu, J. Novemsky, N. Teichner, W. 2020. Understanding and shaping consumers behaviour in the next normal. Retrieved on 10 May 2021. Available at https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/under- standing-and-shaping-consumer-behavior-in-the-next-normal
CGMA. 2015. Porter’s Five Forces of Competitive Position Analysis. Retrieved on 24 Octo- ber 2021. Available at Porter’s Five Forces of Competitive Position Analysis (cgma.org) City of Helsinki. 2019. Economy and Competitiveness. Retrieved on 23 October 2021. Avail- able at Economy and competitiveness | City of Helsinki
City of Helsinki. 2021. Wholesale Market. Retrieved on 26 October 2021. Available at Wholesale Market, Customer Service | City of Helsinki
Clausnitzer, J. 2021. Social Media Usafe in Finland – Statistics and facts. Retrieved on 25 October 2021. Available at Social media usage in Finland - statistics & facts | Statista Court, D. Elzinga, D. Mulder, S. Vetvik, O. 2009. The Customer Decision Journey. Retrieved 1 October 2021. Available at The consumer decision journey | McKinsey
EUbusiness. 2015. Doing business in Finland: Environmental rules. Retrieved on 25 Octo- ber 2021. Available at http://www.eubusiness.com/europe/finland/environmental-rules/
Finnish Food Authorithies. 2021. Food Establishments. Retrieved on 26 October 2021.
Available at Food establishments - Finnish Food Authority (ruokavirasto.fi) Fiore, F. 2005. Write a business plan in no time. Que Publishing
Gavett, G. 2014. What you need to know about segmentation. Harvard Business Review.
Retrieved 19 October 2021. Available at What You Need to Know About Segmentation (hbr.org)
Gosnay, R. Richardson, N. 2008. Develop your marketing skills. London: Kogan Page.
Hammond, J. 2008. Branding your business. Promoting your business, attracting customers and standing out in the marketplace. London: Kogan Page
Harmaala, M. 2020. Kysely: Yritykset Helsingin Seudulla Kovemmassa Korona-ahdingossa Kuin Muualla Maassa – Helsinki-Vantaalla Työttömyys Uhkaa Jopa 10 000 Ihmistä. Ret- rieved on 24 October 2021. Available at Kysely: Yritykset Helsingin seudulla kovemmassa korona-ahdingossa kuin muualla maassa – Helsinki-Vantaalla työttömyys uhkaa jopa 10 000:ta ihmistä | Paikalliset | Helsingin Uutiset
Hay, G. Gastilla, G. 2006. Object Based Image Analysis: Strengths, Weaknesses, Oppor- tunities and Threats (SWOT). Retrieved 8 March 2021. Available at https://www.is- prs.org/PROCEEDINGS/XXXVI/4-C42/Papers/01_Opening%20Ses-
sion/OBIA2006_Hay_Castilla.pdf
Hootsuite. 2021. 2021 Social Trends Will Light The Way. Retrieved on 25 October 2021.
Available at Social Media Trends 2021 (hootsuite.com)
Helsinki facts and figures. 2019. Retrieved on 18 May 2021. Available at https://www.hel.fi/hel2/tietokeskus/julkaisut/pdf/19_06_14_HKI-taskuti-
lasto2019_eng_w.pdf
Hirsh, A. 2021. What is a bakery concept statement. Retrieved on 15 April. Available at https://smallbusiness.chron.com/bakery-concept-statement-25085.html
Hirsjärvi, S. & Hurme, H. 2001. Tutkimushaastattelu: Teemahaastattelun teoria ja käytäntö.
Helsinki: Helsinki University Press.
InfoFinland. 2021. Entrepreneur’s Social Security. Retrieved on 25 October 2021. Available at Entrepreneur’s social security - InfoFinland
Ibisworld. 2021. Bread % Bakery Goods Production in Finland – Industry Statistics. Re- trieved on 15 October 2021. Available at Bread & Bakery Goods Production in Finland - Industry Statistics | IBISWorld
Instagram. 2020. Get Real Time Insights. Retrieved on 7 October 2021. Available at Getting Started on Instagram for Business | Instagram for Business
James, E. 2019. Understanding Quantitative vs. Qualitative Research. Retrieved 15 Sep- tember 2021. Available at https://blog.flexmr.net/quantitative-vs-qualitative-research Johnson, G., Scholes, K. Whittington, R. 2008. Exploring corporate strategy. 8th ed. UK:
Pearson Education Ltd.
Keegan, S. 2009. Qualitative Research: Good Decision Making Through Understanding People, Cultures and Markets. 1st Edition. London: Kogan Page Ltd
Kokemuller, N. 2020. Entry Pricing Strategy. Retrieved on 22 October 2021. Available at https://smallbusiness.chron.com/entry-pricing-strategy-61428.html
Kothari, C. R. 2004. Research methodology: Methods and techniques. New Age Interna- tional.
Kotler,P. 2000. Marketing Management, Millenium Edition. Prentice Hall.
Kotler, P. Armstrong, G. 2014. Principles of Marketing, Global Edition. 15th edition. Essex:
Pearson Education Ltd.
Lee Yohn, D. 2019. Why Great Innovation Needs Marketing. Retrieved 20 October 2021.
Available at Why Great Innovation Needs Great Marketing (hbr.org)
Masterman, G., Wood, E. 2006. Innovative Marketing Communications, Strategies for the Events Industry. Oxford: Elsevier Butterworth-Heinemann
Mautz, M. 2021. Marketing Trends to Watch in 2021, According to 21 Marketing Experts.
Retrieved on 24 October 2021. Available at Marketing Trends to Watch in 2021, According to 21 Experts (hubspot.com)
McDonald,M. Dunbar, I. 2012. Market Segmentation: How to Do It; How to Profit From It Mouhanna, A. 2019. What is A Market Analysis. Retrieved on 1 October 2021. Available at What Is a Market Analysis? (marketresearch.com)
Myers, M. 2013. Qualitative Research in Business & Management. 2nd Edition, Sage Publications, London
Nausedaite, I. 2021. 5 New Email Marketing Trends for 2021. Retrieved on 26 October 2021. Available at 5 New Email Marketing Trends for 2021 - MailerLite
Nicole. 2021. 9 Tips for Marketing to A Female Demographic In The Digital Age. Retrieved on 26 October 2021. Available at 9 Tips For Marketing To A Female Demographic In The Digital Age - SocialToaster | Brand Ambassador Engagement
Norander, S. & Brandhors, J. 2018. SAGE Publications.
Pahl, N. Richter, A. 2007. Swot Analysis: Idea, Methodology and a Practical Approach. Mu- nich: GRIN Verlag
Palkkavertailu. 2021. Leipuri-kondiittorin palkka. Retrieved on 22 October 2021. Available at https://palkkavertailu.com/palkka/leipuri-kondiittori
Perera, R. 2020. Understanding Porter’s Five Forces Analysis. 1st ed. Nerdynaut.
Professional Academy - Marketing Theories – PESTEL Analysis. Retrieved on 22 October 2021.Available at https://www.professionalacademy.com/blogs/marketing-theories-pestel- analysis/
Puustinen, A. Rouhiainen, U-M. 2007. Matkailumarkkinoinnin teorioita ja työkaluja. Helsinki:
Edita Prima
Rastogi, N., Trivedi, M.K.2016. Pestle Technique – A Tool to Identify External Risks in Con- struction Projects. Retrieved on 22 October 2021, Available at https://www.irjet.net/ar- chives/V3/i1/IRJETV3I165.pdf
Ruokavirasto. 2021. Setting up a bakery. Retrieved on 26 October 2021. Available at Set- ting up a bakery (ruokavirasto.fi)
Statistics Finland. 2020. Use of The Internet For Following Media and For Communication Has Increased. Retrieved on 20 October 2021. Available at Statistics Finland - Use of infor- mation and communications technology by individuals 2020
Stevens, E. Sherwood, P. Dunn, J. 1993. Market analysis: Assessing your business oppor- tunities. New York: Routledge
Scarborough, N., Zimmerer, T. 2008. Essentials of entrepreneurship and small business management. 5th ed. Pearson Education Ltd.: Upper Saddle River, New Jersey
Suomen Leipuriliitto Ry. 2019. Leipomo- ja konditoriayrittäjät kokoontuvat Suomen Leipuri- liiton vuosikokoukseen ja kesäpäiville Mikkeliin. Retrieved on 15 October 2021. Available at Leipomo- ja konditoriayrittäjät kokoontuvat Suomen Leipuriliiton vuosikokoukseen ja kesä- päiville Mikkeliin 9.-11.8.2019 - Suomen Leipuriliitto ry
TE-palvelut. 2021. A start up grant supports a new entrepreneur. Retrieved on 22 October 2021. Available at https://www.te-palvelut.fi/en/employers/for-entrepreneurs/services-new- entrepreneurs/startup-grant
Tetrapak. 2020. 3 global food megatrends and how food manufacturers can capitalize on them. Retrieved on 15 May 2021. Available at https://www.tetrapak.com/insights/cases-ar- ticles/global-food-megatrends
Tuten, T. Solomon, M. 2013. Social Media Marketing. 1st Edition. Edinburgh: Pearson.
Ukko.fi. 2021. Yrittäjän Verotus - Mitä Yrittäjän Verotukseen Kuuluu?. Retrieved on 21 Oc- tober 2021. Available at Yrityksen verotus – Mitä yrittäjän verotukseen kuuluu? - UKKO.fi Vuorinen, H. Personal meeting. 14.10.2021.
Wedel, M. Kamakura, W. Market segmentation:conceptual and methodological founda- tions. 2nd edition. New York: Springer Science and Business media
Wright, G. 2021. Social Media Trends in 2021: What’s Working and What Isnt’t This Year?.
Retrieved 26 October 2021. Available at Social Media Trends 2021: Optimize Your Digital Marketing Strategy for Social Success – ScottDClary.com
APPENDIX 1
Semi-structured interview with the entrepreneur of Hygla bakery Yrittäjän esittäytyminen ja tausta?
- Yrittäjä Henna Vuorinen aloitti Hygla bakeryn parissa työskentelyn vuoden 2019 lo- kakuussa. Henna vaihtoi alaa media-alan markkinointikoordinaattorin tehtävistä ja aloitti leipuri-kondiittorin opinnot vuonna 2019. Pian ajatus omasta yrityksestä alkoi kiinnostaa ja Henna perusti Instagram-tilin ja alkoi kuvata someen tekemiään kak- kuja. Pian kakkutilauksia alkoi tulla ja Henna alkoi pohtia itsensä elättämistä kakkuja tekemällä.
Keitä Hygla bakeryn asiakkaat ovat?
- Hennan mukaan Hygla bakeryn asiakkaita ovat pääkaupunkiseudulla asuvat 25-40 vuotiaat naiset. Yllätyksenä on tullut miten eri puolilta Helsinkiä asiakkaat ovat, koska Hennan ennakko-oletus oli, että asiakkaat asuisivat lähellä. Osa tilauksista on tullut myös muualta pääkaupunkiseudulta. Suurin osa kakkutilauksista on ristiäis- kakkuja ja Henna kertookin ristiäiskakkujen olevan Hyglan erikoisuus. Myös aikuis- ten juhliin tarkoitettuja kakkuja menee paljon. Isoin osa tilauksista tulee Instagramin kautta, johon pääsyy on, että Hygla bakeryn markkinointi tapahtuu pääosin sosiaa- lisessa mediassa ja nimenomaisesti Instagramissa. Myös word of mouth- tyyppisen markkinoinnin kautta tulee tilauksia, kun ihmiset kertovat hyvistä kokemuksistaan.
Jos ajattelet asiakkaan näkökulmasta, millaisena asiakkaat näkevät Hygla bakeryn?
- Mielestäni asiakkaat näkevät Hyglan raikkaana ja trendikkäänä Millaisena haluaisit asiakkaiden näkevän Hygla bakeryn?
- Henna kertoo hioneensa taitojaan ja konseptiaan parin vuoden ajan ja kertoo ole- vansa nyt todella tyytyväinen ja ylpeä kädenjäljestään ja toivoo sen välittyvän myös asiakkaille. Henna haluaisi, että hänen lopputulos näkyisi asiakkaalle taidokkaana ja tasokkaana.
Miten asiakkaat löytävät Hyglan?
- Hyglan markkinointi tapahtuu lähes täysin sosiaalisessa mediassa ja Instagramissa.
Muita sosiaalisen median tilejä ei ole käytössä tällä hetkellä. Oikeastaan mitään muuta mainontaa ei ole tällä hetkellä.