Developing Online Marketing Strategies for DASAHO International Oy
Shoo, Pendael (2017)
Haaga-Helia ammattikorkeakoulu
2017
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017120519804
https://urn.fi/URN:NBN:fi:amk-2017120519804
Tiivistelmä
The main purpose of this thesis is to examine and analysis the online marketing strategies of case study company – DASAHO International Oy, and then to identify if there is any improvement on those strategies. DASAHO International Oy is transportation and moving company with its main office in Helsinki, Finland. Under this thesis only four (4) online channel of this company is examined, which are company web page, Facebook page, e - mail and WhatsApps due to lack of time and skills.
This research - based thesis is qualitative in nature because it deal to examine how customers behave online and why, and then use those findings for the marketing purposes. Therefore, the various qualitative method techniques were used to achieve the targeted objectives of the research. The total of five (5) face – to – face qualitative interviews were done, one interview done with commissioner of the company, another two interviews with staff, and two interviews with the customers.
The case study of several companies are also examined and participatory observation is also used as another method of collecting wide range of data. SOSTAC model is used under this thesis as its theoretical framework. SOSTAC acronym stand for situation, objective, strategy, tactics, action, and control.
The thesis results found out that the DASAHO International Oy have already invested for marketing purpose online on its web page and Facebook site, while it did not take full potential investment on other social media channels like WhatsApp’s, e-mail, Instagram, Twitter e.t.c. Another results shows that the behaviors of customers on the online changed so rapidly nowadays than before and their expectations are also increasing due to the advance of internet technology. In order to satisfied those demand of customers and do effective marketing online, I provide some recommendations for implementation as guide line for the DASAHO International Oy.
This research - based thesis is qualitative in nature because it deal to examine how customers behave online and why, and then use those findings for the marketing purposes. Therefore, the various qualitative method techniques were used to achieve the targeted objectives of the research. The total of five (5) face – to – face qualitative interviews were done, one interview done with commissioner of the company, another two interviews with staff, and two interviews with the customers.
The case study of several companies are also examined and participatory observation is also used as another method of collecting wide range of data. SOSTAC model is used under this thesis as its theoretical framework. SOSTAC acronym stand for situation, objective, strategy, tactics, action, and control.
The thesis results found out that the DASAHO International Oy have already invested for marketing purpose online on its web page and Facebook site, while it did not take full potential investment on other social media channels like WhatsApp’s, e-mail, Instagram, Twitter e.t.c. Another results shows that the behaviors of customers on the online changed so rapidly nowadays than before and their expectations are also increasing due to the advance of internet technology. In order to satisfied those demand of customers and do effective marketing online, I provide some recommendations for implementation as guide line for the DASAHO International Oy.