Development of a Marketing Strategies to Attract and Retain Customers: A Case Study of Junbah Logistics Ay
Zafar, Munazza (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023121437167
https://urn.fi/URN:NBN:fi:amk-2023121437167
Tiivistelmä
The case company is Joo Taksi, and it is a subsidiary of Junbah Logistics Ay. The focus of this thesis is on the taxi service. Taxi Service is mainly using Platforms like Uber, Yango, Meneva, Bolt, and Welcome to get clients. The company also takes some direct customers from taxi stops.
The thesis aims to explore the various marketing channels and techniques that can be utilized by Joo Taksi to attract and retain customers. This study focuses on exploring the key elements of success that support business growth significantly. The marketing plan serves as a roadmap for accomplishing the company's marketing objectives and ensures that all marketing initiatives are in line with the goals. The goal was to offer an achievable strategy for improving the company's situation. The case company would like to increase the volume of direct customers. Currently, the main source of orders (customers) is from different partner companies.
The theoretical part of this study provides a detailed understanding of the best available strategies for ride-hailing companies to attract and retain customers. Firstly, it describes the significance of customer-oriented marketing and promotional marketing strategies. Secondly, the customer journey and SOStAC framework are applied to understand the direction for the implementation of the strategies in the best possible way. Thirdly, the special strategies for ride-hailing companies are discussed in detail.
The key findings of this research provide insightful information for the growth of Joo Taksi. This study adopted a hybrid research methodology that bridges qualitative and quantitative approaches to achieve a better outcome. The thesis conclusion offers practical recommendations for Joo Taksi to retain and get new customers, such as focusing on building a website, an app, and a digital boost on social media.
The thesis aims to explore the various marketing channels and techniques that can be utilized by Joo Taksi to attract and retain customers. This study focuses on exploring the key elements of success that support business growth significantly. The marketing plan serves as a roadmap for accomplishing the company's marketing objectives and ensures that all marketing initiatives are in line with the goals. The goal was to offer an achievable strategy for improving the company's situation. The case company would like to increase the volume of direct customers. Currently, the main source of orders (customers) is from different partner companies.
The theoretical part of this study provides a detailed understanding of the best available strategies for ride-hailing companies to attract and retain customers. Firstly, it describes the significance of customer-oriented marketing and promotional marketing strategies. Secondly, the customer journey and SOStAC framework are applied to understand the direction for the implementation of the strategies in the best possible way. Thirdly, the special strategies for ride-hailing companies are discussed in detail.
The key findings of this research provide insightful information for the growth of Joo Taksi. This study adopted a hybrid research methodology that bridges qualitative and quantitative approaches to achieve a better outcome. The thesis conclusion offers practical recommendations for Joo Taksi to retain and get new customers, such as focusing on building a website, an app, and a digital boost on social media.