A marketing e-guidebook for Finnish businesses in Hong Kong
Nguyen, Tracy (2024)
2024
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052314814
https://urn.fi/URN:NBN:fi:amk-2024052314814
Tiivistelmä
The objective of the thesis is to gather marketing ideas to support marketing strategies of businesses in a foreign business environment. The introduction part explains the background of opportunities and challenges businesses might encounter in the vibrant and dynamic city like Hong Kong. The local market of the city is very competitive and overwhelming therefore it motivated the author to create a simplified source of information that businesses can take advantage of as part of their marketing strategy.
In the theorical part, the specific marketing topics were selected and covered based on the observations and work experiences in the local business setting which was Hong Kong. Following marketing related theories were covered: relationship marketing and networking, event marketing, local marketing and digital marketing. In addition to marketing factors, it was seen to be essential to also examine cultural differences.
The methods used to support the empirical part of the thesis and the outcome were benchmarking, observing and ideating. Moreover, open discussions with local professionals and experts provided valuable insights which influenced the outcome of the thesis. The final outcome which is the marketing e-guidebook consists of eight different marketing activities. The marketing e-guidebook is simple and straightforward. One of the sub-goals was to collect ideas and activities that are easily implemented and low budget. As throughout the process of creating it, one common thread that connected every marketing activity turned out to be relationship building and networking.
In the theorical part, the specific marketing topics were selected and covered based on the observations and work experiences in the local business setting which was Hong Kong. Following marketing related theories were covered: relationship marketing and networking, event marketing, local marketing and digital marketing. In addition to marketing factors, it was seen to be essential to also examine cultural differences.
The methods used to support the empirical part of the thesis and the outcome were benchmarking, observing and ideating. Moreover, open discussions with local professionals and experts provided valuable insights which influenced the outcome of the thesis. The final outcome which is the marketing e-guidebook consists of eight different marketing activities. The marketing e-guidebook is simple and straightforward. One of the sub-goals was to collect ideas and activities that are easily implemented and low budget. As throughout the process of creating it, one common thread that connected every marketing activity turned out to be relationship building and networking.