Strategic Marketing Plan for a Finnish Farm
Kang, Hyunjee (2016)
Kang, Hyunjee
Yrkeshögskolan Arcada
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016121420403
https://urn.fi/URN:NBN:fi:amk-2016121420403
Tiivistelmä
The thesis is aimed to create strategic marketing plan regarding organic meat products for a Finnish family-owned farm located in Joroinen. The farm serves high quality beef and lamb/mutton products. However, they have been faced a loss in the profit due to extreme-ly low sales in the meat production. The meats used to be sold to butcher who then sells it as normal meats even though it is fully organic and local. Especially, the beef is a rare breed.
Previous literatures were reviewed regarding relevant theories with the topic of this thesis researched which involve the process of marketing plan, SWOT analysis, customer-driven marketing, Integrated Marketing Communication (IMC), and implementations and controls as well as Finnish agriculture.
Thesis is design by qualitative research based on primary and secondary source regarding the farm and marketing strategies. Primary source was collected through semi-structured Interview. The data was analyzed using an inductive reasoning.
Accordingly, the resources of the farm from both a financial and time perspective were considered with realistic approach for the thesis.
Previous literatures were reviewed regarding relevant theories with the topic of this thesis researched which involve the process of marketing plan, SWOT analysis, customer-driven marketing, Integrated Marketing Communication (IMC), and implementations and controls as well as Finnish agriculture.
Thesis is design by qualitative research based on primary and secondary source regarding the farm and marketing strategies. Primary source was collected through semi-structured Interview. The data was analyzed using an inductive reasoning.
Accordingly, the resources of the farm from both a financial and time perspective were considered with realistic approach for the thesis.