Ecological marketing framework for restaurant entrepreneurs
Hakkarainen, Janni (2022)
Hakkarainen, Janni
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022120225888
https://urn.fi/URN:NBN:fi:amk-2022120225888
Tiivistelmä
The purpose of this bachelor’s thesis was to produce a feasible sustainable marketing plan for entrepreneurially run restaurants in Helsinki, Finland. The plan is also a tool for the restaurant business for creating and evolving the business idea and the marketing plan. Secondly, the plan is vital part on proving that the business idea is viable and to obtain financial resources for marketing. It aims to combine traditional entrepreneurial marketing aspects, with restaurant and ecological marketing tactics. With the outcome being a combination of three techniques and their ideation stages.
The theoretical framework is focused on entrepreneurship, with the perspective of starting a new business or designing an accurate marketing plan for a small restaurant. I will be researching different marketing plan types and tools for entrepreneurs. With this research I aim to find out what types of marketing would work for sustainable and ecologically cautious restaurants and their developing process. The marketing aspect focuses on digital-, social media marketing and is aimed towards smaller businesses mainly in the restaurant industry. In the business plan aspect, I won’t be focusing on are the financial logistics. During this writing process there are various non-fixed costs that could throw the budget completely off. I will be touching subjects on marketing budget and the most cost-efficient options since it offers most use in this product work.
The implementation uses desk research with service design tools to demonstrate, prove and theorize the subjects. I will be using materials for business planning from restaurant management, entrepreneurship, service design, and marketing books loaned from 3-UAS libraries. Research of the ecological marketing is done with articles and interviews. Pestel and SWOT tools aim on focusing the business plan risk analysis and goals of the restaurant.
By creating a survey for restaurant entrepreneurs, I focused on the need and interest for the theoretical framework. While also figuring out is most of their marketing created with their social-media marketing. Is the aspect of sustainability interesting for the entrepreneur. How could I build it into their needs depending on their main marketing streams. Is the continuous plan that has a framework as a base be sustainable for them.
The theoretical framework is focused on entrepreneurship, with the perspective of starting a new business or designing an accurate marketing plan for a small restaurant. I will be researching different marketing plan types and tools for entrepreneurs. With this research I aim to find out what types of marketing would work for sustainable and ecologically cautious restaurants and their developing process. The marketing aspect focuses on digital-, social media marketing and is aimed towards smaller businesses mainly in the restaurant industry. In the business plan aspect, I won’t be focusing on are the financial logistics. During this writing process there are various non-fixed costs that could throw the budget completely off. I will be touching subjects on marketing budget and the most cost-efficient options since it offers most use in this product work.
The implementation uses desk research with service design tools to demonstrate, prove and theorize the subjects. I will be using materials for business planning from restaurant management, entrepreneurship, service design, and marketing books loaned from 3-UAS libraries. Research of the ecological marketing is done with articles and interviews. Pestel and SWOT tools aim on focusing the business plan risk analysis and goals of the restaurant.
By creating a survey for restaurant entrepreneurs, I focused on the need and interest for the theoretical framework. While also figuring out is most of their marketing created with their social-media marketing. Is the aspect of sustainability interesting for the entrepreneur. How could I build it into their needs depending on their main marketing streams. Is the continuous plan that has a framework as a base be sustainable for them.
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