Marketing Plan for A Fast Food Restaurant in Helsinki : Case: Aloha Chicken Land

Abstract

The aim of this thesis was to create a marketing plan for Aloha Chicken Land, a start-up fast food restaurant in Helsinki. As a start-up business, the restaurant needs a marketing plan to help it launch successfully. The objectives of the marketing plan were to analyse the internal and external environment of the business, raise the brand awareness, attract more customers and provide the restaurant with a practical and solid plan based on the four factors of the marketing mix which are price, place, product and promotion. The theories of this thesis consist of two parts. First, essential marketing theories which are used as principles to develop an effective marketing plan are presented logically. Second, theories which are used to analyse the current situations including the company, the competitors, the customers, PESTEL and SWOT are described thoroughly. The empirical part of this thesis presents the data collection procedures as well as the data analysis from the interviews and the questionnaire. Both quantitative and qualitative research methods are applied along with inductive research approach in order to serve the purpose of this thesis. The study results show that the fast food restaurant will be marketed profitably by using the right tools and channels to approach and raise awareness of the business among the target customers. On the other hand, understanding the customers’ demands, preferences, and expectations as well as knowing its competitors and the market trends are also critical factors for the restaurant marketing. Finally, using the right marketing strategies will help the business build strong customer relationships and deliver remarkable values to the target customers