Marketing plan for a new service concept: case Taksipalvelu MPS Oy
Myllyharju, Krista (2011)
Kandidaatintutkielma
2011
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe201202161394
https://urn.fi/URN:NBN:fi-fe201202161394
Tiivistelmä
Markkinointisuunnitelmatutkimukset koostuvat pääosin tuotantoalalle tai suurille yrityksille tehdyistä markkinointisuunitelmista. Vaikuttaa siltä, että pienet yritykset tekevät suunnitelmansa ilman nimenomaisesti heille suunniteltua mallia, jos tekevät suunnitelmaa ollenkaan. Kuten sanottu, sovellukset palveluyrityksille ja pk-yrityksille puuttuvat markkinointisuunnitelmiin kohdistuvasta tutkimuksesta, mikä lisää tämän tutkimuksen arvoa keskittyen juuri kyseisiin markkinointisuunnitelman osa-alueisiin. Tutkimusta sovelletaan uuteen palvelukonseptiin, jota case-yritys Taksipalvelu MPS Oy on lanseeraamassa. Palvelu on kohdistettu venäläisille matkailijoille sekä Lappeenrannan alueella eläville venäläisille, ja se perustuu ennen kaikkea korkeaan laatuun. Tutkimus on tärkeä, sillä taksiala on hyvin säännelty, mutta säännöstelyn piirissä on todennäköisesti paljon potentiaalia palveluiden differentaatioon. Segmentointi ja palveluiden kohdistus tiettyihin asiakasryhmiin on taksialalla myös hyvin minimaalista. Tutkimalla kohdistetun palvelun kysyntää ja arvoa saadaan selville olisiko tällainen toiminta kannattavaa vai ei. Venäläisten asiakkaiden määrä on kasvanut Lappeenrannan alueella paljon, minkä potentiaalia ei ole ehkä vielä täysin hyödynnetty. Tutkimuksen tarkoituksena on luoda hyödyllinen markkinointisuunnitelma case-yritykselle kiinnittäen erityisesti huomiota toimialaan ja kohdeasiakasryhmään. Tarkoituksena on antaa suuntaviivoja kuinka lähestyä kohdeasiakkaita ja kuinka markkinoida palvelua oikein. Tavoitteena on myös selvittää onko valitulla asiakassegmentillä kysyntää vai tulisiko kohdistaminen tehdä toisia määritteitä käyttäen. The marketing plan studies consist mainly of marketing plans created for product-oriented manufacturing industry or for large companies. It seems that small businesses create their plans without any model designed particularly for them, if creating a plan at all. Like said, the studies lack especially comprehensive applications to service marketing and SME-companies. This increases the importance of this study, which seizes into these fields of a marketing plan in particular.
The study is applied to the new service concept the case company, Taksipalvelu MPS Oy is planning to establish. The service is aimed at the Russian visitors and Russians living in the Lappeenranta area and the contents of the service will be designed on the high end basis. The research is important because the taxi service branch is highly regulated and there would be lots of potential for differentiation and conformation in the service packages as a whole in the limits of the regulation. Furthermore, in the taxi services in general, a very little or none of targeting has been made that would take different customer groups into account. Studying possible demand and prosperity of this new taxi service concept gives guidelines to whether it is a profitable or not.
The research includes also interest towards the Russian customers, whose importance in the customer basis of Lappeenranta area has increased significantly. The potential of this growing customer group and Russians’ interest towards Finland may have not been yet discovered or utilized. Thus assumingly a great deal of market niches may wait to be identified. The case study aims at finding out whether there would be undiscovered market niche and demand in this specific customer segment when considering the taxi services.
The aim of the study is to create a beneficial marketing plan for the case company Taksipalvelu MPS Oy when paying special attention to the branch and customers. The point is to give guidelines to the case company of how to approach the potential markets and how to market the service as successfully as possible. The sub goal of the study is to survey whether there is demand in the chosen customer segment and consider whether the target customer group should be defined by other determinants.
The study is applied to the new service concept the case company, Taksipalvelu MPS Oy is planning to establish. The service is aimed at the Russian visitors and Russians living in the Lappeenranta area and the contents of the service will be designed on the high end basis. The research is important because the taxi service branch is highly regulated and there would be lots of potential for differentiation and conformation in the service packages as a whole in the limits of the regulation. Furthermore, in the taxi services in general, a very little or none of targeting has been made that would take different customer groups into account. Studying possible demand and prosperity of this new taxi service concept gives guidelines to whether it is a profitable or not.
The research includes also interest towards the Russian customers, whose importance in the customer basis of Lappeenranta area has increased significantly. The potential of this growing customer group and Russians’ interest towards Finland may have not been yet discovered or utilized. Thus assumingly a great deal of market niches may wait to be identified. The case study aims at finding out whether there would be undiscovered market niche and demand in this specific customer segment when considering the taxi services.
The aim of the study is to create a beneficial marketing plan for the case company Taksipalvelu MPS Oy when paying special attention to the branch and customers. The point is to give guidelines to the case company of how to approach the potential markets and how to market the service as successfully as possible. The sub goal of the study is to survey whether there is demand in the chosen customer segment and consider whether the target customer group should be defined by other determinants.