analysis only one competitor uses the newsletter. The author sees that the newsletter might be a little old-fashioned way of marketing nowadays as a social media has a strong presence in people’s everyday life. Instead of the newsletter the author suggests that Enterprise X could make short videos of Enterprise X and share it on the Youtube channel. The theme could be for example a history of Enterprise X “How all got started” and “Who we are”. This could expand the awareness and reliability of the company for new customers.
This implication was made because the author thought that a newsletter is not one of the marketing channels of Enterprise X. The personnel told they have the newsletter in use but the subscribe button does not show on the
homepages all the time, because it comes as an alarm. The newsletter of Enterprise X is sent to customers approximately three times a year. The idea of the Youtube videos inspired the personnel of Enterprise X and they
discussed what should be the content of the video. They even said that they will soon contact the person who shoots the videos.
enough and as similar as possible to the population. (Heikkilä 2014.) The questionnaires of this thesis are reproducible. The sample of potential customers was just enough (115 persons) but the sample of existing
customers (40) was quite small for the survey. However, the commissioner did not have more existing business customers at the moment, therefore it was not possible to get more respondents.
Trustworthiness of qualitative study can be described through four concepts – credibility, transferability, confirmability and dependability. Credibility describes the confidence of the researcher about the findings of the research study.
Triangulation can be used in showing the credibility. (What is Trustworthiness in Qualitative Research 2019) In this study the triangulation was used. The research included quantitative research method (Webropol surveys), qualitative research method (semi-structured email interviews and a focus group interview) and secondary data was collected through network documents. In addition, the sequence in this research followed the type of mixed methods design called explanatory sequential design (figure 13) by Creswell and Plano Clark (2011). It means that the collected and analyzed quantitative data was followed by the collection and analysis of qualitative data in order to explain and elaborate the quantitative findings. (Bell et al.
2019, 573-574.) As the response rate of Webropol questionnaires was quite low and the quantitative findings were not valid enough, the questions of customers’ email interviews were designed to confirm the findings of quantitative questionnaires and this way qualitative research filled the shortcomings of the quantitative research.
Transferability refers to the way in which a qualitative researcher demonstrates that results can be applied to other contexts (What is Trustworthiness in Qualitative Research 2019). The transferability of the results to another context depends on how similar the environments are (Huttunen no date). The set of population of the research, was chosen by the commissioner that included their existing and potential SME and association customers. Potential customers were chosen from different kinds of business associations and trade unions from which a subset (sample) was selected upon consideration. If this research was repeated, the results would depend on how similar the group of responders would be. Enterprise X has chosen
companies and associations that they know at some level already. If the group of responders would be any SME or association in Finland the results would probably vary at some level. However, the author considers it justified that the respondents were selected on a discretionary basis in order to achieve results that are beneficial for the commissioner.
Confirmability means the degree of neutrality in the research study´s findings.
The findings in this research were based on responses of the Webropol surveys, semi-structured email interviews and network documents, which are described in detail in chapters 4.3-4.6. All the implications for the
commissioner can be substantiated with reference to the theory and results of the study. In other words, personal motivations of the researcher have not affected to the results. Dependability means that how well the study could be replicated by other researcher and how consistent the findings are. All the questions of Webropol surveys, email interviews and focus group interview can be found in the appendices 1-7. This means that anyone can repeat this research. All the questions related to above mentioned surveys and interviews were checked by the supervisor of the thesis before sending them. In addition, the questionnaires were tested by a few outside persons before
implementation of the query. The supervisor has reviewed the research process and data analysis at regular basis. (What is Trustworthiness in Qualitative Research 2019.)
The aim of the thesis was to produce a marketing strategy that focused on existing and potential business customers of Enterprise X Ltd. The aim was achieved, and a marketing strategy was formulated. The main research question was What are the requirements, aspirations and resources for MICE-travel for current and potential SME and association customers of Enterprise X? In short, the business customers wish that the duration of the trip to France should be 3-4 days, price should be €401-800 without the flight tickets and over 10 persons could participate in this trip. The trip should include
accommodation, dining and excursions as well as transportations.
Respondents were also interested in company visits.
The supporting question was: How Enterprise X could improve its travel services and marketing to attract more SME and association customers
travelling to France? It can be concluded that Enterprise X could update the marketing strategy on a regular basis from now on and utilize the strategic planning tools. They could deepen the knowledge of customers for example by using the Customer Insight Mapping tool. The author recommended that they should keep on specializing in France in order to maintain their selling point. Enterprise X could keep the language courses in their selection and target the marketing at French language teachers for example. The goal for operating profit margin could be higher. Flight tickets and company visits could be offered for business customers more clearly and more actively. Selling trips to Finland needs more research. Enterprise X could make a Youtube video of their company in order to achieve confidence among new customers.
The research process of this master’s thesis has been full of challenges, but it has been a very educational and interesting process. The author has gained a deeper knowledge of customer-oriented marketing strategy. In particular, the author has learned to write and read scientific texts in English.
I would like to thank the commissioner Enterprise X Ltd for providing me the brilliant opportunity to make my master’s thesis related to the subject that truly interested me. I would also like to thank Mr. Mikhail Nemilentsev, the thesis supervisor, for the valuable support and feedback during the process.
Furthermore, thank you lecturer Mr. Tommi Salmela in guiding me with the quantitative questionnaires and lecturer Mrs Tiina Karvinen for checking the language of the thesis. Last but not least, special thanks to my husband Tarmo for his patience, encouragement and support during the studies.
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