Marketing in a Local Company Targeting Foreign Customers : Case Kalakukkoleipomo Hanna Partanen

The objective of this thesis work was to find ways the case company could reach foreign customers better. The company has potential to be a great touristic attraction. The aim of this research was to discover the marketing communication efforts needed to increase the visibility of the company and thus the number of foreign customers visiting the store. The process started with defining marketing communication and examining the marketing communication process. This preliminary research was made based on literature and online sources. Considering a modern perspective on tourism marketing, social media and popular travelling websites were used as source material and their functions were presented. The theoretical part of the thesis deals with challenges of marketing communication, such as the word of mouth effect and cultural differences. Concerning the case company Kalakukkoleipomo Hanna Partanen, the third chapter covers its history and current situation. As background information, the international environment in Kuopio is also discussed regarding permanent citizens, exchange students and tourists. A survey research was made to meet the case company’s needs. The aim was to discover how and when tourists search information. The results indicated that the information search takes place largely before the travel, and the most popular sources are websites, social media and recommendations from friends and family. Finally, a marketing communication strategy for Kalakukkoleipomo Hanna Partanen is presented based on all research done earlier in this thesis. Using social media and other online channels are strongly recommended to the case company for their affordability and accessibility. Further, the strategy advises the company to utilize the personnel and long history of the bakery in marketing. Also, excellent customer service is a key element in successful marketing communication