Demand creation of online services for B2B and consumer market - Food delivery in Vietnam
Doan Ngoc, Ha (2013)
2013
Master's Degree Programme in Business and Technology
Tuotantotalouden ja rakentamisen tiedekunta - Faculty of Business and Built Environment
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Hyväksymispäivämäärä
2013-01-09
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:tty-201301241042
https://urn.fi/URN:NBN:fi:tty-201301241042
Tiivistelmä
The evolution of the Internet and the dynamic of the economy nowadays have created opportunities for young companies to enter the online market. The source of these opportunities comes from the changes of customer behavior as they get used to the digital world. New Internet-based products and services are created to offer more and more benefits to customers. Interestingly, the dynamic of the market does not only come from the changes of customer behavior but also from the fast development of technology and innovative ideas. Successful products and services even shape the behavior of customer in using Internet. It can listed here the famous examples of Amazon in changing online purchasing behavior of customer or Facebook in changing the way people communicate and connect with each other.
This research studies a new business model in online market, a multi-restaurants site which enables customers to order delivery food online. The model studied in this research is from the case company in Vietnam named Goimon.vn. As this is an emerging market segment in the market, customers are still not aware of the service model. Thus, the purpose of this research is to identify how the case company can create the market for their online food ordering service. In other words, the research tries to discover factors that influence the demand of customer in using the service. By generalizing the result of the case company’s analysis, this research tries to identify model of demand creation for online services.
Outcome of this study is the framework of online demand creation. The framework shows how customer demand is generated and identifies sources of demand which can be exploited by online firms. For academic purposes, this study presents a systematic review of customer value of online services in localized marketing channels. For the case company, this study offers a body of knowledge regarding the business model of its service. The framework and roadmap of implementation at the end of the study gives valuable suggestions for managers of the case company to consider and apply into reality.
This research studies a new business model in online market, a multi-restaurants site which enables customers to order delivery food online. The model studied in this research is from the case company in Vietnam named Goimon.vn. As this is an emerging market segment in the market, customers are still not aware of the service model. Thus, the purpose of this research is to identify how the case company can create the market for their online food ordering service. In other words, the research tries to discover factors that influence the demand of customer in using the service. By generalizing the result of the case company’s analysis, this research tries to identify model of demand creation for online services.
Outcome of this study is the framework of online demand creation. The framework shows how customer demand is generated and identifies sources of demand which can be exploited by online firms. For academic purposes, this study presents a systematic review of customer value of online services in localized marketing channels. For the case company, this study offers a body of knowledge regarding the business model of its service. The framework and roadmap of implementation at the end of the study gives valuable suggestions for managers of the case company to consider and apply into reality.