Marketing Effectiveness of a Nigerian owned food business in an International Business Environment - An exploratory case study of The Sweet Spot Budapest

Ogundeko Oluwatofunmi Oluwamayowa (2025) Marketing Effectiveness of a Nigerian owned food business in an International Business Environment - An exploratory case study of The Sweet Spot Budapest. Külkereskedelmi Kar.

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Absztrakt (kivonat)

This study examines the marketing effectiveness of The Sweet Spot Budapest, a Nigerian-owned food business operating in Hungary, with a focus on the promotional strategies employed to attract and retain customers in a multicultural and competitive environment. Utilizing a qualitative case study methodology, data were collected through in-depth interviews with the business owner and staff, direct observation of marketing activities, and analysis of customer feedback and digital engagement metrics. The research identifies a combination of digital marketing (notably social media campaigns and influencer partnerships) and grassroots community engagement as the primary promotional tools. The main findings reveal that while digital marketing has been instrumental in increasing brand visibility and attracting a younger, more diverse clientele, community-based initiatives foster customer loyalty, particularly among the Nigerian diaspora. However, challenges persist, including limited financial resources, unfamiliarity of local consumers with Nigerian cuisine, and difficulties in balancing cultural authenticity with mainstream appeal. The study concludes that a tailored, resource-efficient mix of digital and traditional marketing strategies is essential for the sustainable growth of Nigerian-owned food businesses abroad. Practical recommendations are offered for entrepreneurs and policymakers, emphasizing the need for ongoing adaptation to local market trends and investment in both digital literacy and community relations.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Külkereskedelmi Kar

Tanszék

Nemzetközi Kereskedelem és Logisztika Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Nemzetközi gazdaság és gazdálkodás (angol)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Budapest, entrepreneurship, élelmiszerfogyasztás, food business, international business enterprises, marketing effectiveness, nemzetközi üzleti tevékenység, Nigéria, üzleti környezet
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Okt. 27. 14:30
Utolsó módosítás:	2025. Okt. 27. 14:30

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