Samenvatting

Loods Tien is a restaurant located in Breskens at the coast of Zeeuws-Vlaanderen. The restaurant looks over the Westerschelde and up to the skyline of Vlissingen. In 2013 Loods Tien was completely renewed and rebuild. The Boathouse was build in order to rent it for private events. However, the Boathouse is not yet used in an optimized way, especially in the period of October until April. In this period the Boathouse is often empty and this reduces the profit of the company.

The goal of this research is to look closely to the chances, opportunities and possibilities of the Boathouse and how these results could be implemented into a marketing strategy in order to gain more profitability of the location. The main question of this research is formulated as the following: “What are the chances and possibilities for optimizing the Boathouse using a marketing strategy in order to gain more brand awareness with the help of social media?”

For this research quantitative research and qualitative research has been used. Surveys have been conducted for the target groups of the Boathouse, to indicate the wishes and the needs of these target groups. Furthermore, interviews have been conducted for qualitative research, with respondents to gain more insight in the opinion of the target group. Desk research has been conducted in order to define the target group. A literature review has provided more insight in relevant scientific theories, models and critics of scientists concerning the marketing and the positioning that can be used during this research.

Important results that have come out of the research are that the target group of the company is active on social media and especially on Facebook. The companies that responded to the surveys are mostly interested in organizing an event in occasion of a party for the personnel, a drink event with the employees a lunch or a teambuilding activity. Inhabitants show most interest in organizing a birthday, family gathering or a wedding party. Both parties show a high value to the accessibility, parking space, price and quality ratio, quality of the food and the range of offers.

The main question “What are the chances and possibilities for optimizing the Boathouse using a marketing strategy in order to gain more brand awareness with the help of social media?” can be answered with data collected during this research. Firstly, this research showed that marketing activities via Facebook will reach the target group of the Boathouse. Secondly, the range of offers will give a clearer view to the potential guests about what the possibilities are concerning the Boathouse. And an active communication strategy on Facebook will create more customer engagement and brand awareness for the company.

For this research a survey has been distributed to the inhabitants and the companies in Zeeuws-Vlaanderen. A total of 150 respondents have filled in the surveys. The results show a consensus, which results in a valid result of the research. However the surveys were filled in unequal, there were 131 inhabitants that filled in the surveys and 21 companies. Furthermore it can be said that some companies have filled in the survey for the inhabitants, which results that not all companies have filled in the survey for companies. Recommendations for further research are to investigate the correct use of content in the range of offers, research to the possible marketing activities and communication strategy.

The recommendations for this research are:
- Offering a concrete range of offers, separately for the inhabitants and for companies.
- Create more customer engagement with the target group via Facebook.
- Set up marketing activities for the Boathouse to create more brand awareness for the location.