TIO University Methods & Techniques 2
Name: Isabelle Mary Anna Göbel
Student Data: 190416
Study: HEMe2
Course: ME2e
Lecturer: George Oomen
Location: Tio Amsterdam
Company Information: Oslo Beers Amsterdam
Sloterkade 1a, 1058 HD Amsterdam
Company Contact: Paul van der Beek
1. Company Description:
Oslo Beers is a cafe/restaurant located on Sloterkade 1, diagonally across from the busy
street Overtoom. Oslo Beers was founded in 2014, and quickly rose to popularity in the
neighborhood. However, in 2018 they suffered from a complete building fire, burning down the
entire property. After a year of complete renovation, they reopened the cafe. The cafe/restaurant
describes themselves as a beer specialty cafe where you can go for lunch or grab some beers with
friends. They have a total of 18 indoor tables, and over 20 outdoor tables. Additionally, they also
have a bar where you can seat yourself. Oslo Beers has a large collection of specialty beers, along
with ‘beer’ tables, where guests can tap their own drinks. Furthermore, you can also have unique
beer tastings with friends, or you can choose from their extensive wine assortment.
1.2 Reason and Relevance of the Research:
Oslo Beers Amsterdam is a popular café within its neighborhood and is often frequented.
Prior to the renovation they advertised themselves as a beer specialty café, and their target group
was beer specialty lovers and locals. However, since their new opening in 2019, their target group
has been more focused on locals and expats, despite still having their extensive beer collection.
Oslo Beers Amsterdam is no longer attracting their prior crowd, and instead are attracting
more restaurant goers who don’t buy specialty beer. Although they are content with the new guests
they have attracted to their establishment, the management team would like to re-target beer
specialty lovers due to their large assortment of beers, that only currently a small quantity of guests
is ordering. To do this successfully, Oslo Beers Amsterdam needs to adapt their business plan to re-
attract their old target group.
1.3 Research Objective:
This deductive explorative research will be conducted in order to receive an overview of
potential beer specialty customers for Oslo Beers Amsterdam. The research that is based on this
objective, will be carried out to find what social media marketing strategy will work best in order to
reach their desired target group. An exploratory research will be pursued in order to provide Oslo
Beers with the finest recommendations on which social media strategies are required in order to
have beer specialty lovers visit their café successfully.
Problem Definition:
“How can Oslo Beers Amsterdam attract beer specialty lovers to visit their café through the use of
social media influencers?”
1
Name: Isabelle Mary Anna Göbel
Student Data: 190416
Study: HEMe2
Course: ME2e
Lecturer: George Oomen
Location: Tio Amsterdam
Company Information: Oslo Beers Amsterdam
Sloterkade 1a, 1058 HD Amsterdam
Company Contact: Paul van der Beek
1. Company Description:
Oslo Beers is a cafe/restaurant located on Sloterkade 1, diagonally across from the busy
street Overtoom. Oslo Beers was founded in 2014, and quickly rose to popularity in the
neighborhood. However, in 2018 they suffered from a complete building fire, burning down the
entire property. After a year of complete renovation, they reopened the cafe. The cafe/restaurant
describes themselves as a beer specialty cafe where you can go for lunch or grab some beers with
friends. They have a total of 18 indoor tables, and over 20 outdoor tables. Additionally, they also
have a bar where you can seat yourself. Oslo Beers has a large collection of specialty beers, along
with ‘beer’ tables, where guests can tap their own drinks. Furthermore, you can also have unique
beer tastings with friends, or you can choose from their extensive wine assortment.
1.2 Reason and Relevance of the Research:
Oslo Beers Amsterdam is a popular café within its neighborhood and is often frequented.
Prior to the renovation they advertised themselves as a beer specialty café, and their target group
was beer specialty lovers and locals. However, since their new opening in 2019, their target group
has been more focused on locals and expats, despite still having their extensive beer collection.
Oslo Beers Amsterdam is no longer attracting their prior crowd, and instead are attracting
more restaurant goers who don’t buy specialty beer. Although they are content with the new guests
they have attracted to their establishment, the management team would like to re-target beer
specialty lovers due to their large assortment of beers, that only currently a small quantity of guests
is ordering. To do this successfully, Oslo Beers Amsterdam needs to adapt their business plan to re-
attract their old target group.
1.3 Research Objective:
This deductive explorative research will be conducted in order to receive an overview of
potential beer specialty customers for Oslo Beers Amsterdam. The research that is based on this
objective, will be carried out to find what social media marketing strategy will work best in order to
reach their desired target group. An exploratory research will be pursued in order to provide Oslo
Beers with the finest recommendations on which social media strategies are required in order to
have beer specialty lovers visit their café successfully.
Problem Definition:
“How can Oslo Beers Amsterdam attract beer specialty lovers to visit their café through the use of
social media influencers?”
1
