PREPARING A MARKETING STRATEGY
Grönholm, Eija (2010)
Grönholm, Eija
Kymenlaakson ammattikorkeakoulu
2010
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201001061046
https://urn.fi/URN:NBN:fi:amk-201001061046
Tiivistelmä
The objective of this thesis was to prepare a marketing strategy for Living City Centre of Kotka Association. The work was implemented with the members of the association and the executive director Reijo Saksa.
Living City Centre of Kotka Association was founded in spring 2006 for promoting living, enjoyable and safe centers in the City of Kotka. The association has two permanent employees. The main duties are managing the Kotka market places and promoting the stakeholder connections between the business representatives and public authorities.
The theoretical framework of this thesis was based on place branding and strategic marketing planning and communication. The empirical part was implemented as a participatory action research. During this thesis a marketing team was founded and it had six meetings between February and June 2009.
The results have been written based on the memos from the team meetings and the evaluation of the team members. The results revealed that this work was just the beginning of a strategy work. However, some concrete results were achieved, for example a new, temporary employee was hired in June 2009. The most significant shortage related to strategy planning was the lack of time and personnel resources.
This thesis left many challenges to the association and its stakeholders. The marketing team will continue its meetings and the results of this thesis will help them to develop Kotka region to be an appealing and an attractive city with versatile services for its inhabitants and tourists as well as business representatives.
Living City Centre of Kotka Association was founded in spring 2006 for promoting living, enjoyable and safe centers in the City of Kotka. The association has two permanent employees. The main duties are managing the Kotka market places and promoting the stakeholder connections between the business representatives and public authorities.
The theoretical framework of this thesis was based on place branding and strategic marketing planning and communication. The empirical part was implemented as a participatory action research. During this thesis a marketing team was founded and it had six meetings between February and June 2009.
The results have been written based on the memos from the team meetings and the evaluation of the team members. The results revealed that this work was just the beginning of a strategy work. However, some concrete results were achieved, for example a new, temporary employee was hired in June 2009. The most significant shortage related to strategy planning was the lack of time and personnel resources.
This thesis left many challenges to the association and its stakeholders. The marketing team will continue its meetings and the results of this thesis will help them to develop Kotka region to be an appealing and an attractive city with versatile services for its inhabitants and tourists as well as business representatives.