Product development and marketing strategy for SaimaaHoliday : The Linnansaari project

Abstract

The thesis was conducted in co-operation with SaimaaHoliday Oravi. The thesis is a project development plan of SaimaaHolidays winter hiking trail, located in Linnansaari national park (located in East Finland, Oravi). The following pages contain the project planning methods, results, product development plan, marketing strategy stages and a marketing strategy.

The aim of this project was to develop a service package that is adaptable to the seasons, and weather conditions. The objective is to develop year-round tourism and attract more tourist during the winter season. The result was a weekend package including a traditional fishing trip, outdoor cooking and many optional winter activities.

The marketing strategy concentrated on existing customers, as well as potential customers. Due to the company’s wishes, special attention was given to find French and German markets. The aim was to find channels to reach central European countries, especially France and Germany.