Marketing Vierumäki Golf Club in Russia
Vasilyev, Andrey (2011)
Vasilyev, Andrey
HAAGA-HELIA ammattikorkeakoulu
2011
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011120817692
https://urn.fi/URN:NBN:fi:amk-2011120817692
Tiivistelmä
The thesis describes the project made for Vierumäki Golf Club Oy. The project has started in October 2010 and is still in progress at the moment of writing. The idea of the project originated from managing director of Vierumäki Country Club
Oy — Mr. Jan Ruoho. Mr. Ruoho wanted to attract new customers to his club, and, according to the idea, Russia was considered to be a good source of new customers.
To implement the idea a person with the knowledge of Russian language and culture was required. And this is how Andrey Vasilyev became involved in it.
Altogether, the project consists of two major parts — attracting people to Vierumäki and then teaching them to play golf or provide other golf services. This thesis focuses only on the first part — marketing golf club on the Russian market.
The sport of golf is quite undeveloped in Russia and this situation provides good opportunities to enter the market and obtain a share. However, there are also some
challenges. It was decided to count project successful if at least few people from Russia would buy products of the club.
The thesis describes the marketing approach that was chosen for this project. The approach’s name is marketing concept. It is a modern way of marketing. Also this paper covers the steps of implementation of marketing concept for the project with an emphasis on particular tools that were used to promote Vierumäki Golf Club on Russian market.
Although the project is not over at the moment of writing, due to the seasonal nature of golf in Finland it is possible to review the results of 2011 season as it is
over now. Results came twofold. Judging strictly the project has failed as the success
criteria wasn’t met. The reasons of that are discussed. However some positive
results that show the marketing efforts were not in vain are examined as well. Also
the future vision of the project is suggested.
Oy — Mr. Jan Ruoho. Mr. Ruoho wanted to attract new customers to his club, and, according to the idea, Russia was considered to be a good source of new customers.
To implement the idea a person with the knowledge of Russian language and culture was required. And this is how Andrey Vasilyev became involved in it.
Altogether, the project consists of two major parts — attracting people to Vierumäki and then teaching them to play golf or provide other golf services. This thesis focuses only on the first part — marketing golf club on the Russian market.
The sport of golf is quite undeveloped in Russia and this situation provides good opportunities to enter the market and obtain a share. However, there are also some
challenges. It was decided to count project successful if at least few people from Russia would buy products of the club.
The thesis describes the marketing approach that was chosen for this project. The approach’s name is marketing concept. It is a modern way of marketing. Also this paper covers the steps of implementation of marketing concept for the project with an emphasis on particular tools that were used to promote Vierumäki Golf Club on Russian market.
Although the project is not over at the moment of writing, due to the seasonal nature of golf in Finland it is possible to review the results of 2011 season as it is
over now. Results came twofold. Judging strictly the project has failed as the success
criteria wasn’t met. The reasons of that are discussed. However some positive
results that show the marketing efforts were not in vain are examined as well. Also
the future vision of the project is suggested.