Marketing Plan : Abacus breaking into the Finnish market

Abstract

This thesis was created for B2B sales and business gift company Rotor Form Oy. The study includes a marketing plan for Rotor Form, which is created for the Swedish golf sportswear brand Abacus. Abacus was launched in Finnish market in 2010. The study aims to create effective marketing plan to launch Abacus golf clothing in Finnish market. The plan is focused mainly on rain clothing of the brand. Marketing plan was im-plemented through customer survey to research brand awareness and visibility in Finnish market.

Objective of the paper is to create a marketing plan based on the business strategy that can be used as a basis when launching new brands in the market. Goal is to increase brand awareness and visibility of Abacus among potential customers. The study meth-ods were customer survey and interviews. Results should help to boost the sales by set-ting short and long-term goals for the company.

Retail business is a new business area for Rotor Form. Abacus is still rather unknown and new brand in the market. Low awareness is a major issue for Abacus at this point. The results were presented for the CEO of Rotor Form and the feedback was given.