Marketing plan for Kuuskajaskari Island
Xie, JuanJuan (2009)
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Marketing palan for Kuuskajaskari Island. ‡b Kuuskajaskari Island owned by the town of Rauma. Marketing plan should help the entrepreneurs of the islands to create services that target groups want and promote them by using the efficient marketing mix. The theoretical part consists of nature of tourism industry, travel consumers in general, then focus on Rauma areas and its island as targeted destination. Data was gathered from different official Finnish websites, books and from Sanni-Mari Aaltonen and Marija Kairyte's thesis: "Marketing plan for the islands owned by the town of Rauma: Kuuskajaskari, Kylmäpihlaja, Reksaari". The aim of this thesis is to clarify the stages of creating a marketing plan, to analyse current situation of business in Kuuskajaskari Island and island tourism in Finland by using marketing strategy and marketing mix, it also includes implementation and control. The empirical part was conducted by using a qualitative method. The interviews were done with a face-to-face, semi structured theme interview. The empirical part was done based on the results of these interviews with the entrepreneurs Katariina Saarinen of Kuuskajaskari islands, Sanni-Mari Aaltonen who has worked on the island, and tourist information officer of Rauma Jenna Ylipuranen. The interviews gave knowledge of the problem areas and competitiveness of entrepreneurs' business current activities in the frame of marketing strategy and marketing mix. The purpose of the plan is to develop services by determining the needs of targeted segments and gives ideas to improve marketing seven Ps in Finnish market. The theoretical knowledge and interviews with the key informants' guided formulation of the actual marketing plan, which also draw the finally conclusion and recommendations.