Market potential of log cabin villages in UK
Bäck, Eija (2010)
2010
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023090125209
https://urn.fi/URN:NBN:fi:amk-2023090125209
Tiivistelmä
The objective of this thesis was to scan the market potential of selling mobile log cabin villages in United Kingdom. The intention of this thesis was to find out if there is a market potential for this kind of business in United Kingdom and also find out how these log cabins should be designed, what kind of spaces and equipment they should include. Objective was also to find out what would be the segment group interested in using these cabins.
In the theory part of this thesis was gathered information that could be useful for the commissioning company and is related to the topic of this thesis. Theory part consists of Business to Business marketing and Market entry strategies. Thesis includes also theory about business in United Kingdom.
The research part of this thesis was originally done as an inquiry research. Around 200 questionnaires were e-mailed to camping sites around England. Research was restricted to English camping sites with some kind of cabin/holiday home business. Camping sites that had their own web pages with e-mail address were chosen to take part on this research. Around half of the camping sites received also reminder e-mail with the questionnaire. Because of low answering percent research tactic was changed in following way. Two camping sites were interviewed and also Finpro UK consultant was interviewed to strengthen the out come with professional opinion.
Research shows that domestic camping holidays among British people are increasing due to current economic situation. There is only couple of log house villages located in England and some single log cabins for rent around England. In general there aren’t log cabins in British camping sites and as the normal camper in United Kingdom belongs to lower middle class log cabins are seen as expensive option.
In the theory part of this thesis was gathered information that could be useful for the commissioning company and is related to the topic of this thesis. Theory part consists of Business to Business marketing and Market entry strategies. Thesis includes also theory about business in United Kingdom.
The research part of this thesis was originally done as an inquiry research. Around 200 questionnaires were e-mailed to camping sites around England. Research was restricted to English camping sites with some kind of cabin/holiday home business. Camping sites that had their own web pages with e-mail address were chosen to take part on this research. Around half of the camping sites received also reminder e-mail with the questionnaire. Because of low answering percent research tactic was changed in following way. Two camping sites were interviewed and also Finpro UK consultant was interviewed to strengthen the out come with professional opinion.
Research shows that domestic camping holidays among British people are increasing due to current economic situation. There is only couple of log house villages located in England and some single log cabins for rent around England. In general there aren’t log cabins in British camping sites and as the normal camper in United Kingdom belongs to lower middle class log cabins are seen as expensive option.