Strategic Plan Roadmap Proposal for Kontiolahti Golf Oy

Abstract

This thesis develops a strategic roadmap proposal for Kontiolahti Golf Oy, a regional golf company operating in North Karelia, Finland. SME sport and leisure businesses have faced increasing pressure to grow sustainably and attract new customer segments due to recent global challenges and changing tourism trends. The aim of the thesis was to support the company’s long-term development and its planned expansion from an 18-hole to a 27-hole golf course. The research applies a constructive research approach supported by action research elements. Data was collected through literature review, semi-structured interviews, company data and strategic analysis. The results of the study provide a practical strategy roadmap that aligns operational development, financial feasibility, sustainability principles and customer growth. The proposed strategy offers a structured framework for guiding decision-making and future investments, supporting Kontiolahti Golf Oy’s development as a sustainable and competitive golf destination in Eastern Finland.