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Marketingplan for Vätternrundan
University of Gävle, Department of Business Administration and Economics.
2008 (English)Independent thesis Advanced level (degree of Magister), 15 points / 22,5 hpStudent thesis
Abstract [en]

Aim: Vätternrundan is one of three cycling rides organised yearly in Motala,Sweden. It is one of the world’s largest cycling events in number of participants, but staying at the top requires constant reinvention and reconfiguration. The purpose of this study is to formulate a strategic marketing plan for the business unit Vätternrunda answering the following questions for effectiv marketing management.

- How can competitive advantage be achieved?

- What is the holistic current situation of the business?

- What marketing strategy can and should be used?

Method: The work of formulating a plan is a creative process involving analysis of internal data, supplemented by market research. Empirical data has been collected from secondary sources such as existing documents and earlier studies complemented by the researchers observations, experiences and interviews with key actors.

Result & Conclusions: The results show a growing potential market, provided that it is properly targeted. The strategies possible are brand strengthening, product development and differentiation. Of great importance is also internal marketing and partner relationship development. The key to effective implementation is the organizational capabilities and core competence.

Suggestions for future research: How to amplify the efficiency of an organization where social and profit-making objectives meet.

Contribution of the thesis: The study brings strategic guidance to the company being studied but also additional knowledge of the market for other similar events as well as being a case study of possible interest to fellow academics.

Place, publisher, year, edition, pages
2008. , p. 70
Keywords [en]
marketing strategy, situation analysis, sport event, cycling, Vätternrundan
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-783Archive number: E3BA: DiVA 130/08OAI: oai:DiVA.org:hig-783DiVA, id: diva2:120376
Uppsok
samhälle/juridik
Supervisors
Examiners
Available from: 2008-11-03 Created: 2008-11-03

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf