Digital MarketingTraditional MarketingStrategy Marketing
Lapland University of Applied Sciences
The main goal of this thesis is to create a functional and low-priced marketing plan for “Jokimaja” hostel, which brings efficiency and systematisation to the company’s marketing. The purpose is to find the possibilities on how to make the company’s marketing efficient, and what could make the company better known for the main customer segment and in the Levi Ski Resort area. The main questions of this thesis are follows: How to intensify the sales of Jokimaja Bed and Breakfast hostel with help of marketing strategy plan? Which marketing channels are better to use in case of wanting to reach a certain customer segment? How can the visibility of the “Jokimaja” hostel be increased in the Levi area? This thesis is implemented as a case study. External secondary data and primary data analysis were used in the data collection process. Qualitative interview with the commissioner is used as a primary data collection method. The theoretical part of the thesis is based on theory books dealing with marketing and especially with digital marketing. Marketing plan based on theoretical knowledge of marketing strategy planning and the entrepreneur’s vision about the future of the company. The result of this thesis is a marketing plan for the case company “Jokimaja” for the period June 2023 - June 2024. The marketing plan includes a digital and traditional marketing plan, and the year plan of actions for chosen marketing channels, that could be implemented in 2023 - 2024 season.