Vätternrundan is an annual sporting event that takes place in the Swedish town Motala since 1966. It is one of the world largest recreational bicycle rides and attracts over 20 000 participants each year. This study focuses on event effects and how an event can be of value within the principles of place marketing. Within this study five representatives were interviewed with semi-structured interviews. The results show that the representatives describe Vätternrundan as a positive event which mostly generates positive effects for the city itself and for the people living and working there. The effects consist of the events ability to create awareness of the place, the possibility to extend the tourism season and several social effects like solidarity and interaction. The result also shows that Vätternrundan is a well-known brand and because of this it can be used as an advantage in place marketing. The event also provides the place with an activity and a reason to travel there. The combination of the long sporting history in Motala and the sporting event Vätternrundan also provide Motala with a chance to differentiate themselves in relation to other places where sport is a unique part of the city.

<p>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.</p><p>- How can competitive advantage be achieved?</p><p>- What is the holistic current situation of the business?</p><p>- What marketing strategy can and should be used?</p><p>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.</p><p>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.</p><p>Suggestions for future research: How to amplify the efficiency of an organization where social and profit-making objectives meet.</p><p>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.</p>

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 &amp; 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.