In the last few years, Split has established itself as a popular city break destination that has the right blend of historical heritage, natural beauty, gastronomy and numerous manifestations both in the city itself and in the surrounding area. This paper discusses the problems of marketing strategies in the phase of introducing consumer products using the excursion catamaran. The paper consists of six chapters and the structure of the work is defined in the introductory chapter, and the subject and objectives of the research and research methods are covered in the second chapter. The third chapter deals with the theoretical part of the product life cycle, while through the fourth chapter, a strategic plan for the development of the Summer Blues excursion catamaran owned by the Bremen tourist agency is presented through a case study. This paper analyzes the current state and offer of existing mega catamaran trips. Also, the pricing strategy is considered, ie. all the factors that influence the final price. SWOT analysis and competition analysis determine all opportunities and threats in future business to determine further development strategy on this basis. Based on the information collected from the Bremen Agency, a case study and implementation of the development plan were elaborated in detail. The development strategy is divided into several stages and is described in detail. Chapter 5 deals with sales and advertising, ie distribution channels of sales and online marketing, which is an indispensable factor in today's business. Scientific and professional literature in the field of marketing and advertising was used when writing the paper. An interview was conducted with the Bremen's Chief Operating Officer to examine the views and reflections on the future development of the Summer Blues project.