Assignment Objective
The overall objective of the assignment is for you to complete a marketing plan for a new tourism venture in your selected country and one that will lead to the building of strong brand equity. The plan is to cover the next two years. The type of venture is one that you will determine.
This assignment allows you to apply the theoretical concepts and knowledge you have acquired during the course to a hypothetical situation.
Instructions
Part A: Venture identification and situational analysis
Decide the type of tourism venture it will be. You will determine this by identifying a gap in the tourism market in your chosen country where an opportunity exists to establish a new tourism venture. This is to be new or if not a completely new idea, one that has unique characteristics, that will allow it be differentiated from any other similar venture in the market.
Then write the following:
- A brief description/overview of the type of tourism experience you aim to provide.
- A comprehensive situational analysis which draws appropriate conclusions.
- A segmentation strategy and description of the target market/s.
- A positioning statement.
Part B: Marketing Plan
One of the most important steps a business venture can take to improve the effectiveness and efficiency of their marketing efforts is to develop a written marketing plan. This plan will guide their marketing decisions and assist them in allocating marketing resources such as money and personnel time.
Write a detailed marketing plan in relation to your new tourism venture
The plan should include the following:
a) The overall business objectives i.e. what you want to accomplish
b) An assessment of the market environment, what factors may affect your marketing efforts
c) A business/community profile, what resources are available?
d) Market identification (segmentation) i.e. the specific groups or clientele most interested in your product
e) The marketing objectives for each segment/s
f) Branding decisions
g) The marketing strategies (or mixes) for the different markets you target. For example, the best combination of the 4 Ps (product, price, place, promotion) for each segment.
h) Examples of promotional materials for the target market/s
i) An implementation plan i.e. how to "make it work"
j) Discuss how you will measure and evaluate the success of this venture.