Reference no: EM133951958 , Length: Word Count:1500
Tourism Marketing Principles - Practical Digital
Module Outcome 1 Demonstrate an ability to analyse the complex nature of the tourism marketing environment using marketing concepts and techniques.
Module Outcome 2 Understand the concept of market segmentation/target marketing and describe decisions associated with these key activities within the marketing planning stages of a tourism organisation.
Assignment Requirements
Overview
This digital assessment is designed to evaluate your understanding and practical application of core tourism marketing principles. You will conduct a comprehensive marketing evaluation for a real-world tourism organisation, demonstrating your ability to analyse both the internal and external marketing environment. The report will allow you to apply key concepts such as segmentation, targeting, positioning (STP), and Porter's Five Forces, thereby showcasing your capability to think and write as a marketing professional.
You are required to produce a blog report that presents a marketing evaluation for one of the following companies:
Chessington World of Adventures Resort
LEGOLAND Windsor Resort
Pleasure Beach Resort (in Blackpool)
Assignment task to be completed You are required to produce a blog report that presents a marketing evaluation for one of the following companies:
Chessington World of Adventures Resort
LEGOLAND Windsor Resort
Pleasure Beach Resort (in Blackpool)
To complete this task, you must sign up on blogger.com and use the provided Blog Report template from Moodle. The first page of your submitted report must include a screenshot of your blog preview. Get expert-level assignment help in any subject.
DESCRIPTION OF THE TASK - WHAT YOU ARE BEING ASKED TO DO?
The BLOG report should be a professionally presented, fully cited, and referenced document of approximately 1,500 words. It must be structured as follows:
Executive Summary: Provide a concise overview of the report's key aims, analyses, and recommendations.
Chapter One: Introduction
Begin by defining key tourism marketing concepts. Introduce the specific aim of your report and outline how the information will be presented in the subsequent chapters to provide a clear and logical structure for the reader.
Chapter Two: Company Background
Describe the background of your chosen company, providing a brief introduction to its position and role within the tourism industry.
Chapter Three: Internal Analysis
Conduct an internal analysis focusing on the organisation's capability to meet customer needs using STP (Segmentation, Targeting, Positioning) analysis. Group customers into segments based on geographic, demographic, psychographic, and behavioural variables. Determine and justify the company's targeting strategy (e.g., undifferentiated, differentiated, concentrated). Finally, create a positioning/perceptual map that visually represents the company's market position relative to a minimum of four key competitors.
Chapter Four: External Analysis
Analyse the organisation's competitive situation by applying Porter's Five Forces model. Evaluate the intensity of rivalry among existing competitors, the bargaining power of suppliers and buyers, the threat of new entrants (considering barriers to entry), and the threat of substitute products or services. For each force, identify key players and assess their impact on the company's market position.
Chapter Five: Future Development and Conclusion
Identify and discuss the critical issues raised by your internal and external marketing audit. Based on this analysis, critique the company's existing marketing strategy and provide justified recommendations for a more effective future marketing plan.
References
You must provide a complete reference list for all direct and indirect citations, including those for text, images, graphs, and tables. A minimum of 10 different sources is required, and you must adhere to the CCCU Harvard Referencing Guide available on Moodle.
Additional Information required to support completing the tasks above This Assignment will be Anonymously marked.
No Front Sheet is to be submitted, or student name or student ID is to appear anywhere in your assignment submission as it will be anonymously marked.
Make sure your references are correctly formatted in the required style.
Harvard Referencing Style.