RESEARCH, PLANNING, AND MARKETING STRATEGIES

 

RESEARCH PRODUCTS & SERVICES

We enjoy the opportunity to thoroughly review the needs of a client and we often use an outline, such as the one shown below, to accomplish this process.

TOURISM MARKETING 
THE ROLE OF MARKETING AND ITS PURPOSE 

EXTERNAL BUSINESS ANALYSIS 
- OVERVIEW
- ECONOMIC FACTORS 
- SOCIO-CULTURAL FACTORS 
- DEMOGRAPHIC FACTORS 
- GEOGRAPHIC FACTORS 
- TECHNOLOGICAL FACTORS 
- GOVERNMENT/ REGULATORY FACTORS 
- ECOLOGICAL FACTORS 

COMPETITIVE ANALYSIS 
INTERNAL BUSINESS ANALYSIS 

MARKET POSITIONING ("SWOT ANALYSIS") 
- INTRODUCTION 
- STRENGTHS 
- WEAKNESSES 
- OPPORTUNITIES 
- THREATS 
- CONCLUSION                                                                 

IDENTIFYING THE COMPANY´S GOALS 

MARKETING BUDGET 
- GENERAL 
- IDENTIFY AVAILABLE AMOUNT FOR  MARKETING     
- ANNUAL REVENUE BUDGET 
- ANNUAL COST BUDGET 
- CASH FLOW

MARKETING MIX 
- MARKET SEGMENTATION AND TARGETING 
- IDENTIFY CURRENT MARKETS 
- IDENTIFY TRENDS 
- IDENTIFY FUTURE MARKETS 
- PRODUCT POLICY/ PRODUCT FORMULATION 
- PRICE POLICY 
- COMMUNICATION POLICY/ PROMOTION 
- REACHING THE MARKET 
- ADVERTISING 
- INFORMATION DISTRIBUTION 
- DISTRIBUTION POLICY 
- INTERNET DEVELOPMENT 
- TRADE SHOWS 
- TRAVEL SHOWS 
- DIRECT MAIL 
- SALES MISSIONS 
- EDUCATIONAL TOURS 
- TRAVEL AGENCIES 


VALUABLE INFORMATION 
- HOW TO STRETCH THE MARKETING DOLLAR 
- COOPERATIVE MARKETING 
- SPONSORS 
- GOVERNMENT MATCHING FUNDS 
- TRADING 
- THINK ABOUT YOUR IMAGE 
- WHO AM I AND HOW AM I PERCEIVED? 
- HOW DO I WANT MYSELF AND MY BUSINESS TO BE   PERCEIVED? 
- HOW TO ENHANCE MY IMAGE 
- SURVEY OF PUBLIC PERCEPTION 

CONCLUSIONS