Case study reading for assignment:

The purpose of the assignment is to provide the candidate with a practical opportunity to develop a marketing plan for the Tourism sector.

Tiwari, R., & Purkayastha, D. (2015).Cape Town Tourism: Employing Digital

Marketing in Tourism(case study No. 515-206-1). IBS Center for Management

Research

As a consultant, you have been approached by SA Tourism to develop marketing plan for various tourism boards in SA, in order to assist the tourism industry recover from the effects of Covid-19 and the resultant government intervention to manage the pandemic.

Despite the easing of the Lockdown and restrictions, the tourism sector remains one of the hardest-hit sectors by the pandemic, and is yet to return to pre-pandemic levels.

As a consultant, your task is to submit a marketing plan to your client-the Tourism Board. Use your knowledge of the marketing content to develop a marketing plan to stimulate tourism for your selected board.

As you go through the steps in building your plan, please also pay special attention to the industry restrictions. The client has specifically asked for alternative tactics to be proposed that comply with limited restrictions. Feel free to use assumptions (within reason) to support your plan.

You should consider the following elements of the marketing plan:

The Tourism marketing environment-what is impacting the Tourism market? What frameworks can be used to understand the market?

The customer needs, wants, pain points etc.

Various customer segments

Who to target and which positioning to take?

The customer value proposition

The 4 -7 Ps decisions and mix

The integrated marketing communication choices,with a key focus on DIGITAL.

The plan implementation, with milestones and short, medium and long-term goals.