Overview of Assignment Scenario: Your task is to launch a new tourism organisation in your country. The company has directed the marketing team to work together to develop a Strategic Marketing Plan outlining how the organisation and offering will be marketed. Requirements The emphasis for this plan will be to detail the recommended strategy to market for your tourism organisation. It is not a tactical marketing plan, but rather a strategic document designed to clearly articulate how the company intends to win market share in its nominated markets. Key components to be included are: o Executive summary o Market overview: Competitor analysis Relevant trends o Key marketing objectives o Recommended Strategy: Product overview (this will include the value proposition and points of differentiation given the market overview) Priority segments and their profile Brand positioning Pricing strategy Distribution recommendations Promotion strategies for launch Requirements The emphasis for this plan will be to detail the recommended strategy to market for your new tourism organisation. It is not a tactical marketing plan, but rather a strategic document designed to clearly articulate how the company intends to win market share in its nominated markets. Key components to be included are: o Executive Summary o Market overview: Competitor analysis Relevant trends o Key marketing objectives o Recommended Strategy: Product overview (this will include the value proposition and points of differentiation given the market overview) Priority segments and their profile Brand positioning Pricing strategy Distribution recommendations Promotion strategies for launch You can use the information you have from your first assignment - but make sure it is relevant to the offering of your new offering and organisation. Don't simply cut and paste -provide the reader with a clear 'snapshot' of what is happening in the market. You could do a summary table - but remember you need to provide some commentary around it to highlight to the reader the critical issues Requirements The emphasis for this plan will be to detail the recommended strategy to market for your new tourism organisation. It is not a tactical marketing plan, but rather a strategic document designed to clearly articulate how the company intends to win market share in its nominated markets. Key components to be included are: o Executive Summary o Market overview: Competitor analysis Relevant trends o Key marketing objectives o Recommended Strategy: Product overview (this will include the value proposition and points of differentiation given the market overview) Priority segments and their profile Brand positioning Pricing strategy Distribution recommendations Promotion strategies for launch What are your marketing objectives - for the launch? Brand awareness? Sales? Market share? Partnerships? Requirements The emphasis for this plan will be to detail the recommended strategy to market for your new tourism organisation. It is not a tactical marketing plan, but rather a strategic document designed to clearly articulate how the company intends to win market share in its nominated markets. Key components to be included are: o Executive Summary o Market overview: Competitor analysis Relevant trends o Key marketing objectives o Recommended Strategy: Product overview (this will include the value proposition and points of differentiation given the market overview) Priority segments and their profile Brand positioning Pricing strategy Distribution recommendations Promotion strategies for launch Think about what are the key elements of your offer to the market(s) given what you know is important - it could include service elements, co-branding with another brand. You could use the Total Service Concept as a tool Service operation: the way in which the service is delivered; User experience: the user's direct experience of the service; Service outcome: the benefits and results of the service for the user; Value: the benefits the user perceives as inherent in the service, weighed against the cost of the service Requirements The emphasis for this plan will be to detail the recommended strategy to market for your new tourism organisation. It is not a tactical marketing plan, but rather a strategic document designed to clearly articulate how the company intends to win market share in its nominated markets. Key components to be included are: o Executive Summary o Market overview: Competitor analysis Relevant trends o Key marketing objectives o Recommended Strategy: Product overview (this will include the value proposition and points of differentiation given the market overview) Priority segments and their profile Brand positioning Pricing strategy Distribution recommendations Promotion strategies for launch Who is the target market(s) for your product/service? This should align with your product overview section. A brand bullseye could be a nice tool here. Create an entirely new brand and name. Requirements The emphasis for this plan will be to detail the recommended strategy to market for your new tourism organisation. It is not a tactical marketing plan, but rather a strategic document designed to clearly articulate how the company intends to win market share in its nominated markets. Key components to be included are: o Executive Summary o Market overview: Competitor analysis Relevant trends o Key marketing objectives o Recommended Strategy: Product overview (this will include the value proposition and points of differentiation given the market overview) Priority segments and their profile Brand positioning Pricing strategy Distribution recommendations Promotion strategies for launch The way you price, distribute and promote your product should align with who you are targeting and how the product is positioned. If you are offering a service