Describe about the Shrewsburys Tourism Marketing Plan for Tourism Sector.
Shrewsbury is a place designed such that its business is in the tourism sector. The report examines the marketing plan that the Shrewsbury will use in order to venture into the global market. It is structured such that a background analysis of the business gets discussed; the objective that is intended to be achieved is given followed by the definition of the customer, marketing mix and end with conclusion.
The Analysis of the business Market
In the analysis of the business market, the research will focus on examining the micro environments and the macro environment of the business.
The Micro Environment
The Shrewsbury’s clear focus conscience in marketing activities points out that the organization is not contended with the state of things owing to few tourists. The business strength lies in the resources of professionalism and effective delivery of services which lead to greater power to increase to proceed and expand to greater depths. The Shrewsbury has well-established brand values, consistent in passing information and large market share.
The motivating factors to the customers are diversity of attraction and quality of services and product at Shrewsbury. Shrewsbury has thrived very well to the extent of attracting client from the global market. Irrespective of the above, there is still a gap in the market that the Shrewsbury must continually endeavor to fill. The customer has high expectations on the company owing to the standards set, are conscious of time, and always striving for higher standards in order to maintain the position in the competitive market
Shrewsbury selected the best destination that is appealing to the clients. The destination has proved potentialities of attracting new customers. First it is located in UK which has positive image in tourism destination and the Shrewsbury has products of high quality and has developed state of the art facilities that can handle various tasks on top of relaxation and entertainment.
These are the external factors that influences on the business either positively or negatively from the outside.
The UK political system is currently not stable and this might affect the performance of the business. Irrespective of the instability, Shrewsbury gets support from both the regional and national facets of political system. There are recent changes by Visit England and there marketing roles will likely influence on the business’s tasks. The county is embracing tourism through lying of strategies with the use of county tourism strategy, it is going to augment and expand marketing options for that organization (Kormishkina et al., 2015). Additionally, the Tourism board is under review so that tourism gets promoted and that the County continues to earn from the tourism sector. With this more marketing activities will be done by the board in order to promote tourism in UK which will be the advantage to Shrewsbury.
As per the rates of returns experienced, the West Midlands will get large financial grants and this implies that the lower part of the region are going to up their game in the promotion of tourism. Since Shrewsbury is under this category, they are going to get a boost in the promotion of tourism to their advantage. Despite that, there is going to be increased pressure from the competitors and this may bring a challenge to the organization’s position as well as affecting the local marketing initiatives.
The interest rates in UK have gone down. It therefore implies that there is more income to be disposed and people depending on interest have a reduction on their income. The dissolution of salary schemes is likely to present less wealth to the retired market. Although lower UK interest rates have meant more disposable income for some, those relying on savings interest have seen a cut in their income. The gradual dissolution of final salary schemes will see a less affluent retired market in the future. Thus there is erosion of relying on early retirement. The organization has to seek and develop new markets (Chaipoopirutana, 2015). The Euro city breaks and Budget flights prove affordable and this can represent a saving during short break as compared to the UK break. Owing to the situation of the economy globally, the pound has been affected and therefore the rate of exchange make UK seen by the international market as an expensive destination.
Among the market share, the older generations of over 45 years have more time for leisure since they take break frequently. There is decrease in the family market owing to the fact that there have been increased cases of single families as well as people living singly. Owing to busy occupations, the majority of clients are less informative on the available products given that there have little time of reading magazines and newspapers. The available customers in the market share have expectation of quality service that rhyme with the value for money (Brown, 2016).
The green issues and the situation of the organization in a village make sustainable tourism priority. It calls for evaluation given that over 86% of visitors use private means and there is indication that this will continue to go up even in the coming years. The organization need to encourage environmentally friendly operations. However, there is pressure on targeting green which is not going to add value to the business but rather call for more expenses and hence diversion of funding to uneconomical undertaking.
The advancement in technology has created an environment where clients get access to information via the internet. There is widespread use of the internet in searching for information such as the packages presented and the services available. As a result of the availability of the internet, Shrewsbury has resorted to creating a website where clients can get needed information and have invested more on on-line marketing in order to meet customer demands (Brown, 2016).
It indicates the situation of the organization through the comparison of factors so that there is clear evidence of opportunities. When all these factors get combined together, it is probable to that to determine how Shrewsbury is well placed to tackle the opportunities and the challenges in a marketing perspective.
ü The company has a brand value that is clear
ü Wider recognition that is growing
ü Product that is appealing
ü Market growth
ü Marketing information system no completely integrated
ü Insufficient resources and funding
ü Slow in responding to marketing opportunities
ü Distant marketing operations
ü The overseas market is low
ü Decreased awareness
ü Reputation that is not good
ü Partial exploitation of e-marketing
ü Clear target market
ü Development of product offer
ü Regional opportunities
ü Support from the district level
ü Event opportunities
ü The Euro city breaks and Budget Airlines
ü Competitors from other UK destinations
ü Threats from terrorism
ü Unrest in the middle East
The objectives determine what the business requires to achieve through the implementation of the marketing activities. These objectives must be consistent with the entire objective of the business. It is essential in the marketing plan of the Shrewsbury. To enhance and promote tourism, Shrewsbury endeavors to generate wealth and create jobs via the development of the tourism sector. Therefore in delivering the aim of the organization and promoting tourism, the Shrewsbury objectives to:
- Increase awareness of Shrewsbury as a destination for tourism,
- Make Shrewsbury as a destination to be desired
- Encourage tourists to visit Shrewsbury
- Create marketing opportunities as well as supporting the industry.
- Present information and routes to visitors
In the analysis of Shrewsbury customers, it is best done with the use of segmentation strategy. Segmentation strategy entails dividing the market into segments based some variables like demographics psychographics, lifestyle, beliefs and values, benefit, geography, behavior and life stages. Demographics segmentation involves the segmentation of the market based on income, age gender ethnicity, education, household, marital status, etc. Psychographics segmentation entails the segmentation of the market based on behavior in and emotions. The attributes under consideration are attitudes, risk aversion, hobbies, traits of leadership personality among others. Lifestyle entails the manner in which people lead their lives. It encompasses entertainment, leisure, and vacation. The belief and values are another segmentation component. When the market is categorized based on these elements, the marketer examines the cultural norms that bind the people in that sector. When people ascribe to culture, there is a likelihood that they have similar beliefs (De Keyser, Schepers &Konu?, 2015).
Life stages segmentation is a way of segmenting the market based on living styles at a particular age. In this component, people with similar age have their way of leading their lives. It implies that they have particular attributes to certain products. The market gets segmented depending on geography. It details the area of span in which the target market covers. If the span is too wide then the segment gets sub-divided into smaller segments that can be manageable (David et al., 2015).
Also, the market can be segmented on that basis of behavior. It is because customers behave differently towards certain product brands. According to Kameoka et al. (2015), the behavior of the client gets determined by the loyalties to the product. If the product serves the purpose and need of the customer, then brand loyalty increases to that brand. The last element that gets employed is segmentation is the benefit. A section of the market gets attracted to the product based on the benefit obtained from the product. It goes in tandem with the value ascribed to the product (Hoegele et al., 2016).
In consideration to Shrewsbury, the customers get categorized based on demographic, lifestyle, life stages and geography. Under the demographic segmentation, it is indicated that age is an aspect that plays a crucial role in the market. According to Seifbarghy, Nouhi, and Mahmoudi, (2015) approximately 65% of the visitors fall at the age of 45 to 65 years under the age branding. The group under 35 to 44 years is 15% of the market. The results show that this is the category that forms the future market development (Shrewsbury, 2016).
It is also established that 57% of the customers that come to Shrewsbury are married and visits the destination as couples. The segments augment the customer base of the because this is the group with the high disposable income owing to the fact that they take entertainment, leisure, and vacation during free time over special occasions. The other aspects that describe the customers are that the visitors visiting attraction site are 20%, shopping are 26%, 15% are attending festivals and events, and sight-seeing are 20%. The customers are located in various parts of UK with West Midlands having the largest customer base followed by North West, London, and the South East.
The section describes the marketing strategies that the organization employs so that they get the product enter into the international market. The facets of theses strategy are described with 4Ps-product, pricing, promotion and place. Each of these elements gets enumerated in detail below with consideration of Shrewsbury.
The product is the item that an organization present to the market with the aim of meeting the need that is not meet in the market. The organization in the creation of the product through the implementation of a novel idea allows it to passes fours stages under the product life cycle. In venturing into the international market, the organization considers many factors such as culture background, religion, habits of buying and the level of income that can be disposed of. In most instances, the organization adapts marketing mix strategies that satisfy the requirements of the local demand (Liu et al., 2016).
In considering Shrewsbury, the product that gets presented to the people is the destination. It is the place that gives clients the experience that motivates and attracts them. This is the product that is presented to clients. The Shrewsbury presents the destination that is ideal for varied activities ranging from events, leisure, entertainment, accommodation and recreation. In fulfilling the attributes of the destination as a product, the organization endeavors to ensure that customer perceived ideas are implemented so that they present and meet actual needs of the product. It is normally realized through research (Rahmani, Emamisaleh & Yadegari, 2015).
In the destination presented by Shrewsbury, customers find numerous ranges of activities thus presenting the chance for the customers to engage in a mix of tasks. As a result of this, the organization has come to be one of the visitor drivers that attract clients from different parts of the globe. The Ludlow, Shrewsbury’s connection, Ironbridge and Shropshire Hills are main drivers attracting visitors. The historic ambiance and heritage of Shrewsbury, extensive independent shops, the assortment of food and drink, varied festivals as well as events are other products that motivate customers to Shrewsbury (Barrett & Weinstein, 2015).
Additionally, the small size of Shrewsbury coupled with the convenience and the overlap of all tourists areas as well as drivers are a robust ‘selling-point’ as well a possible differentiator with rival cities. The connections of the various attraction sites through passageways, shuts, cobbled streets and historic quality buildings present authentic experience to visitors of Shrewsbury. With the view of the Shrewsbury product, the organization needs to augment and full exploitation of e-marketing, create product offer so as to increase the global market which is low, venture to event planning and have a clear market (Shibata & Kodama, 2015).
This is the method where the organization places a value on their products after consideration of the factors employed during production. If the organization need to succeed, there must apply and adopt pricing strategies very well with the aim of getting proceeds. There are some strategies that organization can utilize and depend on organization’s marketing roles. Given Shrewsbury and the marketing plan, a few of the appropriate pricing strategies gets discussed.
Premium Pricing: The organization may wish to put their prices higher as opposed to those of competitors. It applies to organizations with long term name and reputation. In the case of Shrewsbury and given that it has been in the market for a long time, premium pricing strategy is probable for some of the products so that they get high proceeds and also so as to get a certain category of clients (Goi, 2015).
Penetration Pricing: The strategy gets employed when the organization has a new product to introduce into the market. The technique permits the organization to place low prices at the point of introducing the product into the new market segment. It is adopted to get large customer base for the new product. This method does not give reasonable proceeds as it serves to recoup the cost incurred during production (Obasan, Ariyo & Hassan, 2015).
Economy Pricing: The strategy is employed with a view of presenting fare prices on the products. It is for the sake of the group of customers who are willing to get the product but cannot afford to owe to high value ascribed to the product. In considering the Shrewsbury and with the view that it gathers for varied classes of customers, it is advisable that economy pricing is put on some of the products that target low class of customers (Boon & Liang, 2015).
Price Skimming: It is a strategy where an organization tactically set the price based on the level of competition that is available in the market. It entails skimming of prices of products with the aim of getting maximum profit. Even though the strategy may not work in a market with stiff competition, it is appropriate when an organization applies the method by either raising product prices by a small margin or lowering prices a bit lower as compared to competitors. Shrewsbury in their marketing plan may opt to employ the method so as to promote some of their products into the new market (Katsikeas, Leonidou, & Zeriti, 2016)
This is the strategy that organization employs in ensuring that their products reach the intended clients. In venturing into the international market standardization of the promotional strategies is essential. The reason is the target markets is broad and cover the global market where differences factors such as religion, political climate, etc. have the influence on un-standardize strategies. In promoting the product of the organization, the company requires employing some strategies so that they get the product to the intended international market. The methods are described below
Brochures and Leaflets: Brochures and leaflets are printed pamphlets that have the product together with its features and uniqueness. It forms one aspect of advertisement and requires one to have consistent tone and style of quality images. These leaflets and brochures get given to the clients in strategic points or selected big retail stores globally. For instance, the Darwin Trial presents great attraction to visitors. Its uniqueness can be captured in the leaflets. Other notable sites are the Ghost Trail, Heritage trails, etc. These sceneries can be captured in a manner that makes one get the tour of the Shrewsbury at a glance. To meet the desired Shrewsbury style, the budget allocation must be (Fill & Turnbull, 2016).
Print Media: Since greater awareness is needed for a mass market, the advertisement is a form that is most suitable since it is effective and fast irrespective it being expensive. Under this category, the print form of advertisement is essential. It can be in national papers media. The reason is that it is widely circulated, can stay for long without expiry and many people can get and read. Since the awareness campaign of the organization is low, the advertisement is essential to raise awareness. The Shrewsbury Company needs to allocate adequate resources in the part of promotional (Jiang, Shang, Liu, & May 2015).
Billboards and Posters: These are the form of advertisement meant for outdoors and are positioned in strategic positions that everyone can see. These form of advertisement permits get to reach large audiences owing to the reason that they are placed in places like highways where motorists can see with no obstruction. When number billboards are placed many strategic positions the awareness of Shrewsbury products are increased (Fill & Turnbull, 2016).
Public Relations: The sole function of public relation in an organization is to increase the reputation of the company. The personnel under this section in the department have the skills needed to ensure that the organization’s name and the image are portrayed well to the outside world. The public relations give better comprehension of the company through the presentation of useful information that relates to the organization. As per the study by David et al. (2015), the public relation supports the marketing task in the organization by integrating the marketing goals to that of the organization and increase the awareness educating, motivating customers to purchase and to increase trust. About Shrewsbury, public relation needs to get embraced in the marketing plan so that greater awareness get ensured for the sake of expanding the market share in the international market.
This is the method that the organization uses to make the service or the product reach to the clients intended. The product determines how the distribution gets done. Since Shrewsbury is a service industry, the distribution channel is unnecessary. The organization instead sells its products directly to the clients by making sure that many customers are attracted to the organization. It is therefore advised that direct selling is adopted for the purpose of the place. Direct selling implies getting the product directly to the client. It is probable that electronic interface gets adopted so that clients get in touch with the services. The advantage of the method is that one can experience the direct feel with the customers (Boon, & Liang, 2015).
It is established that Shrewsbury has not established its reputation in the tourism business. It is with this that Shrewsbury is endeavoring to provide reputable product with standings in the global market. In the report, it gets established that the organization ought to extend the market share by making their product reach the other regions of the planet.
The organization has a micro environment that is stable. Shrewsbury laid down strong strategic management with the focus on providing quality services and products to the customers. This gives the organization a lead in venturing into the global market. Also, in the industry, the organization has the good reputation that has enabled the increase in awareness and attraction from the other sectors of the market. The macro environment favors that organization. It is because the UK environment permits businesses to thrive well irrespective of instability in the political system.
To penetrate into the global market, the Shrewsbury must segment the market so as to target customers from all segments. It was established that customers from age 45 years to 65 years form and age 35years to 44 years the majority of customers. The organization needs to concentrate on attracting customers under age 35 years.
Also, Shrewsbury needs to adopt three skimming, premium, economy and penetration strategy. It is for the reason that every targeted segment does have differences regarding prices as well as the disposable income is not similar in all the targeted segments.
Since Shrewsbury is a service industry, the distribution channel is unnecessary. It is therefore advised that direct selling is adopted for the purpose of the place. Direct selling implies getting the product directly to the client. It is probable that electronic interface gets adopted so that clients get in touch with the services. The advantage of the method is that one can experience the direct feel with the customers.
Additionally, it is recommended that the organization adopt appropriate promotion strategies. It is recommended that use of brochures and posters, billboards and posters and public relation are the appropriate methods.
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(Barrett and Weinstein, 2015)
(Boon and Liang, 2015)
(David et al., 2015)
(De Keyser, Schepers & Konu?, 2015)
(Fill & Turnbull, 2016)
(Hoegele, Schmidt & Torgler, 2016)
(Jiang, Shang, Liu, & May, 2015)
(Kameoka et al., 2015)
(Katsikeas, Leonidou & Zeriti, 2016)
Kormishkina et al., 2015)
(Marak & Chaipoopirutana, 2015)
(Liu et al., 2016)
(Obasan, Ariyo & Hassan, 2015)
(Rahmani, Emamisaleh & Yadegari, 2015)
(Seifbarghy, Nouhi &Mahmoudi, 2015)
(Shibata & Kodama, 2015)