Strategic Marketing Campaign for Destination Coventry
Assessment Information
This assignment is an individual assignment.
Note: Students opting for the X-Culture project should follow the brief provided by the x-culture organization
This assignment requires you to create a strategic marketing report for Destination Coventry. Please see the case study below:
Destination Coventry Case Study
Destination Coventry is a two-year proof-of-concept collaboration between Coventry City Council and Coventry and Warwickshire Chamber of Commerce.
The new DMO (destination management organisation) aims to deliver destination management and marketing for the city, as well as promote the area nationally and internationally, in order to grow and support the visitor economy
Destination Coventry works through two consumer facing brands: Visit Coventry, which targets day and overnight leisure visitors, and Conference Coventry and Warwickshire, which includes the region’s Convention Bureau, which works to attract business travellers, conferences, exhibitions and other business events. The organisation represents the city’s valuable tourism, leisure and hospitality sector, which generates almost £600 million, supports circa 7,000 jobs, and attracts over 10 million visitors annually.
The Task
The Managing Director would like you to develop a strategic marketing plan to analyse and suggest future course of action for Visit Coventry brand. In the post-pandemic operating environment we’re currently experiencing, the Managing Director believes that traditional visitor profiles have changed significantly and would like you to consider where they should focus their limited budgets to gain maximum benefit for the visitor economy.
The Managing Director would like you to consider the following questions in order to identify potential strategic growth markets;
- With a focus on leisure visitors for growth
- Should we concentrate on regional, national or international visitors?
- Within the suggested area, which territories should be focused on? For example:
- Regional: Warwickshire / West Midlands / Leicestershire / Northamptonshire / Derbyshire?
- National: London & Southeast / Wales / Scotland / Northwest / Northeast / East Anglia?
- International: Northern Europe / North America / India / China / Australasia?
The following structure should be adopted for your strategic marketing plan.
· Short introduction.
· External analysis
· Internal Analysis
· SWOT
· Objectives and Growth Strategy
· Marketing Tactics
Please note, for your internal analysis use information provided within the case study, the company’s website, and other documents such as their Annual Report if available. Do not contact the client directly to ask question.
''I will need the same writer to work on another 2000 words later will be somehow linked to this assignment''
Hi, please go through the marketing strategy assignment brief document carefully and then check the example that i uploaded you need to follow it please. the assignment is going to be about destination coventry. the rest of the document is what you need to work on the assignment.
This assignment requires you to create a strategic marketing report for Destination Coventry.
Coventry, United Kingdom.
https://destinationcoventry(dot)co(dot)uk/
Destination Coventry
Name
Institution Affiliation
Course
Professor
Date
Strategic Marketing Campaign for Destination Coventry
Destination Coventry is the official Destination Management Organization (DMO) for Coventry, tasked with destination management and marketing for the city, promoting the area nationally and internationally to grow and support the visitor economy. We operate through two consumer-facing brands: Visit Coventry targets day and overnight leisure visitors, and Conference Coventry and Warwickshire, incorporating the region’s Convention Bureau, which works to attract business travelers, conferences, exhibitions, and other business events. We represent a collaboration between the Coventry & Warwickshire Chamber of Commerce and Coventry City Council. Destination Coventry boost is the best historical destination suitable both for leisure and tourism business destinations. Coventry generates 385 million annually and contributes 6900 jobs (circa 5.9% of the local employment.) Coventry’s main attractions include Iconic Buildings and Architecture, Medieval History and Stories, Family Fun (including the new waterpark ‘The Wave’), Conferencing in Coventry, Sport, Dance, and well-being (including the European City of Sport and the Commonwealth Games), Home of the Bicycle, Car and Taxi, Coventry City of Culture 2021, Music, Independent Shopping, Food and Drink, Industrial / Technological Tourism (working with businesses to attract visitors). (Destination Coventry, 2022)Thus, this marketing strategy will provide detailed information. When thoroughly followed, the set goal and objectives will be achieved through a market audit, marketing growth strategy, and recommended market mix tactics. Therefore, the paper will provide an analysis of the current trends of the modern traveler.
Market Audit
1 External Analysis
Pestel analysis
Strength
S
Weakness
W
Opportunity
O
Threat
T
Pestel Analysis
Political
The current government's decision to open borders to other countries will positively impact tourism in Coventry's destination ( Destination Coventry,2022)
S this means that clients can easily travel without restriction upon vaccination
Economic
The current worldwide inflation caused by Russia- Ukraine conflict will negatively impact tourism
T this will mean that even if the trips will be affordable, the cost of doing business will be highly affected
Social
The social development and growth of social media have made it possible for people to interact, and book travel services online. Sharing of pictures socially has increased brand visibility.
O customers will easily book their visit and share their experiences at ease.
Technological
The increased use of modern technology as a means of transport has increased travel options for customers. The provision of free WIFI or at a fee has made it easier to move from one part to another.
O and W customer satisfaction means more spending. Investing in modern internet and infrastructure will increase customer buying power.
Environmental
Coventry advocates for pollution-free travel and quality air. Thus, the Environment Act of 1995 advocates for regular air inspection to determine the quality of breathing air. ( Fern Fort university,2022)
O . travel with environmental consciousness
legal
The current Brexit Visa requirement might make it difficult for citizens to import labor into the tourism industry. (Ministry of Industry, Trade, and Tourism - Brexit Tourism)
T this will mean that the tourism industry will have less working force leading to losses.
Porters forces
Buying power
High
&
Low
O. Coventry has historical facts and traditions that are unique and eye-catching.
T. sometimes customers may not be compelled to travel to Coventry and prefer other areas ( Coventry City Council,2017)
Supplier( Tour Operators)
High
S. the suppliers have a rich and vast history of Coventry which makes it one of its strengths (Destination Coventry).
Threat of Substitution
High
T. individuals prefer to visit other destinations rather than Coventry
The threat of new entrants
Low
Competitive Rivalry
Low
The opportunities outweigh the threats
2. Internal Market Analysis
Productivity
Coventry received 10 million visitors in 2019 ( Destination Coventry, 2022)
S. gives the company an edge in job creation and accommodations.
Strategy
Proposed Tourism Strategy for Coventry
W. does not consider other factors such as Covid-19
Systems
No system in place
W. A good system should be in place to ensure success and continuation.
Organization intangibles
Product awareness and identifiable selling points.
Business relations with suppliers and other companies who provide clients.
Rich in history and culture (Destination Coventry,2022).
S. enables the company to sell more destination Coventry
Current Marketing Mix
Product
Destination Coventry
S. Coventry is adorned with iconic destinations and rich in medieval history ( Destination Coventry,2022)
Price
Affordable
T. Coventry Tourism Board complained of attracting low spenders even though Coventry is an expensive city ( Coventry City Council,2017)
Place
Destination Coventry
S. Coventry is one of the best-selling destinations making it a preferred country.
People
Leisure, business tourism
W. Coventry should involve a larger scope of people to make it inclusive.
Promotion
Events and exhibitions
W. Modern tools of promotion have proved to be effective and help in reaching a wider audience ( Gromes,2022).
SWOT ANALYSIS
Strengths
* Coventry is strategically located and rich in history.
* Products are unique compared to others.
Weaknesses
* The poor performance was caused by Covid-19 and the Russia-Ukraine conflict.
* Poor marketing strategy
* No business system is implemented
Opportunities
* Social media marketing to increase brand visibility.
* Vigorous online promotion to market destination Coventry
Threat
* The threat of substitution is high and completion from other destinations.
* The current Visa requirement by Brexit.
Objective and Strategic Growth
Objective 1
To create and improve people’s perception And encourage them to try and visit the destination, Coventry.
Objective 2
To increase bed capacity from the five top markets; Ireland, Poland, Germany, Netherlands, and France
Objective 3
To increase travel revenue wit...