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(IMC) Integrated Marketing Communications Assignment

   

Added on  2020-05-16

9 Pages2075 Words112 Views
Running Head: INTEGRATED MARKETING COMMUNICATIONS1Business EconomicsNameInstitution
(IMC) Integrated Marketing Communications Assignment_1
INTEGRATED MARKETING COMMUNICATIONS2Target MarketAnalysis on the target market aims at establishing if the Mermaid Hotels and Resort should open a new property at Lombok Islands. The focus is to expand the firm’s operations and avail services to potential customers in the region. Specifically, Mermaid hotels and resorts targets at expanding its operations to South East Asia in the future (Chaffey & Ellis, 2016). Aimed at achieving the goal, the organization has created awareness and built a positive image for its products to impress potential customers. Apart from attaining booking targets, the company has worked to improve its reputation. This ensures that the firm’s operations are a success. Opening a new hotel at Lombok Island exposes the firm to many potential customers. The target market is Singapore. The Singapore state is viewed as among the primary market generators (Ferrell & Hartline, 2012). Among the tourists who visit Lombok Island are targeted to have originated from this country. The secondary market for the Mermaid Resorts and Hotels in Indonesia are travellers from South Korea, Malaysia, and New Zealand.The firm plans to register up to 35,000 bookings within the first year of operation. The figure is generated from the equation of 10,000 reservations at the end of the year with an estimated stay period of 3.5 nights (Fifield, 2012). The principal target audience is tourists from Singapore. However, the secondary audiences are the tourist from South Korea, Malaysia, and New Zealand. The promotional focus in the first year will be on a three generating market pairings. These pairings are Japan and South Korea, Singapore and Malaysia, and Australia and New Zealand.
(IMC) Integrated Marketing Communications Assignment_2
INTEGRATED MARKETING COMMUNICATIONS3In the year 2016, an estimated 12.02 Million travellers visited Indonesia. This was approximate of 15.55 increase from 2015. In 2015, an estimated 9.73 million tourists made a trip to Indonesia (Fill, 2013). The visitors stayed in the hotels for a period of about 7.5 nights, and their spending was averaged at $1,142. From 2000-2016, Singapore is the leading state whose citizens make most trips to Indonesia. It is followed by Malaysia, Australia, Japan, and South Korea.According to Singapore national tourism organization, in November 2017 1,547,000 Singapore citizens made visits abroad (Hall & Page, 2012). This was an increase from the previous month by 4.6%. Out of 1 1,547,700 visits abroad, 130,168 were visits to Indonesia. Around 59% of all visitors to Indonesia travel for holidays while only 39% make business trips. This shows that Singapore is a brilliant market target. Tourists aged sixty-five years and above are accounted for more than one in five tourism nights for private purposes (Hampton &Jeyacheya, 2015). Individuals aged fifty-five and above are accounted for 39% of tourism nights for private reasons. This was 2% above persons aged 15 years and above whose private nights ranged from 37%. According to World Economic Forum survey, Singapore had a travel and tourism competitiveness index score rating of 4.2 in 2017. The country was ranked forty seconds among 136 nations. This shows that Singapore is a brilliant market target.From the collected data, it is evident that Lombok Island is at a higher chance of getting customers from Singapore. A high number of Singapore citizens make a trip to Indonesia. Hence, the hotel will be required to customize its products to cater for clients from other countries. By ensuring this is met, the tourist industry is expected to grow. As a result, this will account for increased booking to Mermaid Hotels and Resort (Naeem, Bilal &Naz, 2013).
(IMC) Integrated Marketing Communications Assignment_3

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