Marketing Analysis and Strategy for International Tourism at Desklib

Running head: INTERNATIONAL TOURISM
September 3
2018
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INTERNATIONAL TOURISM 1
Table of Contents
1.0 Introduction..........................................................................................................................2
2.0 Current Experience offering and Analysis.......................................................................3
2.1 Experience Offering.....................................................................................................3
2.2 Essential Features of Competitor’s Experience...........................................................3
2.3 Marketing Implications................................................................................................3
3.0 Customers Analysis..........................................................................................................4
3.1 Procedure of Marketing Customer Segmentation........................................................4
3.2 Selection of New International target Market..............................................................5
4.0 Strategic Opportunity.......................................................................................................6
4.1 Marketing Strategy.......................................................................................................6
4.2 Connection of New Strategy and New Target Market.................................................6
4.3 Product Level and Product ideas..................................................................................6
5.0 Integrated Communication Mix.......................................................................................7
5.1 Definition.....................................................................................................................7
5.2 Assessment of Website................................................................................................7
6.0 New Communication Item...............................................................................................8
6.1 Customer Exhibition....................................................................................................8
6.2 Diorama........................................................................................................................9
7.0 Conclusion..........................................................................................................................10
References................................................................................................................................11

INTERNATIONAL TOURISM 2
1.0 Introduction
The quick growth of the community around the world reflects that Globalization will be the
definitive trend. Hence, the strategy of marketing is required with respect to the growth of the
international market. In the context of the marketing mix theory, a business must differentiate
itself from its rivals by creating a unique marketing mix to compete with them.
(Chattopadhyay, Nedungadi & Chakravarti, 1986, pp. 129-136). Therefore, the aim of
framing this report is to perform the marketing analysis and based on that make a marketing
strategy. The DMO of tourism is placed in Mexico. It provides a memorable experience to
the visitors or consumers but it deals with numerous challenged from the rivals. Initially, the
report will evaluate the present experience offerings. After this, it will represent the customer
analysis and the explanation of strategic opportunities. Besides this, an integrated
communication mix and news items of communication will be elaborated. In the end, based
on the complete analysis a conclusion will be framed.

INTERNATIONAL TOURISM 3
2.0 Current Experience offering and Analysis
2.1 Experience Offering
In Mexico, there are various unique and attractive locations that are worthy for visiting and
touring. This tourism location provides a different kind of experiences to visitors, which
comprises places of interest like Angel of Independence, products like beverages and food,
physical indication, diverse races, etc. Competitors that offer the same type of attributes
comprise Italy and Albania. These rivals approximately offer a similar type of experience as
Mexico. Hence, it has a probability that the rivals might appeal more visitors as compared to
Mexico.
2.2 Essential Features of Competitor’s Experience
Albania- Few of the distinctive attractions present in this place are Radhima, Vlora, and
Narta. However, consumers will spend less because of the low rate of currency exchange
against dollars.
Italy- Some of the unique products and locations are- Leaning Tower of Pisa, Colosseum,
Italian Food, and Pantheon. Italy is considered the well-known attractive locations in the
whole world.
2.3 Marketing Implications
Under marketing implications, the topics that will be of maximum use are PESTLE Analysis
and SWOT Analysis.
SWOT Analysis
SWOT tool is utilized to support a business or company to recognize its external threats and
opportunities as well as its internal weaknesses and strengths. It is one of the essential
procedures, which is used before taking any final decision related to strategy development.