Tourism Marketing for Developing Nations

This assignment delves into the realm of tourism marketing specifically tailored for developing nations. It encourages a critical analysis of various marketing strategies employed in this context. Key themes include understanding the unique challenges and opportunities presented by developing economies, exploring the influence of competitive strategies on performance within the tourism sector, and examining the role of customer equity in shaping successful marketing campaigns. The assignment also touches upon the evolving landscape of luxury marketing and its relevance to developing countries.

INTRODUCTION TO
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Describe how marketing techniques such as growth strategies (Ansoff’s Matrix); survival
strategies; branding and relationship marketing are used to market products in the two
selected organisations..................................................................................................................1
P2. Describe with suitable examples the limitations and constraints of marketing with
reference to legal requirements...................................................................................................2
TASK 2............................................................................................................................................3
P3. Describe how one of the selected organisations uses marketing research such as
qualitative; quantitative etc.........................................................................................................3
Quantitative Approach............................................................................................................3
P4. Describe how the same organisation mentioned above, utilises data and information
collected through marketing research for marketing planning...................................................4
TASK 3............................................................................................................................................4
P5. Explain how and why groups of customers are targeted for selected products....................4
TASK 4............................................................................................................................................5
P6. Develop a coherent marketing mix for a new product or service.........................................5
CONCLUSION................................................................................................................................6
REFERENCES ...............................................................................................................................7
...............................................................................................................................................8
............................................................................................................................................8
..............................................................................................................................................8

INTRODUCTION
Marketing is the study and management of exchange relationships. The American
Marketing Association has defined marketing as "the activity, set of institutions, and
processes for creating, communicating, delivering, and exchanging offerings that have value
for customers, clients, partners, and society at large." Marketing is used to create, keep and
satisfy the customer. With the customer as the focus of its activities, it can be concluded that
Marketing is one of the premier components of Business Management - the other being
Innovation. Other services and management activities such as Operations (or Production),
Human Resources, Accounting, Law and Legal aspects can be "bought in" or "contracted
out". From the this report it will be showed how public companies differ from private
company in terms of its marketing ability.
TASK 1
P1 Describe how marketing techniques such as growth strategies (Ansoff’s Matrix); survival
strategies; branding and relationship marketing are used to market products in the two
selected organisations
The private sector is a profit fuelled sector which is not reliant on funding from the
state however it can have funding from private investors who may take an interest in the
company or organisation. This interest is generated through PR and marketing, which go
hand in hand, in order for the company to build a good reputation, create well thought out and
researched products which generate interest, thus leading to investors and public supporting
or privately funding the company. The private sector includes retail outlets, restaurants and
banks. An example of a private sector business would be Top shop, a business owned by the
retail giant Arcadia, who own over 2,500 stores across the country. As stated in Arcadia's
annual report, Top shop is the 'fashion destination on the UK high streetwise brand has
become a fashion phenomenon and is synonymous with cutting edge fashion at affordable
prices.' (Arcadia, 2011) This description of the brand sets its place in the market of 'who we
are' and the responsibility report states its aims for 'who we want to be.' This shows where the
company is, and where it wants to be known as Gap Analysis, a way in which marketers for
Top shop can decide upon objectives and tactics in order to achieve their goals
Public Sector
The public sector is reliant on funding from the government in order to function adequately.
The public sector includes what we would consider as 'public services' such as the National
1

Health Service, public schools and local authorities. Marketing within the public sector does
not necessarily focus on a 'product' but can be more on a service that is being offered or
advise that is being target towards a certain group. This could be on a national or local basis,
and how it may affect the organisation as a whole or possibly only an immediate small group
within a community.
For example on a national scale, the NHS has pursued a number of marketing strategies to
increase public awareness and support, to enable the 'public' to help them. This includes the
most recent 'Change for Life,' a strategy by the Department of Health to help reduce obesity
in England. When designing this program the Department of Health and its agencies have
'drawn on academic and commercial sector expertise, behaviour-change theory and evidence
from successful behaviour-change campaigns in other categories (particularly tobacco
control). The Department of Health has also commissioned a substantial and ongoing
programme of research among the target audiences.' (NHS - Change 4 Life, 2009) In order to
promote this programme, the NHS did an advert to generate interest, which was shown at
peak times after 4pm in order to reach its target audiences, specifically when children were
home from school. The programme also set up a website, promoting healthy eating and
activities available in communities. This shows a national campaign also being narrowed
down to local areas to support and encourage healthy eating and an active lifestyle within all
communities. 'Change for Life' are also available to access through social media such as
Twitter linking in the varieties of different channels marketing now goes through in the
present day. The program outlines their target audience as being pregnant women and
families with children under the age of ten years old. The program then uses a marketing term
known as 'segmentation' in which the NHS separates these target groups into three clusters
P2. Describe with suitable examples the limitations and constraints of marketing with
reference to legal requirements
Data Protection Act (1998) is a good example of a law that has a number of implications
for market researchers collecting and holding personal data. For instance, researchers must ensure
that the data they obtain is kept secure, is only used for lawful purposes and is only kept for as
long as it is necessary. It must be made clear as to why data is being collected and the consent of
participants must be obtained. In addition to this, there are a number of guidelines, laid down by
such organization as the Market Research Society, that, although not legally binding, encourage
organizations to behave ethically when dealing with members of the public.
2

TASK 2
P3. Describe how one of the selected organisations uses marketing research such as
qualitative; quantitative etc.
In the world of research, there are two general approaches to gathering and reporting
information: qualitative and quantitative approaches. The qualitative approach to research is
focused on understanding a phenomenon from a closer perspective. The quantitative approach
tends to approximate phenomena from a larger number of individuals using survey methods. In
this research corner, I describe methods that are generally used in each strand of research. Each
approach has its benefits and detriments, and is more suitable to answering certain kinds of
questions.
Qualitative Approach
The qualitative approach to gathering information focuses on describing a phenomenon in a
deep comprehensive manner. This is generally done in interviews, open-ended questions, or
focus groups. In most cases, a small number of participants participate in this type of
research, because to carry out such a research endeavour requires many resources and much
time. Interviews can vary from being highly structured and guided by open-ended questions,
or be less structured and take the form of a conversational interview. Because of the
investment in this type of research and the relatively few number of participants, findings
from qualitative research cannot be generalized to the whole population (Li, 2017). However,
such research serves as a spring board for larger studies and deeper understanding that can
inform theory, practice, and specific situations. This approach is usually adopted by private
companies.
Quantitative Approach
The quantitative approach to gathering information focuses on describing a phenomenon
across a larger number of participants thereby providing the possibility of summarizing
characteristics across groups or relationships (Proceedings of the 23 rd International
Conference on Industrial Engineering and Engineering Management 2016). This approach
surveys a large number of individuals and applies statistical techniques to recognize overall
patterns in the relations of processes. Importantly, the use of surveys can be done across
groups. For example, the same survey can be used with a group of mentors that is receiving
training (often called the intervention or experimental groups) and a group of mentors who
does not receive such a training (a control group). It is then possible to compare these two
3

groups on outcomes of interest, and determine what influence the training had. It is also
relatively easy to survey people a number of times, thereby allowing the conclusion that a
certain features (like matching) influence specific outcomes (well-being or achievement later
in life). Private companies adopts these approaches more as compared to public companies.
P4. Describe how the same organisation mentioned above, utilises data and information
collected through marketing research for marketing planning.
Companies have so many analytical options at their disposal that they often become
paralysed, defaulting to just one tool. But an integrated marketing-analytics approach is the
key to driving growth (Kyengo, Ombui, and Iravo, 2016.). A typical small business
marketing plan covers many elements including a description of competitors, demand for the
product or service you offer, and strengths and weaknesses from a market standpoint of both
the business and its competitors.
A marketing plan is a tool you need to use daily to help you reach your market and your
profit goals. As you make your marketing plan, focus on what you need to understand and
reach your market. Like a business plan, a marketing plan is a living, breathing document.
Analysing your results and tweaking or changing your marketing strategies is an important
task in keeping your marketing plan up to date and having it fulfill its purpose in helping
reach your business goals. Many factors can impact your marketing results and choices
including market conditions, demand for your product or service, pricing issues, and new
marketing methods (i.e. a new social media platform). It's important you stay aware of all of
this and adjust your marketing plan accordingly. Information collected from marketing
research is used for making marketing plans. It gives an idea about the current market to the
organisation with the use of which organisation could make strategies.
TASK 3
P5. Explain how and why groups of customers are targeted for selected products.
From a high-level, the goal of a marketing strategy is to identify a target market and
develop a marketing mix that will appeal to those potential customers. Decisions regarding
the ideal marketing mix can be organized in terms of Price, Promotion, Product, and Price.
However, the goal is not to just come up with a particular strategy, but rather to focus on
providing value to your key market segments (Avraham and Ketter, 2016. The selection of a
target market is a very important decision for a firm as it then requires significant effort and
commitment to implement an appropriate and targeted marketing mix. Target market
selection is a key part of marketing strategy and typically involves significant analysis,
4

discussion and review throughout the firm. The firm selects these targeted customers on the
basis of many factors such as geographic, demographic, taste and preferences and many
more. Sometimes selection is also made on the basis of size of the segment. If the size of any
one of the segment is large than the organisation introduces its product in that market and
earn profit. Many a times selection is also made on the basis of competition already
prevailing as new products are rarely accepted by customers (Chandon, Laurent, and Valette-
Florence, 2016).
TASK 4
P6. Develop a coherent marketing mix for a new product or service.
Price is very significant aspect of the marketing mix as this affects whether consumer
will purchase your product or not. Below is the marketing mix of top shop-
Price
The average price in topshop is around thirty five pounds, although they have a topshop
boutique, where the average garment is around one hundred pounds. They sell good quality
fashion clothes.
Product
Topshop’s products are fashion clothing, of a reasonable quality, they have good ranges, and
often repeat a pattern over several garments to make a mini collection, or produce the same
garment but in a different colour way. Unlike many other fashion stores on the high street
Topshop are not as generic, they produce garments with fabric they’ve designed themselves,
rather than making things out of fabrics other high street stores already have.
Place
Topshop stores are in all big cities, the main one being on oxford street in London, its three
floors high, and includes a hairdressers, cafe and a nail bar (Usall, Torres and Teixidó, 2016).
They also have a personal shopping team, where you will get your own changing room, with
no queues, and they will help you trawl through the large store to find things you like- this is
a free service. As well as their stores, they have a great online site, it is very interactive, and
does a very good job of advertising their clothes. They also have many offers where you can
receive free postage.
Promotion
5

The store often has flash sales, and lets its customers know by email, and advertising on their
website, as well as big posters in store.
One of the brands unique selling points are the window displays, they are always creative and
present their garments well, they always put lots of effort into the outfits of the mannequins,
they think of shoes and accessories, this will be because, if you like any of the garments on
the mannequin, you are more than likely going to buy something you have seen them team it
with, something you may not previously have looked at, had you seen it in store.
CONCLUSION
The above report is based on the marketing strategies of distinct type of firms working
in different operational area. This report has together discoursed upon various strategies of
marketing that could result in an effective growth of business. This mainly involved the
framework of marketing ix to elaborate the strength of a systematic marketing procedure.
6

REFERENCES
Books and Journals
Avraham, E. and Ketter, E., 2016. Introduction: Tourism Marketing for Developing
Countries. InTourism Marketing for Developing Countries (pp. 1-7). Palgrave
Macmillan UK.
Chandon, J. L., Laurent, G. and Valette-Florence, P., 2016. Pursuing the concept of luxury:
Introduction to the JBR Special Issue on “Luxury Marketing from Tradition to
Innovation”. Journal of Business Research.69(1). pp.299-303.
Kotler, P., Berger, R. and Bickhoff, N., 2016. Current Focal Areas in Strategy Practice: Four
Significant Management Concepts of the Past 20 Years. InThe Quintessence of
Strategic Management (pp. 55-105). Springer Berlin Heidelberg.
Kyengo, J. W., Ombui, K. and Iravo, M. A., 2016. Influence of competitive strategies on the
performance of telecommunication companies in Kenya.International Academic
Journal of Human Resource and Business Administration.2(1). pp.1-16.
Li, J. J., 2017. Rational Thinking of the Marketing Strategy Based on Customer Equity. In
Proceedings of the 23rd International Conference on Industrial Engineering and
Engineering Management 2016 (pp. 69-73). Atlantis Press, Paris.
Lowry, P. B., D’Arcy, J., Hammer, B. and Moody, G. D., 2016. “Cargo Cult” science in
traditional organization and information systems survey research: A case for using
nontraditional methods of data collection, including Mechanical Turk and online
panels. The Journal of Strategic Information Systems.25(3). pp.232-240.
Ograjenšek, I. and Gal, I., 2016. Enhancing statistics education by including qualitative
research. International Statistical Review.84(2). pp.165-178.
Peppers, D. and Rogers, M., 2016. Managing Customer Experience and Relationships: A
Strategic Framework. John Wiley & Sons.
Punjaisri, K. and Wilson, A., 2017. The role of internal branding in the delivery of employee
brand promise. In Advances in Corporate Branding (pp. 91-108). Palgrave Macmillan
UK.
Usall, J., Torres, R. and Teixidó, N., 2016. Biological control of postharvest diseases on fruit:
a suitable alternative?. Current Opinion in Food Science.11. pp.51-55.
7

Wheeler, S. A. and et.al., 2017. Developing a Water Market Readiness Assessment
Framework. Journal of Hydrology.
8