Digital Marketing Strategies for Business
Added on 2020-04-07
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42-M SOLAR DREAM BY DENNIS INGEMANSSONIntroductionA project solar dream was collaboratively invented by a Swedish studio DennisIngemansson and the Turkish shipyard Ned Ship Group. Following an ecological ethos andmaking efficiency a priority their design was proposed to have a capacity of 360 square metersolar cell area together with a solution for hybrid propulsion (Groom, 2017). The hull isconstructed from composites of carbon fiber and it weighs close to 1000 tons. The yacht isestimated to gain a speed of 22 knots with very minimal output. Ingemansson states that the 580square meters interior space offers an experience which is luxurious. The interior has threespacious guest rooms with an ability to host 10 people with suites that are double owned. Thisbeautiful yacht is said to be a green icon once it gets into the water. There is also accommodationfor up to five crew members on board (Buzzard et al., 2011). Steps in writing marketing plan for 42-M solar dreamThis project is a big venture which requires a good marketing plan to thrive well in its business.There are a number of steps to be followed in writing a marketing plan and they include;Determination of why a customer would come to youThis is more than the restating of their mission statement. They need to define the purpose as towhy a customer should choose them over their competitors (Raab, 2011).Identifying the target customer-in this case they should know the customers they want to attractand in most cases it could be tourists and other people working in the seas. They need todifferentiate between target customers and target market. To determine their customers it1
42-M SOLAR DREAM BY DENNIS INGEMANSSONrequires a combination of psychographics and demographics (Akar & Topcu, 2011). Thepsychographic behavior will measure the customer behavior.Identifying the competitors that target their customers- these competitors are good for the growthof the business and the company needs to identify what their competitors are offering that theydon’t. Make an analysis of their reaction on this business.Drafting of the brand positioning statement-they need to have clarity on whatever sets them apartsince this is what brings customers to their part. The information uncovered in identifyingcompetitors can be used to achieve this (Buzzard et al., 2011). The key features of formulating a marketing plan include situation analysis, target audience,marketing goals, strategies and tactics and coming up with a marketing budget.SWOT and competitor analysisSWOT is a tool for strategic planning which is used to evaluate the strengths, weaknesses,opportunities and threats to any business in operation. This is therefore not an exception with the42M solar dream project (Akar & Topcu, 2011). SWOT analysisStrengthsPresence a coastline that is excellent, a lot of natural attractions, historical and archeological sitesthat are unique2
42-M SOLAR DREAM BY DENNIS INGEMANSSONWorkforce that is well trained, strong support from the government, invest by the governmentand private sector in the project to promote Yacht tourism and the long attraction to the fixed orhaltered tours by tourists (Levy & Birkner, 2011).There is a lot of attraction both in the water and outside and not just confinement to the boats.A huge capacity to accommodate many customers compared to other yachts.There are minimal environmental pollutions unlike other existing yachts.The inbound tourism demand is high and increasing faster.The tourists that are inbound are trying to find different forms of tourism like yachting which isdifferent from the usual mass production (Digital Hub, 2008).WeaknessesThe sail powered yachts pay more tax than the engine powered yachts and therefore the companyis set to spend a lot of finances on taxesThere are no technical standards for the processing of solid waste and bilge water disposalFairs are not funded and the yacht clubs are not yet in place which could be more lucrative(Granitz & Pitt, 2011).Many authorities are in charge of entry procedures for foreign flagged yachts leading toloopholes for corruptionInvestment procedures are complicated, with inactive capacities in marinas.The international pressure group activities are lacking.3
42-M SOLAR DREAM BY DENNIS INGEMANSSONThe costs for inputs in yachts are high (Jarvinen et al., 2012).OpportunitiesThere exist unutilized potentials in yachtingYoung and knowledgeable workers are readily availableThere is a lot of willingness to invest new marinas of both private and government sectorsIncrease in the number of tourists that want to use yachts (Weiss, 2011).There is a growing interest in the water sporting and life in the water environmentsThere has been a decrease on the barriers of international travelsThreatsIncreasing number of competitors in the yacht tourism Increase in the tax fees on new yachts. Obstacles that are beauracratic and increase in the fuelprices (Bovee, Thill & Mescon, 2007).A lot of pollution at the coastal areas as well as the degradation of marine eco-systemsCompetitor analysisThis is part of marketing plan that the solar dream team cannot evade. In writing a competitoranalysis section one needs to outline the competitive environment, by informing the world whotheir key competitors are, how they control the market and all the relevant details about thecompetition (Scottish Enterprise, 2012). This is followed by detailed information on theircompetitive advantage by the explanation of why and how their company is better placed to out-4
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