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How to Develop an Effective Destination Marketing Plan

How to Develop an Effective Destination Marketing Plan

The Development and Structure of a Marketing Plan: Towards the Development of Marketing Strategies

1. The Situation Analysis

In the planning process there are steps that must be taken prior to the development of the marketing strategies; the first one is conducting a situation analysis. A situation analysis is “the overall process of collecting and interpreting internal, competitive and environmental information.” It presents a summary of these environments and summarizes the company’s current marketing objectives and performance in the market. Through the situation analysis business is provided with a systematic way of viewing marketing activities by analysing the customer, strengths, weaknesses, opportunities and threats (SWOT) in relation to the competition. The situation analysis according to Gartrell includes internal, external and customer analyses, also known as the product, position, and prospect analyses.

The product analysis includes a review of the current objectives, strategies, and company performance. Product capabilities are examined as well as the limitations of the tourist product. The whole destination and its facilities are examined to determine what is there to be offered to the potential traveller. This analysis eliminates poor performance since through this the marketing goals and objectives are reassessed in order to determine their effectiveness.

Second is the position analysis, which addresses issues such as how the destination is “perceived” by the market, an analysis of the strength and weakness and how these can be compared to the threats and opportunities in the external environment, as well as the previous success of the destination shown in statistical reports. Also, the position of the destination in relation to the marketplace, the competitors’ products, services and their position in the market are examined. Position is important, since marketing strategies are developed based on the kind of image that the company expects to maintain in the eyes of the customer.

Next is the prospect analysis also known as the customer analysis, which involves the selection of the best target markets, likely to increase the usage of the destination’s products and services. In this analysis factors like potential demand in certain markets, the criteria for selecting the competition, emerging markets, and what political, social and economical factor may influence the markets are examined.

It must be noted that one of the major steps for conducting the situation analysis is the collection of research. Research is pertinent because it is the tool that allows the organisation to become aware of the customer needs, wants and preferences. Marketing research “monitors and evaluates marketing actions and performance, and communicates the findings and implications to management”. Its importance is even more highlighted since it allows for the collection of the necessary data and information to conduct a thorough prospect analysis. In an effort to thoroughly collect accurate and up-to-date data and information from the external environment, an organisation should also have strong marketing intelligence. Marketing intelligence includes “everyday information about developments in the marketing environment that helps managers prepare and adjust marketing plans and short-run tactics.”

Besides, the product, position and prospect analyses, Gartrell …

5 Reasons to Plan a Destination Wedding in Jamaica

5 Reasons to Plan a Destination Wedding in Jamaica

Are you getting ready to plan your upcoming wedding? If so, your first thought may be to have a beautiful ceremony back home. Yes, this is nice, but have you considered destination weddings, like in Jamaica? If not, now is the time. Although most couples don’t need convincing, you may wonder what makes a destination wedding better than a traditional wedding back home.

1 – The Weather

If you live in New York and plan a wedding in the middle of July, you are likely to find warm hot weather. This is great, but the heat and humidity may leave it feeling too hot. With the Caribbean and the island of Jamaica, you don’t just get warm weather, but tropical weather too! Then, there is the rain. The weather is somewhat unpredictable all around the world, but you are more likely to find scattered showers and thunderstorms in New York and many other areas of the United States than in Jamaica.

As with a wedding back home, you have many venue choices. Some Jamaica resorts have onsite chapels, but most give you many choices. If you opt for a garden or beach wedding, the beautiful, warm, sunny, and tropical weather makes your wedding ceremony nothing short of picture perfect.

2 – All-Inclusive Resorts

There are many all-inclusive resorts on the island of Jamaica. You may wonder what impact this has on your wedding ceremony. These resorts are the perfect place to have a destination wedding. Most give you many ceremony options. If a small wedding chapel is not found onsite, you may get to choose from a garden, the beach, or a banquet room.

Most importantly, some all-inclusive Jamaica resorts give you a unique opportunity. That is to have a free wedding ceremony. Yes, a free wedding ceremony! Many luxury resorts extend a free standard wedding to guests who meet a minimum stay requirement. This stay requirement varies depending on the Caribbean resort in question, but it is usually three, five, or seven nights. After examining a resort’s free wedding inclusions, you should like what you see. Luckily, affordable upgrades are available if you want more.

3 – The Ability to Combine Your Wedding and Honeymoon

Planning a wedding is a joyous experience, but it can also be stressful and time consuming. Not only that, but you must later plan the honeymoon. The island of Jamaica gives you another unique opportunity. That is to combine your destination wedding and honeymoon into one. Since the island is home to all-inclusive resorts, great restaurants, lots of activities, beautiful beaches, and tropical weather, you will have the honeymoon of your dreams. For your destination wedding, you may have intended to stay two nights. Extend your stay until seven nights for your honeymoon. Plus, this makes it easier to qualify for the above mentioned free wedding that may be offered.

4 – Your Friends and Family Can Come Too

One concern that many couples have about destination weddings surrounds guests. Whether you live in …