Assignment:SITXMPR007

Assessment 1

Part A

Relating to tourism business, a new product or service:

These are the products and services created primarily for the tourists and also for the locals. These
products need a great share of investments in private sector. A few of them are

 Accommodations; for example, Taj, ITC Hotels.

 Transportation; For example, Owning taxis, luxury buses, and boats.
 Retail Travel Agents
 Tour Operators
 Shopping Centers such as malls
 Cinema Theatres such as PVR
 Restaurants for Food and Beverages
 Tourism Information Centers
 Souvenirs Outlets
 Museums, Temples, Gardens, and Theme parks

Research:
The internal capabilities of our organization:

Our organizational capability refers to a company's ability to successfully manage resources, such as workers, in
order to acquire a competitive edge. The organisational skills of the company must be focused on the
company's capacity to meet client demand. An organisational capability is a company's ability to effectively
manage resources, such as employees, in order to gain a competitive advantage. The organisational skills of the
company must be focused on the company's capacity to meet client demand. Furthermore, organisational
capabilities must be unique to the business in order to prevent competitors from replicating them.

External business environment:

Small and medium-sized enterprises are an important part of any economy, and they are influenced by a
variety of factors both within and external to the company. Based on their source, the issues that small and
medium-sized businesses confront in conducting effective business can be classified as external (or macro) or
internal (or micro) settings.

According to research, the external environment has a significant impact on the efficiency of entrepreneurial
activity. He stated that the general development of the business environment is a critical factor in the success
of business transformation and economic reforms in transition countries. Even though it has been recognised
as a source of uncertainty, the business climate also presents opportunities for effective introduction of new
goods, market propensity, and rapid growth of small and adaptable entrepreneurial firms.

The target market and their need/expectations:

We concentrate and focus our resources on the target audiences and markets that provide the best
opportunity and return on investment. The non-resident travelling and explorer market is the target market,
with a concentration in Toronto, Ottawa, Calgary, Halifax, and Montreal. The United States' Mid-Atlantic
Region, California, and the United Kingdom are among the additional geographic markets. Meetings,
Conventions, and Incentive Travel, Hunting and Fishing, Hiking, and Partnerships in Outdoor Adventure and
Cruise markets are all activity-based markets..

Part B

Consider the research undertaken in tourism industries:

Understanding the qualities, interests, attitudes, and opinions of visitors and the travel trade is a critical first
step for every tourism location. Market research can also aid in the identification of new markets and the
monitoring of your tourism sector's performance. Tourism Development International has developed a
separate TDI Research Unit in recognition of the company's importance of market research. The TDI Research
Unit is in charge of the primary and secondary research that underlies all of Tourism Development
International's consulting projects.

Using on-line research techniques, Tourism Development International has developed a number of dedicated
research services. These include:

 Tourism Barometer
 Visitor Attractions Survey
 Business Travel Monitor
 Travel Trade Survey

Be innovative in the marketing approach including factoring appropriate distribution network:

Creating a successful distribution strategy and developing a winning product are more philosophically similar
than you might assume. When creating a product, you look for market holes and conduct trials to fill those
gaps. Because your experiments are eliciting feedback from early adopters, you gain trust in your product. It's
no different when it comes to putting together a distribution framework: Unless you explore, you can't rely on
existing marketing strategies or assume you know the perfect niche for your product. You're testing out-of-the-
box ideas with product distribution to discover the best one.

Evaluate risks against returns:

Tourism organisations are increasingly confronted with occurrences that pose a threat to both travellers and
the tourism sector as a result of their operations. Extreme weather, political turmoil, terrorist attacks,
earthquakes, tsunamis, and health-related accidents are all examples of such events. These occurrences have
the potential to have a significant detrimental influence on tourism destinations.

The strategy is legal, ethical and sustainable:

Lawyers and parties create legal results in what amounts to a contest of talent, according to a strategic
perspective. It divides legal techniques into three categories: those that require the ready acceptance of judges,
those that restrain the activities of judges, and those that completely deprive judges of their authority.
In order to ensure that the demands are genuine and that the items and services fit those needs, ethical
marketing is used. Long-term, an ethical marketing plan is effective because customers receive the benefits
they expect as a result of purchasing the items or services your company provides.

Way to Sustainable tourism

• Incorporate environmentally friendly tourism choices into your itinerary.

• Make your hotel a greener place to stay.
• Minimize your carbon footprint by reducing your energy consumption.
• Refrain from engaging in unlawful trade.
• Encourage the use of environmentally friendly options in island destinations.
• Take good care of historical sites.
• Set a personal challenge for yourself to venture out of your comfort zone.
• Encourage the development of community-based tourism and initiatives.
• Be respectful of the customs and traditions of the locals.
• Make use of reusable bags.

The strategy reflects the image and the strategic direction of business:

Customers read communications from businesses using their senses of sight, sound, smell, touch, and taste
(and occasionally taste) to decipher messages from businesses, making decisions on a product or service based
on their perception of the facts rather than, at times, the actual facts themselves. The decisions made by
consumers are influenced by a variety of elements. These include personal aspects that represent a person's
interests and requirements as well as previous experience and their way of life, as well as interpersonal
influences including culture, social class, family, and influencers' opinions.

• Filter out facts that they are already familiar with before continuing.
• Take note of and keep information in order to meet a need that they are aware of (want)
• Invest in services that are representative of the image they believe they are projecting.
• Pay attention to and remember things that are different from the ordinary.

When possible, personal information should be given more credence than commercially created information.

Solid justification to proposed marketing strategy:

Tourism, like consumer items, has grown to enormous dimensions, resulting in a plethora of products and sales
intermediaries competing to gain the greatest possible piece of the market. Tourism is currently the fastest-
growing industry in the world, as well as one of the most competitive sectors in the world. There is an increase
in competition as more and more destinations compete to attract tourists, as well as an increase in the number
of companies and organisations that are involved in the highly skilled business of tourism destination planning,
transportation, accommodation, and catering for tourists. Travel and tourism marketing must be more
aggressive than marketing for other items since it is a sector in which the customer has an enormous number of
options as well as a wide range of reasons for travelling.

As a result of the many different activities that go into creating the 'tourist product,' tourism is an extremely
complicated industry to work in. It is additionally complicated due to the presence of numerous subsectors,
each of which is a complex industry in and of itself when studied separately. Its 80 degree of complexity lies in
the promotion of tourism in its various forms, which is directed at a large number of people in various lands
with a variety of socio-economic structures, each with their own set of needs, expectations, and behavioural
patterns, and each with a different set of expectations.
Part c

Marketing implementation plan:

Marketing strategy in terms of

Scheduling: Create a precise timetable of all marketing initiatives for the entire year ahead of time, including
particular dates for each campaign to be implemented and evaluated. It is possible that timing will be the most
important aspect of any marketing piece, so choose your dates carefully based on the product or destination
you are selling, the high and low travel seasons, any holidays that may be in play, and the goals you want to
achieve at various points throughout the year.

Costing: Include a section labelled "Past Campaigns" in the first portion of your marketing plan. Include in your
report the efforts that have resulted in increased visitors and use of your vacation destination, as well as the
campaigns that have failed, as well as the costs of the campaigns and some suggestions for future
improvements.

Accountability: In the realm of marketing accountability, there are just two essential management imperatives
to consider: measurement and impact. Ensures that marketing actions are quantified, measured, and managed,
whereas describes how marketing actions de facto effect financial performance. Marketing accountability
should ultimately contribute in the development of a superior value offer for the firm's clients while also
increasing the respect for marketing among senior management.

Persons responsible: Marketing Department must establish a personal contact with the consumer in order to
understand what the client expects from a company and to work towards meeting those expectations.
Customer feedback is a vital aspect of marketing, and organisations must conduct surveys in order to obtain
input from consumers and prospective customers alike.

Coordination and monitoring mechanisms for scheduling activities: Schedules are essential components of the
project management system that is necessary for relocation initiatives. It is combined with budget, resources,
work breakdown structure (WBS), scope, and quality criteria to build a virtual model of the project execution
plan that will lead the work and reflect progress and performance throughout the project's life cycle, according
to the requirements. The practise of monitoring the status of project operations in order to update project
progress and manage changes to the schedule baseline in order to meet the plan is referred to as control
scheduling. It is important to note that once the develop schedule process is completed, you will get the project
schedule, which will include the start and finish dates of each project activity.

Projected capabilities and budget:

Solid reference point before think about the results you want to achieve. To do that you need to know how
many customers you need to cover your costs and make a profit.

First of all you need a budgeting report which list,

• Fixed costs which don’t depend on business activity eg. rent

• Variable costs which change according to your business activity eg. wages
• Income ie. forecasted income and other revenue that you are expecting
• Actual costs ie. difference between budgeted figures and actual numbers
Meet legal and ethical requirements: It is necessary for there to be a proper contract between the consumer
and the service provider, which should include an offer, consideration, capability, and certainty. A contract for
the delivery of goods implies that the customers can reasonably expect the items and services to be in a
reasonable state and to have been given with care and skill. The following section contains information on the
mandate aspects:
• An agreement between the customer and the agent is required.
• Brochures and marketing for the vacation should offer specifics about the destination and activities.
• Consumer protection laws and regulations
• Customers have expressed a personal preference.

Review of performance against objective and budgets: To improve the performance of your business, you
must first identify and analyse the important 'drivers' of your organisation - a driver is something that has a
significant impact on your organisation. There are several aspects that influence the performance of every
organisation; therefore, it is critical to concentrate on a small number of these and monitor them closely.

The three key drivers for most businesses are:

 sales
 costs
 working capital
Any trends towards cash flow problems or falling profitability will show up in these figures when measured
against your budgets and forecasts. They can help you spot problems early on if they are calculated on a
consistent basis.

Assessment 2
Marketing strategic plan:
The tourism industry's strategic marketing planning emphasises quality, efficiency, and effectiveness in the
marketing process. The methodology offered demonstrates how tourist marketers may examine their industry
and create a strategic marketing plan to improve sales in their target consumer segments. The authors propose
a six-step strategy for strategic marketing planning in the tourism business. Needs analysis, research and
analysis, creative infusion, strategic positioning, marketing plan formulation and training, implementation,
evaluation, and adjustment are all part of the process. The framework is intended to serve as a road map for
practically any tourist organisation or location, as well as to aid in the enhancement and improvement of their
marketing operations. It is a strategic marketing system that tries to stretch marketing budgets through
planning, monitoring, and evaluation, but it is also action-oriented, with built-in performance measures and
evaluations, to benchmark and counter competitors' strategies.

Goals:

Tourism, when properly developed, may benefit both the tourist and the host community. Through the
economic benefits it can offer to an area, tourism can assist increase the living standards of the host
population. Furthermore, both tourists and locals profit from the development of infrastructure and the
provision of recreational amenities. Tourism that is relevant to the destination should ideally be fostered. It
should consider the destination's culture, history, and stage of economic development. For the tourist, the end
product will be a one-of-a-kind experience at the destination.
At the same time, there are expenditures associated with tourism development. Tourism development, when
properly managed, can maximise the benefits of tourism while reducing the disadvantages.
Objectives:

To promote responsible and community-based tourism so that locals can enjoy increased socio- economic
benefits and improved environment, to promote and ensure the respect and dignity of people in tourism,
marketing and promotion of tourism.

Strategic outline for tourism plan:

The framework is intended to serve as a road map for practically any tourist organisation or location, as well as
to aid in the enhancement and improvement of their marketing operations. Strategic planning is a
comprehensive process for defining what a company or location should become and the activities necessary to
accomplish that aim. Similar offers complete strategic planning solutions for both organisations and
destinations, as well as services that satisfy a wide range of requirements.

Performance indicator within strategic plan:

 A Measure – Every KPI must have a measure. The best KPIs have more expressive measures.
 A Target – Every KPI needs to have a target that matches your measure and the time period of your
goal. These are generally a numeric value you’re seeking to achieve.
 A Data Source – Every KPI needs to have a clearly defined data source so there is no gray area in how
each is being measured and tracked.
 Reporting Frequency – Different KPIs may have different reporting needs, but a good rule to follow is
to report on them at least monthly.

How implemented and monitored the plan:

TOURISM PLAN FORMULATION AND IMPLEMENTATION: THE ROLE OF INTER-ORGANISATIONAL RELATIONS

The implementation of tourism development strategies has historically been fraught with difficulties. A lack of
awareness of the elements of the micro and macro organisational environments in which planning is
performed, as well as the methods by which the planning and development process is carried out, may be a
contributing factor to this situation. It is also possible that a limited awareness of relation patterns, as well as of
the resource and power interdependency amongst numerous agencies involved in the decision-making process,
will create the groundwork for plan failures.

Industrial tourism refers to visits by visitors to operational industrial facilities when the primary activity of the
facility is not directed towards tourism. However, while industrial tourism exists all over the world and is
growing rapidly, the terminology used to describe it reflects a narrow concentration on specific sectors, such as
farm tourism or factory tourism, or a sense of marginality, such as sideline tourism, which are no longer
appropriate. For the first time, a comprehensive conceptualisation of industrial tourism is proposed, which
includes the production of virtually all goods and/or services. The chapter also discusses the implications of
concurrently managing industrial tourism attractions and non-tourism enterprises for the management of
industrial tourism attractions.

An annual survey of lodging and attractions businesses that takes place multiple times a year (usually in
January, Easter, July, September and October) and whose results are published in aggregate as well as for
particular categories of enterprises.

Every year, at important points in the year, we survey a sample of over 300 lodging providers and
approximately 250 visitor attractions in England, asking them to report on their performance in the most recent
period and their predictions for the next months. As well as questions on current events and other topics that
may have an impact on performance, we include a number of 'hot topic' questions in the survey to gather
 information about current issues and other areas that may have an impact on performance..

Assessment 3

Marketing strategic plan:

The strategic marketing planning process for the tourism industry places a strong emphasis on quality,
efficiency, and effectiveness throughout the marketing cycle. The methodology offered demonstrates to
tourism marketers how to conduct a market analysis and design a strategic marketing plan in order to improve
sales in their target consumer groups. According to the authors, a six-step strategy to strategic marketing
planning for the tourism business should be followed. Among these processes are needs analysis, research and
analysis, creative infusion, strategic positioning, marketing plan formulation and training, and finally
implementation, evaluation, and modification. In addition to serving as a road map for practically any tourist
organisation or destination, the framework is intended to aid in the enhancement and improvement of their
marketing operations. Strategic marketing systems attempt to maximise the effectiveness of marketing dollars
by planning, monitoring, and evaluation; yet, they are also action-oriented in that they benchmark and counter
rivals' plans through the use of built-in performance measurements and evaluations.

Effectiveness strategy in tourism business plan:

● Consider exhibiting at trade shows:

1. Cost Effective. Trade shows offer budget friendly solutions to market your brand and sell your
product.
2. Target Market.
3. New Audience.
4. Face Time.
5. Relationship Builder.
6. Sales Lead.
7. Small Business Benefit.
8. Year Round Promotions.

● Give your website global reach:

1. Use Google Analytics Geo reports to monitor your global traffic.
2. Use Google trends to identify market potential for your content.
3. Create native content for international markets.
4. Build relationship or joint ventures with local influencers.

● Monitor and respond to online reviews:

 It's critical to respond to the review in order to demonstrate to your consumers and search engines your
dedication to customer satisfaction and contentment. Having spent much time and effort recruiting clients, it is
equally crucial to keep them as a result of your efforts.
● List your business on online aggregator sites:
Aggregator may refer to News aggregator, software or a website that aggregates news from various sources.
Poll aggregator, a website that aggregates polling data to gauge public sentiment on key political issues or to
measure likely support for a candidate or party in an upcoming election.
● Think eco-tourism/adventure travel:
Ecotourism is defined as "responsible travel to natural areas that conserves the environment, sustains the
well-being of the local people, and involves interpretation and education.” Don't worry, this isn't volunteering
masked as adventure travel.
● Make business multi-seasonal:
● Seasonal business smoothly,
● Choose a business structure;
● Different business structures require different methods for keeping records and paying taxes
● Create a business plan
● Market your business Hire employees

Profitability and productivity outcomes in tourism business plan:

It is possible to boost the productivity of tourism firms by investigating the effects of changes in physical capital,
human capital, innovation, and the competitive environment on these enterprises' performance. The use of
questionnaire-based interviews, business survey data analysis, and computable general equilibrium modelling
allow for the production of comprehensive results. The findings indicate the positive contribution that each of
the productivity drivers may make to enhancing efficiency and welfare, with gains in human capital and
innovation being the most notable examples. They also suggest that a combined strategy that takes into
account all of the drivers is more effective than strategies that are developed independently of one another.

Profitability refers to the fact that profits increase while the economy is doing well, but decrease significantly
when the economy is doing poorly. In reality, both the economic sector and the tourism business are mutually
beneficial to one another. Seasonal variations have an impact on this industry because of the nature of the
services provided and the kind of people who use them.

Area of underperformance in tourism:

Because of pre-election worries, an increase in insecurity, and the ongoing economic crisis in Europe, the
tourism industry had a dismal year in 2012. Sector earnings and visitor numbers both declined by two percent
as a result of the crisis, which continued throughout the year.
During the period January to December, the industry earned Sh96.02 billion, down from Sh97 billion the
previous year, representing a 1.92 percent loss. For many years, tourism was the country's most important
source of foreign exchange earnings. However, in recent years, it has lost that distinction to tea, which brought
in more than Sh120 billion for the country in the previous year. Due to the Euro Zone crisis, travel advisories,
and delayed or late holiday bookings last year due to uncertainty about the date of Kenya's General Elections, it
is possible that the fall in European markets is related to the decline in the global economy.
Improvement to ensure viability of marketing strategic plan:

● Financial data --Facts for this section will come from management accounting, costing and
finance sections.
● Product data --From production, research and development.
● Sales and distribution data - Sales, packaging, distribution sections.
● Advertising, sales promotion, merchandising data - Information from these departments.
● Market data and miscellany - From market research, who would in most cases act as a source for
this information.

The success or lack of the marketing campaign:

It all comes down to sales and leads at the end of the day. Sales prospects generated, money generated,
pipeline contribution made, and other metrics are all examples of how to assess success in these areas.
Start with the finish in mind, and work your way backwards. If you want to be able to evaluate the effectiveness
of a campaign, you must first establish clear objectives for it.
If your campaign lasts less than 45 days, you are decreasing the likelihood that your clients will see and
understand the message you are attempting to communicate. You don't want your multi-channel marketing
campaign to go for more than 45 days because that increases the likelihood of your messaging becoming stale
and ineffective.

Possible reasons for the campaign result: Didn’t Identify the Proper Persona:

One of the most important questions you will ask yourself throughout a marketing campaign is,
“Who is our target consumer?” Get this answer wrong, and success is all but impossible.

Had Insufficient Research:

For the most part, marketers are a creative bunch who get the most thrill out of coming up with ideas and
concepts for creative assets.
Didn’t Have Correct or Realistic Success Metrics:
There are many indicators of a successful marketing campaign, including increased brand recognition,
increased sales, improved consumer interaction, and increased conversion rates.
Created the Wrong Message for Your Audience:

Marketing is a field that is dependent on audience reaction. It doesn’t matter how creative or original an
idea may be if it misses the target with your audience.
Delivered Content at the Wrong Time of the Buyer’s Journey:
Unfortunately, even if you create the perfect message, it won’t lead to success if it’s not delivered to the
consumer at the right time.
Didn’t Give the Campaign Enough Time:

When you don’t get the results you want from a marketing campaign it can be disheartening, to say the least.
Comments received Consumer in relation to campaign:

While the ads do not focus on a current event or overly-contentious subject, they are certainly bold in their
stance on a specific issue, with the clear potential to offend those who might not agree. This made the
 campaign hugely memorable, standing out amid a sea of similar and formulaic ads from competitor brands.

Appropriates off coverage:

• In order to avoid having your claim declared "null and void" under a pre-existing condition clause, make
sure you obtain written confirmation that your medical condition is covered before filing your claim.
• Consider the stability clause, which states that in order for you to be covered for any pre-existing
medical issues, you must not have any changes to or new symptoms or medications during the stability
period preceding your trip.
• In addition to a compassion clause saying that an erroneous statement will not invalidate the entire
policy, the agreement should include an amendment for a change of health clause.

Plans that provide 100 percent coverage are more expensive, but they may end up saving you money in the
long term. It is possible that the plan will cover health-care provider visits and prescription medications, as well
as emergency dental care and transportation..

Possible environmental factors impacted the campaign:

● Customers: Who the customers are and their motivations for purchasing the goods will influence how you
approach marketing your products and services to them.
● The competition: Those that sell the same or similar items and services as your business are your market
competitors, and the manner in which they sell must be considered.
● Economic factors: The economic environment can have an impact on both the production of the organisation
and the decision-making process of the consumer.
● Technological factors: The skills and knowledge used in production, as well as the technology and materials
required for the manufacture of products and services, can all have an impact on the smooth operation of the
firm and must be considered.
● Political and legal forces: Sound marketing decisions should always take into account the organization's and its
markets' political and/or legal developments.
● Social and cultural forces: The impact of your organization's products and services on society must be
evaluated. To demonstrate that your firm is adopting social responsibility, any components of the
manufacturing process or products/services that are harmful to society should be eradicated.

The success or lack of the marketing campaign:

● Everything boils down to sales and leads. These could be measured in terms of revenue, pipeline contribution,
sales prospects created, or other metrics.
● Begin with the eventual goal in mind. If you want to track the success of a campaign, set goals for it from the
start.
● If your campaign lasts less than 45 days, your clients are less likely to see and understand the message you're
providing. You don't want your multi-channel marketing campaign to go more than 45 days since you risk your
messaging becoming stale..

Factors that have attributed to the campaign outcome:

Several elements influence the effectiveness of a strategic marketing plan, but none are more important than
thoroughly knowing the target market, creating clear and quantifiable goals and objectives, and selecting
communication strategies that will engage with the audience at the precise moment when they are most likely
 to be impacted by the marketer's message.

Modification that can be implemented to improve the future results:

● Explore the theory of change by looking more thoroughly at the premise that individuals living in extreme
poverty benefit when tourism expansion happens, as well as by diving further into what tourism growth really
means for the poor, particularly in terms of employment.
● Different sorts of tourism are being evaluated for their impact value.
● The role of technology in data collecting, impact measurement, and communication is being evaluated and
developed.
● Assessing what has been done and what has worked in the context of better communication, as well as
examining how it could be scaled up, is part of the evaluation of the use of training for better communication.
● Examining the necessity and practicality of strengthening collaboration among various actors, as well as
evaluating the alignment of frameworks and making recommendations for further alignment.
● The development of ideas and suggestions for increased sharing and pooling of impact data.
● The development of ideas and initiatives for increased participation of SMEs.

How to modification will be reviewed:

It is typically expected that any modifications to or changes to a previously approved human research project will
be reviewed at the same level of review as the study was initially reviewed, whether through the Expedited review
procedure or by a full Committee. Any significant alterations or revisions will require the whole Committee's
approval.