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PT305 International Marketing for Travel and Tourism- Goring Hotel

Read the case Study on History of The Goring

Scenario

You are required to undertake the post of Marketing Manager for the Goring Hotel. Critically review the current marketing and promotional activities of the organisation. You are required to prepare a marketing report to plan for international marketing in order for the hotel to build a successful strategy of upscale transition and internationalisation e.g. amendment, improvement or extension.

International Marketing Plan

This should include:

  • A situation analysis including SWOT analysis with a particular focus on overseas growth if applicable. Micro/macro environmental analysis, market and competitor analysis should all be undertaken. 
  • Summary of organisation’s current marketing practice, which should continue to include evaluation of potential, specific geographical international market/opportunity with justification. 
  • Supporting rationale for market selection, market entry and barriers to entry if applicable. 
  • Recommended marketing segmentation, targeting and positioning strategy with justification.
  • Critical analysis of a range of methods organisation could employ to evaluate cost effectiveness of sales promotion with particular focus on segments to be reached.
  • Identify at least one significant issue which will affect the overall strategy.
  • Recommended promotional strategy with supporting marketing mix outlined for the proposed market, ensuring its relevance to the target audience.
  • Risk assessment of the implementation of the promotional strategy.

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