Marketing Uk Tourism 2013
VISITBRITAIN
Contents Overview 3 1.0 Examine the importance of marketing within the company and consider the part it has played in the overall success of the company 3 2.0 Critically analyse the strategies adopted by the company in recent years (focusing on STP, product/market development, and competitive positioning) 4 2.1 Segmentation, targeting and positioning. 4 2.1.1 Geographic segmentation 4 2.1.2 Psychographic segmentation 4 2.1.3 Buyer Behaviour segmentation 5 3.0 Discuss the importance of branding to Visit Britain’s success 5 4.0 Outline the marketing mix strategies adopted by the company 6 5.0 Evaluate the role technology has played in relation to the company’s development 9 5.1 Digital communication 9 6.0 REFERENCES 11
Overview
Visit Britain is a tourism agency for Britain as whole, aiming on objectives of marketing British tourism internationally as well as within the country. This public body is funded and encouraged by the Department for Culture, Media and Sport. Visit Britain markets Britain in an inspirational manner which attract tourist worldwide in a relevant way, helping to improve visitor economy in United Kingdom. Visit Britain is one of the founding partners of the European Network of Accessible Tourism which is based in Europe and promotes that the tourist destinations and services are to be delivered with equity and dignity.(www.VisitBritain.com)
1.0 Examine the importance of marketing within the company and consider the part it has played in the overall success of the company
Marketing has been the main tool of Visit Britain agency. As portrayed in the website, their main agenda is to uplift Britain’s economy with a support of this industry by providing awareness about the country’s tourism through marketing. The case study of Visit Britain shows that the company has been focusing their time and resources exploring cities and
Contents Overview 3 1.0 Examine the importance of marketing within the company and consider the part it has played in the overall success of the company 3 2.0 Critically analyse the strategies adopted by the company in recent years (focusing on STP, product/market development, and competitive positioning) 4 2.1 Segmentation, targeting and positioning. 4 2.1.1 Geographic segmentation 4 2.1.2 Psychographic segmentation 4 2.1.3 Buyer Behaviour segmentation 5 3.0 Discuss the importance of branding to Visit Britain’s success 5 4.0 Outline the marketing mix strategies adopted by the company 6 5.0 Evaluate the role technology has played in relation to the company’s development 9 5.1 Digital communication 9 6.0 REFERENCES 11
Overview
Visit Britain is a tourism agency for Britain as whole, aiming on objectives of marketing British tourism internationally as well as within the country. This public body is funded and encouraged by the Department for Culture, Media and Sport. Visit Britain markets Britain in an inspirational manner which attract tourist worldwide in a relevant way, helping to improve visitor economy in United Kingdom. Visit Britain is one of the founding partners of the European Network of Accessible Tourism which is based in Europe and promotes that the tourist destinations and services are to be delivered with equity and dignity.(www.VisitBritain.com)
1.0 Examine the importance of marketing within the company and consider the part it has played in the overall success of the company
Marketing has been the main tool of Visit Britain agency. As portrayed in the website, their main agenda is to uplift Britain’s economy with a support of this industry by providing awareness about the country’s tourism through marketing. The case study of Visit Britain shows that the company has been focusing their time and resources exploring cities and