International Hospitality and Tourism Marketing
An evaluation of the marketing environment analysis for a designated tourism and hospitality organisation AND an analysis of the available market segments and existing target markets.
The Mid-Term assignment requires you to assume the role of a marketing executive who has to evaluate the marketing environment and to assess the possible target markets for this organisation. The client is very keen for you to adhere to the following:
1. Critically analyse the external, internal and competitive environments facing the chosen organisation, drawing the findings together with a SWOT analyses to assess the organisation’s strategic position and to highlight possible strategic directions for the company.
2. Critically analyse the available market segments and the appropriate target markets for the designated organisation, clearly identifying which theoretical models.
3. Evaluate theories of the consumer decision-making process with respect to tourist and hospitality buyer behaviour and satisfaction.
4. Synthesize the knowledge and understanding of the critical aspects of the organisation into a coherent set of recommendations for a new key market segment for the future of your designated organisation.
This assignment should be prepared and presented individually. This Individual Report should have no more than 2,500 words (+/-10%), not including the Executive Summary, references, or any appendices you choose to include. Remember that a written report is a working document, so it should be concise, yet contain appropriate detail where required. It should also be easy to follow, so you should aim to use bullet points, tables and charts where appropriate.
A full list of references must accompany the written report. Correct report format should be used, and sources should be referenced as per the Coventry University Harvard Reference Style Guide.
Plagiarism is unethical, will not be tolerated, and may lead to failure of the unit or even the course. We recommend that you take this warning very seriously!
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