The paper "Marketing Plan for Tourism in Shrewsbury Town" is a good example of a marketing case study. Shrewsbury town is one of the novel places that is gifted with monumental and historic sites that act as tourist attraction features. However, despite the significant features, the town has not extensively exploited its potential and is beaten by towns that have similar features in terms of the numbers of visitors. This marketing plan is targeted at promoting the town’ s performances as a touring destination. To realize this objective, it addresses the target markets that would be relied upon to increase the level of returns that are accrued from businesses that are located in the town.
Besides, it has an illustration of a marketing mix strategy that would be relied upon to improve the town’ s performances in entertaining and serving clienteles in better ways. In a sense, it is an illustration of the mechanics that can be relied upon to ensure that the town effectively exploits its resource potential and creates a podium from which the locals and investors can benefit from the touring activities within the town. 1.0Introduction 1.1Background Analysis of the Business This tourism business is targeted for improvement by the local government of Shrewsbury that seeks to idealize a marketing strategy that would enhance the exploitation of the town’ s tourism riches.
Amongst the most notable features and factors that contribute to the tourist attraction in the town are its fourteenth-century Tudor architecture, its tenth-century castles, and its original town street walls. Other than the architecture, tourists are attracted to the town’ s food delicacies as there are significant populations that visit for enjoying its traditional meals (Bennett & Strydom 2001, 29).
Besides, tourists are also attracted to the town for shopping purposes. These tourist attraction activities complement each other to create a lucrative tourist facet that would extensively benefit the town. That is because most persons who visit for the purposes of sightseeing always have the inclination to take with them souvenirs that would serve as reminders of the great visit. In a sense, this combination also benefits other businesses that are served in supporting tourism, for example, the hotelier and accommodation businesses (Bennett & Strydom 2001, 67).
Some of the architectural designs are shown below Figure 1: White: Shrubbery city-Massachusetts Compared to other towns that have similar architecture and that benefit from tourism, Shrewsbury has only managed to exploit a fraction of its potential. This factor is largely propagated by the lack of a plan that enhances the town’ s capacity to reach out to tourism clients. Besides, it also affected its location as it is a 1 hour’ s ride from London. The combination of these factors has caused effects that can anyways be negated and the town placed on a podium that has lucrative tourism benefits. 2.0Background Analysis of the Market Four target markets have been identified for the plan.
The first of the four is the market that defines the Traditionals (ABC1) which is the population that is composed of the older generations, mostly baby boomers (ages between 46 and 65). This population has the inclination to participate in and enjoy intellectual challenges, museums, arts and culture, historic sites, and churches. This market also has persons who enjoy out of the ordinary experiences and who like breaks in gardens.
The second market, defined as the discoverers (C1), mainly comprises of persons who are under the age of 55. This market also has the populations that are largely active during the day as compared to other markets. However, despite their high level of activity, they are also slow on deals and have the inclination to visit rural tourist destinations as opposed to the urban and peri-urban tourism sites. Notably, this market also has the highest spenders who enjoy lavish activities and lifestyles. Just like the traditional, they enjoy intellectual challenges.
However, they consider art and culture as unimportant parts of their lives (Bennett & Strydom 2001, 67).
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