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ABERDEEN BEACH Customer Inserts His/Her Name Customer Inserts Institution Name Customer Inserts Tutor’s Name Date: Assumptions In 2011, Aberdeen city was ranked as the best-situated city for growth in Britain (VisitScotland 2012). The city is a top tourist destination offering a variety of sites and recreational activities within its borders.
Competition from Blackpool Beach will decrease income from both inbound international tourism and local tourism by a considerable margin (between 8-10%). iii. With the tourism in Scotland on the rise (VisitScotland 2012), our competitors will institute new facilities and recreational activities for the summer season before March 2014. Marketing Objectives Aberdeen Beach offers a serene, beautiful and relaxing environment for tourists, both local and international. Apart from coming up with a mission statement that is both marketing oriented and consumer-focused, Aberdeen City Council should create an objective to attain cumulative growth in tourism volume of at least 60% over the next three years. At least 30% of this tourism growth should result from local tourist and from new facilities that offer activities that are non-seasonal or are generally undertaken during the off-peak period. Aberdeen beach should also institute efforts to capture over 25% of the tourism market share in the area within the next 3 years. This will make sure that it is the biggest tourist destination in the area. Better facilities and activities that take advantage of off-peak tourism will ensure that it offers valid competition to Blackpool beach. ...
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