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VisitBritain is a tourism agency operating in Britain.It markets Britain all over the world and aims at developing the tourism industry.This paper looks into the marketing activities of the company and proposes a new product for the firm…
It markets Britain all over the world and aims at developing the tourism industry in the country. This paper looks into the marketing activities of the company and proposes a new product for the firm along with its pricing and advertising strategies. Internal Environment Analysis Strengths Niche destination knowledge of Britain Excellent supplier relationships Reputation in marketplace is strong Adequate financial resources Destination Specialist designations Online Reservation System Weaknesses Less variety of food Lack of training in management and customer service Lack of co-ordination and co-operation among the employees Limited choice of destinations Outdated pricing catalogues External Environment Analysis Opportunities Development of new products with exciting prices Capture new market segments Strengthening eco-tourism Development of brand awareness in new markets Threats Threat of new entrants due to low cost of entry New offers at low cost made by competitors Indirect competition from substitutes, such as, local tourism agencies Collection of data from market segment A group of 50 foreign tourists have been questioned in order to gain information regarding their visit to Britain and their comments on the kind of arrangements made by the agency, VisitBritain. ...
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