The Growing Economy of a Brazil - Coursework Example

? Destination Marketing: Brazil Outline Content page Executive Summary………………………………………………………………..3 Goals and Mission…………………………………………………………………..5 i. Financial Goals………………………………………………………………5 ii. Non-financial Goals…………………………………………………………5 Strategies in attaining the goals and Missions……………………………………….5 Situational Analysis…………………………………………………………………7 i. Strengths and Opportunities………………………………………………..7 ii. Weaknesses and Threats……………………………………………………..9 Competitors………………………………………………………………………….10 Target Market……………………………………………………………………….11 Brazil’s Brand Position and Marketing Mix…………………………………………11 World Cup 2014 Related Marketing…………………………………………………14 Budget, schedule and Monitoring……………………………………………………15 Executive Summary Brazil is a growing economy and is one of the leading travel and tourism economies in Latin America. Brazil’s developing nation rank is dwindling each year, as the country amazes the world with its strong economic development and growing international significance1. This country offers its visitors across nations an abundant range of destination options. Natural areas are the country’s most renowned tourism products, an amalgamation of ecotourism with contentment and pastime, sun and beach, and escapade tour, as well as cultural and historical tourism2. Explore Brazil marketing plan demonstrates how the country will target the active clients of the age between 25 and 45 and the strategies to employ to acquire clients and generate a solid stream of revenue. Brazil is not just like any other company. The country’s unique focus of offering a wide range of destination options and services gives the country an added advantage over its competitors by offering clients a new channel to enjoy high quality services and destination2. This satisfies a read desire of not just the normal clients but expands the company’s reach to individuals who would normally hesitate to travel yet are disported by the diverse destination options and services that the country offers. Though Brazil’s infrastructure development is a concern, the country has experienced greater-than-anticipated demand for its tourism destination products. A research conducted revealed that there was an increase in the number of visitors to Brazil over the past three years3. It is for this reason that the Country seeks to increase the number of clients between the age of 25 and 45 visiting the country. This global stratagem will bring a focus and clarity to the Country’s marketing operations. In order to achieve this, there will be large and consistent campaigns across the world. Through this marketing plan, Explore Brazil aims to instigate travelers from foreign countries to visit and explore the country3. In addition, Explore Brazil aims to support tourism and slot in industry and government in backing its growth. Since Brazil cannot outspend its competitors with huge advertising campaigns, the Explore Brazil will major on a contemporary marketing strategy that is suitable for the changing consumer preferences and fit for the 21st century. In order to convince travelers to visit Brazil as their next travel destination, Explore Brazil will provide the necessary information to the media, travel agents and partners. In addition, it will be avant-garde by using the social media. The social media will be used to create ambassadors for Brazil brand. In addition, Explore Brazil will make use of direct marketing where the country’s suite of websites will be tailored to meet the different needs of the clients. Explore Brazil will fund this marketing plan through its reserves, government revenues and borrowings from the International Monetary Fund and from other countries and well wishers. In addition, we will run a one dollar campaign that aims to sensitize the public to give one dollar towards this marketing campaign4. Goals and Mission Brazil’s mission is to be the leading travel and tourism destination and marketer of travel and destination in the world. It aims to prompt travelers from abroad to visit and explore the country and support tourism and slot in industry and government in backing its growth5. In addition, this marketing plan aims to deliver a global network to support Brazil tourism promotion across the world. Financial goals Brazil aims to obtain financing to increase its tourism capabilities and increase its travel and destinations Increase proceeds by at least 30 percent by the end of the year. Non Financial Goals Increase the number of visitors to the country per year by more than 30 percent. Increase the visitor spending in Brazil and become the leading tourism and travel destination for all visitors. Strategies in attaining the goals and Missions i. prompting travelers from abroad to visit and explore the country In order to prompt tourists to visit and explore Brazil, the following actions will be executed. Generate and deliver marketing and public relations which optimizes the country’s cultural and environmental assets and capabilities. Institute a global strategy which influences the visitors to visit Brazil and matches the Brazil brands Setting a yardstick of Brazil’s performance and tracking Brazil’s performance for the past years. Working together with international media to ensure an inducing and striking editorial that prompts tourist to visit Brazil. Providing attractive and enticing information to clients, that which can be forwarded to third parties, who visit the country’s websites. ii. Delivering an international system to support tourism promotion abroad In order to deliver a universal system to support Brazil’s tourism promotion, the following activities will be executed Merging Brazil’s position in international markets and investing in emerging markets. Use the most effective public relations and marketing communication tools to deliver targeted media activity. Build and sustain trade and media contacts in the market. Concur plans with national and regional partners for marketing implementation at a market level Situational Analysis The tourism marketing environment for Brazil represents overwhelming opportunities. In addition, it includes some challenges that the country believes it can meet successfully. This analysis represents a thumbnail sketch of the country’s position in the market. In the past decade, Brazil has built some remarkable strengths while looking forward to new opportunities6. Its dedicated citizens, organizations, and sound financial management have placed the country in a favorable position. Nonetheless, as Brazil considers expanding its market share top new markets, the country will have to safeguard itself against quality slippages and marketing Myopia. As the country finalizes arrangements for their new target market and expanded sales, the country’s administration will have to safeguard against competitors who make efforts to offer similar services and products7. However, building strong linkages with the clients and customers should assist in thwarting competitors. Strengths and Opportunities Brazil is a growing and strong economy in the world. Its continuous efforts to heighten growth and development have landed it to top 3 most developing countries. In addition, Brazil is one of the fastest growing travel and tourism industry in Latin America. Research indicates that Brazil boosts of its culture, heritage, the country’s most renowned tourism products, amalgamation of ecotourism with contentment and pastime, sun and beach, and escapade tour. This country has a rich natural resource endowment, which is ranked first in the world. It is also endowed with cultural resources such as the many world class heritage sites which are graded 23rd in the world. The most popular destinations in the country include the renowned Amazon Forest, beaches and dunes8. However, Brazil needs to assure its clients and visitors that their welcome and experience in the country will be greater than their currently held perception. This country will continue to educate its clients and customers about the comfort of exploring Brazil, making apparent the relative propinquity of the country’s destinations. The Brazilian food has not transformed over the years and this provides us with a platform to persuade travelers to visit the country. Brazil’s food is luscious and remarkably diverse. There well renowned Brazil cuisines in different parts of the country that will make a traveler want to visit the country. Food choices eaten around the country include yams, cassava, okra, hog plum, tapioca and chourico, which is basically a fiery sausage. The country’s national food is feijoada. It is an energetic meat stew prepared from black beans and pork9. The Brazilian cuisine is inspired by traditional African and European dishes. The traditional cuisines available will provide a wonderful experience to the visitor. The unstable economic environment of the United States has prompted the local authorities to change visa procedures linked to Brazil, since it is a main source of high spending travelers to the country. In January 2012, President Obama gave an executive order that plans at increase the visa processing ability by an extra 40 percent. This decision is set to benefit both Brazil and United States, as Brazil is expected to do the same based on its reciprocity policy, and attract more young American travelers. The country’s safety and security has improved considerably, from position 128th in the world in 2008 to 75th position in 2011. This provides a secure ground for the visitors coming into the country10. Explore Brazil aims to ensure that our marketing activities are delineated under the World Tourism Organization VICE principles of visitor contentment, profitability and environment protection11. Explore Brazil also aims to support sustainable business and promote responsibility among visitors. This will create an avenue for the country to receive responsible visitors who will conserve the environment and maintain community acceptance. Threats and Weaknesses In spite of the big news enclosing Brazil, there is a lot to be done for the country to attain a sustainable place in the future development. The Travel and Tourism Competitiveness Index identifies Brazil’s transport infrastructure as underdeveloped and ranks it the 116th in the world. In addition, it also ranks the country’s dilapidated road transport system at position 114 in the world. Brazil has experienced a holdup in all the transportation plans for the 2014 world cup and the 2016 Olympic Games. A research conducted by Institute of Economic Research (IPEA) revealed that more than 65 percent of the renewal work to be done on the airports will not be complete in the time for the world cup. This is a great concern for the country, and there is need to place infrastructure development as a high priority so that the country can be able to handle large tourism flows anticipated in the future. In addition, according to Travel and Tourism Competitiveness Index, Brazil suffers from insufficient price competitiveness12. This is greatly attributed by the high airport charges and ticket taxes as well as high general taxation and prices. Competitors Many countries across continents have made attempts to heighten their tourism and travel industries. This provides Brazil with a stiff competition from other renowned destinations such as United Kingdom and other European countries. A majority of Asian, African and American countries have also applied to host the 2014 world cup games and 2016 Olympic Games10. However, the outlook for the industry in general, particularly for Brazil, is positive for all reasons. First, the country provides an ample environment for the world cup games. Second, the consumers are looking for means to enjoy their leisure with family and friends without overspending. While all the countries listed earlier can be termed as competitors, none of them provide the kind of outstanding and fascinating tourism products and services provided by Brazil. In addition, countries may offer similar services and products; Brazil offers the services and products at favorable prices. According to a research by Travel and Tourism Competitiveness Index, 41 percent of the respondents prefer to visit Brazil than any other country in Latin America and 32 percent prefer to visit Brazil than any other country in the world. The Target Market The target market for Brazil’s travel and tourism products and services is the active tourists between the age of 25 and 45. These are individuals who like sports and going for escapades. They might not be experts in sports but they engage in and enjoy themselves outdoors. These active tourists represent a demographic group of well educated and successful people; they are single or married and raising families13. These people have a high disposable income that can be used to cater for their travel expenses. Despite the high incomes, this target group is conscious with prices and persistently seeks value in their purchases14. Regardless of their age, this group leads active lifestyles. They like to be associated with what is happening across the world and like to explore and discover the world. For instance, many of the tourists between this age bracket will have a strong desire to attend the 2014 world cup. Moreover, this group constitutes the major corporate clients on business trips. Brazil’s Brand Position and Marketing Mix Brazil requires a lucid and influential tourism brand. A tourism brand provides differentiation, sturdiness and consistency in destination marketing. National branding in Brazil has been competitive as the country faces diverse and new challenges. Explore Brazil has created a well known brand for tourism and culture. The country’s principal assets remain to be its heritage and culture. This calls for Brazil to create genuine relations and uniqueness encircling this fascinating culture and history. In order to promote the country’s brand position, Explore Brazil will create three facets. First, it will create a brand essence that defines all the elements of the brand to ensure consistency across the campaigns. This essence will be employed in all the promotional activities. Second, explore Brazil will create a visual identity of the campaigns to be carried out. Third, Explore Brazil will create a destination logo and strap line that clinches the opportunity of the 2014 world cup games, and deals with the reasons why people should visit Brazil now15. Explore Brazil’s marketing essence will revolve around uniqueness, Authenticity and timelessness. Since the traditional destination marketing is typified by talking about services, products, places and investments, Explore Brazil’s advertisements will employ people as ambassadors of the brand; employ social media networking, and public relations. The marketing essence gives a real picture of what the tourists expect to experience in the country. The brand traits will be expressed in the tone of the messages portrayed through the visuals and audio adverts. The visual adverts will involve real pictures of tourism products that the country offers. People will be used to contact the clients and customers and assist establish good relations which will be used in increasing the customer base among the target customer segment16. This contact, either through a phone call or person – person contact will assist Explore Brazil convey the message, demonstrate the uniqueness of tourism and travel products within the country and institute strong relationships. Explore Brazil will have sales representatives in different countries across continents. These representatives will be visiting trade fairs and giving out brochures as well as having personal contact with the people in those regions to make Brazil their next place to visit and explore. These messages will be consistently displayed in local and international media; because the impact of the brand will depend on the consistency of the presentation. In order to boost the number of youthful travelers into the country, Brazil will offer after sales services to its clients such as discounts, free Brazilian branded t-shirts, caps and wrist bands17. This is aimed at increasing the number of visitors during off peak seasons since the tourism and travel is dictated by climate and seasons. In order to target the youthful clients from different parts of the world, Brazil will obtain information on trends and lifestyles of the target customers from the different countries. The prices of the Brazilian tourism products and services have been established with competition in mind. Explore Brazil is not concerned with setting high prices to signal luxury or prestige, nor is it making efforts to attain objectives of offsetting low prices by offering and selling high quantities of services and products. Rather, value pricing is practiced to ensure customer comfort and satisfaction. Brazil aims to increase sales through its website ‘explore Brazil’, which will allow clients from different parts of the world to book and pay for visits to Brazil. Explore Brazil website will provide a plat form where the country can use direct marketing. The website will provide a platform where they can interact with the clients and tourists. Through this, we can send brochures and emails to the clients on the different spectacular historical and cultural sites within the country. In order to communicate to this digital-savvy generation, Explore Brazil will not only make use of the 4’P’s but also the social media. This will ensure that Explore Brazil is present at each decision a customer makes; from initial consciousness that Brazil as a destination, through to consideration of a trip, making Brazil the preferred destination and ensuring that the customers tell their friends about the experience they had in Brazil. This implies that social media will serve as a word-to-mouth marketing tool. 2014 World Cup related Marketing The 2014 world cup games are an opportunity of a lifetime and we are doing what it takes to create and secure a long term legacy. This will not only be applicable to the few weeks that games will be held but also in the time before, during and after. Therefore, the 2014 World Cup programs hub around three primary objectives of optimizing the economic advantages for tourism across Brazil, improve Brazil’s image as a tourist destination and display a world class welcome in 201418. The Explore Brazil campaigns will also engross 2014 World Cup related messages which will aim at ensuring that the whole world realizes that there is Brazil and not just 2014 World Cup. In addition, these messages will ensure that the people who intend to attend the 2014 World Cup all the information about the country. These messages will also create a platform for tourism businesses attempting to reach young tourists during the Games year. The messages will also contain a 3D video footage of the country’s football club and its competences and the country’s cultural and historical heritage. This message will be conveyed through visual and audio media and the internet. Budget, schedule and Monitoring Through its history, Brazil has enjoyed a steady increase in its revenues. The figure below shows the country’s annual incomes for the past two decades19. Explore Brazil will use some these funds to fund the marketing campaigns. In addition, we will use other sources from well wishers and the one-dollar campaign from the public. These campaigns will run in the internet within a timeline of ten months before the 2012 World Cup games and 3 months in the local and international visual and audio media. This will allow the youthful tourists to get more information about the country and book rooms in hotels. Through this plan, Explore Brazil anticipates to increase its customer base in the foreseeable future. References Blanke, J., & Chiesa, T. 2011. Travel and Tourism Competitiveness Report 2011. World Economic Forum. Retrieved December 2012, from http://www3.weforum.org/docs/WEF_TravelTourismCompetitiveness_Report_2011.pdf Brazil Tailored. 2007. FACTS OF BRAZIL. Hotel deals, tours and cheap flights, Brazil Tailored Tours & Travel Services is your online Brazilian travel agent and trip advisor. Retrieved December 2012, from http://www.braziltailored.com/ABOUT_BRAZIL.html Celebrate Brazil 2010. Brazil Popular Foods. Celebrate Brazil Culture - Brazil Food - Brazil Music. Retrieved December 2012, from http://www.celebratebrazil.com/brazil-food.html Cohen, W. A. (2006). The Marketing Plan (5th ed.). J. Willey & Sons. EuroMonitor International. 2012, March. Travel and Tourism in Brazil. Global Market Research and Analysis for Industries, Countries, and Consumers. Retrieved December 2012, from http://www.euromonitor.com/travel-and-tourism-in-brazil/report Ladle, J., & Guides, I. 1999. Brazil (5th ed.). Langenscheidt Publishing Group. McDonald, M. 2008. Malcolm McDonald on marketing planning: Understanding marketing plans and strategy. London: Kogan Page. MSN 1993. Brazil's way of life, History and Culture. Webcite. Retrieved December 2012, from http://www.webcitation.org/5kwQJT42w Uys, E. L. 2000. Brazil. Weston, CT: Silver Spring Books. World Travel and Tourism Council (2012, March 16). Brazil is leading the Travel & Tourism economy in Latin America. WTTC. Retrieved December 2012, from http://www.wttc.org/news-media/news-archive/2012/brazil-leading-travel-tourism-economy-latin-america/ Read More