Strategic Planning for International Tourism (Identify a National Essay

Strategic Planning for International Tourism (Identify a National Tourism Organisation) - Essay Example Current paper focuses on the examination of the effects of strategic planning on international tourism. The case of Visit Britain, a British Tourism Organisation, is used for highlighting the effects of strategic planning on the tourism industry. Particular emphasis is given on the branding choices of Visit Britain as these choices affects the performance of the organization but also of the national economy. 2. Visit tourism – choice of branding 2.1 Branding in international tourism – theory, practical implications In the tourism industry, the context of ‘destination’ is of critical importance for the development of effective branding policies. This means that those involving in the design and development of branding strategies in the tourism industry need to understand the content of ‘destination’, as the term is used in the tourism industry. Pearce (1989) notes that in the tourism industry, destination is a term used in order to describe â₠¬Ëœan amalgam of products and services available in one location that can draw visitors from beyond its spatial confines’ (Pearce 1989 in Keller et al. 2006, p.65). Moreover, the motives that are likely to affect the choices of consumers in the tourism industry – i.e. ... Moreover, the use of effective strategic planning techniques in international tourism can lead to the increase of power of the specific industry as a contributor of the national economy, even if this fact is not always recognized by governments worldwide (Duval 2007, p.39). In accordance with Edgell et al. (2007) the international tourism industry enhances various sectors, such as’ agriculture, accommodation and brewing’ (Edgell et al. 2007, p.11). The use of theories and models, which are already tested through appropriate empirical research, could secure the effectiveness of branding policies in the international tourism industries. Two approaches are most likely to be used for evaluating brands: the ‘plus product’ approach, which considers brand as ‘an addition to the product’ (Cooper et al. 2007, p.229) and the holistic approach, which considers brand as the view of the consumer on a particular product/ service. Cooper et al. (2007) note th at it is the holistic approach on which destination marketing is mainly based. Moreover, tourism products are distinguished by the products of other industries in regards to the following characteristics: ‘intangibility, heterogeneity, inseparability and perishability’ (Shostack 1977, in McCool et al. 2009, p.133). Furthermore, in the context of tourism industry, branding needs to ‘connect the customer with the destination in the present or in the future’ (Morgan et al. 2000, p.216, in Page et al. 2006, p.335). On the other hand, the development of effective branding policies in international tourism can be a challenging task mostly because of the following reasons: branding in tourism industry has many dimensions, as explained above; the identification

Marketing project Coursework Example | Topics and Well Written Essays - 1000 words

Marketing project - Coursework Example Lipton tea was founded by the late 19th century. The founder of Lipton tea was Sir Thomas Lipton. He resided in Glasgow, Scotland. His organization made its mark gradually across Britain and then throughout the world. Lipton Tea came under the acquisition of the Unilever organization after a lot of transactions in the year 1972. Unilever is the main source that brought the Lipton business at a global level (Lipton | Unilever Global, 2010). There was a strong forecast in the year 2005 that the tea industry will be growing at a rapid rate in the coming years and analysis shows that the tea industry has been growing at a fast rate with still opportunities available for further growth with innovations and changing market trends occurring. Lipton Ice Tea has to be rejuvenated in the markets of United Kingdom with a new look and ad so that it can attract a lot of customers. There is a high market of tea lovers in the United Kingdom and it is because of two major factors. The first one is the need for consumers and secondly the health benefits provided by tea. The main competitor present for Lipton Ice Tea is the Nestle Refreshment Company. They have their product line of Nestle Ice tea in different flavors and it is a tough competitor for Lipton Ice Tea. The Nestle Refreshment Company also has agreements with Soda Company like Lipton- Unilever. The budgeting is allocated according to the promotional tools being used in the advertising plan of Lipton Ice Tea. The most successful and trustworthy methods of advertising are TV Ads, print ads, billboards, flyers and others. The advertising methods used have to be applied at the required level and therefore the advertising distribution would be as follows. While evaluating the advertising budget allocation for Lipton Tea, the projections of the organization should be carefully reviewed. The profiles of the target market should be reviewed and then the budget should be set