EMC Project 2000

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EMC Project 2000
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GROUP 4
Linda Lora Junnu Gareth Peter
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INTRODUCTION
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• SWOT Analysis
• Development of Image
• Internal Education
• Segmentation
• Distribution Channels
• Recommendations
• Conclusions

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SWOT ANALYSIS
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• Weaknesses
• Lack of Local Interest
• Lack of Family facilities
• Poor Distribution of Information

• Strengths
• Nature
• Hospitality of its people
• Potential Outdoor Activities
• Culture/History

• Oppurtunities
• Target Segmentation
• EU Integration
• Internet Marketing

• Threats
• Economic Crisis
• Infrastructure for Tourism

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DEVELOPMENT OF IMAGE
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• Based on the strength

Nature

• Lakes
• Forests
• Nature Trails
• Clean Air
• Peacefulness
• Wildlife

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DEVELOPMENT OF IMAGE
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• Based on the strength

Hospitality

• Friendliness of People
• Kindness
• Hospitable
• Courteous
• Cheerful

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DEVELOPMENT OF IMAGE
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• Based on the strength

Outdoor Activities

• Hiking
• Fishing
• Canoeing
• Horse Riding
• Cycling
• Golf
• Camping

• Tennis
• Viewing Wildlife

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INTERNAL EDUCATION
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• Community involvement
• Benefits of Tourism
• Potential for Future Growth Development

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1. Community Involvement
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• Education of Local Tourism Representatives
  concerning Benefits of Tourism
• Internal Marketing Campaign to Raise Awareness of
  the Benefits of Tourism among local Community

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2. Benefits of Tourism
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• Infrastructure Development
• Increase in Employment
• Development of other industries (Glass Blowing)
• Builds local Self-Esteem
• Better image in eyes of other Nations

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3. Future Growth
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• Increased Investment in Community
• Continued development of Activities
• Development of Cultural Studies Programmes to
  Further Educate Locals
• Increase Distribution Channels Techniques

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SEGMENTATION
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Market Segmentation
Market Targeting
Market Positioning
1. Identify segmentation variables and segment
the market 2. Develop profiles of resulting
segments
3. Evaluate the attractivness of each segment 4.
Select the target segments
5. Identify possible positioning concepts for
each target segment 6. Select, develop, and
communicate the chosen positioning concept
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SEGMENTATION
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SEGMENTATION
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• 40-55 Years Age Group
• Disposable Incomes
• Holidaying with no Families
• Seeking Relaxed, Comfortable Tranquile
  Destination

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SEGMENTATION
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• WHY SEGMENT?
• Creates Space for Greater Focus
• Minimises Costs more effectively than broader
  Marketing Techniques
• Effective Segmentation will fully utilise
  Distribution Channels

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DISTRIBUTION TECHNIQUES
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• Marketing Channels (Definition)
• Channel Functions
• Types of Distribution
• Channel Strategies
• Channel FunctionsWho should perform them?

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1. Definition
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• Most producers work with marketing
  intermediaries to bring their products to market.
  The marketing intermediaries make up a marketing
  channel (also called a trade channel or
  distribution channel).
• Marketing Channels are sets of interdependent
  organizations involved in the process of making a
  product or service available for use or
  consumption.

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2. Channel Functions
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• Information
• Promotion
• Negotiation
• Financing
• Risk taking

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3. Types of Distribution
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• Direct Channels
• Channels using Marketing Intermediaries
• Dual Distribution Channels
• Reverse Channels

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4. Channel Strategies
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• Factors that influence selection of specific
  distribution channel
• Market Factors
• Product Factors
• Competitive Factors
• Degree of Distribution Intensity

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5. Who should perform them?
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• Marketing functions must be performed by some
  member of the channel
• Functions can be shifted, but they cannot be
  eliminated
• To be competitive U must
• provide better service
• at less cost

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RECOMMENDATIONS
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• Major Development of Image
• Increased Community Involvement
• Development of Distribution Infrastructure

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RECOMMENDATIONS
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It will cost too much
Not the way we do things
Not the Right Time
It wont work
Ive got a great idea
Decide Next Meeting
We have done without before
It cant be done
Weve tried it before
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CONCLUSIONS
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• THANKS

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QUESTIONS
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• PLEASE

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