National Mining Museum Scotland Marketing Case Study

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You are required to analyse the significance of marketing for a travel and tourism business and prepare a report covering the following:

 

·        
Name of business

·        
Type of business – visitor attraction, transport, accommodation, etc

·        
A definition of marketing

·        
Evidence of the extent of the adoption of a marketing orientation within the travel and tourism business under investigation.

·        
an explanation of the benefits that a marketing orientation currently brings to the business

  • an explanation of the impact on marketing practices of the particular nature of the tourism product (perishable, intangible and seasonal)
  • an explanation of the factors which influence levels of demand for the tourism product
  • an explanation of the importance of good quality information to facilitate the marketing process
  • identification of the types of information which might be useful to the business
  • identification of the possible sources of this information
  • identification of current markets targeted by the business
  • an explanation of what the marketing mix is (including how the elements of the marketing mix must balance and complement each other)
  • suggestions as to changes which could be made to the existing marketing mix in order to improve business (all suggestions must be justified)

 

This should be a comprehensive description of the product on offer, the channels of distribution used, the pricing strategies in operation and the promotional techniques being used (including advertising, PR and sales promotion). Examples of promotional materials covering advertisements, leaflets, press cuttings and sales promotion offers should be included.