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CULTURAL TOURISM 2011 MEDIA (0)

5 VÄGA HEA
Punktid
Eesti Hotelli- ja Turismikõrgkool
Hotelliteenindus
H11
Oksana Bazakova
CULTURAL TOURISM 2011 MEDIA & MARKETING PLAN ANALYSIS
Analüüs turundusest alustest
Õpetaja: Kristi Leinus
Tallinn 2012
CULTURAL TOURISM 2011 Media & Marketing plan analysis.
The first thing I came to notice while reading the document was that the plan provides no summary, neither in the beginning nor in the end and lacks any clearly -defined structure that would allow the reader to analyze the ideas presented in the plan in a comfortable manner by gradually proceeding from section to section. A more thorough step by step analysis is provided below :
  • Missing Executive Summary – The analyzed marketing plan lacks any sort comprehensive summary that would clearly outline the nature of the project . The plan starts with a market analysis and requires the reader to go through several sections before being able to start guessing as to what are the goals , objectives, strategies and products in question. The reader will need to read most of the plan in order to obtain a more or less complete general understanding of the offer . This will serve as a major obstacle for anyone seeking to grasp the main idea behind the plan at a glance.
  • The Situational Analysis is spread throughout several sections of the plan and lacks structure. The plan provides a decent analysis of potential customers and does a good job at analyzing those, but fails to focus on competitors, one of the integral parts of any complete Situational analysis.
  • The plan provides some sort of Opportunities analysis, but offers no attempt to analyze potential Issues and refrains from trying to look into any possible negative aspects or factors which may come in play later on.
  • The plan fails to clearly define the Objective , forcing the reader into making their own conclusions based on the information presented throughout the plan.
  • The plan suggests multiple marketing tools and channels under the “Marketing methods and channels” section, offering a rather comprehensive analysis of the marketing possibilities. At the same time the section shows no attempt to create a brand image , therefore not allowing us to speak of a Marketing Strategy as a whole .
  • The same “Marketing methods and channels” section offers a rather clear Action Program . However it feels that the latter would have been better off as a separate section, as opposed to being merged a combined with Marketing channels.
    Considering both pros and cons raised in the analysis, I would say that despite some major gaps the plan still succeeds at presenting most of the information. The plan’s failure to adhere to any sort of structure, however, does not contribute to its readability.
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