Introduction
This project is divided into three sections: a literature review of destination positioning, supported by presentation and discussion of two countries’ positioning strategies, a discussion of the future positioning of its markets in 2020, and an overall conclusion. The aim of this research is to present the results of an analysis of the two countries tourism positions through a comparison it. The intent is to identify the attractiveness of those destination positions, which are differentiated in a meaningful way to customers.
The key debates within the area of destination positioning
It was done a considerable number of studies by various authors in the area of positioning, branding, and image (Sal, 1999; Ibrahim & Gill, 2005; Walmsley and Young, 1998). The mention should be made that conforming to Ibrahim positioning can be relevant not only to a brand, but also to a firm, location, person, or service (Ibrahim & Gill, 2005, p. 172). Furthermore, positioning is one of the main steps in the destination branding process (Atanassova, 2011, p. 10).
The meaning of positioning lies in finding a peculiar position of its product within the market, not a new product or services but a product that already exits (Orth & Tureckova, 2002, p. 249). However, Sal suggested that positioning is not only about product, but it is about how companies do to the minds of potential visitor (1999, p. 20). Thus, it became an incredibly hard to create a new product in the customer’s minds. It is worth to mention that to change the name of the brand is challenging (Pike, 2004, p. 119; Day, Skidmore, & Koller, 2002).
Many studies have done in the positioning, which were based on the approach of finding several attributes with the ...
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...il consumption per day 0.7465 gallons 6.4429 gallons
Health care $488 $2,759
Source: (Compare Qatar to Mauritius, 2014)
An interesting fact was found that Emirates and Mauritius cooperate and started a number of activities to promote the destination across the Middle East (Omar & Hill, 2014). The key idea of this cooperation is to endorse inbound tourism concentrating on the main markets. The promotion of Mauritius will increase the number of tourist’s arrivals, as Emirates airlines and its tour operators support function of tourism. Their complain will focus mainly on the luxurious hotels, golf courses, spas and the cultural fascinations (Omar & Hill, 2014).
Qatar has achieved a status of MICE destination; however, is planning to go beyond this and become an international stop not only for businessmen, but also for a tourist sector (Abu-Dehays, 2012, p. 241).
Considering 4 elements of the marketing mix and the case discussion of the general trends in the industry, it seems that MCB is experiencing problem with place and determining its target market. The case provides many examples of the company's difficulties in gaining more retail locations, maintaining sufficient inventory level, and, the most important, improper positioning of its product, which impeded the MCB to reach its potential customers.
According to Alvin J. Silk, a positioning statement is designed to define who are a company’s customers, what set of needs does the product fulfill, and why is the product the best one to fill those needs (2006, p. 90). I found this question challenging because a positioning statement should define “the place the firm wishes to occupy in its’ targe...
Retailers rely on product positioning to bolster the value of their products. Determining product positioning requires the analysis of target customers, the market competition, the definition of competitive advantages, and the communications needed to deliver the chosen position to the consumer. Kohl’s is an example of a department store that has successfully deployed a pricing a retail strategy, which evaluates and incorporates price, place, product, and promotion.
The positioning strategy that I think would be advantageous is using the marketing mix tools effectively. I think having an integrated and coordinated strategy for product, price, place, and promotion. Marketers can use this to maximize customers’ experiences and complete their process of positioning by outshining customer’s expectations in each area that is prominent to them. Fashion consumers want to change and seek what is new and exciting. A certain fashion doesn’t remain popular forever, so marketers need to anticipate and prepare for changes in consumer tastes.
Product positioning - Refers to consumers' perceptions of a product's attributes, uses, quality, and advantages and disadvantages relative to competing brands. Our R&D department is doing tremendous job meeting all our customers’ expectations.
Hooley, G., Piercy, N. F., & Nicoulau, B. (2008). Marketing strategy and competitive positioning (4th ed.). Upper Saddle River, NJ: Pearson.
Most of the Gulf Countries has an inadequacy of natural attractions, their arrangement of administration is practically indistinguishable and their tactics of diversification are pretty much identical. Hence, in order to rival against the other countries, they tend to focus on the tourism targets, aviation, real estate and large-scale events and exhibitions to brand themselves in a strategic manner (Hazime, 2011).
According to Doyle, (1983) positioning strategy refers to the selection of a marked market segment that shows all the customers a type of business that could seek out to serve and the option of choosing the differential advantage that explains the way it is going to compare against all its competitors in the same segment. It could be said from this definition that a positioning strategy applies mainly at a certain product’s level or/and service, working in the limits of a particular market and the fact that it should not really be mistaken with a wider concept of “corporate” strategy, or with any other concepts that are more specifically related to strategy such due to the fact that it could be related to every individual matter in the marketing mix, such as a “pricing” or “promotional” strategy.
Location is critical to the success of any business in the Service Industry. The location can be one of the single most important choices a company will make in establishing their business and setting themselves up for growth possibilities in the future. A good strategy for a business is to start with their general assessment of their clientele demographic, and then use those results to help strategically locate themselves in order to hedge the competition. In addition to a general demographic assessment, the business might also benefit from conducting a location analysis to help determine the ideal location.
A positioning objective typically is the design and implementation of a retail communication program that link retailer to a specific category of merchandise or benefit in the customer’s mind relative to its competitors in order to create a long-term competitive advantage. Specific positioning objectives that retailers can pursue are as follows:
As a result of an existing dynamic environment, the repositioning of a brand rep-resents a given advanced development of its positioning, according to Homburg and Krohmer (2006). As identified by Roosdorp (1998) repositioning is considered as the second phase of the positioning strategy itself (cf. Homburg/Krohmer 2006,
Brand positioning refers to “target consumer’s” reason to buy your brand in preference to others. It involves identifying and determining points of similarity and difference to ascertain the right brand identity and to create a proper brand image. A significant differential advantage can lead customers to focus on product benefits other than price. Brand Positioning is the key of marketing strategy. A strong brand positioning directs marketing strategy by explaining the brand details, the uniqueness of brand and it’s similarity with the competitive brands, as well as the reasons for buying and using that specific brand. Positioning is the base for developing and increasing the required knowledge and perceptions of the customers. It is the single feature that sets your service apart from your competitors.
When analyzing an organization’s target market, the first step is to understand the business and what they hope to achieve through their marketing strategies. Targeting and positioning strategies consist of analyzing and identifying segments within a given product-market, choosing which segment or segments to target, and developing and implementing a positioning strategy for each targeted segment (Cravens & Piercy, 2009). The company’s target market determines what customer group or groups the company wants to serve (Cravens & Piercy, 2009). Analyzing IKEA’s target market allows the company to determine if their marketing strategies have successfully targeted their intended customer group or groups. Discussing the company’s positioning strategy helps determine if the strategy is effective or if the company must make improvements strengthen their positioning strategy. The company must determine if their targeting and positioning strategies may be lacking. If the company’s targeting and positioning strategies are lacking, the company must determine what they must do to strengthen their targeting and positioning strategies.
1.2 Problem Formulation In the problem formulation part of my report I would describe the overall situation of the U.K Tourism industry. The service concept of “Simply Travel” will give us information about the services provided by the company. I will find out about the customers, competitors of the company. I will find out what political, economical, social and technological factors affecting the company and its demand situation.
Product positioning is to use certain features of the product to position against the product of competitor. With the help of this marketing activity, marketers can attract more customers by focusing of special features of their product.