Assignment question(s)
You are required to complete the task in the form of a report and include a bibliography/reference list containing a variety of different sources that you have researched independently.
As a marketing consultant for Audley Travel, a UK travel company, you have been asked to complete a marketing audit to analyse both internal and external factors that are impacting on the organisations growth.
You have been given a particular remit to consider the emerging motivations of tourists seeking holidays to include dark tourism for future development and growth. Based on your analysis of the dark tourism, assess the options available to Audley Travel to allow it to maintain its competitive position. Recommend with justification, one option you feel Audley Travel could adopt.
(3000 words)
Answer Outline
You should consider:
An overview of dark Tourism and the motivating factors of its emergence in the industry
A situation analysis including SWOT analysis with a particular focus on growth through dark tourism. Micro/macro environmental analysis, market and competitor analysis could all be undertaken
Summary of the organisations current marketing practice, which should continue to include evaluation of one potential, specific geographical market/opportunity for dark tourism with justification for future development and growth.
Justification should include supporting rationale for market selection, market entry and barriers to entry if applicable
Identification of segmentation, key target audiences and brand positioning
Recommended a promotional strategy with supporting marketing mix outlined for the proposed market, ensuring its relevance to the target audience.
Identify at least one significant issue which will affect the overall strategy
Audley Travel Consistently highly-rated by Telegraph readers for many years, Audley specialises in long-haul holidays, offering tailor-made itineraries to many of the top destinations. Its original speciality when it was founded 20 years ago were trips to Asia, then South America, but now its programme spans most corners of the globe. These are often complicated trips which require excellent planning, good contacts on the ground and close attention to detail, and Audley has proven itself.
Marking guide
As a marketing consultant for Audley Travel, a UK travel company, you have been asked to complete a marketing audit to analyse both internal and external factors that are impacting on the organisations growth.
You have been given a particular remit to consider the emerging motivations of tourists seeking holidays to include dark tourism for future development and growth. Based on your analysis of the dark tourism, assess the options available to Audley Travel to allow it to maintain its competitive position. Recommend with justification, one option you feel Audley Travel could adopt. (3000 words)
(80 marks)
Referencing, bibliography and effective communication
(20 marks)
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