Ask Question, Ask an Expert

+1-415-315-9853

info@mywordsolution.com

Ask Business Management Expert

Case Study:

The SARS (Severe Acute Respiratory Syndrome) epidemic which swept across East Asia devastated Singapore’s tourist trade and as well pushed its flagship airline in debt for the first time. "The tourism sector has been badly battered," said the Singapore Tourism Board (STB) Chairman, "and there is an urgent requires stepping up our recovery efforts as many jobs are at stake." Visitor numbers dropped by 74% during May, and current visitor numbers are still down as much as 20% compared to a year ago.

Total Travel Marketing (TTM) has been appointed to assist the Singapore Tourism Board in rebuilding the tourism market, increasing tourist numbers and promoting the country through the development of a strong ‘Singapore’ brand. Internationally, TTM works with tourist offices to invite international media to enhance the profile of the destination. It also aims to position the destination as a compelling place to visit for work, leisure, healthcare or education.  It communicates this through the use of various media such as brochures, photography, and videos and distribution channels such as online activities, for ex Internet.

In Singapore TTM ensures that the destination communications message remains consistent to the visitor, and awareness of the Singapore brand continues to be reinforced. While the primary audience is the traveller, the brand awareness among Singaporeans and residents is also significant. This includes strategic outdoor advertising and communications platforms such as signs and display panels in immigration checkpoints, airports and districts with high tourist traffic.

The entire objective is to attain strong brand recognition among travellers, and to position Singapore as a premier travel destination around the world. Visitor satisfaction has a direct impact on repeat visits, positive word-of-mouth communications and revenue for Singapore in general, and the tourism sectors. As the competition for a share of the holiday and business traffic worldwide becomes more intense, the Singapore Tourism Board, in conjunction with TTM, needs to excel in delighting its customers in order to remain competitive.

You have recently been hired by TTM as a Marketing Consultant on the Singapore Tourism Board Account.
 
(a) The Singapore Tourism Board has limited knowledge of the significance of customer relationships. Describe how recent developments in online promotional techniques can aid the Singapore Tourism Board to build relationships with its customers.  

(b) It is very significant that the Singapore Tourism Board knows who its customers are and understands their buying behaviour. describe to the Singapore Tourism Board why it needs to understand the purchasing behaviour of its target market.  

(c) The concept of the marketing planning process is relatively new to the Singapore Tourism Board.  Describe how analysis of the external environment (PEST factors) would aid the Singapore Tourism Board develop its marketing plan. Use exs to demonstrate your answer.

(d) The service provided by the Singapore Tourism Board before its customers embark on their holiday or business trip to Singapore is often neglected. describe the importance to the Singapore Tourism Board of the three additional components in extended marketing mix when communicating with customers. Use exs to demonstrate your answer.

(e) Discuss the benefits of branding for the Singapore Tourism Board when promoting Singapore.

Business Management, Management Studies

  • Category:- Business Management
  • Reference No.:- M95726

Have any Question? 


Related Questions in Business Management

The project was running late and the section manager

The project was running late and the section manager thought it was time for a pep talk with his staff. He realized that he was considered to be somewhat autocratic by his staff, but this time he thought that he would im ...

Select a specific consumer behavior and construct a mini

Select a specific consumer behavior and construct a "mini case study" that highlights the workings of marginal utility and how it affects the consumption pattern for goods and service. Explain the roles total utility and ...

1 describe the differences among trend ratio and regression

1. Describe the differences among trend, ratio, and regression analysis methods for forecasting staffing needs, and when each might be most appropriate. 2. What are the four main categories of internal and external influ ...

What is the relationship between property rights corruption

What is the relationship between property rights, corruption, and economic progress? How important are anti corruption efforts in the effort to improve a country's level of economic development?

A warehouse manager at dockhousing inc maintains a large

A warehouse manager at Dockhousing, Inc. maintains a large inventory of video games. The company's database states that the mean value of the games in inventory is $50, with a standard deviation of $5. The manager is con ...

Discuss how you could best use an sba loan to get your

Discuss how you could best use an SBA loan to get your business running or expanding? Provide specific examples to support your response

You have just been hired as the new district manager for

You have just been hired as the new District Manager for LOCOLA Credit Union Bank with 10 locations under your span of control. In the past 21 months, this district has been experiencing serious communications issues bet ...

You are a business owner who is environmentally aware and

You are a business owner who is environmentally aware, and thus you use the local river to help generate some electricity for your small business. You are doing well using this method of energy generation, but you begin ...

As it relates to the practices of allopathic vs homeopathic

As it relates to the practices of allopathic vs. homeopathic medicine, has one method proven to be more effective than the other over time? Your response should be at least 75 words in length.

Assessment descriptionstudents are required to work in a

Assessment Description: Students are required to work in a group of 2 students in the performance of both the oral presentation and the written report. Students must register for their group with the lecturer during the ...

  • 4,153,160 Questions Asked
  • 13,132 Experts
  • 2,558,936 Questions Answered

Ask Experts for help!!

Looking for Assignment Help?

Start excelling in your Courses, Get help with Assignment

Write us your full requirement for evaluation and you will receive response within 20 minutes turnaround time.

Ask Now Help with Problems, Get a Best Answer

WalMart Identification of theory and critical discussion

Drawing on the prescribed text and/or relevant academic literature, produce a paper which discusses the nature of group

Section onea in an atwood machine suppose two objects of

SECTION ONE (a) In an Atwood Machine, suppose two objects of unequal mass are hung vertically over a frictionless

Part 1you work in hr for a company that operates a factory

Part 1: You work in HR for a company that operates a factory manufacturing fiberglass. There are several hundred empl

Details on advanced accounting paperthis paper is intended

DETAILS ON ADVANCED ACCOUNTING PAPER This paper is intended for students to apply the theoretical knowledge around ac

Create a provider database and related reports and queries

Create a provider database and related reports and queries to capture contact information for potential PC component pro