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

On amazoncom there are three versions of keynes famous

On Amazon.com, there are three versions of Keynes' famous General Theory: a hardcover for $22.49, paperback for $10.29, and a Kindle version for $1.00.  There is not much difference in the cost of the production between ...

In 200-300 words explain policy differences regarding

In 200-300 words explain Policy differences regarding regular employees versus temporaries or independent contractors in Metro Health hospitals.

You will create an excel worksheet for calculating bonuses

You will create an Excel worksheet for calculating bonuses for auto dealerships based on the quantity of vehicles sold. If a dealer sells above the expected volume, they receive a bonus for each vehicle sold. Open Boston ...

Please give an example of a company overstepping ethical

Please give an example of a company overstepping ethical boundaries for stakeholder agendas, and identify what types of preventative measures could be taken to avoid this type of situation. Please provide a Reference as ...

What are the main reasons for globalizing operations name

What are the main reasons for globalizing operations? Name at least four (4) reasons.

1 how can a tqm-based culture enhance the trust customers

1. How can a TQM-based culture enhance the trust customers have in a company's products and services? What specific TQM-based values and policies would help to build customer trust? Use a specific example in your respons ...

Aquaplus is a successful family owned water production

AquaPlus is a successful family owned water production business. JR the eldest daughter has just graduated from the UWI and has been promoted to the Sales and Marketing Manager. She has decided to embark on an aggressive ...

Assignmentoutcomes addressed in this assignmentoutcomesbull

Assignment Outcomes addressed in this Assignment: Outcomes: • Prepare the Project Charter outlining identified needs and your proposed solution • Examine possible hardware and software solutions for identified problems • ...

If you had a non performing team member what motivation

If you had a non performing team member, what motivation theory and approach would you use to get the team member on track?

1 what is the benefit of using unstructured data modeling

1) What is the benefit of using unstructured data modeling approach? Why is that benefit important?

  • 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