Ask Question, Ask an Expert


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

In relation to the elaboration likelihood model professor

In relation to the Elaboration Likelihood Model, Professor Kahn discussed the peripheral cues that people use to accept or reject messages. Which of the following is NOT one of the peripheral cues that she mentioned?

From 1996 to 2000 the us stock market more than doubled in

From 1996 to 2000, the U.S. stock market more than doubled in value. How might this have affected aggregate demand? What happens to aggregate demand when the stock market plunges?

Walmart assignmentdetailsin the final step for your

Walmart Assignment Details: In the final step for your strategic plan, determine the method you will use to evaluate how your strategic goal is being met. Include specific metrics that will be used to evaluate the succes ...

Financial planning for a businessresearch identify and

Financial Planning For A Business Research, identify, and discuss what financial planning for a business is, why it is important, and what can happen if not done accurately. The requirements below must be met for your pa ...

How do the political economic and legal environments of a

How do the political, economic, and legal environments of a country affect international trade? and what factors make a country favorable for doing business?

My newest book is being considered by a publisher offering

My newest book is being considered by a publisher offering me a $100,000 advance today, plus $50,000 at the end of each of the next 2 years. What is the present value of the payments from the publisher, given my rate of ...

In your journal reflect back on what you have learned so

In your journal, reflect back on what you have learned so far through the course readings, assignment, and our discussion. Answer each of the following questions to guide your reflection: 1. What, if anything, did you fi ...

Explain in your own words the four levels of evaluation

Explain in your own words the four levels of evaluation: Reaction, Learning, Behavior and Results. How might you motivate managers to play a more active role in ensuring transfer of training?

Write a 4-5 page paper in apa style on a economic event

Write a 4-5 page paper in apa style on a economic event. Simply report on event and you may critique the situation on solutions. Papers should be submitted in APA format- please reference the unit 1 supporting lesson on ...

General electric manufactures and refurbishes ge diesel

General Electric manufactures and refurbishes GE diesel locomotives at a facility in Erie Pennsylvania. The facility remanufactures machines that have reached a point in their service life such that they are beyond the p ...

  • 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

A cola-dispensing machine is set to dispense 9 ounces of

A cola-dispensing machine is set to dispense 9 ounces of cola per cup, with a standard deviation of 1.0 ounce. The manuf

What is marketingbullwhat is marketing think back to your

What is Marketing? • "What is marketing"? Think back to your impressions before you started this class versus how you

Question -your client david smith runs a small it

QUESTION - Your client, David Smith runs a small IT consulting business specialising in computer software and techno

Inspection of a random sample of 22 aircraft showed that 15

Inspection of a random sample of 22 aircraft showed that 15 needed repairs to fix a wiring problem that might compromise

Effective hrmquestionhow can an effective hrm system help

Effective HRM Question How can an effective HRM system help facilitate the achievement of an organization's strate