You have been asked by that country's tourist board to critically assess its current strategy with respect to branding and positioning of its country as a tourist destination
Develop a set of recommendations that could enhance that strategy. Present a detailed report which addresses these issues.
Assignment Guidelines
1. You are expected to engage with the relevant literature on areas such as the role of branding, segmentation and positioning. You are encouraged to read the articles that have been posted on MyPlace. These articles are designed to provide you with an initial platform from which to develop the assignment at the beginning of this project. You should also make use of chapters five, six and seven in the core text.
2. You should also engage with the relevant literature generated by the tourist board and general information that is available on the internet.
3. This is a group assignment (maximum of five per group).
4. The group has full control of the country that it selects: you can choose a country from your own geographic region or elsewhere.
5. Effective assignments should analyse the organisation's current strategy with regard to the key areas in brand development and positioning. Effective assignments should make use of relevant concepts and theories and apply them to the analysis. Groups should avoid re-stating, being descriptive or being narrative. The focus should be on the application of brand and positioning concepts and tools.
6. Effective assignments should analyse how the tourist organisation differentiates its offering from neighbouring countries and / or its perceived and actual competitors: its effectiveness in positioning the country to the chosen target market(s) and ability to build brand equity.
7. Include a full set of references. As a general guide you should have a minimum of twenty-five different authors consisting of both academic texts and academic journal articles and industry references (e.g. Industry Reports, business and newspaper articles etc.)
8. The assignment should consist of 3,500 words. This excludes appendices and references. However, you should avoid the inclusion of too many appendices
9. Students should avoid describing the elements of the existing brand and positioning strategy in the main body of the content. It is appropriate to include a brief overview in an appendix. The focus within the main body of the text should be on an evaluation of the present strategy employed by the organisation.