市场营销成果湖北理工Word下载.docx

市场营销成果湖北理工Word下载.docx

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2.01Political……………………………………………………………………………4

2.01Economic……………………………………………………………………………4

2.03Social………………………………………………………………………………4

2.04Technology…………………………………………………………………………5

3.0MichaelPorter’sFiveForcesModel………………………………………………5

3.01ThreatfromSubstitutes……………………………………………………5

3.02CompetitiveRivalrywiththeIndustry…………………………………5

3.03BargainingPowerofBuyers…………………………………………………5

3.04BargainingPowerofSuppliers……………………………………………5

3.05ThreatsfromNewEntrants…………………………………………………5

4.0AnalysisofCompetitors………………………………………………………………6

5.0SWOT…………………………………………………………………………………………6

5.01AnalysisofBAT………………………………………………………………7

5.02AnalysisofBarbados’sGeographicalPosition………………………7

5.03AnalysisofLocalSocio-culture…………………………………………8

5.04AnalysisofSuppliers………………………………………………………8

6.0Conclusion…………………………………………………………………………………8

7.0References…………………………………………………………………………………9

1.0Introduction

Barbados,affectionatelyknownas“LittleEngland”,wasthemosteasterlyoftheislandoftheCaribbean,166squaremilesinsize,withapopulationmorethan254,000.

1.01CulturalBackground

BarbadosgainsitsindependencefromBritainin1966andwasconsideredtobeoneofthebestgovernedandmostpoliticallystableislandsintheregion.TheislandearneditsnicknameduetoitsresemblanceinpartstotheEnglishcountryside,andtheadoptionofcertaincharacteristicallyEnglishtraditions,suchasafternoonhightea.

1.02GeographicalPositionandItsAdvantages

BarbadosisborderedbytheCaribbeanSeaonitswestcoastandtheAtlanticOceanonitscoast.TherelativecalmoftheCaribbeanSeamadethewestcoastoftheislandidealforswimming,sailing,andsnorkeling,whiletheturbulenceoftheAtlanticOceantransformedtheeastcoasttoahavenforsurfers.Awealthofattractionswasofferedtovisitorstotheisland,rangingfromtoursofoldplantationhouses,toadayattheraces;

awanderthroughthecoolnessofundergroundseacaves,toacanterthroughthecountryside;

oradayoffroliccruisingonthepopularpirateships,toanelegantdinneratoneofthemanytoprestaurants.Themoreadventurousvisitorstriedparasailingordeepseafishing,whileotherspreferredtorelaxononeofthemanybeaches.

1.03Barbados’economy

Inrecentyears,tourismhadbecomethemainstayoftheeconomy,replacingsugarasthelargestforeignexchangeearner,andwasthesecondlargestemployer.Intheyearjustpassed,Barbadosreceivedoveramillionvisitors,andtouristsexpenditurewasestimatedat$850million,makinganetcontributiontotheisland’sgrossdomesticproductofaboutUS$291million.Ofthetotalnumberofvisitors,about482,000werestay-overvisitors,anincreaseof3.9percentoverthepreviousyear.

1.04Transportation-airlines

AmericanAirlinesandBritainWestIndianAirlineswerethetwomaincarriersprovidingairlift.

1.05BTA

TheofficialroleoftheBTA,asdictatedbythegovernmentandtheBarbadosMinistryofTourism.Itisgoodthatgovernmentmaypublishsomepoliciesforthetourism.TheBarbadosTourismAuthority（BTA）appointedanewthree-memberBTAexecutivecommittee.

2.0PEST

2.01Political

Barbadosisunderthegovernment’smanagement,itshouldhaveastablepolicysupport,butitsstructuresanddirectorschangefrequently.Andnowthenewlyappointed”DreamTeam”maybecomesaviorstorecapturelostground,increasevisitorarrivalsandspending,anddevelopaneffectivemarketingplanfortheisland.

TheBTAisfundedbyannualsubventionfromthecentralgovernment,mostrecentlyofUS$18million,ofwhichapproximately70percentwasdedicatedtomarketingcostsandtheremaining30percenttoadministrativecosts.

2.02Economic

1）Structure:

Inrecentyears,tourismhadbecomethemainstayoftheeconomy,replacingsugarasthelargestforeignexchangeearner,andsecondlargestemployer.

2）Situation:

Intheyearjustpassed,Barbadosreceivedoveramillionvisitors,andtouristexpenditurewasestimatedatUS$850million,makinganetcontributiontotheisland’sgrossdomesticproductofaboutUS$291million.Buttherootproblemismarketshareisreducing

2.03Social

1）population:

Apopulationofslightlymorethan254000,ithasaadequatelaborforce.

2）Cultureandgeography:

Barbados,“littleEngland”,hasbeengovernedbyBritain,soitresemblessomeEnglishcountrysides,andkeepcertaincharacteristicallyEnglishtraditions,besidesitborderedbytheCaribbeanSeaonitswestcoastandtheAtlanticOceanonitseastcoast,thusBarbadoshasuniqueattractionstooffertothevisitors;

Butforthemap,wecanfindtherearemanyislandssituatedinthesamegeographiclocation.Inconclusion,Barbadoscanmakeanewmarketingplantoprovidesomespecialandcreativeactivitiesorfestivals.

3）Costumers:

approximately60percentoriginatedfromtheUnitedStates,18percentfromEurope,16percentfromothermarkets,and6percentfromCanada,theseconsumergroupsmostaretheupper-income,haveastrongpurchasingpower,butthepastmarketingplanonlycatertotheupper-incomeisnolongerapplicable.Barbadosnowtargettravelersineachofthesethreecategorieswithofferingstoappealtotheirindividualsenseofvalueandstyle.

2.04Technological

1）CooperationandcollaborationbetweentheCaribbeanTourismOrganization,theCaribbeanHotelAssociationandanumberofprivatesectorentitiescontinuedefforts,thisnewtrendsshouldbeimprovedandmatured.

2）Newproducts:

Providingawell-roundedproduct,fromeconomyhotelsandvillaaccommodations,toworldclassluxuryresorts,offeringvalueatalltherepriceranges--budget,mid-range,andluxury.CropOverFestival,thismonth-longfestivalhadgaininternationalrecognitionandsignifiedtheendoftheharvestingofthesugarcrop,culminatedinadayofcostumedrevelryfood,andentertainmentenjoyedbyvisitorsandlocals.Thisfestivalcombinethetourismindustryandsugarindustrytoobtainhugeeconomicprofits.SpecialNicheMarketsTargeted,itisanewplantodiversifyandrecapturesomeofitslostmarketshare,anumberofproductofferingswereexpandedwiththeintentionofcapturingspecificniches.

3.0MichaelPorter'

sFiveForcesModel

MichaelPortercameupwithMichaelPorter'

sFiveForcesModelinthe80s,andithasprofoundinfluencetotheenterprisestrategy.Itwasusedfortheanalysisofthecompetitivestrategyandcananalyzecustomers’competitionenvironmenteffectively.Thefiveare:

Threatfromsubstitutes,Competitiverivalrywithintheindustry,Bargainingpowerofbuyers,Bargainingpowerofsuppliers,Threatfromnewentrants.

3.01ThreatfromSubstitutes

1,BesidetheCaribbeanisland,manyislandswithsimilarcharactersarethedirectcompetitorsandsubstitutes.

2,Muchmoneywasusedinmarkingandadvertising,butthereactionofthemarketisstillnotsoactive.

3,Besidesitsexistentstrengthsanditsculturestyle,Barbadosshouldtrytodevelopitsdistinctivefeatures.

3.02CompetitiveRivalrywithintheIndustry

1,Thecostofmarketingdevelopmentandadvertisingisquitehigh.

2,Theproductsofthewarmdestinationsaresimilarinalargepart.

3,Thegrowthofthemarketisdifficultandimpossible.

4,Tourismisamainproductinthisregion,competitiveelementsmainlylayininformationsharinganditsfeatures.

5,Themaincompetitionfromislandandoutsideadvertisingcostishigh.

6,Indirectcompetitorsarestillexistent,timelyandaccuratemarketinformationisakeyfactor.

3.03BargainingPowerofBuyers

1,Whetheriftheproducthavethehighcostofperformance.

2,Whetheroffertheuniquefeaturetobringthereexperience.

3.04BargainingPowerofSuppliers

1,Somesimilarfeaturesandstylesislandsarealsoexisted,suchasBahamas,Sanjuan,Bermulaandsoon.

2,OutsideBarbados,someindirectwarmdestinationsalsobeseemedascompetitors.

3Everyyearalargeamountofmoneyshouldhavebeenusedinmarketingcostandadvertisingcampaign.

3.05ThreatfromNewEntrants

1）Thecostofmarketingandadvertisingishigh.

2）Austwotothreeadvertisingcampaignhadbeendeveloped,buttheeffectisnotsopositive.

3）TheonlycorporationbetweenCaribbeanistheresultofafull-colorfulislandlookingforintroduction.

4）Twoairlineswerethemainproviderforairvisitors,buttherewasnoanyothercharterserviceexisted.

4.0AnalysisofCompetitors

Asathrivingresort,Barbadoshasgaineditspopularityinrecentyears.Despiteitspromisingprospect,Barbadosisalsoconfrontedwithabroadrangeofcompetitionsbothinmacrosenseandmicrosense.

Firstlyfromamacrosense,Barbados,orrathertheCaribbeanIslandsallbelongtotropicalislands.That’stosay,there’sboundtobeasharpslashinthenumberoftouristsinwinter.Thoughitisageographicalelement,Barbadoshastotakefeasiblemeasurestocompetewithothertropicalislandsintheoff-season.Inaddition,warmweatherdestinationslikeBarbadosarenumerous,suchasHawaii,Tahiti,Fiti.Thus,howtostandoutamongallthesecompetitionisaburningissueforBarbados.

Secondly,fromamicrosense,thecompetitionwithintheCaribbeanregionhavedifferentattractionsandcharacteristics.Forexample,theBahamas,SanJuan,andtheLesserAntilleshavelargechainhotelsandofferedgamingasamajorincentive.Accordingtothereferentialexhibitwhichshowedhotelroomsandvisitorexpendituresofmajorco