Tanzania's Tourist Marketing - Report Example

Marketing Assignment Table of Contents Marketing Assignment Table of Contents 2 Introduction 3 Marketing Definition 3 Main characteristics of a market oriented company 4 Various elements of the marketing concept 5 The benefits and costs of a marketing approach 5 Product development to sustain competitive advancement 6 Distribution /Place 6 Pricing to encourage tourism 7 Promotional Activities 7 Additional elements in the extended marketing mix 7 Conclusion 8 Reference 8 Bibliography 9 Introduction This report attempts to offer an insight into the tourism marketing of Tanzania. The marketing avenues are discussed in the light of various marketing concepts, which are then related to the tourism industry of Tanzania. Since its tourism department is aggressively engaged in marketing the region, it must therefore be aware of the related costs which will be incurred in such an endeavor. Marketing Definition Different authors have variously interpreted the term ‘marketing’. The term has eventually changed and evolved with time. As the basic tenants of objectives, goals and targets of marketing have changed in an organization, so also has the definition being molded to suit the changed perspective. For Philip Kotler, marketing is defined as ‘satisfying needs and wants through an exchange process’ (Learn Marketing, n.d.). Authors like Gronroos suggested having a definition which would capture the essence of service marketing or business to business marketing; both of which revolve around customer relationships. His definition of marketing is ‘to establish, develop and commercialize long term customer relationships, so that the objectives of both parties are met’ (Lewis & Littler, 1999). Halbert suggested that there can be a few disagreements among the marketing academia. However, today the term ‘marketing’ seems to be broad which encapsulates the changing requirements of the customers. This project deals with the changing nature of tourism marketing that caters to the needs and demands of the tourists pouring into Tanzania. Marketing is not only about offering the basic product or services; rather it is about introducing the ‘changing benefits’ to the consumers’ shifting requirements and demands. Main characteristics of a market oriented company A market oriented company takes a customer oriented perspective towards business. A business can be said to be market oriented when the organizational culture is committed to the continual creation of consumers’ values. Market oriented approach demands the organization to incorporate ethical behavior within its operation which also includes the suppliers, customers and other stakeholders. A market oriented organization continually seeks information from the customers, markets and competitors (Cravens & Piercy, 2009). The organization looks into the factors through which it can add superior customer value. An organization which is market oriented, encourages cross functional participation along with a customer focused environment. This engagement goes beyond the typical marketing function of any organization. Various elements of the marketing concept The elements of marketing mix play a significant role in the formation of the company’s marketing strategy. Marketing mix involves designing and integrating the marketing elements to attain the organizational objectives. The elements have been classified under various heads. These are product, place, price and promotion, commonly known as the 4 P’s. Product specifications are quite significant in the marketing process of any organization. Decision must be taken while designing, packaging, labeling the product varieties. Price is one of the most significant factors among these two. The amount of sales is directly dependent on the product pricing (National Institute of Open Schooling, n.d.). Uniform pricing and distinct pricing are the two tools of marketing any product or service. The place, where the products would be marketed and the promotion, which involves the means to encourage sales, are the other two significant elements of marketing. Since this project is based on the tourism industry, the study of marketing in that sector would require additional 3 P’s including people, process and physical evidence. The benefits and costs of a marketing approach The benefits of the above mentioned marketing approach would be visible in the sales and revenue figures of the organization. In a service industry like tourism, the benefits are measured in number of tourists’ arrivals in a particular region. The success of tourism marketing in Tanzania can be measured likewise. Apart from that, the turnover in that region coming from the tourism department would also reflect the benefits of taking the appropriate marketing approach. The marketing cost would include advertisement cost, distribution cost and cost incurred in other promotional activities. Product development to sustain competitive advancement Tanzania is one of the less explored destinations in the African content. An unparallel diversity of fauna and flora has given the region a natural touch. Mountains, volcanoes, islands, lakes and national parks and reserves have made it attractive for the tourists around the globe. The product in this industry could be a travel package which will lure the tourists across world. The product would be meant for the people who love nature and adventure, or for those who are looking for some peace in their holiday destinations. Trekking, rafting and other adventurous sports can be added to the package to encourage more tourists to enjoy their holidays in this region. The concerned authority can even introduce some products which will be exclusively for family holidays. National parks and reserves attract the children. Creating an amusement park can be helpful in keeping this attraction alive. However, above all these, the region must work on the infrastructure, transportation and accommodation facilities. Safety and comfort should be ensured to all the tourists across the globe. Tanzania must take these factors into account while designing the services and products for the tourism sector. Distribution /Place The management of Tanzania can tie up with different travel agencies to promote the tourism brand present there. One significant problem in this region is that few flights come to this place. The management must work to make this place more accessible to the outer world. Entering a tie up programs with some airlines can be a good idea to promote tourism. Offering discounts on the tour packages can prove to be an attractive offer for the tourists. The management of the country can make tour packages which will offer some discounts in the hotels and other holiday places. The marketing should mostly be done in those regions, where the population is adventurous enough to get attracted to Tanzania. At the same time, the marketing places must be in proximity to Tanzania as in this case, transportation is a serious issue in Tanzania. Pricing to encourage tourism Since Tanzania is still a greenhorn in the travel and tourism industry, the authority has to introduce a bit lower pricing for the tourists coming there. The place is yet to be discovered and is far behind the traditional holiday spots in terms of infrastructure and transportation. Initial discounts can encourage the adventurous tourists to explore this region. Promotional Activities Featuring in different travel magazines can give Tanzania an edge over other destinations. However, television is still one media which can reach out to a large number of people. So, advertisements on television will promote the region to a major portion of population across the globe. Newspapers and other print media can be used to reach at the local people. In today’s competitive world, marketing is incomplete without online marketing. Tanzania can promote its websites to attract more tourists to the region. It can give online advertisements to a number of travel and tourism related websites. Sponsoring sports and cultural events in other countries will help to develop the awareness among the mass. Additional elements in the extended marketing mix There has been an extension on the existing 4 P’s to meet the requirements in the service industry. For example ‘people’ has become a significant component in any organization. Optimum utilization of the human resource can bring success to any organizational endeavor. Marketing would be successful, if the product development is innovative enough to meet the customers’ requirements and the promotional activities are creative enough to convey the messages to the target customers. This creation and innovation can only be achieved with the help of a competent human resource. Appropriate processes will encourage the employees to bring competence in the system. In this case, the infrastructural and transportation processes must be in place to attract visitors. Information system is another significant process which must be updated to be at par with today’s competitive web world. The management of Tanzania must effectively plan out its processes to reach its pre specified goal or objectives. Moreover, all the efforts must result in a measurable output. These measurable outcomes are known as physical evidences. All these marketing endeavors must be recognized when the revenue increases with the corresponding increase in the number of footfalls in Tanzania. Conclusion The various components of marketing mix should be integrated properly in order to guarantee a successful venture for the tourism of Tanzania. Hopefully, in near future the region would be explored to bring appreciation for its beautiful mountains, stunning lakes, natural parks and reserves, and volcanoes with their deceptive beauty. Reference Cravens, W., D. & Piercy, F., N. Strategic Marketing. New York: McGraw Hill, 2009. Learn Marketing. No Date. What is Marketing. Available at: http://www.learnmarketing.net/marketing.htm [Accessed on July 20, 2010]. Lewis, R., B. & Littler, D. Encyclopedia Dictionary of Marketing. USA: Blackwell Publisher, 1999. National Institute of Open Schooling. No Date. Marketing Mix. Available at: http://www.nos.org/srsec319/319-22.pdf [Accessed on July 20, 2010]. Bibliography Hackley, E., C. & Hackley, C. Marketing and Social Construction. London: Routledge, 2001. Read More