The Wolverhampton Open Days - Report Example

Marketing Promotional Plan: The Wolverhampton Open Days (HODS) Introduction “Wolverhampton Heritage Open days” are events that promote the Heritage Tourism Industry. These activities concentrate more on the elderly populations at the Wolverhampton area. As a promotional strategy, these events consider many aspects. These yearly events need to venture beyond just promoting the Heritage Tourism industry but to attract new customers. These report bases its findings on previous data on the industry at Wolverhampton. It considers the target group; the majority of whom represent member of 50 years and above. The event of the year 2013 in relation to HODs programs was important to its attendance, new visitors and their interests. Therefore, an event at Wolverhampton Heritage Open Days depends upon the formulation of marketing plans. This research was part of the promotional plans for the city’s marketing teams. Through these plans, employees of the organization are able to promote the organization among industry competitors. Then this report indicates to readers the aims of the HODS by the year 2014. The report provides the most probable promotional plan that could propel the Heritage sites of Wolverhampton to a success (Hislop, 2013). From this analysis of the report, individuals come into the realization of workable promotional plans. Such promotional plan for the organization according to the report provides one with the basis of the organization. It provides readers with an increase in awareness and sensitivity on the operations of the heritage sites. Through the report, individuals get to understand the demographics of the industry. This report first concentrates on the levels of attendance rates of visitors at the heritage site. From this analysis management teams as well as well as employees will have information on their involvement in ensuring the promotional objective becomes a reality. From this reports readers and industry players alike come to realize the most effective strategies responsible for Current HODS success. Objectives The next step to this research involves the analysis of new venues signing up. Since Wolverhampton Heritage Open Days are seasonal events, the research concentrates on the events for the organization leading up to the year 2014. According to information inferred from this promotional plan, individuals get to understand the objective of the organization (Hislop, 2013). In relation to these objectives, an open day has been of a success in ensuring that the organization attracts new customers as well as maintaining old ones. The report points out that it was through research on such matters that the organization considered demographics. Demographics as brought out in the research reveal that the organization undergoes diverse challenges in ensuring the success in the HODS plans. In the formation of such plans, the organization undergoes challenges in relation to its SWOT and PESTEL. SWOT analysis provides the other angle of the organization; a perspective that concentrates on organizational strength, weakness, industry opportunities and threats from completion (Vonk and Schot, 2007). PESTEL, on the other hand, relates to the organizational, political, economic, social, Technological, ethical and legal situations. Apart from attracting new customers and retaining loyal ones, the reports show that the Open Days have appropriates in marketing the organization (Dennis, Haley and Teagarden, 2005). The report offers a vivid account of the appropriate materials used in marketing as well as how they can be of effective use. By perusing through the report, individuals get a clear understanding on the importance of the promotional plan. Individual additionally get to understand which marketing material works best for the promotional plan. The other important aspect brought by the research to the reader is the identification of the key performance indicators to the promotional plan. The report clearly points to the reader of all the indicators that ensure success of the event. The report further provides readers means of measuring success rates. Once the report provides readers with all-important aspects, the next step according to the draft relates to potential recommendations to the organization. This recommendation would constitute recommendation on strategy, human resource influences, plans and tactical manoeuvres. Research Design and Methodology analysis In the process of conducting this research as presented in this report, the organization and the planning team for Wolverhampton Heritage Open Days events need to consider some specific aspects in the business environment. According to reports from these events, it is crucial for readers as well as policy makers to consider those influences brought by the methodology of this research. The methodology employs the influence of current employees at the organization. These influences relate to team roles, synergy of teams and their influence on the promotional plan. From the study, it was concluded that a team in an organization does not only consist of individuals with tittles apart from those tittles individuals in the organization have unique qualities. This unique quality then constitutes their responsibilities. In relation to this influence, the report indicates the various research methodologies employed. From the research, one understands how HODS events operate as a promotional strategy. From information collected, it is evident that the organization use Brochures at the HOD venues, employs the use of banners, narrow advertising, use of limited radio and use a difficult website to view thus the report indicates few country consumers of black origin. As a method in the collection of data, the research employs the use of online surveys on students. The target population for this research brought out in this report consists of all the population around the region of Wolverhampton. However, from previous research it is clear that the elderly population is the target group for such events. Moreover, these target population also known as Group Travel Organizers (GTOs), rely on the word of mouth, publications and advisors from tip advisors. However, it is imperative to note that a third of this population use the internet (Jerry and Klaus, 1999). The report further considers influences of schools, groups of the elderly, students, families and children for validity. In terms of analysis, the project employs the use of various analysis tools. These tools consist of charts, diagrams and the analysis of the heritage tourism industry. Group Dynamics at the Heritage Tourism Open Day Event Group association can relate to diverse human aspects. Since us as humans as being have a social tendency, we tend to be influential in interpersonal groupings. These interpersonal groups are beneficial to individuals. These can be from one’s family members, co-workers, chat room over the internet or even people waiting to be served in queue. Groups, therefore, need to be in the organizations for success. Especially in the tourism industry, due to competition and threats of a reduction in market shares, firms tend to campaign and market their services. By doing so, there is a need of such firms to employ workers to run operations. Employees in organizations have a role to play apart being only in a social setting (Porter, 1997). Group formation in organizations consists of two or more individuals. Such individuals need be connected to each other. Such connection can be with respect to work or on an emotional context. However, it is essential to understand that such groups need to follow particular stages until formation. The groups need to undergo developmental stages since some of their tasks would need to be interdependence in nature. Groups with strong bonds can be said to be cohesive groups. These groups are important for solving problems, resolving of conflicts of interest and power, making decisions and executing tasks (Porter, 1997). In relation to the Wolverhampton Heritage open days, the event needs to have employees transacting. Such individuals assist in distributing projects brochures and other tasks. Therefore, in recognition of such groups in the Tourism industry we need to recognise group formation stages; Group Forming Stages According to Tuckman’s stages in the development of groups the following aspects on the stages, need consideration. 1 Forming stage; at this stage of group development, team members are just building their relationships. This stage is additionally characterised by group members developing feeling of affiliation to certain members or rather the avoidance. At this stage team members get to understand about challenges and opportunity in the market and try and solve them 2 Storming stage: This stage relates to when members begin to understand each other and tolerate each other’s acts. However, this stage can have destructive consequences on motivation of teams. 3 Norming stage: The norming stage in group’s development has perhaps the best mutual plan. At this stage, group members in teams give up their personal goals and work for the good of the organization. However, sometimes this leads to other members avoiding conversing on controversial ideas, which can be of importance to the organization. 4 Performing: Performing stage is the last stage in the development of groups. At these stages of group development, organizational team members come to that condition where they can work as a team without conflicts, efficiently, effectively and without much supervision. For this project on the open day teams will communicate, conduct research and analyse market influences. Marketing Marketing is the process of communicating products or services to customers. The process of marketing involves organization segmenting their market according to its return value. Then such organizations should have a target market in which it can explore on its market share. The target market for the project plan is the west midlands of Wolverhampton in the United Kingdom. The findings revolve around 50 families with their children. In the study as shown by the Ganth chart by the consulting firms shows that the competitors of this organization target’s markets are schools, elderly groups in the society, families with children, students and special groups of people. These groups undertake their promotional campaigns using exhibitions in museums, national trusts and libraries. Such organizations also target age groups. The most popular age group for tourism products seem to be people of more than 50 years perhaps this is the group that is in their retiring age. The Four Marketing “P”s For products in the tourism market to gain competitive edge organizations, need to consider the values of four marketing aspects. These aspects popularly known as the four marketing Ps, refers to the pricing, product, place and promotion (Ehmke and Lusk, 2005). Referring to these aspects, the heritage event days caters for almost all the aspects. The promotion aspect of the HOD project is a free event. For those who like to use the website, a promotional plan offers free coupons and offer competitions. Marketing “p” Promotion: products and services. Pricing of services in the Tourism industry Product: quality Place: market segmentation The promotional plan, on the other hand, offers readers a chance to view details on the mobile app. Therefore, in doing so the organization gains the market by creating the image of families’ popular features in the tourism industry. People love to travel places to see the distant land and this has been possible through use of such promotional plans as that of Wolverhampton Heritage open days. Pricing relates to the rate of prices of the product as quoted by the consulting teams. While place refers to the market of the organization (Duncan, 1996). Wolverhampton plan uses the website in communicating and advertising its products. This refers to social marketing. Social marketing has been of great influence in ensuring that project teams, as well as customers, get daily updates on events and activities (Kotler and Gary 2010). Social marketing uses aspects of E marketing where organizations can market their products over the internet. Social market has an influence for firms to develop new market share. Organizations use marketing research reports and use it to evaluate customer preferences and in the end create products for such Niches. Strategic management Models Organizations in the tourism industry undergo many challenges in their operations. Such forces relate to aspects such as their political, economic, social, technological, legal and ethical aspects (PESTEL). These organizations face the challenge of budget constraints. It is evident that their other forces that are either internal or external to organizations that affect performance of plans (Kotler and Gary 2010). Such forces include the SWOT analysis, which considers the strength weakness, opportunities and threats for organizations. Porter forces analysis, on the other hand, concentrates on the industrial analysis as well as well as the competitive intensity in the industry. Porter’s five forces in marketing refer to the influence of threats of substitute products, the influence of Threat of entry of new entrants, the influence of bargaining power of firms as well as the bargaining power of customers. The other important aspect to consider in such an analysis is the competitive rivalry of the industry. In all of these aspects, organizations need to consider that technology is important in the relay of information as well as efficient running of operations (Vonk and Schot, 2007). SWOT and PESTEL In Relation to the project plan of the organization, the challenges in respect to internal forces, as well as external forces of the environment, comprise the following. In relation to the political aspects of the market, the industry faces challenges in relation to the educational system (Jerry and Klaus, 1999). There are the historical influences of neglected subjects in schools. In response to these influences, the government has collaborated with tourism industries. The other influences relate to the environment where there has been growing concerns on environmental conservation all over the globe. Technology, on the other hand, relates to the development of the social networks. There is the growth of technology platforms, which include android and other gadgets. One cannot ignore the perspective of economical influences. Economic prosperity has a detrimental influence in respect to international competition (Duncan, 1996). On the positive side, the National funding in the region has increased the number of heritage sites. On the legal aspect restrictions in terms of policies has led to the restrictions of access to heritage sites thus supporting conservation efforts. However, there is a need for sustainable partnerships in this field for long-term sustainability. Logical framework for the Plan /lifecycle Objectives of the plan on Heritage open Days Verifiable indicators Sources of verifiable indicators Assumptions General objectives To promote the industrial Heritage city Research data, from the consulting market There is a favourable world market. Threats of completion, the purchasing power of customers remain the same. Technology progress remains constant. Projects objectives To identify the most effective marketing materials for HODs (Wolverhampton) promotional plan. Present findings Carry out an analysis of the target market Information on the social media Information from organization’s printer. Research analysis data on the internet on tourism industries. The state of the economy remains the same. Activities outputs Employment of new teams Provision of management services Heritage sites management records There are no Treats of new entrance in the market. The of the economy remains the same There are no bad environmental influences Activities Supervision of employees performance Management of an open day operations Provision of promotional materials Data from the organizational database The state of the economy remain the same Conclusions While conducting this project in the promotion of HODS in Wolverhampton, the organization faces many challenges. The challenge illustrates the challenges in the implementation of the promotional plan. Such challenges begin at the inception of the research. It begins from the idea generation stage to the projects execution phase. The promotional initiative needs to have a management backup. This backup assists in the event planning activities, marketing of services, management of risks, sponsoring of the project and well as event planning. In relation to this organization, the promotional plan concentrates on the target market around Wolverhampton. Where, the organization considers those individuals of 50 years and above for promotion. These groups of individuals remain the objective in the tourism sectors since they wish to relax by travelling. Recommendation The promotional project plan faces diverse challenges in funds. The organization does require additional funds to cater for expansion. This influence can be rectified by borrowing funds from corporate lenders. On the other hand, there is the influence of social media. From this research, it is evident that younger individuals have interest in social media. In retrospect, the order generation prefers face-to –face interactions. Therefore, the organization needs to consider such influences to cater for the needs of the 50 years and above age groups. The promotional plan needs to capture as many venues as possible. The promotional plan needs to compare between motivational need family, children, and market condition. Further, for the project to reach success considerations need to be on the planning, organization, communication and in funding operations (Kerzner, 2013). References Dennis, A, Haley W, and Tegarden, D. 2005. Systems analysis and design with UML version 2.0. Wiley. Hoboken Duncan, W, R. 1996. "A guide to the project management body of knowledge." .www.citeulike.org Ehmke C, Fulton J, and Lusk J. 2005. Markting’s Four P’s: First steps for New entrepreneurs. Agricultural Innovation & commercialization Center. Accessed from https://www.extension.purdue.edu/extmedia/ec/ec-730.pdf Ellis-Chadwick, F, Mayer, R, and Johnston, K. 2009. Internet marketing: strategy, implementation and practice. Ed. Dave Chaffey. Pearson Education. London Hislop, D. 2013. Knowledge management in organizations: A critical introduction. Oxford University Press.Oxford Jerry C., O, and Klaus G.1999. Consumer behavior and marketing strategy. McGraw-Hill. London Kerzner, H, R.2013. Project management: a systems approach to planning, scheduling, and controlling. John Wiley & Sons. Hoboken Kotler, P, and Gary A. 2010. Principles of marketing. Pearson Education. London Porter, M. 1997. How competitive strategy Shape Strategy. Harvard Business review, www.univie.ac.at. Vonk, G, and Schot.P 2007. "A SWOT analysis of planning support systems." Environment and Planning, Vol. 39, pp. 1699-1714. Read More