BHO1171 - Marketing Plan for Shrewsbury - VICTORIA UNIVERSITY - Case Study - Marketing Assignment

Internal Code: MAS5412

Marketing Assignment:

Located on the western border of England, an approximate 22-minute drive to Wales, Shrewsbury is a quiet countryside town known for its historical architecture and local shopping boutiques. This marketing plan will present a vision for the improvement of overnight visitation in this area of Shropshire as well as the promotion of economic growth in the United Kingdom as a whole. A hot air balloon business, Reaching New Heights, will provide the vehicle to accomplish these goals. The plan will discuss the development of a unique partnership with accommodations in the area, as visitors will be treated to Shrewsbury’s small-town charm while given the opportunity to witness the beauty of the countryside from a bird’s eye view. In order to effectively tailor the marketing plan for Shrewsbury, the plan will focus on couples aged 45 years or older, who would be considered day visitors to the region. Couples of this age are most likely to appreciate the quiet nature of the area, while looking for an adventure to check off their ‘bucket list’. Although there is not much competition in the hot air balloon industry within the Shrewsbury area, the size of the town still allows the few competitors to impact the market share. However, the following market plan creates a differentiated approach to servicing visitors by providing the flight event along with accommodation and transportation partnerships to fulfil the consumer’s desire for a convenient and extravagant lodging experience while in the region. Several main objectives have been established in order for the effectiveness of the marketing strategy to be visible by 2018. These goals are boosting the number of overnight visits in the town from both overseas and domestic travellers and contributing to the overall economic well-being of the United Kingdom. Questions:

1. Situation Analysis of your business (WHERE ARE WE NOW?)
2. Define the Customer/Target market
3. Marketing Objectives
4. Marketing Mix Strategy