Aberdeen Marketing Plan

Introduction1

Discussion1

Identifying the Potential1

Challenges at Destination2

Mission2

Marketing Audit3

SWOT Analysis4

Strengths4

Weaknesses5

Opportunities5

Threats6

Strategic Objective & Aims6

Competencies and Competitive Advantage7

External Environment7

PEST Analysis8

Political Factors8

Economic Factors8

Social Factors9

Technological Factors9

Target Market9

Comparative Analysis with Edinburgh11

Marketing Mix12

Product12

Pricing13

Promotion13

Place13

People14

Process14

Physical Evidence14

Implementation & Recommendations14

References16

Aberdeen Marketing Plan

Introduction

Aberdeen is one of the most important sources of tourism and revenues for the economy of Scotland. It is considered in priority list while expanding and foreseeing the economic developments in the country. The tourism revenue generated from Aberdeen city is approximately £340 million every year. Additional revenues of over £300 million are generated every year from the day trip market (Visit Scotland, 2013). Aberdeen is considered as one of the most attractive and worth living places that offer high quality environment. The city offers above average incomes and employment rate in this area is also very low.

Despite the worth visiting attractions and opportunities in this city, there is significant differences between current community development and the potential of the region (Moilanen & Rainisto 2009, pp. 20). This report aims to discuss a detailed plan that will help the region in attracting more visitors and gaining competitive advantage over its competitors. My role is to develop the marketing plan and present it to the Aberdeen City Council. The plan will also look at the challenges that should be looked into and improvement that will increase attractiveness to the region. This will attract visitors and also the employees and businessman to live and do business activities in Aberdeen.

Discussion

Identifying the Potential

The chart below shows results of the surveys that were conducted to find potential of the city. From this chart, it is clear that Aberdeen has obvious as well as hidden potential to become one of the top tourist destinations.

Chart A: Stakeholder perceptions ofthe potential of Aberdeen as a tourism destination

Source: http://committees.aberdeencity.gov.uk/mgConvert2PDF.aspx?ID=15678

Challenges at Destination

In order to develop the marketing plan it is important that key challenges that hinder the growth of region in terms of visitors is identified. The problems at destination stated from different individuals from the destination are as:

Negative perception of the city

Bad weather

Expensive living

Dull environment

Remoteness

Low Awareness from media

Mission

As the developer of marketing plan for Aberdeen, the first thing to be considered is formulating the vision and mission of the plan. It will define this as to make the city a sustainable choice of destination. It will be achieved by attracting skilled and passionate people from all over the world who deliver value for money. The mission is also to enhance the outstanding assets of Aberdeen and to make the experiences of visitors memorable. The city will be made more attractive and prosperous by making it an excellent place to live, visit and do business (Richards &Wilson 2004, pp. 1932).

Marketing Audit

When marketing audit is conducted for Aberdeen, it is found that the city rates low from its competitors in all marketing related efforts.

Table- A: Stakeholder perceptions of the marketing effectiveness of Aberdeen

Source: http://committees.aberdeencity.gov.uk/mgConvert2PDF.aspx?ID=15678

Besides the ratings on the marketing factors, it is also found that the city does not offer required value for ...