Marketing New York City

MARKETING NEW YORK CITY

November 13, 2006
1.0 PROBLEM STATEMENT AND OBJECTIVES
Now that the newly formed New York City Marketing Development Corporation (NYC Marketing) has been able to generate positive revenues by marketing New York City (NYC) as a brand, the organization is concerned with how the funds can be best used to "do what is right" for the City.   In addition, several growth opportunities have been presented and management is faced with determining how the firm should proceed to meet end objectives.
The goals of NYC Marketing are to:
• Generate alternative means of revenue for New York City;
• Support City agencies and important City initiatives; and
• Promote New York City around the world to grow jobs and tourism.
By achieving the above listed goals, life in the City will be enhanced at no cost to the taxpayers.
2.0 SITUATION ANALYSIS
The following sections summarize the current situational analysis for NYC Marketing focusing on the environment in which the organization is operating, the industry in which it operates, an organizational analysis, and a market strategy analysis.
2.1 The Environment
NYC is one of the best-known cities in the world and offers opportunity and diversity to all whom choose to visit or reside.   NYC is comprised of five boroughs (Brooklyn, the Bronx, Manhattan, Queens, and Staten Island), any of which would be considered a small city based on density and population.   Because of this population density, advertisers are keen to spend money to gain so much potential exposure.   There is also a wide range of ethnicities and cultures represented by the people of the City; therefore, there is "something for everybody."   The city itself is the seventh largest economy in the world and in a survey of 2,400 global brands, NYC ranked 13th.   After the events of 9/11, the City became a very patriotic symbol for all Americans.   In addition, various City agencies such as the New York Police Department (NYPD) and Fire Department... [continues]

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