Develop Marketing strategy for Tanzania
TABLE OF CONTENTS
1. Introduction 3
2. Methodology 3
3. Findings 3
4. Discussion 3
5. Conclusions 7
6. Recommendations 7
7. Bibliography 8
The scope of this report is to assess the Tanzania’s Tourism Board marketing strategies, giving a guide of what marketing is, what benefits a marketing strategy can carry, and which techniques can be adopted to measure the country goals.
The methodology adopted for data collection was to check on internet, books and where possible looking for academic articles to give an objective assessment of the Tanzania tourism strategy.
The first analysis in the APPENDIX, gave me the impression that Tanzania is trying to shape the first rudiments of a marketing strategy. It is important to note the country’s awareness first at the customers coming to visit Tanzania and second to the products offered. Also, it is important to note the country’s poor quality services.
First at all, it is important to explain what marketing is. Respectable associations from all around the world have coined so many definitions of marketing. By my opinion, the one which suits the situation of the Tanzania country, is the one given by Gronroos (1997) as follows:
➢ Marketing is to establish, maintain and enhance relationship with customers and other partners, at a profit, so that the objectives of the parties involved are met. This is achieved by mutual exchange and fulfilment of promises.
The Gronroos definition contains one more aspect that others definitions does not.
The Chartered Marketing Institute defines marketing as:
➢ Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably (CIM 2010).
Also the American Marketing Association definition for marketing is:
➢ Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (AMA 2007).
Definitions from both Institutions, the CIM and the AMA, are more focused on the organization, without including elements from the external organisation environment.
Tanzania has a lack of quality services due to internal and external factors (road networks and limited flights) which can badly influence the tourist’s perspective of a nice holiday.
The marketing concept focuses its activities driving the organization to the customer needs. Secondarily (but not for importance!), the marketing concept takes in consideration two elements:
➢ Internal Environment;
➢ External Environment;
Internal environment is more focused on the internal elements of an organization; elements of an organization which influence its activities and choices, capable of giving a quality service.
The external environment instead, is composed by all the external elements of an organisation, capable of influencing directly the organisation. These elements are as follows:
➢ Customers and Consumers;
The limited flights to Tanzania, are part of the external environment which can damage from the tourists perspective a nice holiday, making them willing to change holiday’s destination. Substantially, the marketing concept could be summarized in three steps:
➢ Focus on customer needs, before product’s development; ➢ Aligning all company functions to focus on customer needs; ➢ Realizing a profit satisfying customer needs over the long period.
Another point which can influence the tourists is their behaviour. Mr. Bwento is right in thinking that...