Branding Orlando for Global Competitiveness

Topics: International trade, Tourism, Unemployment Pages: 9 (2643 words) Published: November 2, 2014
BRANDING ORLANDO FOR GLOBAL
COMPETITIVENESS

Executive Summary

Orlando is a brand known worldwide as a destination for tourism and sunshine. The city was listed amongst the most popular cities in US because of its tourist attraction and beautiful weather. However it was seldom recognized as anything else. Despite presence of many industries, flourishing trade and huge exports, Orlando was absent from the list of most successful cities in the world. The core problem facing the city government is how to market Orlando as a vibrant business destination in addition to a tourist destination. Though the major source of GDP and economic growth has been tourism, Orlando has developed significantly in past decade and is now home to several major industries such as Technology, Healthcare, Manufacturing, Defense etc. these industries together employ over 90000 people and generate billions of dollars in revenue every year.

Orlando has several benefits to offer including its cultural diversity, trade zones, proximity to transportation systems, foreign direct investment and organizations which facilitate international trade and entrepreneurship. However, it faces few hurdles including high crime rate, poor standards of education and inadequate infrastructure which keeps Orlando from attracting people and companies from all over the world. The main advantage of rebranding is that it will facilitate trade and thus generate additional employment and will boost city’s GDP. Given the competitive landscape, opportunities and challenges facing Orlando, the rebranding strategy should focus on leveraging the strengths to create a competitive advantage and a differentiated image for the city: the city to live in, the city which has the best weather, best amenities and best career opportunities. The recommendation is to adopt a phased approach for rebranding the city over a period of time. Initial phase will consist of promoting the existing industries such as Technology and Manufacturing to attract other global companies and to promote construction and real estate industry in order to develop the required infrastructure. The later phases will consist of targeting the complementary product industries which will be attracted towards the developing industrial cluster in Orlando. Government needs to partner with existing trade organizations to design marketing campaigns and strategies. Moreover they need to take strategic measures to improve crime rate and educational systems and thus improve the overall living experience and image of the city. These steps will surely help Orlando to create a differentiator and meet its goals.

Problem
The problem for Orlando is how to market the city as a vibrant business destination in addition to a tourist destination. Despite the presence of booming industries such as Technology, Defense, Health care, the city is unable to attract a wide range of businesses, investments and immigrant groups. It is not perceived as a place which can cultivate competitive businesses. The government needs to take strategic measures which will help to position city as a business destination and will in turn boost the GDP and revenue generation. While contemplating the right strategy, the government needs to be extremely attentive to competitor cities such as Miami and Tampa who offer similar advantages to the potential investors or business owners. Thus the strategy should be focused on leveraging its present strengths differentiating itself in order to reposition Orlando in the global market while differentiating itself from its competitors.

Situation Analysis
(Refer to Exhibit 1 for SWOT Analysis)
Orlando originally developed as a consequence of soaring citrus business which encouraged development of infrastructure. However, economy was ruined after 1929 stock market crash and was revitalized government efforts and opening of Disney on 1970s. A cluster of entertainment and hospitality businesses including cruises,...
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