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
Bibliography: The Chartered Marketing Institute defines marketing as: ➢ Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably (CIM 2010). The competitor’s identification should be done looking firstly at potential competitors, then focus at the extent to which market needs are satisfied and new needs are emerging (Brassington F. & Pettitt S., 2007).