Develop a marketing plan positioning for the West Highland Way
- Subject Code :
MK829
- University :
Strathclyde Business School Exam Question Bank is not sponsored or endorsed by this college or university.
- Country :
United Kingdom
You are required to develop a marketing plan positioning for the West Highland Way, with a word limit1 of 3,000 words maximum. You are expected to conduct secondary research (at a minimum), and to reflect upon the content of lectures throughout the semester to position the destination to prospective visitors. Your marketing plan will be expected to cover the following sections:
- The target market(s);
- Situation analysis (PEST analysis, VRIO model, competitive analysis, SWOT matrix);
- Positioning strategy;
- Objectives and performance indicators;
- Marketing communication tactics;
- Action
There is scope for creativity in your assignment. However, you are still required to reference your assertions, which must be supported by academic and industry or public sector sources at all times. As this is a marketing plan it should not be written in first person (e.g. do not use the following
