Identify ways in which woodford folk festival can increase

Assignment Help Marketing Management

Reference no: EM132310038 , Length: 2500

Discussion :

• Present the marketing plan in report format with subheadings and paragraphs following the structure outlined in Chapter 14 of the text and provided frameworks.

• Use tables, diagrams and further analysis of data to clarify, illustrate and supplement analysis and support your recommendations.

• Use page numbers and double line spacing for ease of reading and feedback.

• Use citations from original sources when they are used, using an accepted format such as APA. If sources have not been acknowledge, they will be considered as plagiarised.

• Proof read your report thoroughly, for grammatical and spelling errors.

Do not:

• Use bullet points unless you are simply presenting a list which is self-explanatory. Bullet points do not lend themselves to discussion and explanations (Note that you are now reading a bullet point which is totally self-contained and requires no further explanation!).

Copy material from other sources without acknowledging the source. Failure to acknowledge the source will be interpreted as plagiarism which is a serious offence.

Our marketing problem to resolve in the marketing report will be to: -

(1) Identify ways in which Woodford Folk Festival can increase international visitors to the festival over the next 3 years (2019/20, 2020/21& 2021/2022)

(2) Identify, describe and quantify potential target market segments. Selecting one market segment for detailed planning

(3) Create a marketing plan (supported by WFF information provided,marketing theory and other information gathered from secondary sources) to attract the selected target market segment.

(4) The marketing budget for this campaign will be a maximum of $60,000 comprised of $30,000 for 2019/20, $15,000 for 2020/21 and $15,000 for 2021/22. The 3-year marketing plan MUST show an overall financial return on investment to Woodfordia Inc. over the 3-year period.

It is expected that, by the end of 2021/21the marketing costs incurred of $60,000 will be recouped through ticket sales and that at least an additional $60,000 in Box Office or other revenue will be gained as a result of the marketing plan (overall increase in revenue of at least $60,000).

(5) All marketing proposals should include draft examples of any proposed creative content as an appendix e.g. YouTube, storyboard, mock-up of any print media etc.

Reference no: EM132310038

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len2310038

5/22/2019 3:03:03 AM

SECTION PAGE No. Cover Page Executive summary i Table of contents 1. Introduction 2. PHASE ONE – Goal Setting 2.1 Corporate Mission Statements 2.2 International Visitor Target Market Goals 3. PHASE TWO – Situation review of current WFFand International Visitor market 3.1 Current International Visitor market and marketing strategies 3.2 SWOT analysis 3.4 Competitive positioning analysis 4. PHASE THREE – Strategy formulation and target market segmentation 4.1 Marketing Objectives and target market segment(s) 4.1.1 Specific Objectives 4.1.2 Potential International Target Market segments 4.1.2 Selected InternationalTarget Market 4.2 Three Year Marketing Plan Mix for attracting International Visitors 4.2.1 Product 4.2.2 Price 4.2.3 Promotion 4.2.4 Place 4.2.5 People 4.2.6 Process 4.2.7 Physical Evidence 4.3 Three Year Marketing Plan Activity Schedule 5. PHASE FOUR – Resource allocation and monitoring 5.1 Budget 5.2 Non-financial resource implications 5.3 Monitoring and reviewing 6. Conclusions 7. Recommendations

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