Assessing Marketing Strategies to Attract Oversee Visitors. A Case Study of Vietnam Tourism Industry

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ACKNOWLEDGEMENT

I would like to take this chance for thanking my research facilitator, friends & family for support they provided & their belief in me as well as guidance they provided without which I would have never been able to do this research.

DECLARATION

I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with university.

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ABSTRACT

In this study we will try to explore the concept of marketing and assess different marketing strategies which have been followed in Vietnam for attracting oversee tourists. The main focus of the research will be to reflect on the significance of the tourism industry and how marketing activities can help in improving a nation as a brand in the global tourism arena. The research will also analyze the effectiveness of local bodies in the promotional activities for tourism.

Table of Contents

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 01: INTRODUCTION1

Background of the Research1

Problem Statement2

Rationale2

Research Aims and Objectives3

Research Questions3

Significance of the Research3

Structure of the Dissertation4

Conclusion5

CHAPTER 02: LITERATURE REVIEW6

Marketing6

Related Concepts7

Marketing Strategies8

Marketing Mix9

PEST Analysis11

Political11

Economic11

Social11

Technological11

SWOT Analysis12

Strengths12

Weaknesses12

Opportunities12

Threats12

Porter's 5 Forces Analysis13

Threat of new entrants13

Threat of Rivalry13

Threat of suppliers13

The Market Power of Consumers13

Threat of Substitute Products14

Porter's Generic Strategies14

The Low Total Cost Leadership14

Differentiation14

Focus15

Relationship between Marketing and Tourism15

Tourism15

Concepts of Tourism15

Concepts of Tourist Destination15

Concepts of Overseas tourists16

Inbound Market16

Planning of Marketing Process for Tourism Destinations16

Research16

Segmentation16

Target Market17

Marketing Mix17

Implementation17

Evaluation17

Control17

Marketing for Tourist Products18

Tourism product18

Tourism product in attracting tourists18

Facility and service18

Conditions for approaching tourists18

Intangible Elements18

Other Factors19

Marketing Mix19

Product19

Price19

Place19

Promotion19

People20

Packaging20

Partnerships20

Programming20

Building and Performance of Tourism Marketing Strategies20

Tourism organization's role and task20

Situation Analysis21

Building tourism marketing strategies orientation21

Building and positioning tourism brand21

Strategies performance21

Audit and Assessment21

Tourism Marketing Strategies Analysis22

PEST22

SWOT analysis22

Porter's Five Forces23

Porter's Generic Strategies24

Identifying target market25

Tools for strategies performance25

Assessing Marketing Strategy in Vietnam's Tourism Industry25

Vietnam Tourism Marketing25

Competition27

New Slogan and Logo28

Brand Vietnam29

Conclusion31

REFERENCES32

CHAPTER 01: INTRODUCTION

Background of the Research

This paper will discuss in detail what is marketing, and the various marketing strategies. Furthermore, the paper will also discuss how marketing is related to tourism and how performance of tourism industry can be improved through tourism marketing and marketing strategies which affect tourism. In simple terms, marketing can be defined as a process through which, the seller intends to satisfy buyer's needs in exchange of value. The value exchange is a two way process between the buyer and the seller. However, the concept of marketing has been changing constantly from time to time and from regions to regions. It does not only involve buying and selling or generating profits. Today, marketing entails consumers' insights and doing it “for the customer and not for one self”. Marketing make uses of various strategies and tools to achieve the marketing objectives set by a company. With respect to tourism, marketing strategies involve additional considerations and a complex and detail study of the environment which will be discussed in the paper in detail (Scott Miller & Lloyd 2006, ...