The product FUNCHALoCITY is a touring-information-voucher guide that includes maps, routes, vouchers and discounts, insider information and a hotel voucher for the cruise passenger segment. Derived from the internal analysis one of the islands’ strengths is its range of attractions gastronomy and accommodation. Furthermore, the climate and the geography favour the tourism activity, which result in a high rate of local people who own, or work in local businesses. This is a favourable basis to build the product on. However, the island has weaknesses that include high attraction prices that turn into an opportunity for the product. Another weakness is Madeira’s global image as being an old people’s destination that again can be used by the product to help the destination attract more families and younger visitors. Last but not least, the cooperation of local tourism related businesses lack and yet another possibility for FUNCHALoCITY is to improve collaboration in Funchal, whose infrastructure is well-developed anyway. Threats might only be of an environmental nature also deriving from the huge centralisation of population in Funchal.
The combination of product development and focus strategies is used for launch, short and medium term stages. The product development strategy is the first step to introduce a product into an existing market. Furthermore, the focus strategy is quite important to achieve efficient production, distribution and marketing through specialisation. In order to implement these strategies, the promotional mix mainly consists of promotion, personal selling on the cruise ships and the establishment of partnerships in Funchal. The first step is to build up the network of local businesses in Funchal and secondly it is important to convince the cruise line companies to promote the product on their ships.
Furthermore, the product awareness will be raised using promotional elements like news stories, tourism brochures and leaflets.
Inhaltsverzeichnis (Table of Contents)
- Project Brief
- Executive Summary of Project Report
- Madeira Island an Introduction
- The Product
- The project aim
- Strategic objectives
- Product risk assessment
- Internal Analysis
- Visitor demand characteristic
- Cruise operators demand
- Economic impact of tourism
- Tourism inventory
- Attractions inventory
- Image
- Organisation of tourism
- Marketing & promotion
- Sustainability issues
- Community issues
- Summary of internal audit with key strengths and weaknesses
- External audit analysis
- Stakeholder Analysis
- External Strategic Analysis
- Remote Environment Analysis
- Operating Environment Analysis
- Tourism Product Portfolio Analysis
- Cruise Trends
- Summary of External Audit with key Opportunities and Threats
- Strategies to develop the tourism Product
- The TOWS Matrix
- Choice of Strategies
- Implementation of Strategies
- Marketing-mix
- Product
- Price
- Promotion
- Place
- People
- Process
- Physical Evidence
- Partnerships
- Monitoring Strategy Performance
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This report analyzes the tourism product portfolio on Madeira and proposes a new product, FUNCHALOCITY, specifically targeted at the cruise passenger segment. The report focuses on both internal and external factors affecting the tourism industry on the island, including visitor demand, cruise operator demands, economic impact, and the existing tourism infrastructure. Key themes explored in this report include:- Developing a new tourism product for a specific market segment
- Conducting internal and external analyses to identify strengths, weaknesses, opportunities, and threats
- Developing and implementing strategic marketing mix elements to successfully launch and promote the new product
- Analyzing the economic impact and sustainability aspects of tourism on Madeira
- Exploring the role of partnerships and stakeholder collaboration in achieving tourism goals
Zusammenfassung der Kapitel (Chapter Summaries)
The **Project Brief** introduces the task of analyzing the existing tourism product portfolio and developing a new product for cruise passengers on Madeira. The report's structure, encompassing internal and external analyses, product idea, and a suitable marketing mix, is outlined. The **Executive Summary** highlights the key features of the proposed product, FUNCHALOCITY, a touring-information-voucher guide for cruise passengers. It emphasizes the strengths and weaknesses of Madeira's tourism sector, highlighting opportunities for the product to address specific challenges like high attraction prices and the perception of Madeira as an older demographic's destination. **Madeira Island an Introduction** provides an overview of the island's geography, demographics, climate, and history. The text highlights the importance of the tourism industry to Madeira's economy and emphasizes the island's increasing attractiveness as a cruise destination. The **Internal Analysis** delves into the characteristics of visitor demand, including cruise operators' requirements. It analyzes the economic impact of tourism, reviews existing tourism inventory, and assesses attractions, the island's image, and the organization of tourism. The chapter also examines sustainability and community issues related to tourism. The **External Audit Analysis** focuses on stakeholder analysis, including remote and operating environment analyses. It explores the tourism product portfolio on Madeira and analyzes cruise trends. The **Strategies to Develop the Tourism Product** chapter presents a TOWS Matrix, outlines the chosen strategies, and details the implementation of those strategies across various marketing mix elements, including product, price, promotion, place, people, process, physical evidence, and partnerships.Schlüsselwörter (Keywords)
This report explores key concepts within the tourism industry with a particular focus on the island of Madeira. Keywords include tourism product portfolio, cruise passenger segment, internal and external analysis, marketing mix development, strategic implementation, economic impact, sustainability, stakeholder collaboration, and the tourism product FUNCHALOCITY.- Quote paper
- Thomas Punzel (Author), Elisabeth Stockmann (Author), 2008, Assessment “Madeira Live Project”, Munich, GRIN Verlag, https://www.grin.com/document/122443
