Assignment 3 – Marketing Audit of the Assigned Destination

Based on feedback received from the Assignment 2, conduct a detailed audit of the main destination case assigned to the group of you.

This assignment turns the focus to the main case destination and analyses it in relation to the 3 competitors you examined in Assignment 2.

The detailed audit consists a review and critical assessment of the destinations of:

  • Situation Analysis/Environmental Scan (from Assignment 2)
  • Positioning and Branding (from Assignment 2) (approximately 600 words for both parts)
  • Overall strategy (approximately 300 words)
  • Viability of target market segments ( approximately 300 words)
  • Marketing mix (approximately 800 words)
  • Evidence of having conducted and adopted market research (approximately 200 words)
  • Review of whether the destination is adopting green marketing and/or socially responsible marketing (approximately 200 words)
  • Final recommendations (approximately 500 words)
  • Reference list (not included in word count)

A few points to remember:

  • Remember, marketing is always done with competitors in mind. So, at each stage of this analysis, you will have to consider the three competitors and assess how well the main case compares to them strategically.
  • Take full advantage of the comments from Assignment 2 and incorporate them into this final assignment.
  • To complete this assignment, the group will have to read deeply the marketing plan and also conduct and extensive internet search of both the destination and its main competitors.
  • You will also have to incorporate readings from the subject. A comprehensive reference list is expected, with proper citations throughout the text to provide evidence to support your views).
  • You can use sentences and paragraphs, point form and tables if they are most appropriate to convey your message. Just remember to make sure the thought is complete if using point form.
  • Most of these marketing plans have been developed by professionals in the industry or by experienced consultants. It is perfectly acceptable to agree with the positioning and branding strategies as long as you can justify this conclusion based on your own research.

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