A marketing plan to regenerate the area around Aberdeen Beach Essay

A marketing plan to regenerate the area around Aberdeen Beach - Essay Example Internal marketing audit, external marketing audit, competitor analysis as well as marketing review of the beach has been done in order to make the area attractive for the locals as well as visitors. Mission Statement The purpose of the tourist beach will be to provide an everlasting experience for the visitors of the beach by exposing them with clean and calm environment, latest adventure sports and activities, leisure areas, top class restaurants and nice places to hangout. The beach will be serving all demographic categories starting from kids, teenagers, youngsters as well as adults, professionals, middle aged and senior citizens. There will not be any gender bias and equal opportunities will be provided to men and women in terms of activities and events (Nimwegen, et al., 2008). The beach will be established keeping in mind the environment and local surroundings. The beach will also use latest technologies to keep the pollution and wastages at bay and will make sure that least a mount of wastes are dispersed in the surroundings (Fuchs and Diamantopoulos, 2010). Corporate objective The major corporate objectives of the beach authorities are as follows; 1. Tighten the security of the beach and its surrounding areas so that the trust of visitors and tourists on the beach safety is re-established. 2. Re-position the beach and its surrounding areas as a favourite destination for serene and pollution free holiday. 3. Increasing profitability and return on investment of the marketing and advertising strategies by ensuring proper monitoring and strategic implementation. 4. The corporate vision for the beach will be to provide their customers with the best holiday destination experience from beginning to end, with attractive environmental sites and engaging activities. Internal marketing audit Current situation At present, Aberdeen beach is going through a difficult situation. There has been a decline in number of visitors, especially the locals. Off late, the beach authorities have been criticised for growing unhealthy environment. The area surrounding the beach is not cleaned properly, leading to a garbage land. This has accelerated the growth of mosquitoes and other flies in the corners of the beach. Also, people have started complaining about the pungent smells because of the growing wastes. Another blow to the safety of the beach was done when a dead body was found inside the beach complex. The flow of visitors reduced drastically after the incident. Usage and facilities Currently, the beach is primarily used for walking, surfing and windsurfing. The beach is actually an array of many attached beaches, each having specific qualities and attractions. Thus, while few beaches are mostly used for walking and sigh-seeing, others famous for their high tides and surfing. The beach also has a popular amusement area. Apart from this, the beach is also surrounded by restaurants, cinemas, condones and parks. The Aberdeen beach is actually a part of the Queens Link which is famous for various other attractions such as amusement park, cinemas, restaurants, shopping centres and more. External analysis In order to do a macro and micro environmental analysis a PESTLE analysis of the Scotland tourism is done here. Political Scotland falls in the category of developed economies. Political situation is stable in Scotland. The major

Outline Assignment Example | Topics and Well Written Essays - 500 words

Outline - Assignment Example The study goes on to discuss different products that are processed from organic Aloe Vera together with the health benefits associated with these products. There is a detailed review of the different farming associations that aide the farmers with the expertise and financial loans that they require to succeed in organic farming. The report is going to discuss and document the findings from extensive research on the organic farming practices that are used to grow Aloe Vera. This is because farmers around the world are investing heavily in organic farming, shunning the popular practice of using chemicals (Gage, 1996). This is evidenced in regions that have abundance of fertile soil that is rich in nutrients and a forest-free environment with a favourable climate that supports the growth of Aloe Vera all year long (Zan Min Jina, 2007). The Aloe Vera leaves are tested on a daily basis, a process which facilitates monitoring the health of the plant and ensures a bumper harvest at maturity (Coats, 1996). The report will also include a detailed review of the tests used to determine the health of the plants (M. Pol, 2007). The Aloe Vera leaves are harvested by hand, and the research will propose mechanized systems that can harvest these leaves; however, the report will also document the main reasons for the farmers’ choice to harvest the leaves by hand (Chattopadhyay, 1998). The Aloe Vera plant has also found a wide application in the manufacture of different products that include medicines, juices and skin jelly (Douglas Grindlay, 1986). The report will document the main buyers of this raw material, the returns that the farmers obtain by selling their produce and the impacts of these returns on their lives (Ricardo D. Valdez-Cepedab, 2006). The report will cover the challenges that the farmers face in their daily lives and how they overcome these challenges (Y. Saks, 1995). Organic farming has gained popularity globally and it is slowly replacing the use