Strategic Marketing Campaign for Destination Coventry

Assessment Information

This assignment is an individual assignment.

Note: Students opting for the X-Culture project should follow the brief provided by the x-culture organization 

This assignment requires you to create a strategic marketing report for Destination Coventry. Please see the case study below:

Destination Coventry Case Study 

Destination Coventry is a two-year proof-of-concept collaboration between Coventry City Council and Coventry and Warwickshire Chamber of Commerce.

The new DMO (destination management organisation) aims to deliver destination management and marketing for the city, as well as promote the area nationally and internationally, in order to grow and support the visitor economy 

Destination Coventry works through two consumer facing brands: Visit Coventry, which targets day and overnight leisure visitors, and Conference Coventry and Warwickshire, which includes the region’s Convention Bureau, which works to attract business travellers, conferences, exhibitions and other business events. The organisation represents the city’s valuable tourism, leisure and hospitality sector, which generates almost £600 million, supports circa 7,000 jobs, and attracts over 10 million visitors annually. 

The Task
The Managing Director would like you to develop a strategic marketing plan to analyse and suggest future course of action for Visit Coventry brand.  In the post-pandemic operating environment we’re currently experiencing, the Managing Director believes that traditional visitor profiles have changed significantly and would like you to consider where they should focus their limited budgets to gain maximum benefit for the visitor economy.

The Managing Director would like you to consider the following questions in order to identify potential strategic growth markets;

• With a focus on leisure visitors for growth
• Should we concentrate on regional, national or international visitors?
• Within the suggested area, which territories should be focused on? For example:
• Regional: Warwickshire / West Midlands / Leicestershire / Northamptonshire / Derbyshire?
• National: London & Southeast / Wales / Scotland / Northwest / Northeast / East Anglia?
• International: Northern Europe / North America / India / China / Australasia?

The following structure should be adopted for your strategic marketing plan.

· Short introduction.

· External analysis

· Internal Analysis

· SWOT

· Objectives and Growth Strategy

· Marketing Tactics

Please note, for your internal analysis use information provided within the case study, the company’s website, and other documents such as their Annual Report if available. Do not contact the client directly to ask question.

''I will need the same writer to work on another 2000 words later will be somehow linked to this assignment''
Hi, please go through the marketing strategy assignment brief document carefully and then check the example that i uploaded you need to follow it please. the assignment is going to be about destination coventry. the rest of the document is what you need to work on the assignment.
This assignment requires you to create a strategic marketing report for Destination Coventry.
Coventry, United Kingdom.
https://destinationcoventry(dot)co(dot)uk/