Final Reprot

Essay text:

Our analysis of VillageLife’s marketing mix suggests that its product strategy demands attention. We identified areas where the product is not clearly defined or necessarily desirable to the potential consumer. For example, it is Exhibit 1: SWOT Analysis for VillageLife Tourism Strengths Weaknesses Strong community network and local Need detailed marketing plan knowledge and additional marketing expertise Accumulated understanding and Capital investment required for implementation of hospitality the Okra Country Inn services in Jamaica (e.g., arranging Difficulty in clearly and consistently lodging, dining, touring) communicating product to Developed credibility, vision, and passion potential guests for sharing the best of Jamaica Market demand, price sensitivity, Entrepreneurial ability to identify new and interests for sustainableopportunities related to sustainable community tourism not yet community tourism fully assessed Product enables a distinctive experience Lack of focus on core competencies and creates value for guests seeking when allocating time and to experience the culture and country resources from a more authentic perspective than that offered by other tourism suppliers Opportunities Threats Growing consumer awareness and interest Real and perceived threat of in alternative tourism crime, risk of driving accidents, Packaging with all-inclusive resorts and inability to control for Communicating effectively with a diverse all potential guest situations group of travelers through a strong Vulnerable to both foreign and presence on Web sites, forums, e-mail, Jamaican political and and public-relations feature stories economic instability Attaining government or NGO support Government policies and for projects given socially, financing that typically favor environmentally, and economically large competitors and responsible mission and approach foreign investment Difficulty competing for traditional distribution channels including travel agents or online intermediaries