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This report analyzes all the elements (7Ps) of existing marking strategy of GHM and. After assessment of current marketing strategy of GHM, a future strategy option is presented to raise the awareness of visitors and generate income to make ends meet.
Member rating: No Rating | Words: | Submitted: Tue Feb 24 2004
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Given the demands of today's competitive and dynamic environment, it is quite challenging to understand strategic marketing issues facing organizations and develop the capability for long term business success. In this case study, this report aims to explore the marketing strategy of Gordon Highlanders Museum (GHM) in order to build and maintain a competitive advantage in the dynamic marketplace. The critical analysis mainly focused on how marketing mix 7'P's in GHM come together to build and develop the existing museum's marketing strategy. More specifically, existing overall marketing strategy in GHM emphasize the differentiation option on product, price and promotion to meet the demand of adult, senior citizen, children and other different visitor group. And it also combines with focus strategy to build the customer satisfaction and customer loyalty. In addition, based on the 7Ps analysis, the strategic opinion for GHM in future is also identified as a combination with differentiated...
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