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Essay Details:
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
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