Business Convention Analysis
This report will provide an analysis of Visit Florida Corporation’s strategic plan. Visit Florida is the official tourism marketing corporation that mainly serves as the state’s travel planning sources for tourists globally. The company is as a result of collaboration amid private and public association that is not profit based but seeks to establish Florida as the leading tourism destination in America and globally. The main aim of Florida Visit is to institute Florida as the leading travel location in the world through the use of effective marketing strategies that best fit the interests. In order for this objective to be met fully, a number of goals are to be achieved fully. To begin with, one of the leading goals of the company is to increase and sustain Florida’s travel and tourism market share in the globe (Visit Florida, 2018). The second objectives are maximizing the financial and economic gains in relation to travel and tourism in Florida. On the other hand, the third goal is to become a hundred billion tourism industry by 2020 while enhancing innovativeness (Visit Florida, 2018). This report will support the above-mentioned objectives with a portfolio management strategy and a Strategic Meetings Management Program (SMMP) by demonstrating the potential of each.
Strategic meetings management programs (SMMP) have acquired rapid popularity and support in the corporate world in the recent years as an essential strategy process. This approach is mainly adopted in the quest of increasing the output of organizational meetings while lowering expenses (Morrison, 2013). The approach also has the responsibility of ensuring that meetings that are held on daily basis result in the highest benefits regardless of the effort needed and the expenses. The portfolio management strategy is grounded on minimizing the involved operating threats while increasing gains for the company. Visit Florida as a marketing corporation mainly spends a lot of meetings that are aimed at creating a strategic positioning for the corporation. However by creating efficiency and ensuring that there is smooth operations flow uniformly in the corporation then fewer risks in relation to management and cost are generated.
With respect to the objective of being the travel and tourism leading destination in the world to be achieved by Visit Florida, it is best that the corporation maintains its consistent innovation approach in support of portfolio management approach. Visit Florida remains one of the most preferred corporation in regard to tourism marketing in the United States and beyond. The company has built a desirable brand that is not only popular but well recognized in the global setting. The company has emerged successful despite the increasing handles in the contemporary society that have thus been created by the ever-changing market trends, consumer needs, and technology. Most tourists prefer the services offered by the company based on its adherence to quality and the fact that it consistently strives to create consumer satisfaction as its leading approach to mitigating the involved risks. It cannot be ignored that with the increasing competition it is hard for the company to sustain its position and it is thus needed to innovate constantly as well as focus on expanding its operation reach as a way of expanding its market. This is because there is a greater share that the company has not yet exploited that has the capability of offering the company a more improved and guaranteed venture.
SMMP is not only focused on creating efficiency but guaranteeing effective communication. In order for Florida to become the leading destination in regards to tourism globally, there is a need to expand constantly. The company has already created an accepted brand and should, therefore, utilize it as its marketing and strategic advantage in all its operations. In that, with the support that it has and the positive image, the corporation has the ability to expand its services beyond the American setting in order to increase Florida’s economic share in the market while strategically offering competition for all other companies. In addition, the corporation should also begin to offer more customized services such as advisory services to the tour companies as well as seeking to offer more differentiated services to the consumers. The tourism industry is one that is subjected to seasonality as tourists tend to travel during holidays thus creating the necessity of creating diversified services that seeks to guard and strengthen the economic earning of Florida (Morrison, 2013).
Visit Florida mainly relies on the notion of achieving marketing operations efficiency due to the fact that all its operations are marketing based. The company can focus on offering more training skills to its staffs in order for effective marketing to be conducted which will, in turn, result in higher economic gain for Florida and a larger share in the tourism market when equated to that of its competitors. In this context, there is a need to integrate the company’s culture with its strategic plan and objectives. In that, the employees should be made to understand the essence of the corporation’s culture towards its strategic success and wellness of the company. This will help in creating a sense of belonging to the staffs and keep them motivated towards achieving the set goals. Having motivated staffs will ultimately result in higher productivity which means that the marketing will attain higher market share by establishing Florida as the preferred location. This approach will ensure that the staffs are closer to achieving the stated objectives in general particularly by ensuring that Florida becomes the leading tour destination globally while reducing its operating expenses and increasing its economic gains and market share.
Visit Florida is also striving to become a hundred billion tourism industry by 2020 while enhancing innovativeness. The portfolio management approach that the company will utilize on the ground of its brand image is grounded on the creation of a desirable image that is based on innovativeness. The company believes that innovation is generated by challenging the existing status by developing some of the existing ideas and encourages the development of cultures that encourage staffs to be creative. The company can, therefore, depend on information technology systems such as creating social media platforms and mobile applications for easier communication with customers on the online platform. This is one of the most effective means through which customer experience can be enhanced while reducing the operating expenses and time (Davidson & Rogers, 2012). In addition payment means can be innovative that permits support through mobile payment and systems pays. This approach will not only enhance its innovation abilities but increase Florida’s Economic gains by 2020.
In conclusion, the above analysis offers a discussion of Visit Florida’s strategic plan that seeks to ensure that the company becomes the leading tourism marketing company, based on its innovation, improved consumer experience and differentiated servicing as part of portfolio management approaches. All the objectives best support the implementation of is to become a hundred billion tourism industry by 2020 while enhancing innovativeness.
References
Alastair M. Morrison. (2013). Marketing and Managing Tourism Destinations. Routledge, Print.
Davidson, R. & Rogers, T. (2012). Marketing Destinations and Venues for Conferences, Conventions and Business Events. Routledge, Print.
Visit Florida. (2018). Strategic Plan Retrieved from https://www.visitflorida.org/about-us/what-we-do/strategic-plan/
Visit Florida. (2018). Visit Florida Strategic Plan. Retrieved from https://www.visitflorida.org/StrategicPlanReader/#p=18
