Task 1, Case 2

The Elements of the marketing process that can be used for the tourism industry in Tobago and even in and Trinidad and Tobago, as a whole will be explained paragraphs below. Firstly, we must look at marketing. Marketing is described in many ways, but Chartered Institute of Management definition for marketing is “a management process responsible for identifying, anticipating and satisfying customers’ requirements profitably”. In the tourism industry within Tobago, organizations need to seek the needs and fulfil the nature of the sector. Some of the measures that can be used to satisfy and anticipate these needs are: to conduct proper marketing research, such as collecting primary data which is surveys, questionnaires and observations. From the primary data it can be transmitted it into secondary data such as reports, records and statistics for analyzing the tourism sector.

The elements of the marketing process are described as “a set of controllable tools that the firm blends to produce the responses it wants in target market, so it consist of everything the firm can do to influence the demand for its products” (Kotler and Armstrong, Principles of Marketing, 2004). Therefore, Tobago House of Assembly and the Tobago Hospitality Training Institute can use PESTEL Analysis, SWOT Analysis, Porter’s Five Forces and many other strategic tools to conduct and analyze the tourism sector. It is also important to consider demographics, market environment (macro environment and micro environment), market segmentation and not only focus on hotels and guest-houses.
As noted by Henry in the case study 2 “you have to reinvent yourself regularly on a continuous basis”. This is a very important fact in the development of the Product Life Cycle as the products go through different phases from introduction, growth, maturity, and decline.

The marketing mix is