Guam visitors bureau



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FY2012 [Country] Marketing Plan


MARKETING

PLAN


FY2017

GUAM VISITORS BUREAU



::::::downloads:gvb corporate logos (cmyk):gvb logos-chamorro version cmyk:gvb-chamorrologo-vertical(cmyk).eps




Korea Market

401 Pale San Vitores Road

Tumon, Guam 96913

Phone: 1.671.646-5278

Fax: 1.671.646.8861

www.visitguam.org


Table of Contents


G 8

SITUATIONAL ANALYSIS 14

MARKET DEMOGRAPHICS 17

MARKET NEEDS 18

MARKET TRENDS 19

MARKET GROWTH 22

CONDITIONS IN THE MARKETPLACE 24

WEAKNESSES 27

OPPORTUNITIES 27

THREATS 28

COMPETITION 29

MARKETING STRATEGY 31

SOCIAL MEDIA MARKETING STRATEGY 33

MARKET INFORMATION 34

SMART Goals 36

MISSION 39

MARKETING OBJECTIVES 42

MARKET SEGMENTS 43

TARGET MARKETS 45

POSITIONING STATEMENT 48

MARKETING PROGRAMS AND PROMOTIONS 49

1.Industry Trade Promotions 49

FINANCIALS AND PROJECTIONS 63

EXPENSE DISTRIBUTION 63

MONTHLY EXPENSE DISTRIBUTION 67

CONTROLS 71

IMPLEMENTATION 71

MARKETING ORGANIZATION 72

PUBLISHED AND CERTIFIED VISITOR ARRIVALS 72

MEDIA EXPOSURE 74




GLOSSARY OF TERMS

MPR Marketing + PR

FIT Free Independent Travelers

SINK Single Income No Kids

DINK Double Income No Kids

NTO National Tourism Organization

PPL Product Placement

GDP Gross Domestic Product

VFR Visit Friend & Relatives

KGMC Korea Guam Marketing Committee

GSA General Sales Agent

S.I.T Special Interest Traveler



KMC Korea Marketing Committee

KNTO Korea National Tourism Organization



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EXECUTIVE SUMMARY

Among a total Korean population (around 50,801,405), about 38.0 percent have traveled overseas at least once in 2015. The number of Koreans going abroad last year was 19,310,430 up 20.1 percent from the figure last year. Except the airline crews, the actual number of Koreans who went abroad last year was 16,080,684 which is very positive in spite of the nation’s sluggish economy, Japan Nuke Safety and MERS issue.




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MARKET OVERVIEW

  1. FLIGHT SERVICES TO GUAM

Incheon – Guam – Incheon

Busan – Guam - Busan



B. AIRLINE FLIGHT SCHEDULES

Airline

Incheon-Guam

Busan/Daegu-Guam

Air Seats

Frequency

Korean Air

KE113/114




272

Daily

KE111/112




276

Daily




KE2115/2116 (Gimhae, Busan)

138

4 times a week

Jin Air

LJ643/644




183

Daily

LJ641/642




183

Daily

Jeju Air

7C3102/3101




189

Daily

7C3106/3105




189

Daily




7C3154/3153 (Gimhae, Busan)

189

4 times a week

T Way

TW301/TW302




189

Daily




TW311/312 via KIX (Daegu)

189

3 times a week

Air Busan




BX612/611

(Gimhae, Busan)



162

4 times a week

C. AIRLINE ROUTE MAPS



노선 map.jpg

D. SIGNATORY CARRIERS LIST

Korean Air, Jin Air, Jeju Air, Air Busan, T way




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