Marketing Strategy and future positioning of Gordon Highlander Museum

Executive Summary

Given the demands of todays competitive and dynamic environs, it is quite challenging to understand strategic merchandising issues facing organizations and develop the capability for long landmark business success. In this case study, this report aims to explore the market strategy of Gordon Highlanders Museum (GHM) in give to frame of reference and maintain a competitive advantage in the dynamic marketplace. The critical synopsis mainly focused on how trade mix 7Ps in GHM come together to build and develop the existing museums merchandising strategy. More specifically, existing overall marketing strategy in GHM emphasize the differentiation option on product, price and promotional material to meet the demand of adult, senior citizen, children and other different visitant group. And it also combines with focus strategy to build the customer contentment and customer loyalty.

In addition, based on the 7Ps abstract, the strategic opinion for GHM in future is also identified as a gang with separate and focused strategy in order to build the awareness of visitors as well as profit generation. Moreover, differentiated strategy of GHM should emphasize three offers: product, promotion and process to enkindle its competitive advantage. More specifically, process act as marketing mix in future can be modify by offer on-line booking service on line to boost its efficiency. Finally, future position of GHM is presented after the analytic thinking of its target market and its differentiated advantageand.



It should emphasize on oblation the unique visit experience in the featured environment to distinguish its advantage with other competitors in a sustainable way.

All in all, it is important to be aware of the success of marketing strategy is largely relied on successful implementation by senior managers in GHM.

Page

1.0Introduction3

2.0Existing marketing strategy analysis 3

2.17Ps analysis in GHM

2.1.1 Product

2.1.2 Price

2.1.3 Promotion

2.1.4 Place

2.1.5 People

2.1.6 Process...

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