Dong Nais tourism Potential to develop

(Marketing Plan)
Group 6: Nguyen Thi Kim Cuc Nguyen Thi Thu Ha Le Vinh Hoa Nguyen Trung Hieu Tran Van Long Luu Thu Quang Do Khac Thanh

Table of Contents

I. Descriptions on Dong Nai and its tourism II. Strategic Focus and Plan 1. Mission 2. Goals III. Situation Analysis 1. SWOT analysis 2. Competitor analysis 3. Customer analysis IV. Product Market Focus 1. Marketing and Product Objectives 2. Target Markets 3. Points of difference 4. Positioning V. Marketing program 1. Product Strategy 2. Price Strategy 3. Promotion Strategy VI. Financial Data & Projections 1. Past sales revenues 2. Ten-year projections VII. Implementation Plan VIII. Evaluation and Control IX. Appendices

About Dong Nai: A province in the eastern region of South VN. Road system is convenient. Many industrial trees: coffees, rubbers, fruit trees & short-term industrial trees. An industrially developed province, attracting lots of FDI. About Dong Nais tourism: Lots of ecological tours to forests or fruit tree gardens, waterfalls, lakes, etc. 5 organized tours:
Tours on the Dongnai River Tri An- Ma Da Tours Long Khanh Xuan Loc Tours Dinh Quan Nam Cat Tien Tours Long Thanh Nhon Trach Tours

DESCRIPTIONS

Strategic Focus & Plan

MISSION
-Develop quickly and sustainably the tourism industry, becoming an important economic industry, to come to a key industry. -Be suitable with the provinces socio-economic strategies. -Be put in a close relationship with HCMC and surrounding provinces tourism.

GOALS
-Tourism Revenue: increase 14.5%/year -Tourist: increase18.5%/year

Situation analysis
SWOT Analysis
Strengths: Natural diversity Diversified plant animal system Cat Tien National Park has been listed by UNESCO as the 411th biosphere Reserve Zone in the world Wild beauty Weaknesses: Far from HCM city Limited services The return rate of tourist is low Opportunities: The trend of eco-tourist increases Received the attention of government Transportation system to Nam Cat Tien is getting more convenient Threats: Climate change Awareness of forest protection of tourist

Situation analysis
2. Competitor analysis
- Madagui

tour - Can Gio Tours - Eco tours of mangrove forest in Ca Mau

3. Customer analysis

Product-Market Focus
1. Marketing and Product Objectives: - Improve and boosting Dong nais tourism, attracting more tourist both local and surrounding provinces, even foreigners. - Attracting more FDI on tourism. 2. Target Markets - Local tourists and surrounding provinces tourists, esp is HCMC - Develop market for foreign visitors, paying attention to experts, businessmen, and foreigners come to do business - Exploit the potential market of youths, workers in industrial zones, pupils and students. 3. Points of difference - Having diversified tours with high mountains and thick forests, immense waterways and diversified cultural heritages. - Lots of pagodas and temples with typical architectures. - Adventurous tours, closely-fruited hicks as well as traditional crafts products. 4. Positioning - Focus on developing eco-tourism in combination with culture-based tourism.

Marketing program
1. Product Strategy Relax Visiting & relaxation tours: Giang Dien waterfall, Buu Long tourism&Cultural center, etc. - Forest ecological tours: Cat Tien national Park, etc. -Orchard tours: Tan Trieu grapefruit village, Long Thanh and Long Khanh fuite gardens. 2. Price Strategy At present, price of tours is relatively cheap and suitable.

Marketing program

3. Promotion Strategy - Focuses on associating development of culture-based tourism with adventurous tours via mass media. - Coordinate with communication agencies. - Encourage schools in the province to held ecological tours for their students or practical studying tours such as visiting Dong Nai museum, library, etc. - Publishing tour guide document, tourism map, document films to tourists and introduce Dong Nais tourism at conferences, seminars, fairs that the province attend.

Financial Data & Projections

1. Past sales revenues
(Billion VND) 2003 Year Total tourist revenue % 140.10 133.0 0 -5.06 101.3 6 23.79 168.5 -66.23 210.0 4 -24.66 2004 2005 2006 2007

(Billion VND) 2003 Year Total tourist investment 23.279 11.144 8.350 19.65 5 22.88 1 2004 2005 2006 2007

(Source: Department of Culture, Tourism, and Sports of Dong Nai)

2. Ten-year projections
(Billion VND) 2010 Year Ecotourism turnover Local 173.5 0 171.3 5 203. 95 201. 45 239. 51 236. 52 281. 47 278. 00 330. 67 326. 58 388.5 4 383.7 0 777. 08 767. 40 2011 2012 2013 2014 2015 2020

(Thousand individual) 2010 Year Total tourist Local 945 938 1129 1122 1349 1340 1613 1602 1927 1914 2303 2288 2011 2012 2013 2014 2015 202 0 460 7 457 6

(Source: Department of Culture, Tourism, and Sports of Dong Nai) The projections reflect the continuing groth in number of tourists and increasing turnover.

GIANG DIEN WARTERFALL

Implementation Plan - Support policies from the provincal authorities. - Attracting FDI, besides encouraging the provincial residents and business to invest in tourism projects. - Boosting marketing and public relations. -Increasing the service quality of tourism places.

Evaluation and Control -Number of sales/turnover and tourists will be totalized monthly. -Target of turnover and tourists is set quarterly. After each quarter, there will be a comparison between real and target numbers. -The department of culture, tourism and sports of Dong Nai will be in charge of controlling.
Buu Long Culture Tourism Center

Appendices - List some of Restaurant - Hotel - Inn - Tourism map of Dong Nai

Thank you for your attention