Marketing for Night Street

Executive summary

Shrewsbury is the county town of Shropshire which is located in England. A town with 60,000 people. It is well known of its historical buildings and streets which is very unique and beautiful. Each building come with different story and background. Low tourism rate have been bothering Shrewsbury since long times ago, this is because of its location and disadvantage on the transportation. The visitors only can only drive, or go by bus due to it is a small town and they have not enough space for airport or jetty. After a long time of analysis and evaluating, we have found out the strengths and weaknesses of Shrewsbury. With the both of that, Shrewsbury can create opportunity and also eliminate the threats of Shrewsbury with the two elements. Shrewsbury has look for us for advices to increase the number of visitors in Shrewsbury to 4 million in 3 year times. After gather and analysis all the data and information, we recommend that we suggest that Shrewsbury can held a weekly Culture street. Which include huge variety of different cultural food and handcraft stalls. Cultural performance will also be perform. We come out with a medium- low pricing strategy to attract more visitors as our customer will mostly be daily visitors. The culture street will be held at at the Quarry Park and Dingle Garden, it would not causing any traffic problem to the resident. The length of the street is about 1.8km long. It will be the longest culture street in the world. We will also work together with buss company to provide visitors free shuttle bus from hotels to the street. The allocation of budget will be 70% to the culture street and 30% on advertising fees, the total budget will be £100,000. The Financial and Behavioural Metrics will be used in this case to evaluate and control the marketing plan. In conclusion, we believe that if all of the relevant parties work together to overcome all the problems and challenges, the problem that Shrewsbury faced will be solved eventually and the target and goals can be achive.

Intoduction

Shrewsbury is a city that located in England. It is on the border of England and next to Wales. It has a very small population in the city that is only 60,000 people. Shrewsbury maintain many old century historical building at are full of story like Castle from 10th Century and Tudor architecture that from 14th  Century. Visitors are not likely to visit Shrewsbury because of the long traveling time. It takes few hours to reach Shrewsbury from London and other UK cities.

Shrewsbury is facing a low tourist rate problem. Chester, a city that similar to Shrewsbury can have 42 millions tourist visit per annum. The main reason of low tourist rate in Shrewsbury is because of it is far from other major cities in UK. People that wanted to visit Shrewsbury has to use few hour to reach, they only can take train, bus or car to reach Shrewsbury. This has cause the local and foreign visitor less likely to visit Shrewsbury.

To solve the low tourist rate in Shrewsbury, we have to do research and analyze the market situation of Shrewsbury. Defining Shrewsbury strength and weakness can provide us some valued information to make changes and improvement for Shrewsbury. We also have to understand the opportunity and the threat that occur on the market to come out with a clear and effective marketing plan. With these facts, we have set our goals, mission, vision and marketing objective. We also need to define and learn about the main issues to be able to solve the problems effectively. After we selected our market target, we have to create the marketing mix tactics. At last but not least, we also have to calculate our budget to help us in business planning.

Strength

According to Shropshire Council 2016, they state that the air in Shrewsbury is in very good condition, the only air pollution is from road vehicles and some industries. Shropshire Council 2016 also state that, Shrewsbury owns a lot of private water supplies. River Severn at located around Shrewsbury has supply 2000 safe drinking pirate water to 14000 people in Shrewsbury.  In Shropshire Council 2016 state, Shrewsbury has took very good care on their tree and plants. If they want to chop down a tree, they are required to give sic weeks peer notice. Shrewsbury also famous with its flower show, they are the only one that can make a world longest flower show (Shropshire Tourism’s Official Website for Shrewsbury, 2016). These facts have fully enough to show that Shrewsbury has a very good environment for vacation.  Shrewsbury also have protect and maintain many old historical building. “Shrewsbury is practically an island, tucked away from the rest of the world. Perhaps it is this watery protection which has kept the town’s history so marvellously preserved. “(Shropshire Tourism’s Official Website For Shrewsbury, 2016). There are Old Music Hall, King’s Shropshire Light Infantry, Shrewsbury Abbey and a lot of castle like Acton Burnell Castle.

Weakness

Shrewsbury is a city that built at south west of England, it is on the border of England and next to Wales. Shrewsbury does not have airport in it, and it only can be reach by land transportation from cities in UK, it will need long travel duration to reach Shrewsbury, and so this cause Shrewsbury lost a lot of foreign visitor. Shrewsbury does not have other special attraction than old historical building, flower show and their art culture. It lost a lot of advantages compare to others big cities that provide more entertainment and more attractions. Shrewsbury also has low population compared to other city, it has causes the city’s development progress rate delayed. Shrewsbury

Opportunity

Many local authorities around the world see tourism as a major contributor to their economic development ( Rogerson, 2002). Many people realise that tourism is a very important income to country, government and people. “To be the largest low cost airline in Asia and serving the 3 billion people who are currently underserved with poor connectivity and high fares”(AirAsia n.d.). People are all encouraged to go holiday to motive the economy growth. “Learning is a strong reason why people love to travel.  They want to experience something unfamiliar and leave with new skills or knowledge”(Virtouso ,2016). People nowadays are more likely to go travel to explore the world, so they can substantial on their mentally and physically.

Threat

Shrewsbury is a small city in UK, it does not like other major city in UK that has high fame. Many people around the world also did not know where is Shrewsbury at, a minor city like Shrewsbury is hard to be noticed by people. Without any new special attraction, Shrewsbury is hard to attract visitor to Shrewsbury. Other than that, Shrewsbury also has many competitor around UK or other country. Every place have their own special culture and historical building, it is hard to be outstanding just rely on culture and historical building. Many places also has beautiful environment as their main attraction for tourist, Shrewsbury may not has high advantages compared to the others.