Marketing
Marketing is THE overarching management discipline. It
informs the development of new products, the enhancement of existing products
and the refinement of management practices. It is a tactical tool for
adjusting demand to match capacity — all-important where seasonality is a
real or potential constraint on trading. It is a powerful mechanism for
ensuring cross-fertilisation between profit centres in a single operation, or
for identifying symbiotic partnerships in regional strategies. It sets the
benchmark for customer relationships — the interaction between the supplier
and the supplied.
Marketing considerations are at the core of every aspect of our
development work. Similarly, our marketing strategies typically contain
recommendations for parallel actions designed to improve the quality of
products and service and bring businesses in closer alignment with consumer
expectations.
Barrie Foster was amongst the first group of Chartered Institute of
Marketing members to qualify for individual Chartered Marketer status — less
than five percent of the worldwide membership. From 1989 until its expiry in
1994 Barrie Foster was accredited with the Department of Trade and Industry
Marketing Initiative and was one of a handful of marketing specialists to
achieve the highest possible rating, on all completed projects, under the scheme’s internal evaluation
procedures. The Marketing Initiative is just one of a number of sponsored
programmes for which Barrie Foster & Associates have been accredited.
Barrie has lectured at a number of academic institutions and run workshops
and seminars for various government agencies and trade organisations.
Successful marketing strategies require a detailed appreciation of
the product or products on offer; accurate identification of markets; an appraisal
of the most efficient and effective means of communication with various
market segments; and knowledge of the media, mechanisms and dynamic
relationships which provide the vehicles for communication. Product, target
markets and communication are the three defining points of what we term the
marketing triangle. Only when these three elements are in complete balance
can the best results be realised. The ability to manage complex
interrelationships requires more than a passing acquaintance with marketing
theory. The following is a representative cross-section of commissions where
marketing strategy has been the primary focus.
Rent-an-Irish Cottage, 1989
Marketing audit and UK/Europe-focused strategy based on the promotion of
the Galway Bay and Shannon Estuary region as a suitable venue for a range of
active and passive pursuits. For Shannon Development.
Dobwalls & Archibald Thorburn Gallery,
Liskeard, 1990
Marketing strategy with the objective of shifting the geographical focus of
activity and developing new niche markets for this East Cornwall day visitor
attraction.
Parkway Hotel and Conference Centre, Cwmbran,
1991
Marketing strategy for this substantial hotel, leisure and conference
complex in the eastern industrial valleys of Wales.
Cheddar Showcaves, 1992
Consumer, catchment and product audit for Cheddar Gorge, one of the
most visited tourist sites in the UK, as a basis for a marketing strategy for
a showcave attraction that first opened to the public in the year of Queen
Victoria’s accession. For the Longleat Estate.
Dan-yr-Ogof Showcaves, 1992
Marketing strategy for the leading showcave complex in Wales, on the
threshold of significant new development.
Welsh
Wildlife Centre, 1993
Pre-launch marketing planning for an extensive visitor centre
following the acquisition of the Teifi Marshes Reserve by Dyfed Wildlife
Trust.
Associated Quality Services Group, 1996/97
Review of opportunities and the competitive climate for quality
assurance consultancy services in the hospitality and related industries.
Indicative marketing planning.
Farm Holidays, Branding & Communication,
2000
Review of the potential for the branding and joint marketing of
holidays based on farm accommodation. For the Wales Tourist Board.
Pilgrim Travel, 2001-03
Development of strategic marketing materials for an educational group
travel product, targeted primarily on niche markets in the USA. For more
details see
Pilgrim
Travel.
Hill
House Publications, 2005-
Design of marketing materials and mechanisms in
support of online publishing enterprises, together with Search Engine
Optimisation. For more details see
Hill House
Publications.
The
Penderyn Distillery Visitor Centre, 2008
Marketing strategy for a new visitor and
interpretative centre based on the brand portfolio of The Welsh Whisky
Company. Includes an overview of the visitor attraction industry and an
analysis of available markets.
Barrie Foster FTS, MCIM, MISPAL, Chartered Marketer
The Old Coach House Mathry Haverfordwest Pembrokeshire Wales UK SA62
5HB
Phone: +44 (0)1348 831081 Fax +44 (0)1348 831081 E:
barrie.foster1@btinternet.com
© 2009 Barrie Foster & Associates unless otherwise
stated.
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