Botswana wants to diversify and broaden its market appeal based on a valid target market strategy.
The Journey was appointed by the African Development Bank to conduct an outline market segmentation for Botswana’s tourism sector. This entailed an intensive programme of data analysis, interviewing and modelling to extract segments that offer high value and are relatively achievable and feasible. We worked closely with the ADB program manager in extracting a segmentation matrix with suitable evaluation criteria and measurable indicators. The indicators were allocated weights to compensate for varying priorities. The outcome was a clear focus on 2 priority growth segments, which should inform the country's tourism drive and policies over the coming years.
Similar Case Studies
Marketing Strategy and Action Plan for promoting Madagascar in South Africa
We were commissioned by the national tourism board to come up with a strategy and ac tion plan for them to market Madagacar in South Africa, where the saw a potential market
Shandong, China: Market research and action plans for 5 key source markets
Based on primary and secondary market research conducted in Japan, South Korea, UK, Germany and France we devised marketing strategies and implementation plans for Shandong province in these 5 source markets
Tourism marketing Strategy and Brand for Ethiopia
The Journey was commissioned by the Ethiopia Ministry of Culture and Tourism under the 'Ethiopia Sustainable Tourism Development Program' to develop a national tourism marketing strategy and tourism brand for Ethiopia, as well as regional marketing plans for 5 key tourism regions in Ethiopia
