Harvard Case - Branding Orlando For Global Competitiveness
"Branding Orlando For Global Competitiveness" Harvard business case study is written by Ilan Alon, Jennifer Dugosh, Meredith Lohwasser. It deals with the challenges in the field of Marketing. The case study is 17 page(s) long and it was first published on : Dec 5, 2012
At Fern Fort University, we recommend a multi-pronged approach to rebranding Orlando as a global destination, focusing on strategic brand positioning, innovative marketing campaigns, and leveraging technology and analytics to drive growth. This strategy aims to attract diverse global audiences, enhance Orlando's image beyond theme parks, and establish it as a leading destination for business, leisure, and cultural experiences.
2. Background
Orlando faces a critical juncture. While renowned for its theme parks and family-friendly attractions, it needs to diversify and appeal to a wider global audience. The case study highlights the city's desire to attract more business travelers, international tourists, and millennials. The challenge lies in repositioning Orlando as a sophisticated, diverse, and innovative destination while maintaining its family-friendly appeal.
The key protagonists in this case are the Orlando Economic Development Commission (EDC) and various stakeholders, including tourism businesses, local government, and community leaders. The EDC is tasked with developing a strategy to attract investment, create jobs, and enhance Orlando's global competitiveness.
3. Analysis of the Case Study
SWOT Analysis:
Strengths:
- Strong brand recognition for theme parks and family-friendly attractions.
- Growing international tourism market.
- Diverse cultural offerings and entertainment options.
- Expanding business and technology sectors.
Weaknesses:
- Overreliance on theme parks for tourism revenue.
- Limited international brand awareness beyond theme parks.
- Perception of being a one-dimensional destination.
- Lack of consistent branding and messaging.
Opportunities:
- Diversify tourism offerings to attract diverse demographics.
- Leverage technology and digital marketing for global reach.
- Promote cultural experiences and arts scene.
- Foster business development and attract international companies.
Threats:
- Increasing competition from other global destinations.
- Economic downturns and travel disruptions.
- Environmental concerns and sustainability challenges.
- Changing consumer preferences and travel trends.
Marketing Analysis:
- Target Markets: Focus on attracting international tourists, business travelers, millennials, and families seeking diverse experiences.
- Market Segmentation: Segment the target market based on demographics, interests, and travel motivations.
- Brand Positioning: Reposition Orlando as a dynamic, diverse, and innovative destination offering a range of experiences beyond theme parks.
- Consumer Behavior Analysis: Understand the needs, preferences, and travel motivations of target audiences through market research and data analysis.
Competitive Analysis:
- Identify key competitors in the global tourism market.
- Analyze their strengths, weaknesses, and strategies.
- Develop a competitive advantage by focusing on unique offerings and experiences.
Product Lifecycle Management:
- Develop a comprehensive product portfolio that caters to diverse target markets.
- Offer a range of experiences, including theme parks, cultural attractions, business events, and outdoor activities.
- Continuously innovate and introduce new products and services to maintain market relevance.
Value Proposition Development:
- Clearly communicate the unique value proposition of Orlando as a destination.
- Highlight the city's diverse attractions, cultural experiences, and business opportunities.
- Emphasize the value for money and memorable experiences offered.
4. Recommendations
1. Strategic Brand Positioning:
- Rebrand Orlando: Develop a new brand identity that reflects the city's dynamism, diversity, and innovative spirit.
- Focus on Key Attributes: Emphasize Orlando's cultural offerings, business environment, and family-friendly attractions.
- Develop a Compelling Brand Story: Craft a narrative that resonates with target audiences and showcases Orlando's unique appeal.
2. Innovative Marketing Campaigns:
- Global Marketing Strategy: Implement targeted marketing campaigns in key international markets.
- Digital Marketing: Leverage social media, search engine optimization (SEO), and content marketing to reach global audiences.
- Influencer Marketing: Partner with international influencers to promote Orlando's experiences and create authentic content.
- Experiential Marketing: Create immersive events and experiences that showcase Orlando's unique offerings.
3. Leveraging Technology and Analytics:
- Data-Driven Marketing: Utilize data analytics to understand consumer behavior, optimize marketing campaigns, and personalize experiences.
- AI and Machine Learning: Implement AI-powered tools for predictive analytics, customer segmentation, and targeted advertising.
- Mobile Marketing: Develop a mobile app that provides comprehensive information, booking services, and personalized recommendations.
- Virtual Reality and Augmented Reality: Offer immersive experiences through VR and AR technology to showcase Orlando's attractions.
4. Partnerships and Collaboration:
- Collaborate with Local Businesses: Partner with hotels, restaurants, attractions, and businesses to offer exclusive packages and promotions.
- Engage with International Organizations: Establish relationships with international tourism boards and travel agencies.
- Promote Co-Branding Opportunities: Partner with global brands to leverage their reach and reputation.
5. Sustainability and Social Responsibility:
- Promote Sustainable Tourism Practices: Emphasize Orlando's commitment to environmental protection and responsible tourism.
- Support Local Communities: Partner with community organizations and non-profits to promote social responsibility.
- Develop Sustainable Infrastructure: Invest in renewable energy sources and sustainable transportation options.
5. Basis of Recommendations
These recommendations are based on a comprehensive analysis of Orlando's strengths, weaknesses, opportunities, and threats. They align with the city's mission to attract global investment, create jobs, and enhance its global competitiveness. The recommendations are also consistent with the evolving needs and preferences of international tourists, business travelers, and millennials.
Quantitative Measures:
- Increased Tourism Revenue: The proposed marketing strategies are expected to drive significant growth in tourism revenue.
- Improved Brand Awareness: The rebranding efforts will enhance Orlando's global brand recognition and perception.
- Enhanced Business Investment: The focus on attracting business travelers and international companies will lead to increased investment and job creation.
Assumptions:
- The recommendations assume a commitment from stakeholders to invest in marketing, technology, and infrastructure.
- The success of the strategy depends on effective collaboration between the EDC, local businesses, and community leaders.
6. Conclusion
By implementing these recommendations, Orlando can successfully rebrand itself as a global destination, attracting diverse audiences, enhancing its image, and achieving sustainable growth. The city's unique offerings, combined with a strategic approach to marketing, technology, and partnerships, will position Orlando as a leading destination for business, leisure, and cultural experiences.
7. Discussion
Alternatives:
- Maintaining the Status Quo: This option would risk losing market share to competing destinations and limit Orlando's growth potential.
- Focusing Solely on Theme Parks: While theme parks are a significant draw, relying solely on them would limit Orlando's appeal to a wider audience.
Risks:
- Lack of Funding: Insufficient investment in marketing and infrastructure could hinder the success of the rebranding effort.
- Competition: Intense competition from other global destinations could impact Orlando's market share.
- Changing Consumer Preferences: Shifts in consumer preferences could necessitate adjustments to the marketing strategy.
Key Assumptions:
- The recommendations assume a strong commitment from stakeholders to implement the strategy.
- The success of the rebranding effort depends on effective collaboration between the EDC, local businesses, and community leaders.
8. Next Steps
Timeline:
- Phase 1 (Year 1): Rebranding and Marketing Campaign Launch
- Phase 2 (Year 2): Technology and Analytics Implementation
- Phase 3 (Year 3): Partnerships and Collaboration Expansion
- Phase 4 (Year 4): Ongoing Monitoring and Evaluation
Key Milestones:
- Develop a comprehensive rebranding strategy and brand guidelines.
- Launch targeted marketing campaigns in key international markets.
- Implement data-driven marketing and analytics tools.
- Establish partnerships with international organizations and businesses.
- Monitor the impact of the rebranding effort and make adjustments as needed.
By taking these steps, Orlando can embark on a transformative journey to become a truly global destination, attracting diverse audiences, enhancing its image, and achieving sustainable growth.
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Case Description
he case considers the necessity for rebranding the city of Orlando, Florida, which has a brand known worldwide as a destination only for tourism and sunshine. However, the Greater Orlando Area not only houses many other promising industries including technology, defence and simulation but also has a diverse community and a trade scene with vast potential. Yet, why has Orlando not been recognized as a great place to conduct business? Why is its reputation tied only to tourism? How can the city be marketed as a vibrant business destination in addition to a tourist destination? Many variables affect the brand and, therefore, perception of the city. What can be done to make Orlando more attractive and, through this, become a world city?
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