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This Marketing Plan aims to create a web site – named Click on Portugal .... you wish to spend your vacations? ..... Does Your Website Have What It Takes?


                   -­‐  Information  System  on  Tourism  -­‐  






Marketing  Plan  


Table  of  Contents    






Introduction  and  Goals   This  Marketing  Plan  aims  to  create  a  web  site  –  named  Click  on  Portugal  (CoP)  –  that   will  ensemble  a  set  of  information  (ranging  from  the  widest  one  to  a  much  specific   one)  about  a  region,  city  or  even  a  typical  district  in  Portugal.   In   today’s   Europe,   where   boundaries   have   no   more   the   role   of   other   times,   it’s   getting  crucial  to  invest  in  the  most  valued  product  of  exportation  that  Portugal  has:   its   Tourism.   And   facing   today’s   global   crisis   and,   particularly,   the   hard   times   that   Portugal   is   currently   confronted   with,   it’s   getting   increasingly   obvious   that   such   product   should   be   one   of   key   starting   points   to   overcome   the   current   difficulties.   There   is   an   immense   offer   to   explore   and,   possibly,   new   offers   to   create/instigate.   Thus,   it’s   necessary   and   relevant   to   gather   a   whole   set   of   information   that   it’s   currently  dispersed,  as  well  as,  other  information  that  still  needs  to  be  documented   all   aimed   to   tourists   in   general   (from   the   most   casual   one   to   the   most   “sophisticated”  one).   Why   the   choice   to   create   a   web   site   for   such   purpose?   Well,   the   first   reason   is   related  to  the  fact  that  there  is  a  lack  of  documented  content  in  a  well-­‐organized  and   schematized  manner.  On  the  other  hand,  today’s  market  trend  shows  us  that  people   increasingly  tend  to  satisfy  their  necessities  by  a  simple  “click”  on  the  Internet.  And,   in  this  respect,  the  offer  found  on  the  Internet  about  Portugal  fall  short  and  simply   aren’t  good  enough  (and  the  few  one  may  find  presents  concerning  gaps/lacunas).   However,  the  idea  of  this  project  is  not  to  create  something  entirely  new  in  terms  of   a   whole   new   platform   or   even   creating/unlocking   entirely   new   information   about   Portugal.  No.  That  is  not  the  purpose.  The  “innovation”  about  the  proposed  plan  is   rather  to  integrate  a  whole  set  of  already  existing  technologies  that  would  constitute   the   platform   of   the   web   site   itself   and,   thus,   would   provide   information   about   Portugal  in  a  much  complete/comprised  manner.                        


Situation  Analysis   Customer  Analysis   The  product  proposed  by  this  Marketing  Plan  aims  to  satisfy  the  necessities  of  any   potential   tourist   regardless   the   age   and   origin.   If   one   analyses   the   content   of   the   platform  proposed,  it  will  be  able  to  respond  to  the  requisites  of  any  given  tourist.   Thus,   it   will   be   important   to   create   various   user   profiles   in   order   to   try   and   meet   more  efficiently  the  contents  searched  by  the  users.  As  an  example,  a  Spanish  user   would  have  an  initial  page  that  would  be  different  from  a  German  one,  as  well  as,  a   registered   user   that   would   indicate   that   he/she   is   an   unconditional   fan/follower   of   golf   would   be   alerted   about   the   range   of   tourist   destinations   regarding   the   golf   sector.   Having   this   in   mind,   one   should   analyse   the   Tourism   Market   segmentation   in   Portugal   as   being   based   in   a   topological   order   that   comprises   a   set   of   possible   choices  being  at  the  disposal  of  both  national  and  foreign  tourists.   Thus,  and  in  a  more  incisive  and  detailed  scope,  the  target  customer  segments  of  the   product  proposed  would  then  be:   A) Re-­‐creative  Tourist   Driven   by   the   pleasant   climate,   the   approximate   1853   Km   of   coast1,   the   navigable   waterways  and  the  whole  range  of  existent  Casinos  in  the  Portuguese  territory,  this   segment  seeks  the  sun  and  the  beach,  cruises  and  the  game,  as  well  as,  theme  parks   and  leisure  shopping.   B) Cultural  Tourist   This  is  a  type  of  tourism  that  Portugal  has  variety  of  offers,  possessing  a  vast  quality   patrimony   (natural,   built   and   immaterial),   a   rich   history   and   a   creased   culture,   a   contemporaneous   architecture   that   is   internationally   recognized,   as   well   as,   a   considerable   variety   in   terms   of   gastronomy   and   handicraft.   This   segment   includes   the  historical  tourism,  the  religious  tourism,  the  literary  tourism,  the  theme  tourism,   the  romantic  tourism,  the  ethnic  tourism,  the  city  break  and  gastronomic  tourism,  as   well  as,  the  wine  tourism.   C) Relaxing/Reposing  Tourist   Due  to  the  crescent  preoccupation  on  health  and  well-­‐being  issues,  the  relax/repose   tourism   in   Portugal   is   well   supported   by   the   abundant   therapeutic   waters   existent   along  the  Portuguese  territory,  as  well  as,  by  the  rise  of  urban  agitation  and  tension.   In   Portugal,   one   may   find   great   examples   of   relaxing/reposing   tourist   destinations,   namely:  SPAs,  rural  spaces  and  both  climatic  and  landscaping  offers.                                                                                                                     1



accessed November 25, 2011.  



D) Nature  Tourist   This   type   of   tourism   is   “stimulated”   by   the   existence   of   abundant   natural   and   wild   life,  as  well  as,  by  a  culture  and  traditions  that  are  highly  identified  with  the  nature   and   a   lifestyle   that   is   much   more   individualized   and   personalized.   Portugal   offers,   then,   a   good   set   of   solutions   in   terms   of   environment   and   rural   conditions.   Furthermore,  the  tourism  of  observation  and  hiker  are  also  great  solutions/offers  for   a  nature  tourist.   E) Sport  Tourist   This   segment   is   characterized   by   individuals   that   seek   a   sort   of   natural   “antidote”   to   sedentary  lifestyle  and  are  attracted  to  animation  and  liveliness  (that  are  not  limited   to  the  participants.  All  the  surroundings  also  play  a  key  role  in  that  stimulation).  In   this   respect,   Portugal   offers,   then,   a   whole   set   of   fantastic   opportunities,   namely:   nautical/marine  sports,  hunting  and  fishery,  as  well  as,  all  new  football  stadiums  that   were  built  for  the  Euro  2004  Cup.   F) Business  Tourist   Finally,   the   privileged   geographic   location   of   Portugal   also   encourages/stimulates   another   type   of   tourism:   business   tourism.   This   type   of   tourism   may   also   well   be   integrated   with   other   type   of   products   that   will   have   the   benefit   of   extending/delaying  the  stay  of  a  given  business  tourist  in  Portugal.     Having  in  mind  all  these  6  identified  segments,  and  in  order  to  try  and  understand   the   real   necessities/needs   they   might   have   upon   searching   on   the   Internet   about   Portugal’s  tourist  destinations,  I  decided  to  carry  out  a  survey/inquiry  composed  by  9   questions.   There   were   interviewed   59   people   –   49   men   and   10   women   –   (ranging   from   co-­‐workers   to   friends).   There   were   no   foreign   people   interviewed,   which   obviously  did  not  potentiate  even  more  the  all-­‐purpose  of  the  survey.  I’m  conscious   that  the  figure  “59”  is  not  the  most  representative/desirable  one  and,  obviously,  is   too   limited   to   even   take   it   as   being   representative   of   the   Portuguese   society.   But,   considering   the   time   limit   (“only”   about   2   weeks)   to   construct   and   present   this   Marketing   Plan   paper,   there   wasn’t   more   time   to   interview   more   people   (both   in   numbers  and  nationality).   Nevertheless,   the   idea   was   to   have   a   well-­‐based   database   for   me   to   analyse,   interpret  and  build  my  own  conclusions  (no  matter  the  size  of  the  universe  of  people   that   were   about   to   be   interviewed.   I   just   needed   to   get   some   data   –   mostly   qualitative   –   to   empirically   understand   the   criteria   used   by   potential   tourist   customers   upon   searching   on   the   Internet   about   possible   tourist   destinations   within   Portugal).   The   results   of   the   survey   would   ultimately   lead   me   to   deduce   what   product   this   representative   sample   was   looking   for.   In   other   words,   it   would   help   me   to   define   how   the   product   proposed   by   this   marketing   plan   –   CoP   –   should   be   constructed   (what  content  should  it  have),  so  it  exactly  met  the  needs/expectations  of  potential   customers.    


On   the   following   paragraphs/pages,   one   may   see   and   analyse   some   of   the   results   obtained  by  the  carried  out  survey  (I  selected  6  questions  of  total  of  9,  considering   that  they  were  the  more  relevant  ones  for  the  present  paper):       Question  1  –  Do  you  usually  spend  your  vacations  in  Portugal?  

  The  main  fact  to  retain  from  this  question  is  that  the  respondents  choose  Portugal  as   their  preferred  tourist  destination  due  to  monetary  reasons  (and  even  more  due  to   the  current  crisis  facing  the  country).  Obviously,  the  relevance  of  the  question  would   had  been  much  more  vast/comprehensive  in  case  there  were  also  people  from  other   nationalities.                      


Question   2   –   Do   you   usually   search   information   on   the   Internet   about   the   location   you  wish  to  spend  your  vacations?  

  Question  3  –  In  case  you  have  responded  a  “yes”  on  the  previous  question,  do  you   normally  find  what  you’re  looking  for?  

  These   two   last   questions   allows   one   to   conclude   that   indeed   the   Internet   is   a   peerless  source  for  information  search,  although  it  may  turn  out  to  be  a  complicated   task  to  find  the  location/site  one  is  seeking.  Question  3,  then,  shows  us  that  83,21%   of  the  respondents  admits  to  find  what  he/she  seeks  when  preparing  a  trip.        


  Question  4  –  What  is  your  general  opinion  about  the  organization/schematization  of   the  information  available  on  the  Internet  concerning  tourism?  

  The   outcome   of   this   4th   question   supports   to   main   ideas:   a)   there   is   a   clear   difficulty   in  finding  very  good/excellent  information  references  on  this  topic  and  b)  there  is  a   very   clear   facility   in   finding   some/reasonable   information,   notwithstanding   the   information  found  is  dispersed  and  incomplete.   Question   5   –   Have   you   ever   planned/reserved   your   holidays   (hotel   reservations,   campsites,  full  trip  packages,  etc.)  trough  the  Internet?  

  The   result   of   question   5   shows   and   reflects   the   degree   of   familiarity   of   the   respondents  with  the  new  technologies  (and,  most  importantly,  with  the  Internet).   Having   66%   of   the   respondents   answering   “yes”,   simply   re-­‐confirms   me   that   the     8  

Internet   and   the   use   of   tourist   Internet   sites   is   a   key   platform   that   organizations/entities   use   to   reach   their   potentials   customers.   And   customers   do   indeed   find   such   platform   as   being   an   indispensable   one   to   find   information   about   a   given  region/country  and  even  to  plan  their  vacations.   Question  6  –  Briefly  describe  what  you  reckon  to  be  important  and  useful  for  a  web   site  to  have  complete  information  about  tourism  in  Portugal.   This  last  question  (which  was  also  the  last  question  of  the  survey  –  the  9th  one)  was   purposely  set  to  have  a  free  answer.  The  idea  was  to  try  and  effectively  understand   what   the   respondents   most   valued   in   a   product   of   a   kind.   The   outcome   was   that   there  were  some  repeated  answers.  The  most  repeated  ones  were:          

Information  that  is  updated,  concise,  reliable  and  complete.   Places  to  eat  and  sleep.   Key  interest  spots.   Prices.   Photos.   FAQs  and  the  possibility  of  asking  questions  with  quick  response.   Possibility  to  “punctuate”/spot  the  locations.   Easiness  of  navigating.  

The   last   question   had   the   direct   benefit   to   deduce/conclude   what   would   potential   customers   most   value   in   a   product   of   a   kind   –   a   web   site   assembling   a   set   of   information  about  a  region,  city  or  even  a  typical  district  in  Portugal.   In   one   final   statement   and   again:   the   whole   idea   of   the   described   survey   was   for   me   to   have   some   notion   (on-­‐field   re-­‐search)   about   the   real   needs   and   expectations   (qualitative   data)   of   potential   target   customer   segments   upon   searching   on   the   Internet  information  about  Portugal.  The  idea  was  to,  trough  my  own  re-­‐search,  find   and  draw  key  important  points  that  would  support  me  in  elaborating  a  feasible  and   credible  customer  analysis.  

Competitor  Analysis   In  terms  of  analysing  the  current  existent  competition  on  the  market,  and  based  on   my  own  re-­‐search  on  the  web,  I  clearly  spot  3  main  competitors:  1)  Large  Industrial   Hotel   Groups   (LIHG),   2)   Counties   and   3)   Other   Tourism   Websites   (like   Exit   and   Escapadinha).   And   why/how   do   these   3   main   competitors   appear   as   key   players   on   the   market?   Well,   it’s   simply   due   to   the   fact   that   all   three   realized   since   the   very   beginning   (from   the   “birth”   of   the   Internet)   the   key   importance   of   the   platform   for   them   to   divulge/promote   their   services   (in   case   of   LIHG   and   other   tourism   websites)   and   advertise  their  heritage  (in  case  of  Counties).          


Nevertheless,  and  despite  their  strong  presence  (which  is  their  main  strength)  on  the   Internet   platform,   both   players   –   LIHG   and   Counties   –   do   have   a   major   weakness.   And   that   is:   their   presence   on   the   market   is   based   on   what   I   would   call   an   “individualized”   footprint,   where   they   solely   and   understandably   defend   their   own   interests.  Their  major  weakness  (including  Other  Tourism  Websites),  which  makes  a   strength  for  the  product  proposed  in  this  marketing  plan,  is  that  all  three  cases  do   not   materialize   an   assembling   of   whole   set   of   information   about   Portugal   (already   described   along   this   paper).   To   my   eyes,   and   very   clearly,   there   still   lacks   a   main   website   (with   similar   contours   of   Wikipedia,   for   example)   where   one   may   find   any   (literally   “any”)   information   about   Portugal.   A   site   that   would   constitute   the   big   reference  (The  “compass”)  about  tourism  in  Portugal.   Thus,   and   having   in   mind   that   the   project   proposed   on   this   marketing   plan   would   be   a   product   that   is   complete,   independent   and   reliable,   it’s   fair   to   conclude   that   the   mentioned   competitors   wouldn’t   be   up   to   the   challenge   to   directly   respond   to   the   product  proposed  on  this  plan.  Again:  upon  re-­‐searching  on  the  web,  I  have  clearly   spotted  this  major  lacuna.  There  isn’t  any  product  of  the  kind  on  the  cyber-­‐market.     Knowing   these   facts,   it   becomes   very   clear/obvious   that   CoP   wouldn’t   have   a   competitor  up  to  what  it  offers,  at  least,  in  terms  of  the  quantity  of  the  information   provided.  This  allows  me  to  conclude  that  the  existent  competition  does  not  present   itself   as   being   threatening.   However,   one   should   have   in   mind   that,   indeed,   there   may   be   a   strong   danger   for   other   products   of   the   kind   to   appear   on   the   market,   and   thus,   supplanting   the   service   proposed   by   CoP   (but,   today   and   upon   the   re-­‐search   done   to   support   this   marketing   plan,   there   still   isn’t   any   product   identical   to   the   mentioned   product).   And   why   do   I   mention   this   danger?   Simply,   because,   as   one   may   easily   agree,   the   speed   at   which   products   of   this   kind   appears   on   the   Web   is   very  fast.  

Company  Analysis   CoP  will  be  inserted  within  the  scope  of  tourism  and  information  technologies  (IT).   The  focus/objective  will  be  to  bring  the  Portuguese  tourism  into  the  global  village,   and  consequently,  fulfil  a  key  lacuna:  the  absence  of  information  on  tourism  about   Portugal  and,  at  the  same  time,  start  to  make  available  information  about  places  to   stay.  Thus,  the  stake  will  be  high.  As  it  will  be  a  brand  new  product,  the  challenges  to   build/construct   an   appealing   Brand,   being   in   terms   of   appearance,   personality   and   reputation  will  be  immense.  Since  it’s  a  new  project  (a  totally  new  product),  I  would   say  that  the  biggest  medium/long  term  challenge  will  be  to  nourish  and  reach  a  high   standard  of  reputation  (in  other  words:  become  a  reference  in  the  market).  But,  in   order   to   achieve   that,   there   are   two   vectors   that   should   firstly   be   worked   on:   the   appearance   and   the   personality.   Once   these   two   are   well   established,   then   the   reputation  will  come  naturally.   On  the  other  hand,  these  three  vectors  –  appearance,  personality  and  reputation  –   will   also   be   dependant   on   the   quality   of   what   I   would   name   “a   4th   vector”:   the   content   provided   by   the   product.   And,   furthermore,   the   quality   of   the   information   that   will   be   provided   will   depend   on   the   participation/collaboration   of   all   stakeholders  that  might  be  interested  on  a  project  of  this  nature.        


  The   objective   will   be   to   construct   and   present   a   reputable   Brand.   And   I’m   convinced   that   that   reach   may   well   be   attainable.   Why?   Because   the   project   will   have   associated   to   it   already   reputable   and   successful   entities:   Governmental   Organizations   (GOs)   –   local   municipalities/counties   –   and   Non-­‐Governmental   Organizations  (NGOs)  –  LIHGs.     Due  to  the  fact  that  the  company  will  mainly  be  based  on  the  collaboration  principle,   the  company  will  present  a  fairly  “soft”  organization  structure.  And  why?  Because  it   will  largely  be  composed  by  a  team  that  will  be  responsible  in  ensuring  the  quality  of   the   data   provided   (detecting   abuses   from   external   participants)   and   the   rising/capturing   of   as   many   external   stakeholders   (municipalities,   hotels,   etc.)   as   possible.   The   existence   and   lifetime   of   the   company   will,   then,   mainly   be   dependent   on   the   participation  of  external  stakeholders.  They  will  be  one  of  the  bases  of  the  success  of   the  project.  The  information  and  collaboration  provided  by  these  players  will  be  the   key  to  develop  the  product.  They  will  be  the  ones  who  will  supply  the  information   that   will,   then,   be   checked   and   assembled   by   the   mentioned   team.   The   success   of   the  product  will  be  much  dependant  on  the  influence/participation  of  these  players.   Since   the   platform   channel   for   CoP   will   essentially   be   the   Internet,   all   the   appearance   and   personality   of   the   product   will   be   constructed   around   what   the   building   and   maintenance   of   a   web   site   requires.   There   might   be   several   ways   to   construct  a  web  site,  but,  in  order  to  build  a  good  one  (to  say  the  least),  one  should   follow   a   series   of   key   pillar   premises   that   will   enhance   its   appearance,   personality,   reputation   and,   ultimately,   the   Brand   it   represents.   Today,   there   are   lots   of   useful   information/guidelines   found   on   the   Internet   to   construct   a   well   effective   website.   And,  upon  building  the  CoP  website,  it  would  definitely  be  helpful  to  consult  some   key   guidelines   found   on   the   following   website:   http://www.spritzweb.com/good-­‐ website-­‐characteristics.html.   The  key  characteristics  of  an  effective  website  found  in  the  mentioned  link  would  be   the  main  guide  that  the  team  of  CoP  would  have  to  follow  to  help  the  company  to   build  an  attractive  appearance  and  personality,  as  well  as,  a  solid  reputation.   Turning   the   needle   to   what   the   main   strengths   and   weaknesses   of   the   company/product  might  be,  I  would  emphasize  the  following:   A) Strengths    The   use   of   the   Internet   as   the   central   platform   to   be   explored   (why   the   Internet?  Because  it’s  a  simple  and  mass  medium).    Be   a   website   product.   What’s   the   strength   on   that?   It   meets   today’s   high   interest  of  the  population  in  technological  artefacts.    The  targeted  market  and  product  offered  –  tourism  in  Portugal  –  have  a  great   interest  among  customers.    Exploring   the   image   of   Portugal,   which   is   very   appealing   and   positive   (both   domestically  and  internationally).      


 Being   present   in   a   market   where   the   prices   are   competitive   –   the   attractiveness  of  new  customers  is,  therefore,  high.    Being   present   in   a   market   (both   national   and   international)   that   is   young   (with   easy   access   to   the   new   technologies)   and   that   is   interested   in   living   unique  experiences  in  Portugal.    Be   a   unique   (in   the   true   sense   of   the   word,   as   there   is   no   similar   product   offered   by   the   market)   platform   for   both   GOs   and   NGOs   to   publish   their   services/products  on  the  web  and,  consequently,  publicise  themselves.    Provides   the   faculty   to   potential   users/customers   to   make   on-­‐line   reservations  (there  are  still  many  hotels  that  do  not  provide  such  option).    The  website  will  be  a  secure  one  with  reliable  official  information.   B) Weaknesses    Be   a   new   product   of   the   kind,   which   naturally   and   understandably   has   its   own   risk,   as   it   may   take   some   time   to   promote   itself,   reach   new   potential   customers/users  and  establish  itself  with  a  strong  position  in  the  market.    A   lesser   budget   capability,   comparing   with   the   already   established   competition  (both  GOs  and  NGOs).    At   the   start   of   the   business,   there   may   be   an   understandable   distrust   from   people   regarding   the   information   and   the   security   offered   by   the   service   provided.    Like  the  start  of  any  new  business,  the  quality  of  the  product  may  well  not  be   the   best   one   (despite   all   efforts   that   will   be   put   for   the   cause).   It   will   have   to   be   a   continuous   and   evolving   project,   where   the   preoccupation   for   the   constant   improvement   must   be   a   high   priority   in   order   to   progressively   conquer   the   targeted   public.   Having   this   in   mind,   one   should   be   very   conscious   about   the   already   existent   high   quality   of   other   websites   in   this   market  segmentation.  

Community/Climate  Analysis   Coming   into   a   new   market,   and   particularly,   launching   a   new   product   has   direct   implications  in  terms  of  getting  a  complete  notion/mapping  of  the  existent  external   environment   (both   the   community   and   general   “climate”   around   the   targeted   market).   In   other   words,   one   should   carefully   and   meticulously   analyse   all   factors,   players   (potential   stakeholders   and   collaborators)   that   could   significantly   influence/affect   the   marketing   plan’s   outcome.   Having   this   in   mind,   the   analysis   of   the  external  environment  it’s  a  key  element  when  elaborating  a  marketing  plan.   In  terms  of  a  macro  analysis  (an  overall  overview  of  the  market),  then,  the  business   proposed  in  this  marketing  plan,  will  be  inserted  in  a  market  sector  that  is  directly   related   to   tourism,   and   more   specifically,   to   the   promotion   and   divulgation   of   touristic   offers.   And   why   do   I   re-­‐stress   this?   Because   it’s   important   to   know   the   overall  snapshot  of  the  current  touristic  market.  That  is:  it’s  a  market  that  also  has   other   countries   competing   with   Portugal.   In   terms   of   a   macro   overview,   it   is   important   to   have   the   notion   that   the   market   of   tourism   has   an   already   “condensate”   climate   around   it.   There   are   lots   of   offers   out   there   and,   obviously,   Portugal   is   not   the   only   available   country   as   a   possible   destination.   This   fact   will,   then,   have   direct   implications   on   the   attraction/affiliation   of   potential   new   customers/tourists.    


In   order   to   have   a   much   precise   notion   about   what   tourism   offered   by   Portugal   means   at   a   global   scale,   one   may   see   below   a   table   from   the   World   Tourism   Organization   (WTO)   that   shows   the   placement   of   Portugal   in   a   global   ranking   (the   period   shown   on   the   table   is   not   so   up-­‐to-­‐date.   It   reports   to   the   years   2000,   2002   and   2004.   Nevertheless,   it’s   represents   a   good   compass   to   have   a   notion   about   how   the   trending   of   the   market).   By   2004,   Portugal   appears   on   the   19th/20th   spot   (together  with  Thailand),  which,  considering  that  it’s  a  small  country,  it’s  very  good   and   quite   encouraging   for   the   success   of   tourism   in   Portugal   (and,   consequently,   for   the  real  potential  of  a  product  like  the  one  that  is  proposed  by  the  marketing  plan).   Being  consistently  in  the  top  20  of  the  WTO  is,  almost  by  default,  very  encouraging   and  will  significantly  affect  the  outcome  of  this  plan.     Share  in  the  global  tourism  market  (Top  20;  %  number  of  tourists  received)  

  (Source:  World  Tourism  Organization  quoted  in  Plano  Estratégico  Nacional  do  Turismo,  found  at   http://www.turismodeportugal.pt/Português/turismodeportugal/Imprensa/Documentos%20e%20Lin ks/Documents/Plano%20Estratégico%20Nacional%20do%20Turismo.pdf)  

  Now,   on   the   following   pages   I   will   analyse   and   describe   the   political,   economical,   social   and   technological   factors   that   could   indeed   affect   the   outcome   of   the   plan   presented  by  this  paper.    Political  Factors   Tourism   has   been   one   of   the   most   fasting   growing   sectors   over   the   last   years   worldwide.   And   this   fact   has   been   a   key   element   for   small   countries   like   Portugal   that  attract  a  great  number  of  tourists  every  year.  All  governments  that  have  been  in   power   over   the   last   years   (I   would   say,   the   last   10/15   years)   have   continuously   invested   in   the   promotion   of   Portugal,   as   well   as,   in   the   improvement   of   the   conditions   offered.   On   the   other   hand,   the   adhesion   of   Portugal   to   the   European   Union,  and  most  crucially  to  the  Schengen  Agreement,  constituted  a  key  factor  that    



positively   influenced   the   free   circulation   of   European   tourists.   In   this   respect,   one   should   emphasize   that   90%   of   foreign   people   welcomed   in   Portugal   come   from   countries   within   Schengen’s   Agreement   (mainly:   Spain,   United   Kingdom,   Germany   and  France)2.   There   are,   then,   much   favourable   political   conditions   to   continue   to   invest   in   the   tourism   sector.   The   existent   political   factors   are   the   ideal   to   invest   in   a   product   within  this  sector.  The  current  conjuncture  may  well  positively  affect  the  outcome  of   the   marketing   plan   proposed   in   this   paper,   as   today’s   tourism   tendency,   and   specifically  the  one  in  Portugal,  shows  that  this  it’s  a  good  sector  to  invest.    Economical  Factors   Tourism   has   increasingly   been   one   of   the   sustainable   activities   of   the   Portuguese   economy,  representing  nearly  8%3  of  the  all-­‐national  GDP.  Furthermore,  this  sector   absorbs   almost   10%4   of   the   total   national   employment.   Another   indicator   of   the   crescent  rising  of  the  sector  in  Portugal  is  the  consecutive  increase  of  revenues,  as  in   2010   they   reach   more   than   7.6   thousand   million   Euros,   registering   a   positive   evolution  of  10.2%  comparing  to  the  previous  year5.   As  seen  by  the  figures  described  above,  also  the  economical  environment  is  well  in   favour   of   Tourism   in   Portugal.   It   constantly   has   been   a   key   profitable   activity   that   directly  influences  the  development  of  the  Portuguese  economy.  Thus,  the  economic   factors  are  well  in  favour  of  a  project  like  the  one  presented  by  this  paper.    Technological  Factors   Technological   innovations   have   increasingly   and   determinately   been   having   a   crucial/central  role  over  the  last  decades  in  all  sectors  of  activity,  including  Tourism.   Regarding   Tourism,   technology   indirectly   contributes   for   its   sustainability   and   promotion,   in   the   sense   that   it   is   not   technology   that   creates   touristic   attractions   by   themselves,   but   rather   strongly   contributes   to   boost   their   impact   on   visitants/tourists.   On   the   fundamental   roles   of   technology   is   the   speed   and   quickness   that   it   transmits   information   and,   thus,   it   determinately   becomes   a   key   factor   in   the   promotion   of   touristic   destinations.   Thus,   the   use   of   audiovisual   mediums   (television,   radio,   Internet)   to   advertise   a   given   country   has   been   explored   along   the   years.   The   results   have   been   unquestionable   and   clear   to   the   eyes   of   everyone.   The  technological  factors  will,  then,  be  in  good  favour  of  the  plan  proposed  in  this   paper.   The   product   proposed   –   a   website   that   will   promote   Tourism   in   Portugal   –   will  be  at  the  very  core  of  today’s  technological  trend  –  the  use  of  the  Internet.  In   technological   terms,   the   business   will   be   using   a   modern/up-­‐to-­‐dated   platform   to   reach  their  potential  customers/clients.                                                                                                                   2 3


 http://dev.aol.com/article/2007/04/definitive-­‐guide-­‐to-­‐twitter  ,  accessed  November  27,  2011.  

http://pt.shvoong.com/law-­‐and-­‐politics/1682577-­‐turismo-­‐importancia-­‐na-­‐economia-­‐portuguesa/  ,  accessed   November  27,  2011.   4 http://pt.shvoong.com/law-­‐and-­‐politics/1682577-­‐turismo-­‐importancia-­‐na-­‐economia-­‐portuguesa/  ,  accessed   November  27,  2011.   5 http://www.portugal.gov.pt/pt/GC18/Governo/Ministerios/MEI/Notas/Pages/20100221_MEID_Com_Turismo.as px    ,  accessed  November  27,  2011.  


 Socio-­‐Cultural  Factors   Portugal  has  extraordinary  touristic  resources  and  potentials.  It’s  a  country  that  has   one   of   the   richest/valuable   historical   legacies   in   the   world,   a   pleasant   climate,   the   beauty   of   the   its   1853   Km   (approximately)   of   coast,   a   great   diversity   of   natural   landscapes,   good   infrastructures   for   the   practice   of   sports,   and   a   good   level/standard   of   hotel   resources.   In   addition,   Portugal   is   known   for   the   great   hospitality   and   welcoming   of   its   people,   as   well   as,   has   an   already   undisputable   statute  (conquered  throughout  the  years)  of  a  granted  touristic  destination.   Thus,   the   socio-­‐cultural   factors   are   also   in   good   favour   for   the   success   of   the   business  proposed  in  this  paper.  There  is  a  set  of  socio-­‐cultural  factors  that  are  well   allied  with  the  central  ambition  of  the  business:  promoting  Portugal.    

Positioning   One   of   the   key   aspects   of   a   marketing   plan   is   to   define   the   position   that   the   new   product   proposed   will   occupy.   In   other   words,   it’s   crucial   to   well   define   the   image   and  the  value  offered  to  clients/customers  in  the  targeted  market.   Well,  I  would  then  classify  the  value  (and  image  associated  to  it)  of  CoP  in  two  main   aspects:    Characteristics/valences  of  the  product  that  are  similar  (aspects  of  parity)  to   already  existent  products  of  the  same  category  –                          








Tichy,   Noel,   2002.   Cycle   of   Leadership:   How   Great   Leaders   Teach   Their   Companies  to  Win.  New  York:  HarperCollins  Publishers.  

Internet  Resources       -








Does  Your  Website  Have  What  It  Takes?  (Webpage)   Available   from:   http://www.spritzweb.com/good-­‐website-­‐ characteristics.html   (accessed  Saturday,  25.  November  2011).     Ministério  da  Economia  da  Inovação  e  do  Desenvolvimento  (Webpage)   Available   from:   http://www.portugal.gov.pt/pt/GC18/Governo/Ministerios/MEI/Notas/Pages /20100221_MEID_Com_Turismo.aspx     (accessed  Sunday,  27.  November  2011).     O  Turismo  em  Portugal:  evolução  e  distribuição  (Webpage)   Available   from:   http://br.monografias.com/trabalhos2/turismo-­‐ portugal/turismo-­‐portugal3.shtml     (accessed  Sunday,  27.  November  2011).     Plano  Estratégico  Nacional  do  Turismo  (Webpage)   Available   from:   http://www.turismodeportugal.pt/Português/turismodeportugal/Imprensa/ Documentos%20e%20Links/Documents/Plano%20Estratégico%20Nacional%2 0do%20Turismo.pdf     (accessed  Saturday,  25.  November  2011).   Projecto  Coastwatch  (Webpage)   Available   from:   http://www.confagri.pt/Ambiente/AreasTematicas/DomTransversais/Pages/ TransvProCoast.aspx     (accessed  Saturday,  25.  November  2011).     Turismo  importância  na  economia  portuguesa  (Webpage)   Available   from:   http://pt.shvoong.com/law-­‐and-­‐politics/1682577-­‐turismo-­‐ importancia-­‐na-­‐economia-­‐portuguesa/     (accessed  Sunday,  27.  November  2011).     World  Tourism  Organization  UNWTO  (Webpage)   Available  from:  http://unwto.org/     (accessed  Saturday,  25.  November  2011).