When researching on the outbound markets in search for intelligence, there are many key goals to consider:

  • Assess market and segment attractiveness, as well as feasibility of penetrating such markets or segments and developing new products.
  • Improve the quality of the strategic and operational decisions.
  • Stimulate strategic and product innovation, as well as competitiveness improvements.
  • Identify trends, opportunities and threats.
  • Provide the necessary information to the operators for their International Marketing Plan, also orientating and facilitating their commercial missions in the outbound markets.
  • Analyze the dynamics of all the factors that may influence the strategy success.
  • Monitor the image and positioning of the destination in all markets and segments.
  • Evaluate possible cooperation strategies with tour operators and other companies.

Do you think there should be considered other goals?

Posted by Jordi Pera

Jordi Pera is an economist passionate about tourism, strategy, marketing, sustainability, business modelling and open innovation. He has international experience in marketing, intelligence research, strategy planning, business model innovation and lecturing, having developed most of his career in the tourism industry. Jordi is keen on tackling innovation and strategy challenges that require imagination, entail thoughtful analysis and are to be solved with creative solutions.

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