Page 224 - Tourism The International Business

10. Tourism promotion

Exhibit 83: New Zealand's major attractions. (Courtesy New Zealand Tourist & Publicity
Office.)

The position on the horizontal axis is an indication of how strong or viable a particular segment of the market is.
The vertical axis is a measure of how we compare with our competition in vying for that segment of the market. To
what extent do we have a strong competitive advantage in attracting that segment of the market?
Given an honest, albeit subjective, appraisal, an X can be placed in one of the nine squares. For example, if
"convention-goers" is seen as a strong market segment, but we are perceived as in a weak competitive position for
the segment of the market, an X would be placed in box seven.

Table 1: Marketing strategy grid
Market potential

Strong Moderate Weak

1 2 3 Strong Competitive position

4 5 6 Moderate

7 8 9 Weak

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