Buswell (2011) says that in order to effectively address such threats, Mallorca will have to ensure that it not only strengthens its image as a cultural heritage destination, but also ensures that it develops effective communication. In addition to that, there will also be need for Mallorca to ensure that it enhances its international profile and preserves good conditions which are safe for travellers. The strengthening of Mallorca’s publicity as well as its cultural heritage image coupled with the development of more selling points will ensure the success of the company.
In order to ensure success, Mallorca will have to ensure that it uses effective symbols, design, logos, and images. In order to differentiate, Mallorca will have to differentiate through not only changing its brand, but also through the development of its products and enhanced communication with its customers. Based on Mallorca-now.com (2016), this will greatly help the company to attain its desired image. The company will have to carry out Lifestyle segmentation in order to understand the motivations and determinants of clients in order to position itself strategically on the market.
The first thing that Mallorca as a company will have to do is to have market segmentation. Market segmentation for Mallorca entails the division of the market into segments or subgroups for the marketing management initiatives. What follows will then be the identification of common characteristics or traits for the potential groups of clients. This is quite important for Mallorca because it will help it to enhance competitive positioning. The image and position strategy that will be required in order to achieve effective positioning will be the classification of the company’s customers. This will be done through the use of four major methods namely through geographic, psychographic, demographic, and Behaviouristic segmentation variables.
There are various tourism motivators that should be given consideration by Mallorca in order to effectively meet its objectives and goals. The cultural motivators include sightseeing and experiencing of new cultures while the physical motivators include suntan, health and exercise, sex, and relaxation. On the other hand, the emotional motivators that ought to be given consideration include romance, nostalgia, escapism, fantasy, adventure, and spiritual fulfilment. Status motivation aspect that ought to be given utmost consideration by Mallorca includes among others exclusivity, getting a good deal, spending opportunities which are ostentatious, and fashionality. Personal development motivators in the tourism industry will include enhancing of knowledge and the learning of new skills while personal motivators include visiting of both friends and relatives, making new friends, need to satisfy other people, and search for economy, especially when the income is limited.
Mallorca will ensure that there is development of engagement through Social Media by ensuring that it enhances its online presence using various social media platforms. Some of the social media platforms that Mallorca will use in order to enhance its online presence includes among others, Face book, Twitter, LinkedIn, Instagram, among others. The development of an enhanced engagement and communication using online platforms will quite definitely help Mallorca to access a wider potential audience and customers and thus increase profitability. This is attributed to the fact that owing to the fact that technological innovations have had a significant impact on the contemporary society, most of the customers will get the company’s image and the products that it offers through the of different online platforms. Engagement for Mallorca will greatly be enhanced through the creation of contents that are user generated and through the development of interesting and exciting online media interactions. Doing so will increase engagement because customers are usually interested and excited with user friendly and creative websites.