The Caribbean Gift and Craft Show (CGCS) is an annual trade fair for handicrafts, gifts and souvenirs made in the Caribbean and it is hosted by the Caribbean Export Development Agency (Caribbean Export or CEDA). 2008 marked the fifteenth anniversary of the show. The show has reached ‘maturity’ stage and is at a point where it must be developed to ensure growth and avoid stagnation or decline.
This strategic marketing plan outlines several strategies to be used in re-designing the event. These strategies were developed based on SWOT, PESTLE and Competitor analyses, as well as feedback from research with stakeholders.
The main focus of the strategies is to generate interest from the buyers, the media and the general public by transforming the current Caribbean Gift and Craft Show into a more ‘stakeholder-focussed’ Caribbean Gift and Craft Festival. The report outlines the details of each of seven strategies, the marketing mix necessary to generate this interest locally and regionally, as well as the action and implementation plan for the years 2010 - 2012.