Marketing strategy analysis - case study - Singita Game Reserves

1. SINGITA GAME RESERVESMARKETING FOR TOURISM III
LUNGILE ROSEMARY KHUMALO
20926250

2. OVERVIEW
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3. Introduction
Vision
Mission
Core Business
Target Markets
SWOT Analysis
Marketing Strategy Analysis
Future Trends
Conclusion
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4. INTRODUCTION
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5. SINGITA ‘ Place of Miracles’
Founded in 1993 with a single lodge
Environmentally Conscious Hospitality
Conservation and Sustainability
Community Empowerment
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6. VISION
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7. To preserve and protect large tracts of
wilderness in Africa for future generations
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8. MISSION
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9. Singita’s mission is to share a unique part of the
World, while maintaining respect for the natural
environment and challenging accepted notions of
luxury.
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10. CORE BUSINESS
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11. CORE
PILLARS
Wildlife
Conservation
Eco-friendly
Tourism
Community
Support
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12. “People feel privileged to stay in unpopulated, untouched
wilderness areas and they choose to stay with us because
our lodges have a reputation for being rare and authentic,
while embodying a philosophy of sensitivity.”
Singita’s CEO, Luke Bailes
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13. SINGITA GAME RESERVES REGIONS
SOUTH AFRICA → SINGITA SABI SANDS
→ SINGITA KRUGER NATIONAL
PARK
→ EBONY LODGE
→ BOULDERS LODGE
→ SINGITA CASTLETON
→ LEBOMBO LODGE
→ SWENI LODGE
TANZANIA → SINGTA GRUMETI
→ SINGITA LAMAI
→ SINGITA FARU FARU LODGE
→ SINGITA SASAKWA LODGE
→ SINGITA SABORA TENTED CAMP
→ SINGITA EXPLORE
→ SINGITA SERENGETI HOUSE
→ SINGITA MARA RIVER TENTED
CAMP
ZIMBABWE → SINGITA PAMUSHANA → SINGITA PAMUSHANA
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14. TARGET MARKETS
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15. Adventure tourists
Backpackers
Families
Eco-tourists and wildlife enthusiasts
Leisure and holiday travellers
Special interests tourists
Tourists seeking education
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16. SWOT ANALYSIS
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17. STRENGTHS
Strong Brand
Community Support
Quality products with unique features
Market experience
Location
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18. WEAKNESSES
High costs – products and services
Environmental impacts
Natural habitats distractions
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19. OPPORTUNITIES
New and innovative technological trends
Scope for novelty – new product designs
Government Support
Relationship with suppliers and alliances
Improving socio-cultural and economic impacts of the local
community
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20. THREATS
Inflation
Natural disasters
Competition
Global warming
Political, environmental and economic regulations
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21. MARKETING STRATEGY
ANALYSIS
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22. MISSION STATEMENT EVALUATION
Primary Market
Strategic Goals
Organisational self concept
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23. MARKET ENVIRONMENT EVALUATION
Aligned with organisations products and services
Market Development
Strategic Alliances
Multi-segment Markets
Specifying Market Strategies – Market Leader
Diversification
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24. SWOT ANALYSIS REVIEW
Capitalize on strengths – Contesting competition
Strategic Investment – Turning weaknesses into
strengths
Focus the SWOT analysis into business process that
meets customers needs rather than the organisations
products.
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25. PORTER’S ‘FIVE FORCES OF COMPETITION’ ANALYSIS
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1. Competition amongst
existing firms
2. Threats of new entrants
3. Bargaining power of
Buyers
4. Threats of substitute
products or services
5. Bargaining power of
suppliers (Porter 1998
: 27-28)

26. DIFFERENTIAL ADVANTAGE
Superior Position
Superior Skills
Superior Resources
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MARKETING MIX ANALYSIS OF SINGITA GAME RESERVES
PRODUCT PRICE
 Maximum Quality
 Diversification
 Reduced Rates – Seasonality
 Competitive Pricing
PROMOTION PLACE
 Social Networks – Twitter, Facebook,
Instagram and Pinterest
 Newsletters
 Websites
 Blog
 WOM
 Travel Magazines
 South African Tourism Directory
PEOPLE PLANNING
 1100 Local Employees
 Community Support – Pre-School
Development and Singita School of
Cooking
 Defined company objectives
 Developed and articulated vision and
mission statements.
 Strategic Direction

28. FUTURE TRENDS
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29. KEEPING IT LOCAL
Increased in travel costs
CLIMATE CHANGE
Sustainability issues
Environmental changes
HOLIDAY LABELLING
Green Destinations
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30. GLOBAL GROWTH
BRICS – Economic performance – 2015-2017
Africa – Business Tourism and Rising Incomes
MILLENNIALS
International travel
MILLIONS OF MILLIONAIRES
US Millionaires – 20.5% in 2020
Dominate luxury travel space.
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31. GAY ON THE GO
LGBT Tourists are choosing not to travel to unsupportive countries
Sending a message with their spending
ACTIVE ADVENTURES
Increased by 65% since 2009
WIRED & WIRELESS
Mobile Apps – Replacing Hotel Concierge
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32. GOING GREEN
Awareness and Education
Increased demand for special products
SAFETY AND SECURITY
Rising Costs – Installation of security systems
LIFESTYLES
‘Back to Basics’
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33. CONCLUSION
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34. “As a safari company, Singita differentiates
itself in a philosophical way. Whereas the
growth of many businesses worldwide is bottom
line driven, Singita’s decisions take into account
20, 50 and even 100-year horizons,” says
Singita’s CEO, Luke Bailes
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35. REFERENCES
Mission and vision statements (Online). 2015. Available: http://www.Singita.com/
(Accessed 25 February 2015).
Company’s core business (Online). 2015. Available: http://www.Singita.com/
(Accessed 25 February 2015).
Marketing Strategy (Online). 2015. Available: http://www.bplans.com/ (Accessed
27 February 2015).
Future trends (Online). 2015. Available: http://www.responsibletravel.com/
(Accessed 27 February 2015).
Future trends (Online). 2015. Available: http://www.ttgmena.com/ (Accessed 27
February 2015).
Singita illustrations (images). 2015. Available: http://www.Singita.com/ (Accessed
25 February 2015).
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