In the ‘Principles of Marketing’ class, I have learned all the basic concepts in marketing. The main focus of the course concerns how markets develop and operate in our modern society. I have learned such things as the notion of market segmentation, the classification of goods and services, and the various functions, institutions and channels of the basic market. As one of the assignments for this course, I were ask to do a marketing plan for Nan Province, one of the province in Northern region of Thailand. My group and I came up with the objective that we will make Nan one of the most well known provinces in Thailand, where tourists can experience the true traditional culture and the enriched nature. We also have to come up with the SWOT analysis, external environmental analysis, market positioning analysis, and promotional strategy.

1. Welcome to .. “ NAN Fair” 19 November 2008 Where Beautiful Nature and Rich Culture Meet

4. Our Goal To make Nan one of the most well known provinces in Thailand, where tourists can experience the true traditional culture and the enriched nature

5. Background Background

13. SWOT Analysis SWOT Analysis T S W O

14. SWOT Analysis Internal capabilities that may help a province reach its objective Internal limitation that may Interfere with a province’s Ability to achieve its objective External factors that the province many be able to exploit to its advantage Current and emerging external factors that may challenge the province’s performance - +

19. External Environmental Analysis

20. Marketing Environmental Analysis Introducing Nan will entail other actors and forces outside marketing affecting the ability to build a successful relationship with the target customers External Environmental Analysis

26. Segmentation, Targeting, and Positioning Market Segmentation Evaluating Market Segments Target Marketing Positioning for Competitive Advantage

33. Promotional Strategy (IMC) IMC Strategy - “emphasizing on the image of Nan, which is its traditional culture and remarkable natural sites.” >> we must deliver a clear, consistent and compelling message in all tools

34. “ Explore Nan, where beautiful nature and rich culture meet” Slogan >> reflect our positioning >> eye catching >> easy to remember

36. Advertising >> a picture tells a thousand words Print ad:

37. Advertising Brochure + checklist of Nan must-sees sites >> offers both pictures and more detailed information available in travel agencies, PR events, as well as local facilities

44. Conclusion the most well-known province for the beauty of nature and enriched culture in the North of Thailand many provinces which have the same selling points are more commercialized Nan is well-preserved perfect combination of traditions and environment