Ugba 106 Sp21
Current events case #2
The travel industry has been one of the hardest hit by Covid-19. There are many different points of view on the extent to which the industry will recover and if so, when that will happen. Understanding how this recovery will unfold is a challenge to businesses in that industry, and affects their planning for finance, operations and marketing. These articles present some of the current thinking in this area.
https://www.cnn.com/travel/article/when-can-we-go-on-vacation-again/index.html
com/2020/12/17/will-business-travel-return-with-covid-vaccine-executives-are-split.html”>https://www.cnbc.com/2020/12/17/will-business-travel-return-with-covid-vaccine-executives-are-split.html
https://www.businesstravelnews.com/Management/Business-Travel-Has-Peaked-Heres-Our-Future
https://www.ustravel.org/toolkit/covid-19-travel-industry-research
You are working in the Marketing department of a major company in the travel industry and are working on marketing planning and strategy moving forward. You may pick a company operating in either the airline or hotel industry. Assume that the time frame you are working with is the remainder of 2021 and continuing through 2022.
The purpose of the assignment is to provide a recommendation on how your brand should move forward in terms of marketing during this period. This should include 1) your recommendation on what should be expected and planned for in terms of recovery in the category and 2) one marketing recommendation that will help your brand given the overall state of the category and your brand’s position in it. Make sure to support your reccommendations.
For the category discussion, you should consider support based on both information and your thoughts about the point of view of the individual consumer. For the marketing discussion, you should consider the concepts that we have discussed.
1 full written page, single spaced, times new roman, pt 12 font
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