Marketing Plan for Las Cruces, New Mexico

Paper Summary:

This study provides an up-to-date assessment of Las Cruces, New Mexico. The paper discusses how city leaders can better market the resources they have available to the rest of the country and the world, to promote travel and tourism in the city and region. The paper provides a marketing analysis, together with a discussion of general trends that may affect the city in the future. Finally, the paper proposes an evaluation method for the initiative, followed by recommendations for city leaders in Las Cruces and other similarly situated municipalities.

Outline:
Key Marketing Decision Areas for Las Cruces
Products and Services
Promotion
Price
Distribution
Revised Arrival Forecasts
Lodging
Food and Beverage
Analysis of the Current Competitive Environment
Identification and Validity of Key Market Segments and Target Market Groups
Viability of the Proposed Marketing Objectives
Detailed Analysis of the Marketing Mix Strategy
Evaluation of the Systems of Control and Monitoring Used in Measuring the Success of the Plan
Recommendations
Relevant PEST Factors
New Market Segments and Target Markets' New Objectives
Revised Marketing Mix and Monitoring Processes

From the Paper:

"Today, Las Cruces, New Mexico is a vibrant community that has been voted America's best place to retire. The city has been fortunate enough to have withstood the downturn in travel and tourism that wracked the industry following the terrorist attacks of September 11, 2001, and has emerged as a growing city that has much to offer its current and potential citizens. It has not always been this way, though. Old accounts tell how a Spanish military party was ambushed by Apaches at the spot where Las Cruces stands today; 14 Spanish soldiers were killed, and their bodies were buried where they fell, marked by crude wooden crosses, thus the name Las Cruces (Spanish: "The Crosses") (Las Cruces, 2004). According to the Las Cruces, New Mexico Convention & Visitors Bureau 2003-4 Marketing Plan, the mission of the Las Cruces Convention & Visitors Bureau (CVB) is to: attract meetings, leisure and business travelers to Las Cruces in the most economic and efficient manner possible in order to stimulate the local economy."

Sample of Sources Used:

• Abell, Derek F. and Hammond, John S. Strategic Market Planning: Problems and Analytical Approaches. Englewood Cliffs, NJ: Prentice-Hall, Inc., 1999.
• Adkisson, Richard V. & Peach, James T. (2000). NAFTA and Economic Activity along the U.S.-Mexico Border. Journal of Economic Issues, 34(2), 481.
• Betts, Dianne C., & Slottje, Daniel J. Crisis on the Rio Grande: Poverty, Unemployment, and Economic Development on the Texas- Mexico Border. Boulder, CO: Westview Press, 1994.
• Bradtke, Elaine. (2003). Dancing with the Virgin: Body and Faith in the Fiesta of Tortugas, New Mexico. Folklore, 114(1), p. 124.
• Campbell, Steven E. (February 2002). Demand for Professionals in the Hospitality Industry is on the Upswing. Black Collegian, 32(2), p. 46.

More papers on Marketing Plan for Las Cruces, New Mexico:

• Marketing Plan # 122582 : "Marketing Plan for Insulpak 3000"
• Business Plan # 92268 : "Marketing Plan for Domino's Pizza"
• Business Plan # 9108 : "Strategic Marketing Plan For Stromner Music, Inc."

APA Citation:

MLA Citation: