Picture: Jungfrau Region Marketing AG
Authors: Hannelore Tontsch, Philipp Bircher and Marc Helfenstein
What are the crucial factors for the management of the Jungfrau regional sales and marketing department to consider when entering the US market in order to be successful?
Apart from an in-depth analysis of the organization’s readiness and the suitability of its product, our findings reflect an assessment of the US market‘s potential. Additionally, it opens a discussion about cultural aspects that need to be taken into account. Based on these findings, we were able to come up with a recommendation for the region’s strategy and the implementation of its marketing plan.
Is the Jungfrau region ready to enter the US market? We based our decision on a comprehensive SWOT analysis, a proven fit between the Jungfrau Region and the US customer needs as well as on a unique product at stake: A diverse mountain landscape offering abundant touristic activities – such as skiing, hiking or paragliding – which clearly differentiates itself from what competing Swiss regions such as Interlaken have to offer. Based on these findings we can say: Yes, let’s go!
Is it a good point in time to take on the challenge? Taking into account that the US tourism market (the second biggest worldwide) has been growing again after a decline from 2007 to 2011 and the positive forecasts also reflected in the Travelers Sentiment Index (TSI) which is on its highest level since April 2007: clearly yes! We are well prepared for the challenge thanks to a market entry strategy that focuses on promising B2C customer groups such as “Best-Agers”, a focused action plan to set up sustainable partnerships with high-potential B2B partners and an implementation strategy that comprises comprehensive measures with regards to the 4Ps. We are therefore confident for our aim, which reads: “USA goes Jungfrau Region!”