Marketing plan for receptive tourist arrangements designed for Arab markets

Svakodnevno se turistička ponuda Republike Hrvatske povećava, pozicionirajući je sve više na turističkoj karti Mediterana. Nudeći sve širu lepezu usluga privlači sve veći broj turista iz različitih dijelova svijeta. Sukladno tome povećava se i broj gostiju koji dolaze s arapskog turističkog emitivnog tržišta koje je jedno od najbrže rastućih na svijetu te prepoznavanje njegovog potencijala može uvelike utjecati na daljni razvoj, odnosno specijalizaciju hrvatske turističke ponude. Kod osmišljavanja novog inovativnog proizvoda potrebno je napraviti detaljni marketinški plan, sa svim direktnim i indirektnim utjecajima na sam proizvod. Prikazani elementi ovog rada detaljno opisuju proces pripreme i realizacije marketinškog plana odjela Noor DMC. Marketinški plan prikazuje koje su bile strateške odrednice plana te kako je tekao proces istraživanja ovog ciljnog tržišta. Prikazane su i faze pozicioniranja proizvoda te kako je konkurentska strategija utjecala na odabir strategije poslovanja Noor DMC-a. Kroz detaljnu analizu karakteristika arapskih putnika pripremljen je kompleksan proizvod s pomno razrađenim elementima koji privlači arapske goste s već istraženih destinacija poput Republike Francuske, Ujedinjenog Kraljevstva i Republike Austrije prema Republici Hrvatskoj.The Republic of Croatia continues to expand the tourist offer, as it is positioned higher and higher on the Mediterranean tourist map. With its offer and a wide range of services, it attracts an increasing number of tourists from different parts of the world. Accordingly, the number of guests coming from the outgoing Arabic tourist market, which is one of the fastest growing in the world, is also increasing. Recognition of its potential can greatly affect the further development or specialization of Croatian tourism. When designing a new, innovative product it is important to produce a detailed marketing plan, with all direct and indirect influences on the product itself. The present elements of this paper describe in detail the preparative process and realisation of a marketing plan for the department Noor DMC. The marketing plan shows the strategic goals of this plan and the course of the research process towards this targeted market. Additionally, phases of product placement will be shown as well as how a competitive strategy influenced the business strategy of the Noor DMC. Through a detailed analysis of the characteristic of Arabic travellers, a complex product was prepared with carefully chosen elements that attract Arabic guests that have already explored destinations such as the Republic of France, the United Kingdom and the Republic of Austria towards the Republic of Croatia