Newfoundland and Labrador Product Development Strategy

- 79 -o Development of mutual respect and trusto Begin to speak as one voice to provinceo Identify supplier development needso Begin to leverage support partners (Gov. private)o Create collective strategies and tactics to reach new markets and reinforce currentmarketso Create healthy competition between partnerso Innovation and outcome of competitiono Cross marketing through each others location, website, referralo Develop recognition in the market placeo One point of contact in the market placeo Develop consumer confidence from one supplier to another in the allianceo Brand development that supports the provinceo Market intelligence that is sharedo Pride in alliance partnershipo Cost saving opportunities on group purchase through co-op approachWeaknesses of the product alliance model include:o Time requiredo Lack of trust amongst industryo Usually lead by a fewo Limited investment dollars for something new and unproveno Concern about sharing data resultso Limited results in the beginningo Communication challengeso Industry that stays outside the initiative can be negative forceo Focus drifts from original goals to other issues that alliance does not have the capacityto deal witho The shine of enthusiasm weans has project moves into year threeo Challenge of sustainabilityNova ScotiaNova Scotia undertakes a broad mix of product development initiatives but is constrained intheir efforts by a limited budget for product development. The focus is on efforts that supportthe province’s positioning and its emphasis on touring and coastal experiences. In 2002, theprovince adopted a “Vision for Tourism” with the goal of doubling tourism revenues in thenext 10 years. This Vision involves 11 major areas of activity such as Transportation,Administration of Tourism, Quality, developing Star Generators to attract new visitors andbuilding on/strengthening existing community tourism destinations.The provincial Department of Tourism, Culture and Heritage has responsibility for allelements of tourism market and product development at the provincial level. The privatesector driven Nova Scotia Tourism Partnership Council provides oversight and key strategicdirection on marketing as well as on product development and a wide range of other issues.THE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs Study