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Escola Universitària D'enginyeria Tècnica De Escola Universitària d’Enginyeria Tècnica de Telecomunicació La Salle Final Thesis Graduate in Management of Business and Technology CYCLING TOURISM IN ANDORRA Student Promoter Oriol Gasset Granja Llewellyn Thomas ACTA DE L'EXAMEN DEL TREBALL FI DE GRAU Meeting of the evaluating panel on this day, the student: D. ORIOL GASSET Presented their final thesis on the following subject: CYCLING TOURISM IN ANDORRA At the end of the presentation and upon answering the questions of the members of the panel, this thesis was awarded the following grade: Barcelona, MEMBER OF THE PANEL MEMBER OF THE PANEL PRESIDENT OF THE PANEL - 2 - Acnowledgements First of all I would like to express my deepest gratitude to my promoter, Llewellyn Thomas for his dedication, attention, time and support throughout this work. I would also like to thank the people who have participated and helped to make this project a reality. Mainly Andorra Turisme and Jordi Torres product director and new projects of Andorra Turisme. Finally, I would like to thank my family for supporting me since I was a child and for giving me the opportunity to study this degree in the last four years. Also to all professors for giving me the opportunity to enrich my knowledge. And to my friends and classmates who have helped me to finish this Degree in Management of Technology companies. - 3 - Executive Summary The work will be a Management Case. The question that is the research objective in this Management Case would be "Find / Develop and enhance the cyclist tourism industry in Andorra". First in the work there is an introduction on the cycling of tourism in world-wide level, to later introduce in the concrete case of Andorra. Then we will analyze different aspects of Andorra as a destination for cycling tourism such as its infrastructure, its current demand, the markets that are working and the potentials and supply of product. Within the product offer that Andorra offers, the organization of international events such as "La Vuelta" and "Le Tour", and the organization of non-professional races such as "La Volta als Ports" and "La Purito". We will also analyze the destinations of the French Alps, Dolomites in Italy and Switzerland which we consider to be the main competing destinations of Andorra in this type of tourism. After the tourism of cycling in Andorra we will make the diagnosis where it is exposed the problems or weaknesses that have Andorra at the moment like destination of the tourism of cycling. Finally, We will conclude the work with a marketing plan to improve Andorra as a cycling destination. The main strategies we will use are communication, product and differentiation. The main lines of action will be the brand, promotion and product. - 4 - Table of Contents Acnowledgements .................................................................................................... - 3 - Executive Summary ................................................................................................. - 4 - 1. Introduction ....................................................................................................... - 8 - 2. Cycling Tourism ................................................................................................ - 9 - 3. Background of the problem: Analysis Cycling Tourism in Andorra ......... - 10 - 3.1. Introduction and General Considerations ............................................ - 10 - 3.2. Internal analysis ...................................................................................... - 11 - 3.2.1. Analysis of the cycling tourism offer .................................................. - 11 - 3.2.1.1. Independent Cycle tourism, recreational cycling ...................................... - 11 - 3.2.1.2. Pasive participation .................................................................................. - 13 - 3.2.1.3. Competitive cycling events ....................................................................... - 14 - 3.2.2. Infraestructure and complementary services .................................... - 15 - 3.2.3. Analysis of the demand ..................................................................... - 17 - 3.2.3.1. Evolution of demand ................................................................................ - 17 - 3.2.3.2. Main Issuing Markets ............................................................................... - 19 - 3.2.3.3. Other potential markets. ........................................................................... - 20 - 3.2.4. Analysis of marketing and Promotion Andorra Turisme .................... - 21 - 3.3. External analysis .................................................................................... - 22 - 3.3.1. Microenvironment Analysis ............................................................... - 22 - 3.3.1.1. Competition Analysis ................................................................................ - 22 - 3.3.1.2. Customer analysis .................................................................................... - 23 - 3.3.2. Macroenvironment Analysis (PEST Analysis) ................................... - 24 - 4. Diagnosis of Cycling Tourism in Andorra (SWOT Analysis) ...................... - 25 - 5. Marketing plan for cycling tourism in Andorra ............................................ - 26 - 5.1. Objective of the Plan .............................................................................. - 26 - 5.2. Marketing Strategies .............................................................................. - 27 - 5.2.1. Market growth strategy ..................................................................... - 27 - 5.2.2. Communication Strategy ................................................................... - 28 - - 5 - 5.2.3. Differentiation Strategy ..................................................................... - 28 - 5.3. Action Plan .............................................................................................. - 29 - 5.3.1. Branding ............................................................................................ - 29 - 5.3.2. Products ............................................................................................ - 31 - 5.3.3. Promotion .......................................................................................... - 32 - 5.3.3.1. Traditional Techniques ............................................................................. - 32 - 5.3.3.2. Marketing Online ...................................................................................... - 33 - 5.4. Gant Chart ............................................................................................... - 34 - 6. BIBLIOGRAPHY . ............................................................................................ - 36 - 7. APPENDIX ....................................................................................................... - 40 - 7.1. Appendix A .............................................................................................. - 40 - 7.2. Appendix B .............................................................................................. - 44 - 7.3. Appendix C .............................................................................................. - 45 - 7.4. Appendix D .............................................................................................. - 47 - 7.5. Appendix E .............................................................................................. - 48 - 7.6. Appendix F .............................................................................................. - 49 - 7.7. Appendix G .............................................................................................. - 51 - 7.8. Appendix H .............................................................................................. - 52 - 7.9. Appendix I ............................................................................................... - 53 - 7.9.1. Appendix I.A ...................................................................................... - 53 - 7.9.2. Appendix I.B ...................................................................................... - 55 - 7.9.3. Appendix I.C ..................................................................................... - 56 - 7.9.4. Appendix I.D ..................................................................................... - 57 - 7.10. Appendix J ........................................................................................... - 58 - 7.11. Appendix K .......................................................................................... - 58 - 7.12. Appendix L .......................................................................................... - 59 - 7.13. Appendix M .......................................................................................... - 61 - 7.14. Appendix N .......................................................................................... - 61 - - 6 - 7.15. Appendix O .......................................................................................... - 63 - 7.16. Appendix P .......................................................................................... - 63 - 7.17. Appendix Q .......................................................................................... - 64 - 7.17.1. Appendix Q.A .................................................................................... - 64 - 7.17.2. Appendix.Q.B ...................................................................................
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