Branding Orlando For Global Competitiveness Essay

2452 words - 10 pages


Executive Summary
Orlando is a brand known worldwide as a destination for tourism and sunshine. The city was listed
amongst the most popular cities in US because of its tourist attraction and beautiful weather. However it was
seldom recognized as anything else. Despite presence of many industries, flourishing trade and huge exports,
Orlando was absent from the list of most successful cities in the world. The core problem facing the city
government is how to market Orlando as a vibrant business destination in addition to a tourist destination.
Though the major source of GDP and economic growth has been tourism, Orlando has developed
significantly in past decade and is now home to several major industries such as Technology, Healthcare,
Manufacturing, Defense etc. these industries together employ over 90000 people and generate billions of dollars
in revenue every year.
Orlando has several benefits to offer including its cultural diversity, trade zones, proximity to
transportation systems, foreign direct investment and organizations which facilitate international trade and
entrepreneurship. However, it faces few hurdles including high crime rate, poor standards of education and
inadequate infrastructure which keeps Orlando from attracting people and companies from all over the world.
The main advantage of rebranding is that it will facilitate trade and thus generate additional employment
and will boost city's GDP. Given the competitive landscape, opportunities and challenges facing Orlando, the
rebranding strategy should focus on leveraging the strengths to create a competitive advantage and a
differentiated image for the city: the city to live in, the city which has the best weather, best amenities and best
career opportunities. The recommendation is to adopt a phased approach for rebranding the city over a period of
time. Initial phase will consist of promoting the existing industries such as Technology and Manufacturing to
attract other global companies and to promote construction and real estate industry in order to develop the
required infrastructure. The later phases will consist of targeting the complementary product industries which
will be attracted towards the developing industrial cluster in Orlando. Government needs to partner with
existing trade organizations to design marketing campaigns and strategies. Moreover they need to take strategic
measures to improve crime rate and educational systems and thus improve the overall living experience and
image of the city. These steps will surely help Orlando to create a differentiator and meet its goals.

The problem for Orlando is how to market the city as a vibrant business destination in addition to a tourist
destination. Despite the presence of booming industries such as Technology, Defense, Health care, the city is
unable to attract a wide range of businesses, investments and immigrant groups. It is not perceived as a place
which can...


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