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In business marketing, ambition, value proposition, and content are inseparable. They are aimed at ensuring that the consumer can see how the business functions and is managed (McKeown & Durkin, 2017). In this paper, these strategies are used to advertise the city of Harpers Ferry, West Virginia. Ambition allows any business to remain successful and make important decisions (Ramdani et al., 2019). Thus, buyers will be able to believe in what is being offered to them, ranging from goods and services (To et al., 2020). Harpers Ferry’s ambition is to become one of the region’s major tourist destinations, which will attract more people and expand the budget. In addition, the city aims to increase the population by inviting new residents to permanent residence. The ambitious Harpers Ferry wants to increase the number of excursions and activities available to meet the different needs of visitors.
The value proposition of the city is vast and varied, which is of interest to people. This strategy is about making a conscious choice to be better and more interesting. Harpers Ferry offers all kinds of employment to new residents of the city through more jobs. People can devote themselves to the tourism industry, the cultural development of the city and the development of new excursion routes. Moreover, the city is located near the national historical park, where a sufficient number of jobs are offered. For tourists, Harpers Ferry has prepared active water and hiking activities and cultural and historical attractions.
As for the content, Harpers Ferry presents a lot of entertainment for all categories of tourists. Active people can devote themselves to rafting or kayaking. At the same time, people aimed at a more cultural holiday will be able to visit a large number of museum expositions. Thanks to the national park, the city is distinguished by a picturesque picture available in any area. This will invariably become a charge of good mood for any resident or tourist.
References
McKeown, N., & Durkin, M. (2017). The Seven Principles of Digital Business Strategy. Business Expert Press.
Ramdani, B., Binsaif, A., & Boukrami, E. (2019). Business model innovation: a review and research agenda. New England Journal of Entrepreneurship, 22(2), 89-108. Web.
To, C. K., Chau, K. P., & Kan, C. W. (2020). The logic of innovative value proposition: A schema for characterizing and predicting business model evolution.Journal of Business Research, 112, 502-520. Web.
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