The usage of blue ocean strategy in city marketing: Case of Bodrum

This graduation thesis proposes a formal theory for the importance and the effect of Blue Ocean Strategy on City Marketing Strategies underlying important results for the future of cities. It draws upon a historical background from City Marketing Strategies introducing it to city marketing by using specific applications from branding and Bodrum case. City Marketing is based on strategic planning process that begins with thorough knowledge of customers. It has evolved from a description of target customers of city and using marketing steps to sell city products. Competing in overcrowded arena is no way to sustain high performance. In this sense, the real opportunity is to create Blue Ocean of uncontested market space for cities. Emphasis has to be replaced on carefully crafted messages to narrate brand features, inciting people to fall in love with city. Thus transforming the city or region to an attractive space and creating a brand culture where city and its products become a part of life. Creating city brand is a process and it requires a consistent marketing application. While being brand efforts continue, marketing should be it require in the process of doing. In Brief, city branding is not essential part of city marketing but it is result of city marketing activities. All aspects of the customer's experience must be focused around one core marketing strategy. According to the Blue Ocean Strategy, only target group is customers of city, not all living in city. In this sense, local governments should develop customer-centered strategy for the cities' future position. City Marketing is related to transforming city perception in people's mind and presenting properly and professionally this specified vision. It requires customer insight—based on marketing steps with a goal of gaining a deep understanding of customer motivations and desires- all to make strategic and synergistic execution of observation possible. Being successful brand in their mind requires a long-term process. Initiatives which are far from reality increase negative impressions of city and in this case it is really hard to efface this image. In this graduation thesis, the usage of Blue Ocean Strategy in City Marketing is discussed. Blue Oceans denote all the creation not in existence today- the unknown market space, untainted by competition. Creating blue oceans build brands. A blue oceans strategic move can create brand equity. According to the Blue Ocean Theory, demand is created and there is not any competitive fight. If we apply this theory for cities, we can see that cities are not only visiting sites. The main aims are also attract business, investments and keeping residents in city. Therefore, city marketing should not be considered only as tourism industry. People can attach to a city with strong emotions because they are pulled into the brand experience and they will never look back to any other products that are used. Good marketing starts with cities that are made with people in mind and needs to have a specific strategic marketing plan. This means the role of Blue Ocean Strategy begins with script that will attract the target. After successful marketing application process, cities shape out as a product and stand-alone brand name. At the end of this thesis every questions of Blue Ocean Strategy and its application to cities will be apprehend and proven by Bodrum case.