...Evaluation of Tourism Strategy Objectives Assessment of the Tourism Board Role of Branding The world is witnessing all the countries trying to be the same infra structurally and through the quality of life. However the objectives for a country to promote trade, tourism and investment are best achieved through difference between all the countries. Countries should shoot questions to themselves asking why other countries would come for investing and for tourism rather than going to other countries. This self analysis will lead to making a country more attractive and recognized worldwide for tourism in the case of this assignment. Asking questions like is the transport system working fine. How effective are the roads leading to tourist destinations. How are the tourist destinations maintained. All these self analyzing questions act as the starting point in branding the nation among the tourism friendly countries in the world. This process of branding will showcase the strength and weaknesses of a country in terms of tourism. However the nation’s brand is not going to be fixed and it is going to evolve in time. Thus even if there are lot of issues to be solved in a country there is no reason to delay branding and it’s the best way possible to position the country in the world. A nation branding is not about coming up with logos, tags and advertisements. It takes much more than that to achieve attracting the customers through recognition and by maintaining...
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...A Literature Review on Destination Branding: DUBAI Bygone are days when only the rich explored the realms and secrets the world has to offer; or days when expectations were simple. There was a time when people were dependent for a holiday on various other elements. Now, with one click on the internet, you can choose from the places within your budget, read hotel reviews and plan holiday as per your comfort. Globalization has resulted in options galore, be it entertainment, shopping or sightseeing, followed by global business expansion and revolutionizing of tourism sector. The world has transformed into a global village, it’s a crowded place where 250 countries are competing to woo holidaymakers of all kinds. In today’s rat race, it has become imperative for each nation to compete with other for their share of the world’s consumers, business, investment, attention, tourists and position. For each country, the cities play a significant role in international competition for funds, fame and talent. The prosperity of an entire economy is at stake, and how effectively the city manages to succeed or fall depends on how effectively it communicates and brands itself. The nations focus on marketing their cities as a distinctive place and communicate about the place with help of media resources. In today’s world cities are like companies; those with a strong brand image will attract more tourists and investors. Any factor that emphasizes on a country’s appeal is constructive...
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...Activities of Indian Tourism v/s Other Countries Course: International Marketing Management Indian Institute of Foreign Trade, New Delhi Executive Post Graduate Diploma in International Business (EPGDIB 2012-14) Topic: Promotional Activities of Indian Tourism v/s Other Countries Faculty: Prof. Rakesh Mohan Joshi Submitted By: Soniya Agnihotri Roll No 72 EPGDIB 2012-14 1 Promotional Activities of Indian Tourism v/s Other Countries www.incredibleindia.org 2 Promotional Activities of Indian Tourism v/s Other Countries Table of Contents 1. Executive Summary Objective Pedagogy 2. Indian Tourism Promotional Activities in the International Arena Vision Statement Major Issues: Is India really ‘Incredible’? 3. Why nation branding is important for tourism? 4. Comparison of tourism promotion activities of India v/s other Countries Travel and tourism Competiveness Index Comparison of India with top five tourist destination in the world Comparison of India with top five tourist destination in the Asia-Pacific region Conclusion based on the comparison 5. Major Challenges for Indian Tourism Industry 6. Critical Evaluation Brand Planning & Strategy Comes First Successful Advertising Does not equal Brand Strategy 7. Tourism promotion and success strategy 8. References 3 Promotional Activities of Indian Tourism v/s Other Countries Executive Summary Objective: This study has been undertaken to put light on the various nuances of the Indian tourism Industry...
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...1.1 Background of the Study: Interest in the concept and practice of nation branding has proliferated in recent years, as more and more governments around the world attempt to attach the power of commercial branding techniques in order to improve their country’s image and reputation across a wide range of sectors. Bangladeshis have a persistent grievance that Bangladesh is not justly portrayed in international forums. It has become commonplace for the country to be associated with natural calamities, wavering political situation, corruption and other negative attributes. So, it is necessary to remove the negative perception about Bangladesh & to spread out the positive news to enhance the image of Bangladesh in the world. 1.2 Broad Objective: The main objective of the study is to understand the perceptions of foreigners & native people about Bangladesh & to find the possible ways that will enhance the image of Bangladesh globally. 1.3 Specific Objectives: Under a broad objective the study focused on some several activities for comprehending an overall review. * To identify the problems that Bangladesh faces in tourism industry. * To find the tourist spots those are renowned globally & domestically. * To identify the solution that will lessen the problems in tourism industry. * To find the awareness of people about the culture of Bangladesh. * To understand the perception of native people and foreigners about the people of Bangladesh...
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... | |Key concepts | |Product marketing · Pricing | |Distribution · Service · Retail | |Brand management | |Account-based marketing | |Ethics · Effectiveness · Research | |Segmentation · Strategy · Activation | |Management · Dominance | |Promotional content | |Advertising · Branding · Underwriting | |Direct marketing · Personal sales | |Product placement · Publicity | |Sales promotion · Sex in advertising | |Loyalty marketing · SMS marketing | |Premiums · Prizes | |Promotional media | |Printing · Publication · Broadcasting | |Out-of-home advertising · Internet | |Point of sale · Merchandise ...
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...high quality and global brand awareness. Jorge needs to look at the key steps and utilize the tools necessary for his growth in the international market. In order for Jorge to fulfill his dream he needs to understand the value that not only the Venezuelan cocoa beans have for his chocolate, but the value that the chocolate has to the consumers. By understanding why the consumers buy the chocolates and why they continue to buy will only help further him in the future. Understanding your consumer is key to the success of any business and Jorge can definitely achieve his goal if he keeps this mindset at the forefront of his operations. What are the pros and cons of using country-of-origin as part of his branding strategy? Using the country-of-origin as part of Jorge’s branding strategy can has some positive and negative impacts on the organization. As with any changes, Jorge needs to analyze the opportunities...
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...country with too many people, too much poverty, too little resources, too frequent disasters and too little ability to change for better. Recently poor law and order, bad investment climate and Islamic terrorism have killed its image more. To remove all the negative aspects and image surrounding Bangladesh and to make it as a beautiful and prospective country it is highly recommended to branding Bangladesh. To remove all the negative aspect and image surrounding Bangladesh and to make Bangladesh as a beautiful and prospective country it highly recommended to rebranding Bangladesh. Nation Branding: The concept of nation branding was elaborated by Simon Anholt in 1998 through his article “Nation Brands of the 21st Century” in the Journal of Brand Management where he pointed out that “brands create a value that is invisible”. Anholt, a market researcher from the corporate sector, reckons that brand is a “multiplier of value and as such represents a substantial advantage for its owner; it is as good as money in the bank.” It is said that a country cannot be sold like a toothpaste. Thus, nation...
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...Jackie Keyes Discover Australia 25/8/14 Re-Branding a Multicultural Australia The Opening Ceremonies of the Olympic Game’s are intended to be a way for the hosting country to present them selves to the rest of the world, along with welcoming them to their country. Such ceremonies are planned to be visually pleasing and exploding with dramatic representations of the host countries past and present culture, lifestyle, and rituals. Sydney used 2000 Opening Ceremony for the Olympic games as a way to demonstrate the important roll the British had in colonizing Australia while easing up previous racism accusations, as well as portraying Australia to be home to a vibrant unified multicultural society, offering world-class destinations.- All throughout the Opening Ceremony an evolution of stories were played out for viewers; certain stories were more centralized narratively then others in particular. A sugarcoated version of the Aboriginals history, British Colonies exploration and the evolution of a young Australia, are considered the primary tales narrated. Starting out with a large horse and man scene which spoke strongly to the tourist market specifically Americans, this was perceived as a stunt to attract viewers to Australia along with scenes involving Australia’s beaches, outback territory and high ratio of animals throughout the ceremony. The connection and reconciliation between the white girl who represents a young Australia and the aboriginal man spoke to the...
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...Literature Review International Marketing is the performance of business activities designed to plan, price, promote, and direct the flow of the company’s goods and services to consumers or users in more than one nation for a profit. (Philip R. Cateora et al, 2008). International marketer’s task becomes more complicated that of the domestic marketer as it operates entirely in different business environments. A firm operating in a domestic market undoubtedly feels comfortable in adjusting the business decisions in line with the environmental changes at domestic level. However, the process in an international marketing effort often involves substantial doses of cultural, political and economic shock. To adjust and adapt a marketing program to international market, marketers should be able to interpret the effect and the influence of the uncontrollable environmental factors on their marketing plan for each and every foreign market in which they intend to do businesses. The uncontrollable factors/ elements constitute the culture and the task of cultural adjustment is the most challenging and vital one confronting international marketers. International marketers are responsible for adjusting their marketing efforts to cultures to which they are not attuned. In dealing with unknown markets, marketers must be aware of the framework they use in evaluating the potential of a market. In any system of different people, their political and economic structures, religions and other elements...
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...Health Disparities Based on Socioeconomic Status MHA614: Policy Formation & Leadership in Health Organizations Tuesday, October 28, 2014 Introduction The United Nations Children’s Fund (UNICEF) is a body of the United Nations Program that provides assistance to children and their mothers in the developing countries. The organization helps in building a world where every child enjoys the liberty and freedom. The organization believes in the fact that a today’s children will determine tomorrow’s world. Thus, nurturing the children in a positive manner will help in the betterment of the world in the future. The organization was established with the purpose of working with others in order to overcome problems faced by social and economic issues like poverty, violence, ill health discrimination among the children based on race, ethnicity etc. I - UNICEF span and work focus The United Nations Children’s Fund (UNICEF) takes a large number of measures to provide the best start for a child’s life as a good care in the initial stages of an individual’s life ensures the best foundation for its future. The United Nations Children’s Fund (UNICEF) encourages education for girls making sure that they at least complete their primary school education in order to learn to read and write. This is applicable to boys as well (David Gorski, 2012). But, the organization stresses more upon the girls’ education as an educated girl can be and help one to be a better thinker, a better...
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...Abstract This research paper discusses the key term: “standardization” that’s chosen as a topic for this study for module four for International Business class. Recent scholarly articles and various publications were examined and reviewed covering standardization process as a measurement to manage global operation of international business. Its limitations and drawbacks are deliberated as well. Through out this research papers, the following subjects were deliberated: reasons for picking this key term as a topic, a specific explanation and definition of standardization and its role, process, a summary for the major article chosen which is titled “A Model of Advertising Standardization in Multinational Corporations” and the main points it covered, a specific discussion covering the relation of this article to key term and to manage global operations and international market, the relation of the four other scholarly articles research and their discussion to the relation to the major article and main key term. Keywords: standardization, global operation, culture, marketing mix, advertising Standardization Key Term and Why I am Interested In It The key term I decided to extend my research on for this week is “Standardization”. After reading the required material for the International Business class, I have acquired a better conceptualization for the aspects and dimensions of doing business abroad. Consequently, I have desired to further my understandings on one of...
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...themselves as the main point of contact forshoppers. So, rather than being a Kellog's brand buyer, we are instead becominga nation of Tesco supporters or Asda fans. The competition between brands, own- label, and discount supermarkets continue to coverage on the market. Giventhis contentious environment, retailers are now vying for the consumers'attention and more importantly for consumers' loyalty. Using theorycovered in the 'Scheme of Work', you are required to analyse the issuessurrounding the steady rise in the attention paid to customer loyalty and howretailers may need to change in order to remain competitive. As a guideline,your assignment should cover the following issues: a) Importance ofcontemporary trends in retailing b) Retailingbuying behaviour c) Productmerchandising and selling environment d) Retailpromotion and branding Introduction Growing interest in thestudy of retailing has been reflected in the growth of the retail industryitself globally. Potter (1982) indeed described the academic study of retailingas 'the Cinderella of the Social Sciences'. Others such as Gilbert (1999) viewretail or retailing as any business that directs its marketing efforts towardssatisfying the final consumer based on the organisation of the selling of goodsand services. Bearing in mind this definition then it is critical to be aware ofthe role and techniques of retailers placed as they are at the end of thedistribution chain. Retailers set up business in order to...
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...pronounced(Reilly 553). Similarly, the power struggles that ensued after YongLe's death resulted in an essential demolition of potential prosperity in voyage. There was an ending of voyages, destruction of Zheng He's sailing records, and a concerted effort to "dismantle China's navy"that all amassed to put a cork in China's explorative progression during a premier time of discovery(556). According to Reilly, there are two and a half reasons amongst the many that historians attribute to China's lack of worldly influence; "Asia was simply not greedy enough", "a culture of complacency", and the fact that "China was a single nation while Europe was many"also attributed to the setbacks that were encountered(557). First and foremost, China's greatest shortcoming is due to their "culture of complacency". It is evident that China's culture and mindset played a major role in their self perpetuated setback because they lacked a central focus and goal; regardless of the fact that "half a century before Columbus, Zheng He had reached East Africa and learned about Europe", China's progress in terms of colonization was stagnant to say the least. In many ways this suppression is due to the Chinese fixation on visual grandeur and quantity vs. quality and their "tendency to look inward [and represent] a devotion to past ideals and methods, a respect for authority, and a...
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...The current issue and full text archive of this journal is available at www.emeraldinsight.com/0959-0552.htm The Body Shop and the role of design in retail branding Tony Kent and Dominic Stone The School of Creative Enterprise, London College of Communication, University of the Arts London, London, UK Abstract Purpose – To demonstrate how a company’s retail store design relates to its brand and is influenced by, and contributes to, its corporate values. Design/methodology/approach – The case study briefly summarises the significance of corporate values, branding and design in the retail industry, and subsequently explores The Body Shop’s application of these elements to its business. The case study is contextualised by The Body Shop’s retail environment forming a particularly important communication channel for the company. Findings – The Body Shop has in many ways been the victim of its own success. Being a unique proposition, and having effectively created its own retail category, it has appeared slow to evolve its brand identity. The strong association between the company and its campaigning founder, increasing competition and changing consumer attitudes, have been significant factors in the company’s struggle to re-align and update its brand. Research limitations/implications – The case study largely draws on secondary sources. However, it is informed by one of the authors’ experience and knowledge of The Body Shop’s design process, which has previously remained unpublished...
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...to earn profit. * It must be stable enough that it does not vanish after some time. * It is possible to reach potential customers via the organization's promotion and distribution channel. * It is internally homogeneous (potential customers in the same segment prefer the same product qualities). * It is externally heterogeneous, that is, potential customers from different segments have different quality preferences. * It responds consistently to a given market stimulus. * It can be reached by market intervention in a cost-effective manner. * It is useful in deciding on the marketing mix. Methods for Segmenting Consumer Markets -Geographic Segmentation Marketers may segment according to geographic criteria—nations, states, regions, countries, cities, neighborhoods, or postal codes. With respect to region, in rainy regions merchants can sell things like raincoats, umbrellas and gumboots. In hot regions, one can sell summer wear. In cold regions, someone can sell warm clothes. A small business commodity store may target only customers from the local neighborhood, while a larger department store can target its marketing towards several neighborhoods in a larger city or area, while ignoring customers in other continents. -Psychographic Segmentation Psychographics involves using sciences like psychology and demographics to better understand consumers. Psychographic segmentation divides consumers according...
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