Tourism Sales and Promotion-Free-Samples-Myassignmenthelp.com

Question: As the Marketing Manager for an existingDestination Marketing Organization (DMO)or for an existinghospitality or the travel industry enterpriseof your decision, you are to compose apromotion battle reportaddressed to the supervisory crew for endorsement of an applied thought and use. Answer: Presentation Europe landmass is the blend of different societies and nations through which it creatures an alluring spot for voyagers and particularly for those individuals who wants to investigate new goals and societies. Australian individuals are found consistently inquisitive in pertinence with the investigation of new places, the general idea of Australian individuals is to make the most of their days off and investing some quality energy with their loved ones. The popular spots of Europe are The Eiffel Tower, France, Acropolis, Athens, and Sagrada Familia, known as the Temple of Holy Family, arranged in Spain. Buckingham Palace, which is known as the official home of Britains sovereigns from 1837, Vatican City, and so forth likewise contributes their critical job in making European Tourism increasingly alluring. Size of European the travel industry is by all accounts perpetual as it has unending traveler goals and it has around 50 sovereign states and 6 states with restricted acknowledgment. Extraordinary Britain is additionally part of Europe mainland and this nation has managed in different pieces of the world, for example, the United States, practically all Asia, and so forth. According to the patterns looked into in the year 2016, 5% universal sightseers were expanded from the year 2015 in Europe. It could be set apart as the achievement factor for ETC on the grounds that interest for encountering European nations is a lot of high in different pieces of the world. Aside from different nations, it has been set apart according to the statistical surveying led that Australian travelers are tremendously eager to encounter European spots. The best an ideal opportunity to visit European nations is the Christmas time as this celebration is well known over yonder. The inhabitance rate at that ti meframe is high as pretty much every lodging is pre-booked by travelers. European Travel Commission can utilize this bit of leeway to advance European Tourism in the Australia. Special Campaign Strategy Special procedure for advancing goal is inclining nowadays and it because of each nation is concentrating on increasing progressively number of visitors in their nations since they contribute a major piece of the nation's economy. To help the future economic situations of European Countries, European Travel Commission has chosen to advance their zone in the various pieces of the globe to build up a viable spot in the serious condition. Each visit administrator has a visit bundle for Europe yet as it is the over the top expensive bundle, different visitors drop the arrangement to visit Europe. For this, ETC has asked their showcasing head to build up a notice cum special crusade under which certain pace of markdown ought to be given to voyagers and particularly to Australian visitors as a current limited time battle is being directed in Australia. In 2015, 608 million worldwide visitors were recorded in Europe and in the France was the most loved nation among the entire Europe (Bendit o Ramrez, 2011). To draw in various global visitors, ETC has intended to advance their mainlands the travel industry around 14,000 km away for example Australia. Their showcasing chief has utilized the electronic just as the print vehicle of notice to create mindfulness in Australian open. With a particular objective to advance the European Tourism in the new market, specific publicizing and correspondences frameworks must be maintained to ensure the objective is progressed and exhibited in the correct manner. Ad and limited time systems must be utilized in this special crusade as it incorporates the advancement blend strategy which is a piece of showcasing blend method (Horng Tsai, 2010). Target Market The objective market is known as the specific region of individuals that will demonstrate their enthusiasm to devour the item or administration. The crowd is being focused by the specific association on their necessity premise. According to this situation, limited time battle system is being produced for the Australian Market. The crowd of Australia is focused based on their advantage caught in voyaging European nations in a year ago (Fredman Tyrvinen, 2010). To pull in various individuals from Australia, this advancement blend procedure has been utilized to advance the European the travel industry. Aside from this, a deliberate factor has been featured in the limited time crusade for example non-stop departure from different nations of Europe to Australia which will assist them with traveling without any problem. The Eiffel Tower arranged in Paris, France is the most appealing and one of the acclaimed puts in Europe. Each traveler requests Paris ought to be remembered for their visi t bundle particularly when visit bundle is the Europe. Thus, Europe has the greatest bit of leeway of remembering this city as the focal point of fascination for its limited time battle. The quantity of travelers has been expanded quickly in Europe (Buhalis Michopoulou, 2011). Australia is recorded at the top situation in wording visiting Europe from most recent couple of years, henceforth; this market has been recognized as the significant market from which progressively number of voyagers could be extricated just by spreading mindfulness among Australian individuals. World-class inns, excellent goals like Paris, sentimental spots like the Eifel Tower, Germany, Poland, Greece, and so forth are a portion of the alluring spots which will assist Australian with peopling to pick Europe as the best goal to spend their days off (Croy, 2010). Correspondence Objective While deciding the correspondence goals, it is extremely significant to assess the focused on crowds information in pertinence with the goal which is being advanced. As Australian individuals have been seen going in Europe yet from the impression of the limited time battle, it is another objective market for ETC. Subsequently, suitable and sufficient correspondence goals need to assessed to acquire and separate satisfactory outcomes (Morrison, 2013). As Europe is a landmass and under this name, different excellent nations and alluring areas exist, and for the upgrading the situation of European Tourism over the worldwide market, suitable choice is taken to draw in Australian individuals towards there. Prior to speaking with Australian individuals, ETC has led a statistical surveying, through which they will comprehend the target of clients. According to clients' discernment, a satisfactory and solid choice will be taken which will improve their familiarity with pertinence with the Eu ropean nations. Correspondence goals additionally characterize the perspective on ETC that they have to demonstrate this limited time battle to their administration and in the wake of getting endorsement from them, this will be actualized, subsequently; to get this executed so as to upgrade the vacationer volume in European nations (Lhdesmki, 2012). According to the correspondence targets of the association, proper and important moves must be made to guarantee the clients desires and their necessities must be satisfied. Clients ought to know in regards to the goal which is being advanced in the crusade with the goal that clients could get a supposition for accomplishing the normal level (Diekmann, 2011). Primary Competitors Vital contenders of European Tourism are Bangkok, Thailand, Dubai, UAE, New York, USA and Singapore the travel industry. Over the globe, these are a portion of the spots which are popular alongside European visits (Redondi, Malighetti Paleari, 2011). Dubai is celebrated for their outlandish areas, deserts, and the Burj Khalifa which conveys the record of being the tallest structure on the planet. In 2015, European nations were visited by more than 608 million worldwide visitors and among them, 84.5 million were for France as it were. France is well known because of Paris which is the capital of France. Spain and Italy remain at number two and three separately as 68.5 million and 50.7 million worldwide travelers visited in 2015. The significant fascination which is being remembered for the limited time crusade is the non-stop departure from Europe to Australia which spares the hour of voyagers. Preceding this, for making a trip to Europe, there was no non-stop flight and because of this, Australian individuals need to change at any rate two trips to reach there. This was the significant explanation behind absence of mindfulness for European nations. Being in the serious condition, ETC needs to embrace some powerful advertising procedures which could upgrade the upper hand for the association (Evans, Stonehouse, 2012). And so forth will utilize the limited time systems which will incorporate the blend of electronic just as the paper vehicle of promotion. Aside from conveying the satisfactory data in importance with the European visit, an association has received the upside of conveying in excess of 50 nations in the Europe mainland (Albalate, Bel Fageda, 2015) Correspondence channels Assessment of successful outcomes from the chose limited time battle of Europe Tourism, some satisfactory correspondence channels ought to be utilized. Wellsprings of individual correspondence channels, just as non-individual correspondence channels, would be utilized. Load up hoardings will be utilized as the significant promotion source too magazines and those magazines would be appropriated in-flights. As close to home correspondence framework, each normal or unpredictable sort of visitor would be sent by ETC with the important data in regards to visit bundles, appealing things of the Europe, and so on. This battle will keep going for around 3-4 months for example from July to October on the grounds that during Christmas and New Year time frame, Australian individuals are on siestas and to spend those occasions, they search a decent and alluring area for them (Danaher Rossiter, 2011). Aside from these correspondence channels, European Travel Commission could get the consent from the Australian government for expert

Difference Between Critical Analysis and Analytical Thinking Free Essays

At the point when you truly need to reflect and put your focuses over, it’s said that you need to talk through your brain yet from your heart with what you have lived and experienced. In this piece, I am going to utilize genuine issues and encounters to help set forth my certified reflections on the various perspectives diagnostic, basic and key. To begin with, I might want to examine the most recent and conspicuous issue in Mumbai, regardless of whether it ought to be called Mumbai or Bombay. We will compose a custom paper test on Contrast Between Critical Analysis and Analytical Thinking or on the other hand any comparable point just for you Request Now There was this discussion going around in the class and one of my friends examined that it ought to be called Bombay in light of the fact that 80% individuals in Mumbai need to call it by that name. At that point he additionally authenticated this by connecting it with one of the paper and saying that it has expressed that 65% of the open need to call this city Bombay and not Mumbai. He additionally directed his overview and gathered information of individuals from different pieces of the city, the South Mumbai, the Central Mumbai and the North Mumbai. He later examined the inquiry on the information gathered and reasoned that without a doubt people of this city need to call it by its pilgrim name Bombay. He was in fact right since he had separated this issue and had put forth all attempt to arrive at each side of the city for the review. His study number also demonstrated the equivalent and with the assistance of logical reasoning, he persuaded that individuals need to call this city Bombay. In this way the excellence of expository reasoning is that with the information and figure well in put you can demonstrate anything without anybody in any event, addressing it. Anyway I was conceived in Mumbai knew this city in and out and chose to discover the response to a similar issue however fundamentally. More than numbers and figures, I depended more on my insight and encounters of this delightful city. Accordingly, I too directed a comparative yet posed one more inquiry, Why would they like to call Mumbai as Bombay? Furthermore, the appropriate response was astonishing. They needed to call it Mumbai yet as the name of Mumbai was Bombay in the business circle, they needed it to named Bombay. In addition, the review directed by my companion was done in business regions of the South, focal and North Mumbai. Where greater part of the individuals originate from different urban areas and have no information and comprehension of the neighborhood emotions. So the scientific thoroughly considering here obviously passed up a great opportunity the nearby sentiment of the individuals just as the comprehension of the unpredictable network. I have referenced the above experience since I need to deliver the significant distinction among investigative and basic reasoning. While logical reasoning did demonstrate and furnished a response to the above inquiry and even looked progressively sound as a result of the numbers, it neglected to incorporate nearby inclination and information on the neighborhood. This is one of the significant contrasts among logical and basic reasoning. While expository reasoning isolates the issue into numerous territories and attempts to back it up with figures, basic reasoning uses the information and experience and put them into sensible speculation to detail an answer. To the extent vital reasoning is concern, I am as yet attempting to characterize the significance and the closer I am characterizing it the more remote it goes. It’s like discussing whether GOD exist or not. GOD is there we accept, however on encounters and instincts. We can't see Him yet at the same time feel He’s there. Essentially, vital reasoning escapes its distinct presence however is consistently there. You can consider it an arrangement of activities intended to accomplish a specific objective. This game plan is actualized by considering and gauging a few aspects and perspectives. Your insight and in particular your comprehension and application is of furthest significance for key reasoning. After these requirements comes the examination and combination of these essentials keeping the significance of all conceivable view and potential outcomes open. Subsequently, vital reasoning never has an unmistakable answer or arrangement. Its everything about choosing the best chance. So regardless of whether I do figure out how to come out with a triumphant methodology other may disparage it essentially on the grounds that they may take a gander at it from various edge. So more you are scorned or censured the better will be your key reasoning. Today initiative resembles a spirit caught between his interior awareness and outer real factors. The spirit can pick endless prospects however yet need to choose a not many. Also, whatever he does ought to be with the end goal that it takes the side that benefits the all. In this day and age, an administration would be hard to continue without keeping all the three things like money related, social and natural viewpoints. Furthermore, to keep this authority needs to instill power with morals for any kind of manageability. Authority can be brief in the event that one doesn’t bargain on a portion of the morals simultaneously would be risky on the off chance that he follows none. So it has t o have it just to the point of manageability. At the point when an illuminated one composes a sonnet thousands read it. In any case, every single one of them sees it in a manner they need to and this relies upon their own background and information. Additionally, I use to see the World in a manner I have seen it with my eyes and watched. In any case, to truly comprehend you have to see it through the eyes of numerous others and that is one thing that I have gained from this illuminating experience of the most recent fourteen days. Today when I am driving, I am available to unending prospects and perspectives. I am attempting to utilize the five why method in my psyche to contact the conceivable main driver.. At that point the model that I am attempting to work is to utilize basic reasoning first and afterward utilize systematic deduction to authenticate the discoveries of the basic reasoning. This I feel would help counter the constraints of the diagnostic deduction and simultaneously will help encourage the basic reasoning outcomes. Step by step instructions to refer to Difference Between Critical Analysis and Analytical Thinking, Papers

Essay Topics - Should You Start From Scratch Or Finish Off an Existing Topic?

Essay Topics - Should You Start From Scratch Or Finish Off an Existing Topic?The vast majority of students studying towards an essay writing exam at University or College will find it easy to write a good essay topic on their very first attempt. However, if you are a little more advanced in your work then perhaps you may need to review the material again before starting your project.Some people claim that starting from scratch is the best way to tackle your project since you will have a brand new final topic. Others however believe that you should start off with an existing topic and come up with a completely new one. Both methods have their advantages and disadvantages and knowing which approach to take can be beneficial for your project.Your objective here is to choose a topic that interests you. Even if you are writing a completely different essay topic than what you wrote previously, you still want to find a topic that you are familiar with, even if you are not passionate about t he subject.Another benefit of starting with an existing topic is that you will have a list of your major points to focus on. Instead of having to concentrate on how to turn your subject into a strong essay topic, you can just look at some examples of previous work that uses the same topics. This will help you figure out the most effective method to express yourself and convert your ideas into a coherent work.Alternatively, if you have already finished with a topic, such as your fifth year of secondary school, you may be better served by starting fresh with a new final topic. You will probably not have any prior experience with the topic that you are using. Perhaps you will have a few examples to give you an idea about how to present it in a coherent manner.Some students believe that successful essay topics can only be written by experienced writers and readers who have known the subject since the start. They would then say that they were lucky enough to have known the subject well e nough to know what was effective in their project.Either way, regardless of which approach you take, you need to ensure that you have a few options for essay topics. Starting from scratch will be too daunting for some students who are already beginning their studies, while starting with an existing topic will save you time and energy.

English Language Education in Japan

In Japan, eigo-kyouiku (English-language education) starts the first year of junior high school and continues at least until the third year of high school. Surprisingly, most students are still unable to speak or to comprehend English properly after this time. Reasons for Lack of Comprehension One of the reasons is the instruction focusing on the skill of reading and writing. In the past, Japan was a nation composed of a single ethnic group and had a very small number of foreign visitors, and there were few opportunities to converse in foreign languages, therefore the study of foreign languages were mainly considered to obtain the knowledge from the literature of other countries. Learning English became popular after World War II, but English was taught by teachers who were trained under the method that emphasized reading. There were no qualified teachers to teach hearing and speaking. In addition, Japanese and English belong to different families of languages. There are no commonalities either in structure or words. Another reason in the Ministry of Educations guidelines. The guideline limits the English vocabulary that is to be learned during the three years of junior high school to about 1,000 words. Textbooks must be screened first by the Ministry of Education and result for the most part in standardized textbooks making the English language learning too confining. Recent Years However, in recent years the necessity has increased to communicate in English as the ability to listen and speak English is in demand. The students and adults who study English conversation have increased rapidly and private English conversation schools have become prominent. Schools are now also putting strength into eigo-kyouiku by the installation of language laboratories and the hiring of foreign language teachers.

The Yellow Wallpaper and The Awakening - 2156 Words

Based on the late 19th century short stories, The Yellow Wallpaper and The Awakening, the authors depicted childbirth as a traumatic and even torturous experience, which left women to cope with the physical and mental health effects alone. Effects such as these impeded the mothers’ abilities to be the ideal ‘mother-woman’ to their offspring because in the eyes of patriarchal society, they were only existent in the domestic sphere and their feelings and emotions were null and void thus defining them as too weak to take on the strenuous demands of society. The expectations were that they exert minimal energy using intellect and instead maintain a household suitable for the husband and children. Although many assumed that motherhood was†¦show more content†¦The narrator’s husband fainted, probably in response to shock and the story ends with the narrator walking circles around her husband. In The Awakening, Edna Pontellier a wife and mother of tw o was at first very uptight and obedient as was the way of American culture. She was clearly unhappy, but diligently fulfilled worked toward fulfilling her role of a ‘mother-woman’. As a result of her husband’s absence due to his preoccupation with work, Edna spent most of her time adapting to Creole customs that she picked up from Adele Ratignolle, a woman who was admired for being the epitome of a ‘mother-woman’. Edna even engaged in an innocent romance with a character named Robert whom she later fell in love with. During the family’s summer vacation Edna experienced an ‘awakening’, she ignored the existence of her children and frolicked with the chivalric men of the town whom she shared physical attractions with. The shared companionship between Edna and Robert stirs up emotions she had never felt with her husband. She even started to take up her past time of painting as she had enjoyed during her youth, a nd often relived memories of her joyful youth experiences. Edna’s husband noticed a shift in her attitude and distance, and sought advice from Dr. Mandelet. The doctor instructed Mr. Pontellier to let his wife’s defiance play its course and she would come back around. He does as instructed, but her antics only became more severe.Show MoreRelated The Awakening and The Yellow Wallpaper2395 Words   |  10 Pages   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Kate Chopins story The Awakening and Charlotte Perkins Gilmans story The Yellow Wallpaper draw their power from two truths: First, each work stands as a political cry against injustice and at the socio/political genesis of the modern feminist movement. Second, each text is a gatekeeper of a new literary history. Kate Chopin and Charlotte Perkins Gilman seem to initiate a new phase in textual history where literary conventions are revised to serve an ideology representative of theRead MoreA Comparison Of The Awakening And The Yellow Wallpaper796 Words   |  4 Pagesnineteenth century, most everyone was blinded to any but two possibilities in respect to women s role in society. In The Awakening and The Yellow Wallpaper, the two main characters are women who have begun to see a spectrum unimaginable to those around them. Unfortunately, because the world remains engrossed in black and white, any additional hues, Edna Pontellier and the narrator of t he Yellow Wall paper, become lost - not only to society but also to themselves. Each supporting character in these novelsRead MoreThe Yellow Wallpaper and the Awakening Comparison1488 Words   |  6 Pagesâ€Å"The Yellow Wallpaper† is a short story telling about a young woman who is eventually driven mad by the society. The narrator is apparently confused with the norm defining â€Å"true† and â€Å"good† woman constructed by society dominated by man. â€Å"The Awakening† addressed the social, scientific, and cultural landscape of the country and the undergoing of radical changes. Each of these stories addresses the issue of women’s rights and how they were treated in the late 19th century. â€Å"The Awakening† exploresRead More Theme of Entrapment in The Awakening and The Yellow Wallpaper1239 Words   |  5 Pagesof Entrapment in The Awakening and The Yellow Wallpaper Topics of great social impact have been dealt with in many different ways and in many different mediums. Beginning with the first women’s movement in the 1850’s, the role of women in society has been constantly written about, protested, and debated. Two women writers who have had the most impact in the on-going women’s movement are Kate Chopin and Charlotte Perkins Gilman. The Awakening and The Yellow Wallpaper are two of feminist literature’sRead MoreCompare And Contrast The Awakening And The Yellow Wallpaper1211 Words   |  5 Pagesâ€Å"The Awakening† â€Å"The Yellow Wallpaper† During our previews week we had many different reading assignments. The assignment I chose to talk about in this paper for week number one was â€Å"The Yellow Wallpaper† by Charlotte Perkins Gilman. For the second reading assignment for this current week will be â€Å"The Awakening† by Kate Chopin. I choose this two reading assignments because they were both very similar, but at the same time very different. Throughout this paper I will be demonstrating a common theme—characters—andRead MoreIndividualism In The Yellow Wallpaper And Chopins The Awakening723 Words   |  3 Pagestwo fascinating pieces of literature with the two leading characters. Both Gilman the author of â€Å"The Yellow Wallpaper and Chopin the author of The Awakening utilize various literary devices to develop their overall theme of showcasing individualism and the true meaning behind it. Initially, both authors use characterization to convey their overall theme. For instance, in The Awakening, the main character Edna Pontellier is described to be acknowledging her sexual desires, while alsoRead MoreHow The Yellow-Wallpaper and The Awakening Influenced Americas View on Women 621 Words   |  3 Pages The belief of women being loyal, obedient to their husbands, and a caretaker was slowly being thrown out the window . Women suddenly started to gain the characteristics of their husbands; secretive and disloyal. In the texts â€Å"The Yellow-Wallpaper,† and â€Å"The Awakening,† shows how exactly women were changing thus influencing the changes in America’s views on women. These stories that reflected on the changes of a hand full of women gave courage to the rest to become their true self; living their livesRead More Theme of Isolation in Gilman’s The Yellow Wallpaper, Steinbeck’s The Chrysanthemums and Chopin’s The Awakening1619 Words   |  7 PagesDespite differing story lines, Charlotte Gilman’s The Yellow Wallpaper, John Steinbeck’s The Chrysanthemums and Kate Chopin’s The Awakening, depict the same suffering; the isolation that women have been forced to endure throughout history. In the time period that all three characters were placed, it was culturally acceptable for wives to be dominated by their husbands; their responsibility revolving around the needs of their children and those of their spouse. Most women simply did not have a meansRead More Womens Issues in The Awakening by Kate Chopin, The Yellow Wallpaper by Charlotte Perkins Gilman, and Souls Belated by Edith Wharton1028 Words   |  5 PagesWomens Issues in The Awakening by Kate Chopin, The Yellow Wallpaper by Charlotte Perkins Gilman, and Souls Belated by Edith Wharton In comparing the three authors and the literary works of women authors Kate Chopin (1850 -1904), The Awakening, Charlotte Perkins Gilmans (1860-1935), The Yellow Wallpaper, and Edith Whartons (1862-1937) Souls Belated, a good number common social issues related to women are brought to light and though subtly pointed out are an outcry against the conventionsRead MoreYevgeniy Pastukhov Semchenkov. Eng 201-0908. Pr. Chrysula1554 Words   |  7 PagesYevgeniy Pastukhov Semchenkov ENG 201-0908 Pr. Chrysula Norway 5/14/2017 Emancipation in The Awakening and â€Å"The Yellow Wallpaper† Kate Chopin’s the most well-known work The Awakening and Charlotte Perkins Gilman’s short story â€Å"The Yellow Wallpaper,† both initially published in 1899, present astoundingly analogous stories of the role of women in society. Both texts are narrated from the point of view of a female protagonist who breaks away from the restraining conventions of a male-ruled society before

Social Impact on Cyber Crimes

Question: Discuss about the Social Impact on Cyber Crimes. Answer: Introduction Society has an important role to guide people in proper way. Cyber criminals take full benefits of anonymity, secrecy as well as interconnectedness, which are provided by internet (Patton et al. 2014). In addition, internet becomes most essential medium for people in completing any types of tasks and entertainment. Thus, attacking through online is the major way to access data from the users and lead them to be victimized in several ways (Wall, 2015). Hacking leads to accessing of confidential data and credentials. On the other hand, through providing child abusive materials help a class of people to fulfill their wishes and mislead society to get some benefits. Moreover, it helps to gain additional money. Along with these, there are no strict laws preset for cyber crimes that lead people to do cyber crimes. Therefore, it becomes a great challenge for people to create awareness not to be associated with cyber crimes. To identify the interests for getting associated with cyber crime by a large number of people To address the roles of the Government and agencies in implying cyber crime laws To identify the role and impact of society on cyber crimes Recommendations People and entire society need to be aware in preventing to get associated with cyber crimes. In addition, they need to be very conscious in using internet. Along with these, it is required to take some steps like installing anti-virus, firewall and parental control in their systems that will help children not to be victimized by cyber crimes. References Wall, D. S. (2015). The Internet as a conduit for criminal activity. Patton, D. U., Hong, J. S., Ranney, M., Patel, S., Kelley, C., Eschmann, R., Washington, T. (2014). Social media as a vector for youth violence: A review of the literature.Computers in Human Behavior,35, 548-553.

International Marketing Strategy Essay Example

International Marketing Strategy Essay BA (Hons) Marketing – 3rd year Mathieu Chomarat: 06110827Portobello College Year 2006-2007 International Marketing Strategy Assignment 2: Ikea Case Study Lecturer: Carmel GernonRoom: F6 Table of Contents A Brief Introduction to the essay:1 Macro-environment of Ikea in Brazil:1 Politic and legal environment:1 Economical environment:2 Social environment:3 Technological environment:4 Environmental factors:4 Market strategy entries:4 Wholly owned stores:4 Joint venture:5 Strategy recommended: franchising6 Success factors in Brazil7 Know how to attract new customers7 Be able to sell good quality products at a low price7 Adapt the experience in the retailing to a new market8 Understand the reasons that make Ingvar Kamprad reluctant to enter a new market:8 Bibligraphy9 Appendix 1: Brazil maps10 Appendix 2: Diary11 Number of words: 3,324 A Brief Introduction to the essay: With 237 stores around the world and a turnover of â‚ ¬ 17. 6 billion, the Swedish company Ikea is the world leader in home furnishings[ Ikea’s Fact and Figures 2006, from Ikea’s website at http://franchisor. ikea. om/] thanks to a DIY concept that enables them to sell well designed good quality products at low prices. The Ikea Group plans to further their international expansion into the South American Market. Brazil is the largest country in South America and fifth largest country in the world after Russian, Canada, China and USA. It apparently represents the most attractive country to target. The following analysis aims to high light threats and opportunities regarding to the Brazilian market, as well as providing solutions and recommendations for a successful implantation in this area. We will write a custom essay sample on International Marketing Strategy specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on International Marketing Strategy specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on International Marketing Strategy specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Macro-environment of Ikea in Brazil: Politic and legal environment: Even if the political stability in South America isn’t as secure as countries from the European Union for example, the situation remains quite steady as the former president Luiz Inacio Lula da Silva won a second term in a landslide victory at the end of October 2006. Silva who used to show strong leftist rhetoric before acceding to power in 2002, is more seen by observers as a centrist with a conservative economic policy in his first term[ â€Å"Brazil’s president wins landslide victory†, Associated Press, 29th of October 2006]. As he is considered more moderate than other South American leftist leaders like Venezuela’s Hugo Chavez and Bolivia’s Evo Morales, his re-election is more than welcome for big companies willing to enter the Brazilian market such as Ikea. Thus, the country doesn’t seem to present a big political risk, as the president promised to boost growth to reach the ranks of developed nations. In fact, the credit insurance company Durcroire specialised in international transactions assesses a risk of two based on a seven levels scale, giving the country a relative poor political risk[ http://www. ducroiredelcredere. e, information from the 02/11/2006]. The government is also quite active for helping its population to have better standards of living. A number of programs such as the â€Å"Programa Carta de Credito Individual e Associativa†, â€Å"Habitar Brasil-BID (HBB)†, or the â€Å"Programa de Subsidio a Habitacao de Interesse Social (PSH)† help peop le to acquire proper homes, by providing grants and credits to people who are the most in the need. It thus helps them to leave their ghettos. Such programs can be seen as an opportunity, because, when moving into new houses, people are more likely to be willing to acquire furniture as well. Other social programs are profitable for the population and for Ikea as well. For example, the â€Å"Credito Solidario†, helping poor people to send their children to school leads to an increase in the number of educated people who can be seen as the target of Ikea. For instance, they can read the ads, understand Ikea’s buying process, and build their own furniture with written explanations for instructions[ http://www. bresil. org/index. php? option=com_contenttask=viewid=663Itemid=51cataff=116cataffb=116]. Furthermore, the government is willing to make the country more liberal. In this intent, Brazil is a part of the Common Market of the South, Mercosur which has founded Common External Tariffs (CET) for Argentina, Brazil, Paraguay and Uruguay, concerning a growing number of products. In the geographic area of Mercosur, the tariffs are also eliminated, and factors of production (labour or capital for example) can move freely. These CET apply for equipment goods at rates included between 0% and 14%[ http://www. septimanie-export. com/fr/fiches-pays/bresil/acces-au-marche] (numbers given for the tariffs applied on the CIF[ Cost Insurance Freight] price of goods). This is a big opportunity for Ikea, because reduced tariffs would reduce prices on their imports to Brazil if they set up one or more outlets there. There doesn’t seem to have a special law limiting the size for big stores, which quite goes in the right way for Ikea. Economical environment: With emerging markets grabbing investors’ attention, many are turning their focus towards South American markets. Strong exports, high commodity prices and increased investments have been contributing factors to growth within many of the Latin American markets[ Ann-Marie Fleming, 19th of Jan 2007, seekingalpha. om, stock market opinions and analysis website]. The total Gross Domestic Product (GDP) of Brazil for the third quarter of 2006 was about Real 542 billion ($ 253. 5 billion), which represents an increase of 6. 55% compared to the previous quarter[ SDDS, from the International Monetary Fund, January 2007]. If taken on a per capita basis, Brazil is ranked in 68th position out of 181 countries with revenue of $ 8,561 a year, providing the population an average purchasing power[ International Monetary Fund, World Economic Outlook Database for the year 2005, September 2006]. Thus, the economy seems more than appropriate to the entrance of Ikea, especially since the global imports in the country have experienced a growth of 16. 27% during the third quarter of 2006, reaching Real 72 billion ($ 33. 7 billion), which could be profitable for the importation of furniture. Brazil has indeed well recovered from the 1999’s crisis[ SDDS, from the International Monetary Fund, January 2007]. But the growth of the economy of Brazil, compared from one year to another shows numbers quite smaller, as it grew approximately from 2. 3% in 2005 and 4. 9% in 2004[ http://www. state. gov/r/pa/ei/bgn/35640. htm#econ]. Regarding more specifically the furniture market, numbers show that in the previous years, Brazilian imports decreased from $ 111 million in 2000 to $ 96 in 2001 (-3%), which doesn’t seem quite attractive for Ikea, considering its global strategy of having one only supplier for each product. The imports of furniture are dominated by the United States with 39%, followed by Germany with 36% and Italy with 10%[ ABIMOVEL, Brazilian Association of Furniture Manufacturer, numbers from the case study]. The market of furniture in Brazil can be broken down in three main segments: residential (60%), office (25%) and institutional organisations (15%). Analysis show that this last segment is on the growth and imports should increase considerably for the next 3 or 4 years, mainly imports from the United States. That could be interesting if Ikea would favour the institutional segment, and if they would have suppliers based in the United States. The market is also restrained by high interest rates (18. 3% per year in 2001) which prevent people from demanding bank loans, and thus maintain their purchasing power at lower levels than if they could borrow money easier. It then has a bad impact on house purchasing and in series, lowers the buying of house furnishings too. An economical risk regarding the imports of furniture is brought with Brazilian high government debt remaining at 51% of the GDP, in spit of a relative decline in 2004. This debt could lead to the hardening of import taxes and other product taxes or even currency depreciation which could be dreadful for Ikea and its low costs strategy based on high volume sales. A possible solution to target a market which represented approximately $ 3. 6 billion in 2000 could be to use one of the 13,500 Brazilian furniture manufacturers. The problem there is that most of these firms are small, family owned companies not necessarily adapted for mass production at an international scale. The advantages to have recourse in local production are that: The average wage for November 2006 is of Real 1 139. 8: $ 533. 2; The production of particleboard which is used for 80% by the furniture industry has increased from 13% a year from 1990 to 1998, reaching 1. 3 million m3. Social environment: Brazil constitutes at first sight an incredible opportunity. On one hand, it represents a growing population of 186 million people. On the other hand, it is also a market which can be compared to European ones: the population is mainly Roman Catholic (74%), most of the population speaks Portuguese, 86% of the Brazilian adults are literate and the workforce is of 90. 4 million people with only 8. 4% unemployed[ Information from the USA government, http://www. state. gov/r/pa/ei/bgn/35640. htm#econ, 2005]. However, like most of the developing countries, polarization is a significant issue in the Brazilian society. There are huge income gaps between the rich people and the poor people. The 10% richest people earn 50% of the totally income and the 10% poorest people only get less than 1%. Social statues then classify the society hierarchy, and people try to improve their rank by having famous cars or with the taste of decorating in house, especially in the middle class. This could indeed be a good point, but the credit option is extremely limited among most consumers in Brazil, 18% of households have credit cards, and most of them wouldn’t beyond the point that they can pay back the full balance within a month[ Brazil’s Consumer Credit Culture, 18th of Jul 2005 gtnews. com]. According to a report from The San Francisco Chronicle (California) newspaper on March 22, 2006, more and more low and middle level of people moving to new building, it is a significant signal that low and middle class people improve their living standard. On an other hand, furniture demand could increase in the near future, and certain groups will look for eye-catching furniture at acceptable prices. This is exactly what Ikea is looking for! Technological environment: The road network stretches on 1. 5 millions kilometres but only 10% is asphalted, which can cause disorders for the furniture’s delivery. Moreover, proximity to mass transit and public transportation is essential as a lot of low-income consumers do not own any car. The growth of PC’s ownership PCs as well as the Internet expenditure could be profitable to Ikea for online selling. The state has placed an order for 1 million of $ 100 computers for 2007 to equip schools[ â€Å"Le Bresil: premier grand client du PC a 100 dollars†, http://www. silicon. fr, 12th of March 2007], and the computers ownership is growing in the country. Environmental factors: Brazil shelters dense forests in northern regions including Amazon Basin that can be use for wooden furniture: half of the country is covered by forests. The government is also involved in protecting this forest, but lots of measures aren’t very effective. Market strategy entries: Ikea has already a pre-set strategy worldwide: it has franchises all over the world that sells its products and use contract manufacturing to supply the outlets with furniture. The products designed by Ikea, and produced by its partners are sold all over the world; it’s thus a big company, largely experienced in international business. The firm’s objectives in targeting Brazil are to enter a huge potential market and then increase its global market share as well as its revenue. In this new market that seems appealing enough to try and get to set a business in, but in a country that seems to be full of threats for a company that doesn’t have any experience with the local culture, it seems more than recommended to find a local partner first. Studies show indeed that successful companies in Brazil, like CA, are the ones which managed to adapt to the local environment with specific policies. In this intend, two strategies are likely to give the best results, because they involve local actors providing a fewer risk, and because they take into account the current organisation of Ikea: joint venture agreements and franchising. On a second hand, the strategy consisting in implanting Ikea’s wholly owned outlets or even purchasing other companies to set up their business in Brazil could be a solution, if we consider that the Brazilian market has a high potential for high income and success. Wholly owned stores: Having wholly owned stores to enter the Brazilian market is the most risky solution that can be conceivable, but it is still relevant to the actual case as the political risk in the country is low, the potential market in term of number of potential customers is high, and Ikea has enough resources to invest into new outlets. This strategy could be seen as similar to franchising, which is the main approach used by Ikea all other the world. Wholly owned stores could therefore be a possible solution for Ikea, which would either have to employ local managers or buy an existing local store to make sure that the new entity would answer the special needs of the market. Being able to understand the culture is an important factor to succeed in Brazil indeed, as the case study shows. Ikea should then be very careful when entering the market to make sure they respect the local culture and answer to the specific local needs of both the customers and the employees. Having a local owned store would be a long shot strategy to make high profit in the long run as well as being able to access to the distribution channels quickly and then select new suppliers among the huge number of local furniture manufacturer. The opportunities could thus profit to the brand worldwide, in finding a cheap manufacturers supplying good quality products. But this strategy also has a major drawback, as it would use big resources and could be unprofitable if the sales remain low. Ikea would then struggle to exit the market quickly and wouldn’t be able to prevent huge losses. This strategy could then only be used if Ikea is sure that the market is big enough. Joint venture: A joint venture is an entry strategy for a single target country in which the partners share ownership of a newly created business entity[ Keegan Green, 2005, pp. 299]. A joint venture seems to be an adapted strategy as Ikea already used this type of strategy during the past. In Japan for example, it set up a joint venture agreement with a local department store to test the market in 1976. History shows that the company then withdrew from the market due to stagnant sales. It then came back to Japan recently in 2006 thanks to a distribution partnership with the Mitsubishi Corporation[ Wikipedia, 2007]. Ikea could use a similar strategy by setting up a partnership with a medium sized local actor specialised in retailing with experience in the furniture industry to benefit from its experience without risking to face to see this actor becoming a competitor when he would have learn enough from the big company. A joint venture strategy could be seen as an opportunistic strategy to see if the market is ready. The benefits of a joint venture are as follow: Ikea would attain the knowledge of the Brazilian market through its local partner. It enables to reduce the time for Ikea to understand the local furniture market. If the market is really interesting, Ikea can then enter more and set up new stores in the country, in the high population density areas. Ikea also shares the risks with the local partner and thus reduce risk and uncertainty. By using joint venture, the financial risk and possible government interference are reduced. It could be then profitable to use local suppliers for some products, reducing costs due to importation taxes. However by using joint venture, there is possible conflict against the company goals and objectives, and it is difficult to exit the venture in both successful or failure events[ Warren J. Keegan Mark C. Green, 2005, Global Marketing, 4th Edition, Prentice Hall, page 299]. If the partnership would take a wrong turn, concerning the relations with Ikea or if the local company wouldn’t follow Ikea’s recommendations, the multinational firm would struggle to adapt its model to the new market. Possible conflicts could also come from the fact that the local actor could copy Ikea’s strategy and give an end to the partnership. That is why it is very important in that case to be careful when choosing a partner and make sure that he would understand Ikea’s goals and adhere to them. Strategy recommended: franchising â€Å"Franchising is a special form of licensing where the franchiser makes a total marketing programme available to the franchisee. It will have to pay a fee and supply capital, personnel, personal involvement and local market knowledge†[ Jeannet Hennessy, 2004, pp. 296]. All current 237 Ikea stores all over the world operate under a franchise from Ikea Systems B. V. Ikea’s Facts and Figures], and franchising seems to be the most adapted entry method to enter the new market for the following reasons: Uncertainty Risk: Though economy is booming in Brazil now, with high national debts, high interest rate, and huge income gap between rich and poor people, there is still uncertainty risk to enter the Brazilian market. Franchising can reduce risks with limited resource input in an uncertain market because it uses the resources and the knowledge of the local franchisee. Speed: Speed is one of key issue for Ikea to be success to enter Brazil. Because of the important number of local competitors in the Brazilian market, the less time Ikea give them to reply, the high opportunities to be successful. Franchising is then an answer to this speed requirement as it provides the opportunity to grow quickly and open rapidly several numbers of stores if the market tends to be very profitable. Organization Objective: According to the information from the case study, franchising method used by the firm enables it to emphasis on centralized control and standardization of the product mix. And the objective of Ikea is to provide low price furniture with a fashion style. So the franchising method enables Ikea to build up lower costs in producing all over the world and then making economies of scale, to achieve the organization objective. Organization Experience: Ikea has a high level in international retailing with franchising methods in 22 countries. Compared with the level of experience in other methods, franchising is the most powerful and attractive methods to entry Brazil market for Ikea, because they master it very well! However, every coin has two sides, and the most appropriate entry method, franchising, also has a few drawbacks[ Cf. Jean-Pierce Jeannet H. David Hennessy, (2004), Global Marketing Strategies, 6th Edition, Houghton Mifflin, page 296. ]: More competitors in the long run: there are huge number of manufactures and wide rich resource in Brazil. It could be easy to set up new stores for local actors to compete with Ikea after learning from it. According to the case study, as business people in Brazil prefer their own way of running the business, the centralized management approach has limits in Brazil and there could be conflicts appearing in long term. Ikea should be very careful with that, as it could be considered as a success factor. Success factors in Brazil The Brazilian market for furniture retailing involves specific success factors which slightly differ from the ones that Ikea already has to master to compete in other countries. Three different factors can be identified through the case: Know how to attract new customers, with an emphasis on being able to communicate well among the prospects; Be able to sell good quality products at a decent price; Have a strong experience in the retail industry with a focus on three aspects: the customers, the suppliers and the employees. Know how to attract new customers The challenge here is to adapt the communication mix to the local population. The fact that Ikea has a famous brand name all other the world is already an advantage as the company has been chosen as the eighth best brand in 2006 according to a survey from brandchannel[ http://www. brandchannel. com/start1. asp? fa_id=352, 2006]. The print run for the 2006 Ikea’s catalog edition was 160 million[ Kerry Capell, â€Å"How the Swedish retailer became a global cult brand†, Business Week, 14/11/2005], even more than the Bible, which shows well the company’s know how in communication, since this fact helps to bring more than 1. 1 million customer in the stores everyday. But this is not enough for the Brazilian market, Ikea has to be able to show its interest for the local culture and adapt its communication to this particular environment. Be able to sell good quality products at a low price Ikea has already a deep knowledge in this area, because of efficient marketing and design departments which are successful to use different suppliers and know how to realise economies of scale without lowering the quality. Be able to sell good quality products at a low price is the most important success factor to enter the Brazilian market. This key success factor involves skills of Ikea to manage Just In Time (JIT) production, and a large production useful for economies of scale, as well as to use consumers as â€Å"pro-sumers†. But these skills have to be adapted for the Brazilian market as the notion of â€Å"pro-sumers† will certainly have to be explained to the new customers. JIT is also a big advantage for Ikea because in enables the brand to suppress unnecessary stock costs. Adapt the experience in the retailing to a new market This last part, which takes into account the two former success factors, has to do with managing the people, the processes and the flows in order to serve best the customers. In other words, Ikea would have to adapt itself to the new culture. For example, Ikea would have to have local managers who understand both Ikea’s and the local culture, and who can introduce the first to the latter. Adapt the experience to the new market has also to do with being able to locate well the store, adapted to the way of life and the possibilities of the Brazilians: for example, the population isn’t well equipped with personal vehicles, housing furniture may have to answer specific requirements, the way of selling may differ from what Ikea has previously experienced in other countries or the import taxes as well as a nationalism could lead the company to use local suppliers a lot. Understand the reasons that make Ingvar Kamprad reluctant to enter a new market: According to the case study, Ingvar Kamprad is feeling quite reluctant to a further expansion of Ikea. This can be analyzed by different reasons: The main one, pointed out by the case study, is that when an organisation becomes too big, it becomes too hard to manage. Indeed, one person, as a human being, can’t take the responsibility for handling thousands of issues caused by hundreds of stores. The main manager of the whole organisation, Ingvar Kamprad, would then have to delegate more power in order to be confronted to a restricted number of issues. Other reasons could also cause this scepticism, as we have seen earlier in the case study: language barriers that could result in conflicts of communication[ http://www. hartford-hwp. com/archives/42/149. html], other cultural issues that would oppose dissimilar management styles[ Zara’s problems, according to the case study], or huge competition due to well implanted local producers. All of these issues can though lead to a failure of the new attempt, and handicap the whole company and thousands of employees. Bibliography ABIMOVEL, Brazilian Association of Furniture Manufacturer, numbers from the case study Ann-Marie Fleming, 19th of Jan 2007, seekingalpha. com, stock market opinions and analysis website Brandchannel website from http://www. brandchannel. com/start1. asp? fa_id=352, 2006 â€Å"Brazil considers linguistic barricade† by Andrew Downie, The Christian Science Monitor, Wednesday 6 September 2000 published in http://www. hartford-hwp. com/archives/42/149. html Brazilian embassy in France at http://www. bresil. org/index. php? option=com_contenttask= viewid=663Itemid=51cataff=116cataffb=116 Brazil’s Consumer Credit Culture, 18th of Jul 2005 gtnews. om â€Å"Brazil’s president wins landslide victory†, Associated Press, 29th of October 2006 Cecilia M. Vega, â€Å" A new oasis in Tenderloin†, The San Francisco Chronicle (California) newspaper on March 22, 2006 Durcroire (Belgian credit insurance company) website, http://www. ducroiredelcredere. be, information from the 02/11/2006 Houghton Mifflin, page 296. Ikea’s Fact and Figures 2006, from Ikea’s website at http://franchisor. ikea. com/ Information from the USA government, http://www. state. gov/r/pa/ei/bgn/35640. htm#econ, 2005 International Monetary Fund, World Economic Outlook Database for the year 2005, September 2006 Jean-Pierce Jeannet H. David Hennessy, (2004), Global Marketing Strategies, 6th Edition Kerry Capell, â€Å"How the Swedish retailer became a global cult brand†, Business Week, 14/11/2005 â€Å"Le Bresil: premier grand client du PC a 100 dollars†, http://www. silicon. fr, 12th of March 2007 SDDS, from the International Monetary Fund, January 2007 Septimanie Export, French association helping companies from the Languedoc-Roussillon region to go abroadhttp://www. septimanie-export. com/fr/fiches-pays/bresil/acces-au-marche US Department of State information from http://www. state. gov/r/pa/ei/bgn/35640. htm#econ Warren J. Keegan Mark C. Green, 2005, Global Marketing, 4th Edition, Prentice Hall, page 299 Wikipedia, 2007 Appendix 1: Brazil maps Population Density in 2000 Appendix 2: Diary P=03151611 M=06110827 Date: 26 Jan 2007 Time: 15:30 Duration: 45 minutes Issues discussed: 1. Cleared doubts on each question. 2. Checked general Brazilian info online. 3. Make appointment for the next meeting. 4. Divided the workload. M is responsible for presenting information about Brazil. P is responsible for picking out the info from the Case study. Date: 1 February 2007 Time: 14:30 Duration: 30mins Issues discussed: 1. Review the written part of the report 2. Did more research on Brazilian furniture market. 3. Decided the entry methods and work together on Question 2 3 Date: 8 Feb 2007 Time: 16:30 Duration: 1hour We meet at H04, the computer room to switch and discuss opinions on Question 2 3. We put the written parts together and work together on Question 4. We did not finish it, but we decide both to work on it and put them together later. Date: 15 Feb 2007 Time: 16:30 Duration: 1hour We put the part of question 4 together, and review the whole report. We checked some issues and reconstructed some parts. Date: 22 Feb2007 Time: 16:30 Duration: 2hours Making the report together