The goal of this group work is to analyze a country e-marketing strategy, to see if it is adapted to the target, to its cultural and economical environment and its potential and finally to have a critical opinion on the strategy employed. To reach these objectives we will divide our paper in 3 parts. First we will consider the current country's on-line status, its presence, its supporters, its content and the image resulting from this branding. Then a country audit will be done in order to analyze both the country environment and image and we will conclude this paper with a recommendation part, trying to sum up the amelioration points and making some propositions to enhance the nation's e-presence. After reading the case and according to the existing country name-dot-com list in which we can't choose any country, we made a list of emergent countries we found attractive for tourism. The idea was to find countries with a high communication potential and allow creativity for the last part of the report, the recommendation one.
[...] The data we can find So we finally choose to work on the Croatia dot hr website. As, we said before, this website is dedicated to the Croatian tourism. For that, the website proposes numerous languages as English, Deutch, Hrvatski or French. It is really colored and attractive thanks to a basic but good architecture and numerous beautiful pictures of the country. This country called by its population ‘'our beautiful homeland'', has numerous things to offer. All these things are divided in the different parts of the website: Main page: thanks to this page we have access to all the information of the website and especially all the tabs but also as shortened version of the website with the main information immediately available as the possible destination, the current events, some videos and photos, a currency converter and a weather forecast. [...]
[...] Since 2002, Croatia is part of the United Nations Economical Factors Marketers should consider analyzing the economical trends in the country they will be working in. Economical factors also participate in the attractiveness of a country. In tourism, attractive destinations are often destination in a good economical shape. That does not mean countries have to be developed like western countries but that means emerging countries will be more attractive than under-developed countries. Since 2000 thanks to tourism industry, Croatian economy was in a good situation. [...]
[...] For example, Greece is making some efforts by providing some TV adverts on French channels whereas Croatia has only an internet site showing TOPS Destinations and other information. However, following the EUROMONITOR, tourism industry in Croatia seems to have a strong potential: “Croatia's tourism sector contributed to almost 20% of GDP in 2005 and growth in tourism receipts has outpaced growth of GDP in 8 of the past 12 years. The government's strategy is to position Croatia as a top-end destination and this is paying dividends. [...]
[...] Croatia is becoming the young jet-set preferred destination to party and we are curious to discover more about this country. Theoretical basis While doing this paper, we will respect some theoretical assumptions coming from class discussions and case study. These beliefs are: A country is considered like a product or a service. The same tools can and should be used to communicate about it. In terms of promotion, no other brand name is more adapted and significant than the country name itself. [...]
[...] Croatia appears as a modern country, were technologies are used, and well used, to communicate. Internet is a domesticated tool and Croatians are modern people, fully integrated in the 21th century. This actively helps in fighting the idea that Croatia is a poor and late country, living in an part of the world. Travelers may be reassured about welcoming conditions and country's life standards. In the same way, any Internet user can find a huge amount of data on the website. [...]
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