International Marketing Case Analysis (Tourism New Zealand)

International Marketing Case Analysis (Tourism New Zealand)

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International Marketing Case Analysis (Tourism New Zealand)
Executive Summary
Since 2010, the New Zealand’s tourism sector value has increased immensely according to Tourism Satellite Account of 2018. The Account report indicated that by late 2010, the sector had grown from $25.7 billion to around $39.3 per year. The highest growth was experience between the year 2014 and 2018 after the international visitors expenditure arguably increased by over 17 percent. This was perhaps due to the estimated increase in the arrival number of these visitors to the country by 37.8% over this period. By the year 2018, the tourism sector is alleged to have contributed 20.7% or approximately $16.1 billion on total goods and services exported. In addition to this, about 13.6% of the New Zealand’s total work force gets it employment opportunity through this sector. It is estimated that about 365, 416 New Zealanders are either directly working in tourism industry or indirectly linked to it. It is therefore, obvious that this country’s economy is boosted immensely by the tourism sector.
Furthermore, the broad economic value that the tourism sector brings across all the New Zealand regionsis aligning with the country’s strong regional development and economic aspirations. In the international scope, New Zealand is seen as the friendliest, safest and beautiful country that worth a visit. The ever prevailing peace and rich cultural practices often gives it the advantage. Maori rich culture is also viewed as a point of distinguishing the Republic of New Zealand’s tourism scheme and is continuously reported as among the highest tourist attraction in the republic of New Zealand. However due to geographical isolation, one of the major factors that affects the country’s ability to increase the arrival of the international visitors is air connectivity. Such ‘headwinds’must weather over the coming days as the country looks forward to maintain this global trend.
Table of Contents
Executive Summary 2
Table of Contents 3
Introduction 4
Evaluation of secondary research and online survey use 5
Issues researchers face across various key markets 7
The challenge of choosing the Right Topic 7
The choice of the Right Methodology challenge 8
The Challenge of assembling research team 8
PESTLE Analysis 9
Political factors 9
Economical Factors 10
Social factors 10
Technological factors 11
Campaign recommendations 11
Conclusions 12
References 14

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