Croatia

Type :

Case study

Pages :

13 pages

Format :

.doc

Published date :

01/21/2009

Category :

Business & market

Sub category :

Marketing

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Summary :

Introduction.
Objectives.
1. Croatia and the theoritical basis.
Current online status.
1. The data available.
2. The strategy and image resulting.
Croatian marketing environmental audit.
1. Political and legal factors.
2. Economical factors.
3. Socio-cultural factors.
4. Technical factors.
Croatian image audit.
1. Definition.
2. Prejudices about Croatia.
3. Image audit.
4. SWOT.
Proposition.
1. The things missing on the site.
2. Relevance of the target.
3. Recommendations.
Conclusion.

Abstract

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.