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Country Notebook
The Country NotebookA Guide for Developing a Marketing Plan
The Country Notebook Outline
I. Cultural Analysis
II. Economic Analysis
III. Market Audit and Competitive Market Analysis
IV. Preliminary Marketing Plan
I. Cultural Analysis
Mombasas history dates back to the 16th century, and it has been
ruled by the Portuguese, Arabs and
British-which have all influenced the towns culture and the
attractions that still exist including historical
ruins such as Fort Jesus and the Old Town. Fort Jesus remains
the biggest remnant of Mombasas history
when it was dominated by the Portuguese. Fort Jesus still
contains cells where the slaves were held, and
various artifacts from that era in the museum at the Fort. In
addition to the evidence in the Fort, there
also is a town bell located in Nyali just as you exit the Nyali
Bridge. The bell was rung to inform the locals
to hide from the slave capturers who were fast approaching. A
walk through the narrow winding streets
of Old Town can also provide a sense of daily life several
hundred years ago.
Old Town takes visitors back through time to illustrate facets
of earlySwahili culture, influenced by the presence of the Omani
Arabs in the town. In tandem with Muslim-
influenced architecture, one can find traces of the Indian and
British colonial past. Many houses in the
Old Town are modeled on ancient Swahili designs, of which a
defining feature tends to doors with
intricately carved designs. Some of these designs are also found
on the furniture in upscale hotels. A
walk through Old Town can yield some fascinating insights into
the traditional Swahili culture, and
clearly illustrate the Muslim influence on the town and its
inhabitants.
Colonial buildings from the British era are also scattered
throughout the city. The famous
Mombasa Tusks are located in the centre of town the two pairs of
crossed tusks formed a
ceremonial arch to commemorate the coronation of Elizabeth II in
1953
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II. Economic Analysis
Mombasa is a major trade centre and home to Kenya's only large
seaport, the Kilindini Harbor. Kilindini
is an old Swahili term meaning "deep". The port is so called
because the channel is naturally very deep.
Kilindini Harbor is an example of a natural geographic
phenomenon called a ria, formed millions of years
ago when the sea level rose and engulfed a river that was
flowing from the mainland. Mombasa is the
centre of coastal tourism in Kenya. Mombasa Island itself is not
a main attraction, although many people
visit the Old Town and Fort Jesus. Mombasa's northern shoreline
is renowned for its vibrant 24-hour
entertainment offers, including both family entertainment (water
parks, cinemas, bowling, etc.), sports
(water sports, mountain biking and go karting), culinary offers
(restaurants offering a wide range of
specialties from Kenya, China, Japan, India, Italy, Germany and
other countries) and night life(bars, pubs,
clubs, discothques, etc).Other local industries include an oil
refinery and the Bamburi Cement factory.
The major intercontinental undersea telecom cables reach shore
next to Mombasa, connecting East
Africa to the rest of the world and supporting a fast-growing
call centre business in the area.
Economic summary
GDP: $17.43 billion (2005) at Market Price. $ 41.36 billion
(Purchasing Power Parity, 2006), Thereexists an informal economy
that is never counted as part of the official GDP figures.
Annual growth rate: 5.8% (2005): 2006 = 6.1%
Per capita income: Per Capita Income (PPP) = $1,200
Natural resources: Wildlife, land (5% arable)
Agricultural produce: tea, coffee, sugarcane, horticultural
products, corn, wheat,rice, sisal, pineapples, pyrethrum, dairy
products, meat and meat products, hides, skins
Industry:petroleum products, grain and sugar milling, cement,
beer, soft drinks, textiles, vehicleassembly, paper and light
manufacturing, tourism
http://en.wikipedia.org/wiki/Kilindini_Harbourhttp://en.wikipedia.org/wiki/Riahttp://en.wikipedia.org/wiki/Fort_Jesushttp://en.wikipedia.org/wiki/Bowlinghttp://en.wikipedia.org/wiki/Mountain_bikinghttp://en.wikipedia.org/wiki/Gokartinghttp://en.wikipedia.org/wiki/Oil_refineryhttp://en.wikipedia.org/wiki/Bamburi_Cementhttp://en.wikipedia.org/wiki/Call_centrehttp://en.wikipedia.org/wiki/Arable_landhttp://en.wikipedia.org/wiki/Coffeehttp://en.wikipedia.org/wiki/Sugarcanehttp://en.wikipedia.org/wiki/Maizehttp://en.wikipedia.org/wiki/Wheathttp://en.wikipedia.org/wiki/Ricehttp://en.wikipedia.org/wiki/Sisalhttp://en.wikipedia.org/wiki/Pyrethrumhttp://en.wikipedia.org/wiki/Pyrethrumhttp://en.wikipedia.org/wiki/Sisalhttp://en.wikipedia.org/wiki/Ricehttp://en.wikipedia.org/wiki/Wheathttp://en.wikipedia.org/wiki/Maizehttp://en.wikipedia.org/wiki/Sugarcanehttp://en.wikipedia.org/wiki/Coffeehttp://en.wikipedia.org/wiki/Arable_landhttp://en.wikipedia.org/wiki/Call_centrehttp://en.wikipedia.org/wiki/Bamburi_Cementhttp://en.wikipedia.org/wiki/Oil_refineryhttp://en.wikipedia.org/wiki/Gokartinghttp://en.wikipedia.org/wiki/Mountain_bikinghttp://en.wikipedia.org/wiki/Bowlinghttp://en.wikipedia.org/wiki/Fort_Jesushttp://en.wikipedia.org/wiki/Riahttp://en.wikipedia.org/wiki/Kilindini_Harbour
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III. Market Audit and Competitive Market Analysis
I. IntroductionThe coastal city of Mombasa is one of Africas
major tourist destinations, with some of the
best beaches in the world. Located on Kenyas Eastern coastline
bordering the Indian Ocean,Mombasa has become popular for its
exotic beaches, diverse marine life, world-class hotels
and friendly people.
Mombasa has undoubtedly one of the best white sandy beaches in
Africa. The
warm waters of the Indian Ocean cater to all types of tourists:
those looking for a quiet
swim, a place for kids to play, deep-sea fishing, and water
sports activities such as scuba
diving and sailing.
In addition to its beautiful beaches, Mombasa offers a diverse
cultural history.
The City traces many of its cultural traditions to former
Portuguese, Arab and British settlers
all of which have left a lasting influence on the Citys food,
architecture, and people. Tours
of the town, safaris in game parks, and camping trips can all be
included in your vacationplan.
Nightlife in Mombasa is always exciting, and the City offers
many dance clubs
and casinos that cater to a variety of entertainment tastes. Or,
you can always catch a movie
at the cinema, go bowling, or grab a drink at the local pub.
Mombasa is also home to a
variety of different languages, the most common being Swahili
and English. Most visitors
particularly those who speak German, French, or Dutch will also
have no problems
communicating in the City.
There is diversity in the cuisine available to visitors,
including a host of quality
restaurants offering everything from British, Chinese, Indian
and Italian cuisine, to a variety
of local and traditional Kenyan dishes. Given its ocean-side
location, seafood options areabundant and outstanding and can often
be eaten within a couple of hours of being caught.
II. The product --- Launch of VIVANTA Hotels and Resorts by Taj
in Mombasa
About the Group
Vivanta by Taj Hotels & Resorts span options for the
work-hard-play-hard traveler across metropolitan
cities, other commercially important centers as well as some of
the best-loved vacation spots. Stylish &
sophisticated, Vivanta by Taj delivers premium hotel experiences
with imagination, energy & efficiency.
It's the flavor of contemporary luxury, laced with cool
informality and the charming Taj hospitality.Vivanta revels in a
spirit that presents the normal with an unexpected twist.
Experiences which make
you pause & appreciate the hidden beauty in life! It
challenges your expectations of a hotel and unfolds
multiple layers of delight. Innovative cuisine concepts, the
smart use of technology & the challenge to
constantly engage, energize and relax you all add up to make
Vivanta by Taj the new signature in
hospitality.
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