Madagascar

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Course: MKTG 4320 – Tourism, Sport, and Leisure Marketing
Professor: Mr. Vijay Setlur
Date: November 29th, 2011
By: Javier ORTEGA ARAIZA, Alexis CLEMENT

1

Table of contents
I.

Executive Summary ............................................................................................................................... 3

II.

Current Situational Analysis .................................................................................................................. 4 A.

Evaluation of Current Market: .......................................................................................................... 4

B.

Consumer analysis: ........................................................................................................................... 5

C.

Competitor Analysis: ......................................................................................................................... 6

D.

SWOT Analysis (Strengths, Weaknesses, Opportunities, and Threats): ........................................... 7

E.

PESTLE (Political, Economical, Social, Technological, Legal, and Environmental): ........................... 9

III.

Recommendations and implementation ........................................................................................ 10

A.

Objective: ........................................................................................................................................ 10

B.

Strategies Implemented:................................................................................................................. 10

C.

Recommendations: ......................................................................................................................... 11

IV.

Conclusion ....................................................................................................................................... 14

V.

Appendix ............................................................................................................................................. 15

VI.

Bibliography – References .............................................................................................................. 17

A.

World Wide Web pages: ................................................................................................................. 17

B.

Pictures: .......................................................................................................................................... 18

2

I.

Executive Summary
Not many countries have the natural assets, the beautiful landscapes, and the

exclusive flora and fauna that exist in Madagascar. That’s why the tourism in Madagascar has become more popular during the recent years. However, it is still highly underdeveloped and underperforming when compared to the government’s and travelers’ expectations, as it has still many room for improvement to realize its full potential.

This report contains an analysis of the current situation of the tourism in Madagascar, focusing on its main assets, opportunities, comparing it to the competition and focusing on the recommendations we could make to improve and develop the tourism in Madagascar and therefore improve the country’s economy. Labeled by many people as “the eight continent of the world”, because of its unique characteristics, we believe that Madagascar has the potential to become a leading country in the tourism industry. Sara LeHoullier, a travel reviewer, said in a book: “Madagascar is not one thing…it’s views and colors like you’ve never seen them, and things that make you exclaim “oh my” (or something with little less tact), every single day. You will have an amazing time in Madagascar!”1. Many people may not even know where the place is when you mention them Madagascar, but it’s our mission to make this place well known and brand it as one of the principal touristic...
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