Mombassa

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Project on International Marketing

Group 6 – Indian Hotel in Mombasa
Product: Launch of “Vivanta by Taj Sea Shell” in Mombasa

Student NumberStudent NameGroup-VI
80118110092Rathod, Nikhil
80118110090Ranjith, Bhanu
80118110110Thawani ,Pooja
80118110076Patel, Bhavin
80118110084Pillai, Satish
80118110099Seth, Rahul


Country Notebook
The Country Notebook—A 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
Mombasa’s history dates back to the 16th century, and it has been ruled by the Portuguese, Arabs and British-which have all influenced the town’s 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 Mombasa’s 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 early Swahili 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

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, discothèques, 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), There exists 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...
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