Croatia

Résumé du document

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.

Extraits

[...] Current on line status Why www.croatia.hr? Concerning Croatia numerous websites boasted its assets. www.croatia.hr The website of the Croatian National Touristic Board is dedicated to the tourism aspect of the country and realized by the website design and development company VIPDATA with the backup of the Croatian ministry of culture. This website is really welcoming with warm colors and numerous animations which present beautiful pictures of the country really attractive for the Internet user. www.hr This website brings together an impressive data basis of information concerning the Croatia: art, culture, business, economy, entertainment, news and tourism. [...]

[...] The red is the color of decency, but also of passion. Yellow: Talent, intelligence, richness, success, glory but also emotions. With the red, ambition. Green: Emblem of spring. Hope and youth. Comprehension of the others The result is a strong feeling of security and warmth in a sunny country with welcoming persons. Croatia wants to be open on the world and understood, that's why the website proposes such a quantity of information using this graphic chart. Finally we can notice the absence of party and night-clubbing pictures and data. [...]

[...] The asset of this map is the possibility to locate the Croatian heritage registered by Unesco. Accommodations: this part of the website, enable the Internet user to get information concerning the hotels and the camps that the country offers. In order to avoid the use of commercial offers, the website just proposes some links which enable the Internet user to take contact with the welcome structures. Tourism plus: as the website shows it, Croatia proposes numerous activities as well sports one (cycling, golf, horse riding, diving ) than cultural one (enology, cuisine, pilgrim tourism, wellness Events: this webpage informs the internet user about the current and upcoming events but also enable to get information about the events of each regions, islands and/or towns. [...]

[...] Thanks to these kind of games, in addition to make someone come for free who will be a good benefit through the world of mouth, the ‘'losers'' may keep in mind Croatia for the organization of their next travel and perhaps come and visit. Moreover, even those who don't play will hear about Croatia or just see the word. But it can be enough for them to make a research about the country and why not, if they are attracted, spend some time there. In this kind of situation, we see again the importance of a good, complete and attractive portal. [...]

[...] Internet and mobile phones are two strong growing markets in Croatia. As we are interested in marketing for Croatia, the number of internet users and providers in the country is really important. Some key figures Phone lines in the country: 1.9 million (2004) Number of cell phones: 2.9 million (2002) Number of radios: 1.5 million (1997) Internet users: 1,014,000 (2003) Number of internet providers: 9 (2000) Number of international airports: 23 (2005) Croatian image audit Definition First we have to make a little definition about the Image Dimension: The psychological dimension of the product or service is the mental representation (image) of what we think about this one. [...]