The paper 'International Marketing Campaign Evaluation - Tourism Malaysia" is a great example of a marketing case study. For this evaluation, the marketing program of Tourism Malaysia has been selected because in the context of marketing there are few concepts that are more “ international” in scope than marketing an entire country and culture to potential visitors from around the globe. It has been a marketing campaign that Malaysia is recognised to have been particularly successful in conducting; and while the ‘ product’ represented by Malaysia ‘ brand’ that is being marketed may defy a simple definition because of its complexity, the measures of success of the marketing campaign – numbers of visitors from foreign countries, the length of time they stay in Malaysia, and the amount of money they spend while they are there – are relatively simple.
These measures indicate the success of the tourism marketing campaign and indicate that the campaign is contributing to the overall goals of social improvement and competitiveness, which can be defined as providing increasing benefit to Malaysia’ s people and their standard of living, at a rate which is higher or increasing faster than the country’ s competitors.
(Crouch & Ritchie, 1999) This paper begins with a review of an article appearing in October 2010 in the Sin Chew Jit Poh, a large Chinese-language daily newspaper in Malaysia, in which Malaysian officials summarise the challenges and objectives to be met by the country’ s tourism program between now and 2020. How these real-world objectives and desired outcomes are reflected in the tourism marketing program will be examined. Finally, several questions about the marketing philosophy and strategy that are raised by the article will be discussed. Review of the Article The article entitled, “ Tourism to increase income per capita, employment rate by 2020” was published in the Sin Chew Jit Poh newspaper in Malaysia on October 25, 2010, and summarises the contents of a government report which made a number of recommendations to increase the earnings for the country from tourism.
(MySinChew. com, 2010) The article is informative despite its relatively short length because it delivers a number of key points quickly: The main objective of the long-range tourism objective, the significant challenge to achieving that objective, the overall tasks that must be accomplished, and the specific components of those tasks.
The international marketing program is a significant part of all this, not only as a critical specific component but as a means to communicate the features and benefits of the other activities that are being undertaken. The main objective of the tourism plan is to increase the contribution of tourism to Malaysia’ s gross national income from RM36.9 billion in 2009 (approximately 11.5 billion USD) to RM103.6 billion in 2020 (approximately 32.3 billion USD).
The main challenge to meet this objective is described as “ growing the yield” from each tourist visitor, rather than relying on increasing numbers of visitors as the country has done up until now. (MySinChew. com, 2010) The general way this is to be achieved is to improve tourist offerings and services – in other words, work on constant improvement to the product being marketed – and to increase communication and connectivity to the key markets, which directly addresses the marketing program. The component parts of these general initiatives are a group of 12 “ entry point projects, ” which are not specified in much detail in the article, aligned with five marketing “ themes” , although only four are listed: avid shoppers, nature lovers, business travellers, and families on vacation.
Within those themes, three particular business sectors with opportunities for growth are identified, which are public transportation, food and beverage outlets, and tour operators. (MySinChew. com, 2010)
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