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 early Swahili culture, influenced by the presence of the Omani Arabs in the town. In tandem with Musliminfluenced 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, 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), 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 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, vehicle
assembly, paper and light manufacturing, tourism

III. Market Audit and Competitive Market Analysis

I. Introduction The 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 vacation plan. 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 are abundant 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.