MARKETING PRINCIPLES

Marketing Principles

Marketing Principles

Introduction

The purpose of this assignment is to develop a marketing plan for the Tanzania Tourist Board for the promotion of tourism activities in Tanzania. The philosophy of Tourism is the social technical activity that connects directly to the individual with his environment, to integrate it, to participate in its mysteries, meeting spiritual needs of rest, enjoyment and delight internal and increasing culture to further strengthen the friendly relationship between peoples, the solidarity of man, the respect to the customs and the desire to improve in every aspect. It is known that widespread Tourism has become one of the most important economic activities of our country and especially in our region. Tourism not only impacts the economic sector itself, but also strongly influences the results of other sectors, increased quality of life for our residents and maintaining our natural attractions and its conservation and environment clean and pure (Daher, 2006).

Tanzania was previously known as Tanganyika until 1963 when it merged with Zanzibar to form a Republic of Tanzania. The country had been under the British rule until 1961. The country took a democratic approach in 1995, when the National Assembly was formed and people were allowed to choose their leaders through popular vote. The government spent about TZS1.7 trillion ($1.5 billion) to mitigate the impact of the global economic crisis during 2009; consequently, the government is expecting to post an economic growth of 5.1% in 2010.

Significance of Tourism in Tanzania

Tourism is the fastest growing industry in the world (4.5 per cent annually in the last decade). Moreover, it now holds the number one position in world trade, ahead of the automobile and oil industries. In 1997 the tourism sector had a share of over 8 per cent of total world exports of goods consumed and almost 34 per cent of the total world exports of services. For Africa these figures stood at 8 and 45 per cent, respectively. However, there are huge regional differences.

The coast has a hot, humid climate. The greatest rainfall is in April and May. Inland mountains and plateaux are cooler and less humid. The Rift Valley is hot. Mount Kilimanjaro was formerly ice-covered, but is now almost bare through climate change. Behind a narrow coastal plain, the majority of Tanzania is a plateau lying between 900 m and 1,500 m [2,950-4,920 ft] above sea level. The plateau is broken by arms of the Great African Rift Valley. The western arm contains lakes Nyasa (Malawi) and Tanganyika, while the eastern arm contains lakes Natron, Eyasi and Manyara. Lake Victoria occupies a shallow depression in the plateau, outside the Rift Valley (Central Intelligence Agency, 2006).

Tanzania is used to a limited extent, among because of lack of infrastructure, epidemiological risk and the high level of crime in large cities. In 2005, the country was visited by 566 thousand. International tourists, receipts from tourism amounted to 610 million dollars.

Diamonds and other gems are mined, together with some coal and gold. Industry is mostly ...