Glob Com 2006 Team 02

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Glob Com 2006 Team 02

  1. 2. Executive Summary We believe that with a strong orientation on targets and goals Germany could clamber from the actual rang 10 to rang 5 of the most popular holiday destinations worldwide in the following 3 years. Therefore a complex system of cooperation partners will be established as basis for multifaceted strategies and actions The red threat of all strategies and actions suggested from our agency will be „Germany – explore fascinating diversity <ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  2. 3. Expectations of the client <ul><li>The awareness of Germany‘s natural beauty, cultural heritage, modern culture and beautiful/exciting cities have been increased </li></ul><ul><ul><li>The campaign should focus on Germany‘s big cities as well as on the country side </li></ul></ul><ul><li>The vacation days young people age 20-35 spent in Germany should have increased </li></ul><ul><li>The tourists in the age group 40-plus should be spending more money per day and person in Germany </li></ul><ul><li>Vacation days spent in Germany should be increased in at least in five different federal states </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  3. 4. situation analysis the target countries Germany the five federal states Facts and Data SWOT-analysis <ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  4. 5. population: 58,100,000 official language: Italian GIP p. Person : 25,473$ Italy, officially the Italian Republic, is a Southern European country, situated on the western side of the European continent. It comprises the Italian peninsula, the Po River valley, and two large islands in the Mediterranean Sea, Sicily and Sardinia, and shares its northern alpine boundary with France, Switzerland, Austria, and Slovenia. The country also shares a sea border with Croatia, and France. The independent countries of San Marino and the Vatican City are enclaves within Italian territory. It is shaped like a boot, and for this reason it is commonly called lo stivale (Italian for boot). Italy <ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  5. 6. population : 46,061,274 official language : Spanish GIP p. Person: 21,154$ Spain, is the largest of the three sovereign nations that make up the Iberian peninsula—the others are Portugal and Andorra—located in Southern Europe. To the west and to the south of Galicia, Spain borders Portugal. To the south, it borders Gibraltar and, through its cities in North Africa ( Ceuta and Melilla ), Morocco. To the northeast, along the Pyrenees mountain range, it borders France and the tiny principality of Andorra. It also includes the Balearic Islands in the Mediterranean Sea, the Canary Islands in the Atlantic Ocean and a number of uninhabited islands on the Mediterranean side of the strait of Gibraltar, known as Plazas de soberanía, such as the Chafarine islands, the &quot;rocks&quot; (peñones) of Vélez and Alhucemas, and the tiny Isla Perejil (disputed). In the northeast along the Pyrenees, a small exclave town called Llívia in Catalonia is surrounded by French territory. Spain <ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  6. 7. population: 47,432,000 official language: Afrikaans, English and 9 smaller ones GIP p. Person: 3,714$ The Republic of South Africa is a country located at the southern tip of the African continent. It borders the countries of Namibia, Botswana, Zimbabwe, Mozambique, and Swaziland. Lesotho is an enclave entirely surrounded by South African territory. South Africa has experienced a significantly different evolution from other nations in Africa arising primarily from two facts: immigration from Europe reached levels not experienced in other African communities and a level of mineralogical wealth that made the country extremely important to Western interests particularly during the Cold War. As a result of the former, South Africa is a very racially diverse nation. It has the largest population of people of Colored (i.e., mixed racial background), European, and Indian communities in Africa. Black South Africans account for roughly 75% of the population. Republic of South Africa <ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  7. 8. population: 1,095,351,995 official language: Hindi, English and 21 other ones GIP p. Person: 590$ India is a country that occupies the greater part of the Indian subcontinent in Asia. It has a coastline of over 7,000 kilometers (4349 miles) , borders Pakistan to the west, Nepal, China and Bhutan to the north, and Bangladesh and Myanmar to the east. In the Indian Ocean, it is adjacent to the island nation of Sri Lanka. India is the seventh-largest country by geographical area and has one of the most diverse populations of wildlife, geographical terrain and climate systems found anywhere in the world. India <ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  8. 9. population: 2,563,300 official language: Arabic GIP p. Person: 29,067$ The United Arab Emirates (also the UAE or the Emirates) is a Middle Eastern country situated in the southeast of the Arabian Peninsula in Southwest Asia on the Persian Gulf, comprising seven emirates: Abu Dhabi, Ajmān, Dubai, Fujairah, Ras al-Khaimah, Sharjah, and Umm al-Qaiwain. Before 1971, they were known as the Trucial States or Trucial Oman, in reference of a nineteenth-century truce between the British and some Arab Sheikhs. It borders Oman and Saudi Arabia. The country is rich in oil. United Arab Emirates <ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  9. 10. population: 298,754,511 official language: English GIP p. Person: 38,500$ The United States of America is a federal republic in North America. Founded in 1776, it is the oldest extant constitutional republic in the world. The U.S. originated from thirteen colonies in British North America that declared their independence in 1776. After winning the American War of Independence, it was recognized as the new nation following the Treaty of Paris in 1783. During the 19th and 20th centuries, thirty-seven new states were added. Buoyed by victories and as the only major power not devastated in World Wars I and II, and especially after the collapse of the Soviet Union in 1991 following the Cold War, the U.S. emerged as the world's sole superpower or hyper power. It is a founding member of the United Nations, G8, NATO and NAFTA. United States of America <ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  10. 11. official language: German capital: Berlin area: 357,050 km² population: 82,411 Million inhabitants GIP p. Person: 24,438€ foundation : May 23, 1949 reunification: October 3, 1990 form of government: democratic parliamentary federal republic president: Host Köhler chancellor: Angela Merkel vice Chancellor: Franz Müntefering Federal Republic of Germany <ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  11. 12. <ul><li>Geography </li></ul><ul><li>The Federal Republic of Germany is located in Central Europe. </li></ul><ul><li>To the north it is bordered by the North Sea, Denmark, and the Baltic Sea, to the east by Poland and the Czech Republic, to the south by Austria and Switzerland, and to the west by France, Luxembourg, Belgium and the Netherlands. </li></ul><ul><li>Germany shares more borders with more European countries than any other Country. </li></ul><ul><li>The Federal Republic of Germany is divided into 16 states (called: “Bundesländer”) which in certain spheres act independently of the federation. </li></ul><ul><li>Germany is a founding member of the European Union and it is also its most populous member and most economically powerful member state. Germany is also a member of the United Nations, NATO, the G8 and the G4 nations. </li></ul><ul><li>The highest point is the Zugspitze at 2962 meters. </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  12. 13. <ul><li>Climate </li></ul><ul><li>For the most part the climate in Germany is cool/temperate climate zone in which humid westerly winds predominate. </li></ul><ul><li>In the north-west and the north the climate is oceanic and rain falls all year round. Winters there are relatively mild and summers tend to be comparatively cool, even though temperatures can reach above 28 degrees Celsius for prolonged periods of time. </li></ul><ul><li>In the east the climate shows clear continental features; winters can be very cold for long periods, and summers can become very warm. Here, too, long dry periods are often recorded. </li></ul><ul><li>In the central part and the south there is a transitional climate which varies from moderately oceanic to continental, depending on the location. Hot summers with temperatures about 35 degrees are possible. </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  13. 14. <ul><li>Science and technology </li></ul><ul><li>In the production of innovative technological products and in scientific research Germany is a leading nation. </li></ul><ul><li>Some of the most important industrial contributions include the invention of television, rocketry, material science and computers. </li></ul><ul><li>The Germans are also a leading nation in in the Nobel Prizes for physiology, medicine, physics and chemistry. </li></ul><ul><li>Medical facilities in Germany are considered to be the most advanced in the world. </li></ul><ul><li>In terms of export Germany takes first place worldwide and in terms of import Germany takes the second place worldwide. </li></ul><ul><li>Politics </li></ul><ul><li>The head of the state is the Federal President (Horst Köhler), he has representive tasks </li></ul><ul><li>The Federal Chancellor (Angela Merkel) is the head of the government and of a multi-faceted multi-party system. </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  14. 15. <ul><li>Economy (import & export) </li></ul><ul><li>Germany is the largest economy in Europe and in the world Germany is the Third largest economy right behind the United States and Japan. </li></ul><ul><li>Textiles </li></ul><ul><li>Machinery </li></ul><ul><li>Vehicles </li></ul><ul><li>Chemicals </li></ul><ul><li>Beer </li></ul><ul><li>Foodstuffs </li></ul><ul><li>Metals </li></ul><ul><li>Machinery </li></ul><ul><li>Vehicles </li></ul><ul><li>Chemicals </li></ul><ul><li>Metals and Manufactures </li></ul><ul><li>Foodstuffs </li></ul><ul><li>Consumer electronics </li></ul><ul><li>Textiles </li></ul><ul><li>Electricity </li></ul>Germany’s main imports Germany’s main exports <ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  15. 16. Tourism in Germany <ul><li>Mark able for German tourism industry is it’s medium-seized structure, there are only a few big companies </li></ul><ul><li>German tourism industry is a patchwork of host-industry, tour operators, transport services </li></ul><ul><li>(data source: Deutscher Tourismus Verband </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  16. 17. economical importance of tourism <ul><li>Germany is/was the 10 th popular holiday destination in the world according to tourist arrivals in 2000 – with 19 million </li></ul>(data source “100 Jahre DTV – Die Entwicklung des Tourismus in Deutschland 1902-2002”; Incoming Tourismus Deutschland – Edition 2006 – Zahlen, Daten, Fakten2005) : (data source: “100 Jahre DTV – Die Entwicklung des Tourismus in Deutschland 1902-2002”) <ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  17. 18. Current tourism level (data source Incoming Tourismus Deutschland – Edition 2006 – Zahlen, Daten, Fakten2005) : <ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  18. 19. Current tourism level 2003: 12.3% of all vacation days were spend by foreigners, therefrom 15% from the target countries 2004: 13.4% of all vacation days were spend by foreigners, therefrom 15% from the target countries 2005: 14.8% of all vacation days were spend by foreigners, therefrom 18% from the target countries Increasings to prior year (foreign vacation days): federal USA Italy Spain 2003 + 1.9% - 5.8% + 6.8% + 4.1% 2004 + 9.8% + 15.2% + 6.4% + 19.6% 2005 + 6.8% + 5.4% + 8.3% + 20.1% <ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  19. 20. Current tourism level Average age of tourist: Spain: 39 years (48% are under 34 years old) USA: 59 years (06% are under 34 years old) Italy: 41 years (43% are under 34 years old) India: 33 years (65% are under 34 years old) <ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  20. 21. Current tourism level increasings 2004 fill rate actual stake on (alien vacation days) (beds) alien tourists Lower Saxony: + 12.7% 34.7% 5.1% Brandenburg: + 7.5% 32.7% 1.2% Saxony: + 7.5% 38.3% 2.4% Schleswig-Holstein: + 6.3% 35.6% 2.3% Rhineland-Palatinate: + 5.0% 32.8% 9.8% all states in average: + 6.4% 36.7% 100% <ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  21. 22. the Federal States <ul><li>in following the five federal states were we want to focus the campaign for increasing the number of vacation day will be presented </li></ul><ul><li>Our goal was it to include a part of all faces of Germany, so … </li></ul><ul><li>… federal states in the eastern part as well as in the western part of Germany where chosen </li></ul><ul><li>… Brandenburg and Schleswig-Holstein were chosen, because of their exciting landscapes which invite for relaxing and outdoor activities, a lot of free capacities in host-industries and their nearness to the both most well known German cities Hamburg and Berlin </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  22. 23. the Federal States <ul><li>Our goal was it to include a part of all faces of Germany, so … </li></ul><ul><li>… all five federal states, but especially Saxony and Rhineland-Palatinate have a multifaceted culture, including historic aspects as well as modern lifestyle </li></ul><ul><li>… the North Sea in Lower-Saxony should be included as well as the Baltic Sea in Schleswig-Holstein, endless fields and small villages in Brandenburg, mountains an exciting cities in Saxony and deep Rhine valleys in Rhineland-Palatinate </li></ul><ul><li>… also we tried to find a compensation of prices, because in the eastern parts of Germany prices are in general lower than in the western parts </li></ul><ul><li>… these five states embody a great combination of diverse and fascinating landscapes as well as of exciting cities. </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  23. 24. Brandenburg capital: Potsdam area: 29,478 km² inhabitants: 2,568,507 population density: 87 people/km² Ministerpräsident: Matthias Platzeck (SPD) ruling party: SPD/CDU coalition <ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  24. 25. <ul><li>History </li></ul><ul><li>Historically Brandenburg was an independent state which grew to become the core of modern Germany. </li></ul><ul><li>The state of Brandenburg was named after the town of Brandenburg an der Havel. </li></ul><ul><li>It is one of the new states recreated in 1990 upon the reunification of the former West Germany and East Germany. </li></ul><ul><li>Nature and culture </li></ul><ul><li>The protection of the Nature is very important in Brandenburg. In 2002 there were one national park, three Biosphärenreservate and 11 nature parks. </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  25. 26. <ul><li>Geography </li></ul><ul><li>Brandenburg is situated in the east of Germany. </li></ul><ul><li>In the north Brandenburg is bordered by Mecklenburg-Western Pomerania, Poland in the east, Saxony in the south, Saxony-Anhalt in the west and Lower Saxony in the northwest. Brandenburg surrounds but excludes the national capital Berlin. </li></ul><ul><li>In the southeast of Brandenburg there is a wetlands region called the Spreewald. It is the northernmost part of Lusatia, where the Sorbs, a Slavic people, still live. These areas are bilingual, i.e. German and Sorbian are both used </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  26. 27. Lower Saxony capital: Hanover area: 47,618 km² inhabitants: 8 002 916 population density : 168 inh./km² Ministerpräsident: Christian Wulff (CDU) ruling party : CDU/FDP <ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  27. 28. <ul><li>Geography </li></ul><ul><li>Lower Saxony lies in north-western Germany </li></ul><ul><li>From north and clockwise Lower Saxony borders on the North Sea, the states of Schleswig-Holstein, Hamburg, Mecklenburg-Western Pomerania, Brandenburg, Saxony-Anhalt, Thuringia, Hesse and North Rhine-Westphalia, and the Kingdom of the Netherlands. </li></ul><ul><li>The state's principal cities: Hanover, Braunschweig (Brunswick), Osnabrück, Oldenburg, and Göttingen. </li></ul><ul><li>The northwestern portion of Lower Saxony is a part of Frisia (Ostfriesland in English East Frisia) and lies on the coast of the North Sea. </li></ul><ul><li>The northern half of Lower Saxony is absolutely flat, but there are two mountain chains in the south: the Weserbergland (&quot;Weser Hilly Region&quot;) and the Harz. </li></ul><ul><li>The region in the northeast is called Lüneburger Heide (Lüneburg Heath), the largest heath of Germany and in medieval times wealthy due to the salt trade. </li></ul><ul><li>The area on the southern banks is called Altes Land , and it is characterized by thousands of fruit trees. </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  28. 29. <ul><li>Economy/media/education </li></ul><ul><li>Lower Saxony isn’t agricultural state. </li></ul><ul><li>Alongside the traditional industries such as shipbuilding, steel and chemicals, it is now a home to the electronics and computer industry, as well as the car industry (VW). </li></ul><ul><li>There are 11 institutions of tertiary education in Lower Saxony, as well as two art academies and 13 institutes of higher education, plus 120 research establishments and technology transfer sites at all higher education institutions. </li></ul><ul><li>The Hanover Fair and the CeBIT computer fair have made the Hanover area the most important exhibition center in the world.   </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  29. 30. <ul><li>Tourism </li></ul><ul><li>Millions of guests go to relax on the seven East Friesian islands, in the Harz Mountains, in the Weser Hills, the Teutoburg Forest or the Lüneburg Heath. </li></ul><ul><li>Also popular with tourists is the &quot;Altes Land&quot;, Europe's largest fruit-growing region just outside Hamburg, especially when the apple orchards are in blossom. </li></ul><ul><li>Alongside Hanover (515,001 inhabitants) and Brunswick (245,816 inhabitants), the second largest city in the state, many towns with historical centers attract visitors. </li></ul><ul><li>Including Celle (72,127 inhabitants), with an intact historic town and a Renaissance castle. Another such town is Goslar (45,000 inhabitants), one of the few German towns that remained untouched by the Second World War. </li></ul><ul><li>Goslar's historic town with its medieval Kaiserpfalz castle is on UNESCO's list of world heritage sites. </li></ul><ul><li>Lower Saxony has some historic railway routes and a lot of mills, renaissance buildings, castles, stately homes... </li></ul><ul><li>There are a lot of music festivals, especially in summer, like the international music festival Goslar 2006, Jazz Festivals, and various classic-music festivals. </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  30. 31. Rhineland - Palatinate capital : Mainz area: 19,846 km² inhabitants: 4 059 604 population density: 196 people/km² Ministerpräsident: Kurt Beck (SPD) ruling party: SPD <ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  31. 32. <ul><li>Geography </li></ul><ul><li>From the north and clockwise Rhineland-Palatinate borders on North Rhine-Westphalia, Hesse, Baden-Württemberg, France, Saarland, Luxembourg and Belgium. </li></ul><ul><li>The southern Parts of the Eifel mountains are in the northwest. Further south there is the Hunsrück mountain chain, which is continued by the Taunus mountains on the opposite side of the Rhine. </li></ul><ul><li>The hilly lands in the very south of the state are called the Palatine Forest (Pfälzerwald). </li></ul><ul><li>These mountain chains are separated from each other by the tributaries of the Rhine: the Moselle (Mosel), the Lahn and the Nahe. </li></ul><ul><li>Events </li></ul><ul><li>cultural summer (every year about 300 events are included, the motto in 2006 is “Football World Master”) Rock am Ring (it’s the second biggest rock festival in Europe) wine fairs and festivals </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  32. 33. <ul><li>Economy/Education </li></ul><ul><li>The economy of this state is more varied than it would appear at first glance. Not only is Rhineland-Palatinate a wine-growing center, (two thirds of German wines come from here), it is also a major center of the chemical industry – Badische Anilin- und Soda-Fabrik (BASF) in Ludwigshafen is Europe's largest chemical factory complex and, at the same time, Rhineland-Palatinate's biggest manufacturing firm – as well as a leading wood producer and supplier of parts for the automotive industry. </li></ul><ul><li>Four universities and ten institutes of higher education offer more than 300 courses of studies.   </li></ul><ul><li>Special importance is attached to extending the institutes of higher education, a reaction to the growing demand for practice oriented training.   </li></ul><ul><li>The state's geographical situation is an advantageous one. </li></ul><ul><li>Its network of federal highways, its rapid rail links and two major waterways, the Rhine and the Moselle, coupled with its proximity to three economically strong centers – Rhine-Main, Rhine-Neckar and Rhine- Ruhr – have provided the framework for making Rhineland- Palatinate into what it is today – one of Germany's most dynamic regions.   </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  33. 34. <ul><li>Culture </li></ul><ul><li>In a charming location at the point where the Moselle flows into the Rhine lies Koblenz (107,950 inhabitants) with its intact historic town. </li></ul><ul><li>Mainz (182,870 inhabitants), a real carnival bastion, attracts tourists from all over the world, year after year. </li></ul><ul><li>The capital of Rhineland Palatinate, this city was once the cradle of German book printing, thanks to Gutenberg. </li></ul><ul><li>Today it is a university town, a center for the German wine trade and the home of the Channel Two (ZDF) German broadcasting corporation. University town Trier (99,750 inhabitants) is a tourist magnate. </li></ul><ul><li>Its history goes back to Roman times, as witnessed by the Porta Nigra, a mighty town gate which was once part of the Roman fortifications. </li></ul><ul><li>Also of major significance is Speyer (49,850 inhabitants), a former imperial city with its imposing Romanesque cathedral at the heart of the town. </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  34. 35. Free State of Saxony capital: Dresden area: 18,413 km² inhabitants: 4 300 000 population density : 234 inh./km² Ministerpräsident: Georg Milbradt (CDU) ruling party: CDU/SPD <ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  35. 36. <ul><li>Geography </li></ul><ul><li>From the east and clockwise Saxony borders on Poland, the Czech Republic and the German states of Bavaria, Thuringia, Saxony-Anhalt and Brandenburg. </li></ul><ul><li>Principal cities: Dresden, Leipzig and Chemnitz. </li></ul><ul><li>The main axis of Saxony is the Elbe river, crossing the state from southeast to northwest. Another important river, west of the Elbe, is the Mulde. The Neiße river forms the Polish border. </li></ul><ul><li>The portions in the east of Saxony are the southern parts of the historical region of Lusatia (Lausitz) and are called Upper Lusatia (Oberlausitz); the minority of the Sorbs live in the region, which is bilingual today. </li></ul><ul><li>The Ore Mountains (Erzgebirge) extend from Bavaria to the Elbe river. </li></ul><ul><li>The Elbe itself has cut a majestic gorge to pass the mountains of the Elbsandsteingebirge, better known as Saxon Switzerland. </li></ul><ul><li>Further east the mountains are less high and form a hilly countryside called the Lausitzer Bergland. </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  36. 37. <ul><li>Economy/Education </li></ul><ul><li>Saxony, along with the rest of the east (excluding Berlin) qualifies as an &quot;Objective 1&quot; development region within the European Union, and thus can receive investment subsidies of up to 30% until 2013. </li></ul><ul><li>Saxony is the most populous and densely populated of the east German states and boasts a long industrial tradition. </li></ul><ul><li>A highly diversified and productive small and medium-sized business sector has emerged, comprising more than 132,000 companies.   </li></ul><ul><li>The most impressive temples to the future are the universities in Leipzig, Freiberg, Dresden and Chemnitz, the 12 institutes of higher education and five colleges of art and the International Graduate School in Zittau, all of which give Saxony the most highly diversified network of higher education institutions in east Germany. </li></ul><ul><li>The schools' clear focus on technology and the natural sciences makes Saxony a particularly attractive location for firms engaged in developing and distributing technical products and systems, especially in the field of nano- and micro-electronics. </li></ul><ul><li>Companies in the high-technology sector located here include Infineon, AMD and Wacker Siltronic AG Freiberg . </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  37. 38. <ul><li>Culture </li></ul><ul><li>Saxony also offers a wealth of magnificent castles and elaborately laid-out parks and gardens. As well as the Dresden Zwinger, attractive destinations include Moritzburg Palace, Rammenau Palace, the moated Klaffenbach Castle, Pillnitz Palace and Park and the gardens of Heidenau-Grosssedlitz. </li></ul><ul><li>With its annual industrial and book fairs, Leipzig (439,208 inhabitants) is the home of numerous exhibitions. </li></ul><ul><li>Its festival devoted to its most illustrious son, Johann Sebastian Bach, its Gewandhaus orchestra and its St. Thomas choir also attract visitors from all over the world. </li></ul><ul><li>The Saxon metropolis is making a bid to host the 2012 Olympic Games. Located on the Neisse river, Görlitz (64,260 inhabitants) is also worth seeing. </li></ul><ul><li>It is Germany's easternmost town, and boasts unique Gothic and Renaissance buildings. Meissen (29,500 inhabitants) is world-famous for its porcelain, produced by the State Porcelain Manufacturing Company. </li></ul><ul><li>Dresden (477,807 inhabitants), the state capital, has regained much of its original charm, despite extensive War damage. </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  38. 39. Schleswig-Holstein capital: Kiel area: ca 15,776 km² inhabitants: 2 777 000 population density: 176 inh./km² Ministerpräsident: Peter Harry Carstensen (CDU) ruling parties: CDU/SPD <ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  39. 40. <ul><li>History </li></ul><ul><li>The former English name was Sleswick-Holsatia, the Danish name is Slesvig-Holsten, the Low German name is Sleswig-Holsteen, and the North Frisian name is Slaswik-Holstiinj. </li></ul><ul><li>Historically the name refers to a larger region, containing present-day Schleswig-Holstein and the county of South Jutland in Denmark . </li></ul><ul><li>Events </li></ul><ul><li>Varios Events around the sea, sailing e. g. wiking days, Baltic-sea festival, Kieler-weak </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  40. 41. <ul><li>Geography </li></ul><ul><li>Schleswig-Holstein lies on the base of the peninsula of Jutland between the Baltic Sea and the North Sea. </li></ul><ul><li>In the north Schleswig-Holstein borders on Denmark, the North Sea in the west, the Baltic Sea and Mecklenburg-Western Pomerania in the east, and Lower Saxony and Hamburg in the south </li></ul><ul><li>In the western part there are lowlands with virtually no hills. </li></ul><ul><li>The North Frisian Islands, as well as almost all of Schleswig-Holstein's North Sea coast, form Schleswig-Holstein's Mud Flats National Park (Nationalpark Schleswig-Holsteinisches Wattenmeer) which is the largest national park in Central Europe and is unique. </li></ul><ul><li>The Baltic Sea coast in the east of Schleswig-Holstein is marked by bays, fjords and cliff lines. </li></ul><ul><li>There are rolling hills (the highest elevation is the Bungsberg at 168 metres) and many lakes, especially in the eastern part of Holstein called the Holsteinische Schweiz (&quot;Switzerland of Holstein&quot;) and the Duchy of Lauenburg. </li></ul><ul><li>Just one island lies off the eastern coast: Fehmarn. </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  41. 42. <ul><li>Economy </li></ul><ul><li>Schleswig-Holstein has undergone a profound transformation from a region dedicated to agriculture and fishing to a modern location for business, industry and technology. </li></ul><ul><li>Although large tracts of the state are still used for agricultural purposes, the future now belongs to modern technologies such as marine and medical technology, software production, energy and environmental technology. </li></ul><ul><li>Schleswig-Holstein is Germany's number one wind power state; it also ranks near the top in terms of technology centers and boasts well in excess of 1,000 firms in the IT and communications sectors alone. </li></ul><ul><li>The upcoming generation of academics and scientists can train at the state's three universities, four state and two private institutes of higher education. </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  42. 43. <ul><li>Culture </li></ul><ul><li>Schleswig-Holstein is also the only German state in which three languages are spoken: not only German and Low German, but also Danish and Friesian. </li></ul><ul><li>The Friesian ethnic group numbers 40,000 people, and is mainly to be found along the west coast, whereas the 50,000 Danes live in the north of the state. </li></ul><ul><li>Schleswig (25,093 inhabitants), with its interesting Gothic cathedral, is one of the oldest towns in northern Europe. Kiel (232,612 inhabitants), the capital of Schleswig-Holstein, is a major seaport with the largest passenger port in Germany. </li></ul><ul><li>Kiel Week is held here every year, and attracts visitors from all over the world. Lübeck (213,339 inhabitants), the &quot;Queen of the Hanseatic Cities&quot; is particularly charming. </li></ul><ul><li>Its historic town center surrounded by water, is classed as a historical monument and has been placed on the UNESCO World Heritage List. Alongside Gottorf Palace outside Schleswig, which enjoys a high reputation nationwide as a regional museum, notable cultural attractions are the Molfsee open-air museum near Kiel, and the museum on the site of the old Viking town Haithabu. In the summer, the Schleswig-Holstein Music Festival transforms the state into a concert hall. </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  43. 44. situation analysis the target countries Germany the five federal states Facts and Data SWOT-analysis <ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  44. 45. SWOT - Strengths <ul><li>Germany has a very good infrastructure – more than 30 international airports and smaller airports (low cost airlines connect the biggest important German cities with all nearly all European countries– important for young people e. g. students especially from Spain and Italy), railway system, seaports, … </li></ul><ul><li>eastern parts of Germany have a growing potential for tourism according to lower prices, a high developable touristical infrastructure … </li></ul><ul><li>system of life in Germany is a European system of life – e. g. there are similarities in daily routine, customs and religion, hobbies, parties, culture … (could be important for tourists from Spain and Italy, which do not like to travel to countries with an absolutely new way of life and environment) </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  45. 46. SWOT - Strengths <ul><li>climate is characterized by frequently changes but extreme temperature lows and heights are rare, so in winter it’s in some regions perfect for doing all kinds of winter sports and also in summer it’s normally not to hot for doing outdoor activities like hiking or biking </li></ul><ul><li>German history (also the second world war) and culture (remembering Schiller, Goethe, “land of poets and thinkers”…) and architecture, which has developed during centuries, is very various but also omnipresent, famous and vital in many places </li></ul><ul><ul><li>more than 3000 museums, 350 public and private theaters, 50 attendant orchestras, numerous independent groups and amateur theatres </li></ul></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  46. 47. SWOT - Strengths <ul><li>there is no center of culture, but a lot of unique smaller centers with different cultural background and profiles which are widespread all over the country </li></ul><ul><li>there are every year numerous events which are very popular and famous worldwide (e. g. Oktoberfestival in Munich, Love parade in Berlin, Berlin film festival – “Berlinale”, “Hansesail”, rock music festival - “Rock am Ring”, formula one races, “Wagner festival” …) </li></ul><ul><li>countless local festivals and events every year </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  47. 48. SWOT - Strengths <ul><li>various and beautiful nature and landscapes - for outdoor activities and adventures, but also for relaxing and chilling out - and a couple of very exciting and interesting cities – which provide cultural experiences, shopping and fashion, nightlife … </li></ul><ul><li>resorts, treatment centers, recreational villages and quiet towns offer relaxation away from busy cities </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  48. 49. SWOT - Weaknesses <ul><li>prices and exchange rates in Germany are higher than in most of the target countries </li></ul><ul><li>Tourism, economic and cultural infrastructure in the eastern parts of Germany could become further developed and is still not as perfect as in the other parts </li></ul><ul><li>German system of life and environment is not very different from other European countries (especially important from people for India, USA, South Africa or the UAE who do not see unique aspects of Germany; and also for tourists from Spain, who want to see something completely new in their holidays) </li></ul><ul><li>contamination problems in a lot of German cities </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  49. 50. SWOT - Weaknesses <ul><li>social problems – racism, immigration problems, high unemployment rates, low birth rates and less acceptance of children's needs </li></ul><ul><li>climate could be very changeable also in summer in often rains, in some regions there are about six months with mostly negative temperatures and temperatures in summer are rarely more than 35 degrees (normally between 20 and 30 degrees)  so Germany isn’t an ideal tourist destination for people who are searching for summer sun and always lying on the beach </li></ul><ul><li>little or no marketing for Germany as a tourist destination (Germany is known for science, production and industry but not as a tourist destination) </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  50. 51. SWOT - Opportunities <ul><li>Germany has good political (strategic partnerships with India, robust friendship to the US, close partnership to Italy and Spain, UAE is a privileged partner state, score and trustful cooperation with South Africa) and economical relationships, concerning to common interests and shared values, mostly over a long period of time to all 6 main target countries </li></ul><ul><ul><li>“ Agenda for the Indo-German Partnership in the 21th century” (2000) – includes the support of bilateral tourism </li></ul></ul><ul><ul><li>German-Dubai economic forum </li></ul></ul><ul><li> is a great basis for upgrading tourism </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  51. 52. SWOT - Opportunities <ul><li>Cultural and educational exchange, interests and co-operation between Germany and all 6 main target countries are on a high and diverse level </li></ul><ul><ul><li>Intense cultural partnership to Italy (in no other country Germany has as many cultural institutions as in Italy) and Spain </li></ul></ul><ul><ul><li>“ cultural agreement“ (1998) between Germany and South Africa– includes the support of cultural exchange </li></ul></ul><ul><ul><li>there are some bilateral festivals (or maybe multilateral) e. g. Bread and Butter a German-Spain fashion-festival </li></ul></ul><ul><ul><li>German Academic Exchange Service and Goethe Institute want to increase their local presence in future in UAE </li></ul></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  52. 53. SWOT - Opportunities <ul><li>Goethe Institutes (7 USA, 6 India, 7 Italy, 4 Spain, 1 UAE, 1 South Africa) and Goethe centers, cultural institutes and centers...  promoting German language, films… </li></ul><ul><li>people are aware of Germany in some special points, e. g. </li></ul><ul><ul><li>a lot of German personalities are very famous (sportsmen, politicians, composers…) </li></ul></ul><ul><li>this is a very good basis for further co-operations and an increasing number of tourists (includes an increase of money and days spent in Germany), also as an increasing level of awareness about nature, culture and Germany as a tourist destination could be built up </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  53. 54. SWOT - Opportunities <ul><li>Special points for India: </li></ul><ul><ul><li>Employment in India has increased in recent years – leading to higher income among 25-40 aged - according to this traveling to Germany is possible for a bigger part of the Indian society as it was some years ago </li></ul></ul><ul><ul><li>the trend of taking yearly vacations outside India is increasing among India's income earners – great potential German tourism </li></ul></ul><ul><ul><li>Indian people love their celebrities  could be a basis for promoting tourism </li></ul></ul><ul><ul><li>traditional German music, instruments and customs are very popular in India </li></ul></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  54. 55. SWOT - Opportunities <ul><li>many Italian and Spanish people went to Germany in the 50’s to work there (some stayed) – holidays could be combined with getting to know the own history </li></ul><ul><li>especially the young generation wants to explore other countries – they are not as negatively influenced by Germany’s historical background as the older generation – especially working holidays (e. g. in regard to the world cup) could be a good alternative </li></ul><ul><li>there are a lot of people, e. g. Spanish, which are very interested in German history, especially the second world war, because it’s also a part of their own history, and due to this also in traveling to Germany </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  55. 56. SWOT - Opportunities <ul><li>traveling to Germany is not much promoted until now, so it’s a unexplored and lucrative marked </li></ul><ul><li>maybe people from very hot countries are searching for an escape during their holidays, so winter holidays could be interesting for them </li></ul><ul><li>the FIFA world cup in 2006 will lead to an increasing number of tourists, is attracting a wide variety of people and could be a very good basis for increasing the awareness of Germany because a big part of the world's population will keep an eye on Germany in these days </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  56. 57. SWOT - Opportunities <ul><li>many Italians, Spanish and US-Americans are learning the German language, according to this they probably have a general interest on traveling to the country </li></ul><ul><li>there are a few positive stereotypes about Germany, German people and German culture </li></ul><ul><ul><li>e. g. German society is regarded as “open minded” (Spain), modern and tolerant </li></ul></ul><ul><li> a positive image of Germany could be getted about and revive interest and awareness, which could lead to increasing tourists numbers </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  57. 58. SWOT - Threats <ul><li>Germany isn’t one of the most popular European tourist destinations (e. g. Indians travel more to Italy or England) </li></ul><ul><ul><li>according to critical German history (second world war) </li></ul></ul><ul><ul><li>many relatives especially of Indian people are living in other countries (GB, USA...) </li></ul></ul><ul><ul><li>Spanish people are traveling usually to Italy, France and Portugal, also due to climate and distance </li></ul></ul><ul><li>It could be difficult to act against such common habits and prejudices and to convince people about advantages of Germany </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  58. 59. SWOT - Threats <ul><li>Their are existing a lot of negative stereotypes about Germany and German people and culture (mainly due to a lack of actual information) </li></ul><ul><ul><li>German people aren’t considered very friendly (India) and are often regarded as cold and too serious (Spain) </li></ul></ul><ul><ul><li>the country doesn’t seem to welcome people with open arms (UAE) </li></ul></ul><ul><ul><li>Germany is regarded as a land of endless discussions about reforming the welfare system </li></ul></ul><ul><li>Maybe people are not receptively for further information and own experiences about Germany so it could hinder tourism </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  59. 60. SWOT - Threats <ul><li>Germany is participated on the fight against terrorism, due to this security threats could result and people may be afraid of potential acts of terror </li></ul><ul><li>different religious backgrounds can cause conflicts, because in Germany Christianity is widespread and e. g. in UAE Islam is the main religion and also in India Islam and other religions are very widespread </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  60. 61. SWOT - Threats <ul><li>in spite of strong cultural co-operations with the 6 main-target countries, only a few actual German songs and films are spread there and also in newspapers or radio reports are rare. According to this, a lack of knowledge about German culture, but also about German geography, economy, society and history (apart form the second world war) and so on is existing </li></ul><ul><li> so especially young people don’t become aware of German culture and lifestyle, so they could not feel linked with it </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  61. 62. SWOT - Threats <ul><li>Germany has a lot of direct competitors in terms of tourism which are very similar to Germany in points of geography and European lifestyle but mostly some more special (e. g. Germany has a little part of the Alps, but if someone wants to travel because of the Alps he will travel to Austria, France or Switzerland; Amsterdam is a very famous destination for young people), </li></ul><ul><li>some direct competitors are still practicing strong media campaigns concerning to tourism with great effort (e. g. US and UK in India) </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  62. 63. Gap Analysis <ul><li>As a summary of our SWOT analysis, Germany has: </li></ul>Strengths * Potentialities in infrastructure, tourism, arts, knowing its history, nature and landscapes Weaknesses * Similar from other European countries Opportunities Different unknown backgrounds Negative stereotypes <ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  63. 64. Gap Analysis Strengths * Potentialities in infrastructure, tourism, arts, knowing its history, nature and landscapes Weaknesses * Similar from other European countries Opportunities Different unknown backgrounds Negative stereotypes DIVERSITY <ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  64. 65. objectives quantitative qualitative <ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  65. 66. quantitative objectives <ul><li>The vacation days young people age 20-35 spent in Germany should been increased about 0.7 days yearly </li></ul><ul><li>The tourists in the age group 40-plus should be spending 10 € more per day and person in Germany </li></ul><ul><li>Vacation days spent in Germany should be increased in at least the five following federal states: </li></ul><ul><ul><li>Lower Saxony 7 % </li></ul></ul><ul><ul><li>Saxony 9 % </li></ul></ul><ul><ul><li>Rhineland-Palatinate 10 % </li></ul></ul><ul><ul><li>Schleswig-Holstein 6 % </li></ul></ul><ul><ul><li>Brandenburg 11% </li></ul></ul>* The explanations according to the increase of the federal states are enclosed in the appendices <ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  66. 67. quantitative objectives – data explanation Current tourism level 2003: 12.3% of all vacation days were spend by foreigners, therefrom 15% from the target countries 2004: 13.4% of all vacation days were spend by foreigners, therefrom 15% from the target countries 2005: 14.8% of all vacation days were spend by foreigners, therefrom 18% from the target countries Increasings to prior year (foreign vacation days): federal USA Italy Spain 2003 + 1.9% - 5.8% + 6.8% + 4.1% 2004 + 9.8% + 15.2% + 6.4% + 19.6% 2005 + 6.8% + 5.4% + 8.3% + 20.1% <ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  67. 68. quantitative objectives – data explanation <ul><li>Direct business done by tourists: </li></ul><ul><li>Total: 94 billion € by target countries: around 3.8 billion € </li></ul><ul><li>we want to increase this about 4 % that means around 10€ per day and person every year </li></ul><ul><li>2006: Germany allocates place 22 from 25 European countries of average hotel costs, e.g.: 85% of Frances and 67% of Italian prices </li></ul><ul><li>also the trends in tourism course to short-holiday-trips since a few years (people will travel less days, but therefore travel more often) </li></ul><ul><li>because of this and the suggested strategies and actions young people could visit the events in Germany and stay longer on an average about 0.7 days </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  68. 69. objectives quantitative qualitative <ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  69. 70. qualitative objectives <ul><li>increasing the knowledge about Germany (geography…) </li></ul><ul><li>increasing the awareness of Germany as a tourist destination </li></ul><ul><ul><li>with beautiful landscapes to relax and exciting cities, </li></ul></ul><ul><ul><li>a various culture and numerous events, festivals and expositions, </li></ul></ul><ul><ul><li>a lot of possibilities for “active holidays” in summer also as in winter </li></ul></ul><ul><ul><li>numerous sights, museums, theaters… </li></ul></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  70. 71. qualitative objectives <ul><li>bringing about an image change of Germany and German people </li></ul><ul><ul><li>Hitler and second world war should not be the first thing people are thinking, when they regarding Germany (distance form history) </li></ul></ul><ul><ul><li>Germany should not longer been regarded as an industrial country only (great nature and exciting cities) </li></ul></ul><ul><ul><li>stereotypes about German people should become broken (unfriendliness, not tolerant, not hospitable…) </li></ul></ul><ul><ul><li>winning attractiveness and sympathy </li></ul></ul><ul><ul><li>society should become regarded as hospitable, modern, open minded and tolerant </li></ul></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  71. 72. qualitative objectives <ul><li>represent Germany and the striven image in public spaces (media, big events…) </li></ul><ul><li>Germany should be situated in the “top off mind “ of tourists (people really should whish to travel to Germany) </li></ul><ul><li>strengthen the competitiveness of Germany </li></ul><ul><li>stress and build up the cultural relations of Germany and the target countries </li></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  72. 73. target groups direct targets indirect targets <ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  73. 74. direct targets <ul><li>German public </li></ul><ul><li>young people 20-35 years old and adult +40 aged from Spain, UAE, Italy, India, USA, South Africa*, who should become aware about Germany as a fascinating tourist destination and travel there and will be characterized by the specific points mentioned on the next pages </li></ul>* In following these countries will be named as target countries In order to reach a definition of the direct target from every country, we prepared a survey which was made during two weeks. * 100 people of every country were asked. * The results of the surveys have been verified by statistics of every country ( see notes of the charts ) <ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  74. 75. direct targets <ul><ul><li>Young Emirate who are willing to pay less than 5.589 € on an average for a week of holiday (average income: less than 3.354 € a month) and like to travel in summer for having summer holidays , use to travel for shopping and they generally encouraged to travel to Germany because of landscapes. </li></ul></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  75. 76. direct targets <ul><ul><li>Young Italian who are willing to pay less than (5.589 €) on an average for a week of holiday (average income: less than 3.354 € a month) and like to travel in summer for having summer holidays , use to travel for relaxing and outdoor activities and they generally encouraged to travel to Germany because of big events and low prices. </li></ul></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  76. 77. direct targets <ul><ul><li>Young South Africans who are willing to pay less than 3.125 € on an average for a week of holiday (average income: 680 € a month) and like to travel in summer (dez./jan. in SA = jun./jul in Germany) for having summer holidays, use to travel for a change of scenery, culture (especially female) and outdoor activities (especially male) and they generally encouraged to travel to Germany because of culture and lifestyle (female) or big events (male). </li></ul></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  77. 78. direct targets <ul><ul><li>Young Spanish who are willing to pay 1.200 € on an average (girls generally are wiling to pay less money than boys) for a week of holiday (average income: less than 600 € a month) and like to travel in summer for having summer holidays , use to travel for changing environment (relax) and they generally encouraged to travel to Germany because of enjoying landscapes . </li></ul></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  78. 79. direct targets <ul><ul><li>Young US-Americans who are willing to pay 5.600 € on an average for a week of holiday (average income: less than 3.388 € a month female/ between 3.388 –6.776 € a month male ) and like to travel in summer for having summer or winter holidays , use to travel for relaxing, outdoor activities and shopping (especially female) and they generally encouraged to travel to Germany because of cultural reasons, sightseeing and landscapes (especially female). </li></ul></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  79. 80. direct targets <ul><ul><li>Young Indians who are willing to pay between 458 – 825 € on an average for a week of holiday (average income: more than 1761 € a month – this will be less than 8 % of the Indian population) and like to travel in summer for having summer holidays , use to travel for shopping (especially female), outdoor activities, and culture and they generally encouraged to travel to Germany because of low costs, landscapes and cultural reasons. </li></ul></ul><ul><ul><li>so the focused will be high-income and high-educated people </li></ul></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  80. 81. direct targets <ul><li>people “40 plus” from Spain, UAE, Italy, India, USA, South Africa, which show the following characteristics: </li></ul><ul><ul><li>Adult Emirate who are willing to pay less than 5.589 € on an average for a week of holiday (average income: less than 3.354 € a month females/between 3.354 - 6.707 € a month males) and like to travel in summer for having summer holidays , use to travel for shopping and they generally encouraged to travel to Germany because of low costs and landscapes. </li></ul></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  81. 82. direct targets <ul><ul><li>Adult Italian w ho are willing to pay less than 5.589 € on an average for a week of holiday (average income: less than 3.354 € a month females/between 3.354 - 6.707 € a month males) and like to travel in summer for having summer holidays , use to travel for culture and relaxing and they generally encouraged to travel to Germany because of cultural reasons and big events. </li></ul></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  82. 83. direct targets <ul><ul><li>Adult South Africans who are willing to pay around 3.125 € on an average for a week of holiday (average income: less than 1875 € a month female/between 1875 – 3750 € a month male ) and like to travel in summer (dez./jan. in SA = jun./jul in Germany) for having summer holidays , male use to travel for outdoor activities and a change of environment, female use to travel for relaxing and shopping, and they generally encouraged to travel to Germany because of culture and loneliness of landscapes </li></ul></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  83. 84. direct targets <ul><ul><li>Adult Spanish who are willing to pay 1.200 € on an average for a week of holiday (average income: more than 1800 € a month) and like to travel in summer for having summer holidays , use to travel for changing environment (relax) and they generally encouraged to travel to Germany because of visiting landscapes . </li></ul></ul><ul><li>1. Executive Summary </li></ul><ul><li>2. Expectations of the client </li></ul><ul><li>3. Situation Analysis </li></ul><ul><ul><li>a.) data & facts </li></ul></ul><ul><ul><li>b) SWOT-analysis </li></ul></ul><ul><li>4. objectives </li></ul><ul><ul><li>a) quantitative </li></ul></ul><ul><ul><li>b) qualitative </li></ul></ul><ul><li>5. target groups </li></ul><ul><ul><li>a) direct </li></ul></ul><ul><ul><li>b) indirect </li></ul></ul><ul><li>6. strategy </li></ul><ul><li>7. timetable </li></ul><ul><li>8. budget </li></ul><ul><li>9. Methods of measures </li></ul><ul><li>10. recommendations </li></ul>
  84. 85. direct targets <ul><ul><li>Adult US-Americans who are willing to pay less than 5.619 € on an average female/ between 5.619 – 10.165 € on an average male for a week of holiday (average income: between 3.388 - 6.776 € a month female / more than 6.776 € a month male) and like to travel in summer or around Christmas , use to tr

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