• It is located in the Horn ofAfrica• It is bordered by Eritrea tothe North, Djibouti andSomalia to East, Sudan andSouth Sudan to the Westand Kenya to the South• Has a population of86,000,000History• The capital city AddisAbaba. (Means new Flower)• The capital city was foundedin 1887 by Emperor Menelik• Addis Ababa is the capital ofAfrica• African Union and ECA havetheir headquarters there.
Land of Culture• Ethiopia, oldest countrybeyound all imagination• It’s culture andTraditions dating back3000 years ago• Has 80 different ethnicgroups with their ownlanguages• The people are veryreligious• Harar a city isconsidered by Muslimas the 4th Holy city
Objectives• To generate income for thecountry through tourism andpromote the good image ofEthiopia worldwide.• To create sustainableemployment for the localsand the whole community aswell as making theenvironment a better placefor everyone.
Segmentation• Geographic Variables– Region• Demographic Variables– Age– Gender• Psychographic Variables– Social Class– Personality• Behavioral Variables– Ex User– First Time Users– Regular users
Tactics• SOCIAL MEDIA/WEBSITE– Creating awareness throughsocial media and the tourismwebsite.• SPONSORSHIP(GOVERNMENT)– Scholarships to brilliant student– Support from Government– Sponsor Ethiopia Airline• ADVERTISING– Marketed to the consumersthrough Print media.
References• Marketing communications: Integrating offline and online withsocial media / P.R. Smith & Ze Zook (2011)• http://www.tourismethiopia.org/pages/naturalintro.asp• http://www.tourismethiopia.org/pages/ethiopia.asp• http://www.tourismethiopia.org/pages/addis.asp• http://www.ktdc.co.ke/tourism• http://www.tanzaniainvest.com/tanzania-tourism-sector• http://www.ethiopianairlines.com/en/default.aspx• http://www.tourismethiopia.org/pages/culturalintro.asp• http://en.wikipedia.org/wiki/Ethiopia• http://en.wikipedia.org/wiki/List_of_National_Parks_of_Ethiopia• http://www.tourismethiopia.org/pages/detail/detailarch.asp