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Hospitality Marketing In Cyprus

1 Executive Summary 2
2 Introduction 3
3 Rationale behind the choice of the country 3
3.1 GDP 3
3.2 Disposable Income 4
3.3 Leisure Expenditure 5
4 Analysis of country's external environment (Industry Issues) 6
4.1 Political and Legislative Environment 6
4.2 Terrorism and security 6
4.3 Positive growth factors 7
4.4 Negative growth factors 8
4.5 Market Opportunities 9
5 Choice of the entry mode 10
6 Product Marketing 11
6.1 Product 11
6.2 Price 11
6.3 Promotion 12
6.4 Place 12
7 References 13


1 Executive Summary
The present report focuses on the expansion of a sport complex to Australia. It analyses the benefits that the country offers to a foreign investment due to its post- Olympics era and good economic conditions. We see that leisure expenditure is quite good and only a few negative factors may affect the investment.

Analyzing the positive and negative growth factors of the tourism industry in Australia, it becomes apparent that there are many opportunities for new ventures from abroad.

Flowingly, we analyze various approaches on the entry mode of an organization in a foreign market. We explore the literature and finalize the results accordingly to our approach.

Lastly, we propose a product mix for the complex to be created in Australia.

2 Introduction
The Australian economy remained strong throughout the last period, despite external influences like the Bali bombing in 2002 and the war in Iraq in 2003. However, there was continuing uncertainty caused by terrorism scares, the SARS epidemic and a generally weak world economy adversely affecting the tourism market (Johanson, J. and Valhne, J.-E., 1992).

There were also a number of positive factors that did much to offset the negative influences of the world market (Johanson, J. and Wiedersheim-Paul, F., 1975). These included the hosting of the Olympic Games in 2000 and the Rugby World Cup in 2003, both events provided a much needed boost to the economy and the tourism...