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Egypt Destination Marketing PlanName:Course:Institution:Date:Table of ContentsCover Page……………………………………………………………………………………………………………………………………………1Table of Contents………………………………………………………………………………………………………………………………….2Introduction………………………………………………………………………………………………………………………………………….3Diagnosis……………………………………………………………………………………………………………………………………………….3Prognosis ………………………………………………………………………………………………………………………………………………3Swot analysis…………………………………………………………………………………………………………………………………………4Shareholder Analysis…………………………………………………………………………………………………………………………….5Marketing Objectives…………………………………………………………………………………………………………………………….6Marketing Budget………………………………………………………………………………………………………………………………….7Marketing Mix………………………………………………………………………………………………………………………………………8Evaluation and Control………………………………………………………………………………………………………………………….9References………………………………………………………………………………………………………………………………………….11IntroductionEgypt, located in North Africa, is one of the key players in the tourism industry even though it has not maximized its full potential as a travelling destination. With the key changes in global tourism, Egypt ought to pursue destination marketing plans to attract tourists from across the globe. The scope of the marketing includes identifying the current trends and maximizing on opportunities that marketing opportunities offers. The essence of this plan is to increase the revenues that the country generates from tourism to benefit the various sectors in the tourism industry. This report gives Middleton eight point plan for destination marketing of Egypt.DiagnosisThe current market trends in the destination marketing leverage social media marketing, and creating memorable experiences. The marketing of destinations is competitive enterprise as tourism has become one of the key revenues generating organs of many governments across the globe (Almeida-Santana and Moreno-Gil 2017, 153). Thus, diplomatic relations and influence is used to drive the rate of tourists visiting a given country. Also, the scope of marketing has been infused in pop culture as movies, and music have become avenues of marketing destinations.With the influx in the trends, tourism is geared towards customer behavior and satisfaction. The model of consumer behavior is driven by reputation and brand identity as information on a marketing destination is available on the internet. The influence of customer experience is key to determining the levels of tourism performance with customer retention techniques being used to entice customers to become regular visitors of the given destinations (Almeida-Santana and Moreno-Gil 2017, 156). At the same while the nature of tourist travels is changing with tourists becoming four seasonal rather than the seasonal tourist.PrognosisThe future of customer satisfaction as a prerequisite to maintaining customers is increasing as hoteliers and multiagency players in tourism industry are committed to improving customer experience. As such, customer experience is a competitive aspect in tourism. Also, government involvement in campaigns to promote tourism is increasing. The rise of new travel destinations has introduced new competition, which makes it necessary for the traditional destinations such as Egypt to work on rebranding (Avraham 2016, 40).Swot analysisThe strengths of Egypt as a tourism destination is its famous and world-known tourist sites. These include the pyramids of Giza which date to the ages of the Pharaohs and the ancient kingdoms, the ancient city of Alexandria which was built during the reign of the Roman Empire, the Egyptian Museum which is one of the largest museums in the world. Egypt plays a religious function as the St. Catherine Monastery at the foot of Mount Sinai is popular site for religious iconography, with the Islamic Cairo mosques attracting religious tourists from Middle East. Also, the famous Valley of Kings which is the world’s biggest open-air museum is a center for filming tourists interested in showcasing the past kingdoms of Egypt (Avraham 2016, 41). These sites are the greatest strengths in making Egypt a place of interest for tourists from across the globe.The weaknesses of Egypt as a tourist destination is the religious and political turmoil that has been experienced in recent years which affected the brand of Egypt as a travel destination (Nassar 2012, 161). The opportunity that is presented by Egypt is that it is a favorable destination for tourists from Europe, Middle East, Asia, United States and Africa. The destination is a favorable place for Europeans as they are interested in the ancient European history such as the reign of the Roman empire. Also, the pop influence of the story of Egypt as portrayed in films is an added advantage to the marketing of Egypt. With the current stable political climate in Egypt, the nation has the opportunity to get the diplomatic goodwill of foreign states. This opportunity can be utilized by using their foreign affairs ministry to lobby nations to increase the overall number of tourists coming to Egypt. It can also lobby to host an international event such as sports or cultural fairs which boost the brand image of the country as well as draw in a considerable amount of international tourists.The threats to Egypt as a travel destination is terrorism which has continuously threatened the brand of Egypt as a tourist destination. With the rise of global terror and Egypt having suffered attacks in the past, the Egypt sector has continued to experience a decline of tourists especially from Europe and the Americas. The Egyptian tourism sector has shown resilience in the face of terrorism threats. However, without addressing the impacts of terror may lead to decline of Egypt as a tourist destination (Avraham 2016, 44).Shareholder AnalysisThe main shareholders that the destination marketing is involved include the government, the hotels and travel agencies. The three shareholders have different goals, and this plan aims at meeting each of the shareholder needs. As the government of Egypt is committed to the tourism base that it enjoys each year, the ministry of tourism will be committed to creating policies that make tourism and hospitality operations easy to operate (El-Gohary 2012, 1262). The consequent effect is that tourists will have better services the Egyptian tourism service scope.The government has experienced decline in the profits and revenues as Egypt is losing tourists to new tourist centers such as Asia, and Caribbean. On the other hand, the country has a unique position to draw on the growing trends of European tourists who desire to tour African continent. Egypt is one of the most visible countries in the continent, and should use the position to increase the overall tourists who visit the country. The government of Egypt is interested and committed to rebranding Egypt as a tourist destination.Many private stakeholders such as tourist hotel owners are interested in getting more tourists as they are the major spenders. Hence, the hotel owners through their associations can work together to promote their hotels as world class centers of hospitality (El-Gohary 2012, 1265). On the other hand, the artefact industry is interested in the growth of the tourism industry as they offer a large market for the sale of artefacts. Thus, the aim is to create an awareness that they need to market their products online and feature the unique porcelains and Egyptian art in their social media sites and websites.Marketing ObjectivesThe marketing objectives include the need to create a strong and recognizable brand of Egypt as a travel destination. Egypt has one of the most diverse cultures and a deep history. However, the influence of Egypt as a travel destination has been waning due to the political unrests that the country has experienced in the recent years (Nassar 2012, 161). Therefore, the marketing is aimed at creating a reputation of Egypt being a hospitable and friendly country that can be a center of tourism activities. It includes reminding the world of the historical monuments and the sites that position Egypt as a tourist destination for those who want to reminisce and experience the historical sites.The aim of the marketing is to increase the overall number of global tourists visiting Egypt. The nature of customer base is competitive as new destinations that are emerging are making the traditional destinations to be overlooked. The marketing objective is to remind the markets of the sites in Egypt as well as create a new market segment that cuts across different demographics. Also, the aim of the marketing strategy is to increase the overall revenues from tourism. Thus, the revenue accruing platforms include hotels, cultural and tourist attraction sites, and general revenue accruing from the travel and tours spending.Marketing BudgetThe marketing budget will cover the following costs: international attachés, celebrity marketing, social media marketing, and organization of international events as well as international diplomatic relations. The use of international attaches is to create ambassadorial tourists who can represent the country in other parts of the globe. The role of the attaches is to collaborate with the major tourist hotels and destinations to influence the brand identity of the country overseas. They are in charge of showcasing the culture, and artistic lifestyle of the country. The spending shall be used to finance their travel, and lifestyle when they are on promotional tours. The budget spending shall vary depending on the number of ambassadors that the tourism department wants to send abroad, and the number of days they spend.Another point of spending is with the international travel agencies such as cruises lines, and airlines. The budget formulation is aimed at creating a partnership incentive such as lowered taxes and landing fees. It can also include goodwill scenarios such as intergovernmental partnership where the governments of the various states work together to create collaborative marketing spending.The marketing budget shall also cover the costs of social media marketing. The costs of media marketing include promoting videos, images and content on social media sites such as Facebook, Instagram, and YouTube (Hays,Page and Buhalis 2013, 217). As the audiences to be reached are vast, the budgeting shall be increased to ensure that many people from across the globe are reached. An event-based marketing budget shall be inclusive of the contributions of the partners who aim at holding the event. In this marketing process, the ministry of foreign affairs should engage in campaigns to influence a sporting or cultural celebration event.Marketing mixThe marketing mix shall consist of strategies in: product, place, pricing and promotion (Goi 2009, 2). The product that Egypt as a destination theme offers is the various sites, such as the museums, and the historical sites. In the product scope, the brand shall aim at showcasing the hotel and hospitality industry of Egypt which is an important aspect of influencing the customers. The Egyptian tourist consumer behavior is driven by adventure, and need to have outdoor activities such as tours, camping and hiking. As such, the travel agencies coordinate the travelling in the country. The hotels play the role of hosting – it is critical to showcase their services by narrating and sharing past experiences of tourists.The place marketing approach shall involve developing a plan that shows the various sites and places that one can visit for given number of days (Ghanem and Saad 2015, 362). As the consumers are diversified, there is need to classify the various places, such as for site seers the Pyramids of Giza, the Aswan Dam and the ancient Valley of Kings are great site, while for religious tourists Mount Sinai and Islamic Cairo may be favorable places. As the marketing is aimed at marketing Egypt as a place, the destination must show Egypt as a secure and popular destination as consumer behavior is influenced by perceptions, and reputation.The other aspects is pricing and promotion. Since many tourists are concerned about the prices of a given visit, there is need to develop a pricing campaign that shows the various costs of touring Egypt. The pricing methods ought to involve the consent and agreement of other stakeholders especially hoteliers and travel agencies (Goi 2009, 2). On the promotional strategy there is need to leverage on the current trends and methodologies. The major promotional mechanisms are social media based, travel magazines, online reviews, as well as inter business techniques. These include using diplomatic methods, celebrity influence, and popular culture.Monitoring Evaluation and ControlThe plan includes mechanisms of measuring the effectiveness of the marketing process. Some of the main issues that will be evaluation include evaluation of the customer view, the turnout, and revenue increase (Pratt et al. 2010, 181). The social media marketing evaluation shall include use of google analytic mechanisms to view the user engagements, and the reviews of the media user comments. By of statistic-based methodology, it will be easy to establish how effective the marketing process has been.The overall effectiveness of the process shall be dependent on the customer conversion rate. This shall be based on how the overall turnout of customers from the various countries shall increase (Pratt et al 2010, 184). To determine whether there is a significant increase in the number of tourists from a given country, statistical analysis shall be used to compare the tourist increase from the previous years, or quarters.The methods of control shall include getting reports from the international attaches and travel agencies of the tourist reputation that the country has attained. Based on these reports, it will be easy to establish controls of the reputation of Egypt as a tourist destination. As some of the external factors such as threats of terror attacks or negative media coverage are beyond the control of the government, counter measures shall be taken such as issuing of assurances of safety. The media shall be a powerful tool in controlling public perception, on the other hand, Egypt has to mitigate the impacts of threats by working with international anti-terror organizations. Further, it should work on deescalating extremism as this reduces the impacts of positive brand marketing.ReferencesAlmeida-Santana, A. and Moreno-Gil, S., 2017. New trends in information search and their influence on destination loyalty: Digital destinations and relationship marketing. Journal of destination marketing & management, 6(2), pp.150-161.Avraham, E., 2016. Destination marketing and image repair during tourism crises: The case of Egypt. Journal of Hospitality and Tourism Management, 28, pp.41-48.El-Gohary, H., 2012. Factors affecting E-Marketing adoption and implementation in tourism firms: An empirical investigation of Egyptian small tourism organisations. Tourism management, 33(5), pp.1256-1269.Ghanem, M.M. and Saad, S.K., 2015. Enhancing sustainable heritage tourism in Egypt: challenges and framework of action. Journal of Heritage Tourism, 10(4), pp.357-377.Goi, C.L., 2009. A review of marketing mix: 4Ps or more?. International journal of marketing studies, 1(1), p.2.Hays, S., Page, S.J. and Buhalis, D., 2013. Social media as a destination marketing tool: its use by national tourism organisations. Current issues in Tourism, 16(3), pp.211-239.Nassar, M.A., 2012. Political unrest costs Egyptian tourism dearly: An ethnographical study. International Business Research, 5(10), p.166.Pratt, S., McCabe, S., Cortes-Jimenez, I. and Blake, A., 2010. Measuring the effectiveness of destination marketing campaigns: Comparative analysis of conversion studies. Journal of Travel Research, 49(2), pp.179-190.

Thank you for requesting me to answer this question.I am going to take a little time in getting back to the list, for three reasons.My library of books is large so I will have to consider all books from a marketing standpoint;I want to introspect and answer your question with some explanation of my context of marketing.; and(This is the important one) Based on this explanation, I want you to be able to build your unique set of books that you will refer to, if you are in to marketing or are considering a career in marketing.I am hopeful that it will help you understand my selection of books later in this post.Art & Science of MarketingIn my mind, marketing is three parts art and one part science. The scientific part comes easy, as there are formulas, patterns, principals & theories.For example, the most popular (and sometimes twisted, for good reason) theory is the 4 P’s of marketing. This theory while being discussed as “marketing mix” since the early 1940’s was in existence in the minds of the marketing practitioners, it was formally put to paper in 1960.Since then, it has been the fundamental principal for all businesses whether small or large, geographically diverse, for profit/non-profit or any other classification you could think of.No one teaches them better than the guru of all marketing - Philip Kotler.He has been my idol from as far back as I can remember - when I secretly photocopied one of his books in my office as I couldn’t afford to buy one ;-)If you had to pick up one, just one book to cover it all, you would go with Marketing Management - Paperback Edition 2015 that Dr Kotler co-authored with Kevin Keller.This book will cover all of your other universally accepted scientific principals of marketing to achieve, maintain and grow your markets. This book will teach you everything you need to learn about various (and important) concepts, such as Market Research, Target Market Identification, deciding on product pricing, positioning, branding, competitive analysis, strategic & tactical planning, budgeting, distribution, advertising, analyzing & optimizing, etc.(I may have missed on a few steps, but these are some of the most important ones that will essentially be part of any marketing plan)Now, coming back to the part where I wrote about the ratio between art & science of marketing.I learnt late in my career (and the hard way) that everyone has access to the books about the science and therefore, can fill in the spreadsheets, develop tests, optimize and create product-market fit.What one needs to excel in Marketing is something that’s more intrinsic, something that goes beyond the scientist, something that helps a marketer achieve results higher by an order of magnitude.It is this part, that led me to my excessive obsession with reading and learning about marketing, and without any further explanation, let me lay it out for youThe following books for me, fall into the category where I read (and refer) to them again and again.For me they will never be finished like a fiction novel would, and these would stay on top of my bookshelf at all times.Crossing The Chasm - Crossing the Chasm (1991 book) While this book in theory is based on a practical scientific part of marketing, Mr. Moore brings you to an understanding somewhere along the middle of the book that goes beyond filling in the blanks on a spreadsheet, and understanding the mental models of each of the 5 markets in absolute detail, and with great clarity.Start with Why by Simon Senek You want to build market-share, you start with why! Why should a customer buy from you vs your competitors? It goes beyond the 4 Ps and into the mind of your customer and explains why customers behave the way they do when they talk/buy about/from a company. It is also one of my favorite books about branding.Hooked - Another classic - Nir Eyal is relatively young but has achieved cult status (in my mind) with his insights into the minds of users. This book isn’t really listed as a marketing book but more as a product design & industrial engineering book, but believe me - I finished it in 2 days and then read it again and again every time I can’t think of anything else on my mind.Alibaba - The house that Jack Ma built - Strange, right? To include this book as a recommended reading for Marketing. No, not really. This book chronicles the journey of Jack Ma - all the way from his humble start to the powerhouse that Alibaba has become today. It covers topics from developing a variety of B2B as well as B2C markets, building product market fit in the face of all adversity and creating market segments that didn’t otherwise exist.Think like a freak The third book in the “freakonomics” trilogy is a classic, in my mind, to problem solving. As marketers, we are constantly challenged with problems of a varied nature, and this book opens up your mind to sort of an idea that just didn’t exist (or you didn’t think was possible)The power of Habit - While this book explains to you how you can improve yourself and form habits over time, I’ve learnt a lot from this book to understand how to get in the minds of my target customers and have them form a habit of using my product/service that essentially follows the same 3 step approach that is described in this book - Behavior - Stimulus - Reward - Very powerful statement in marketing, if you ask me!Influence - Another marketing masterpiece, absolutely brilliant in its execution of a very useful but tough idea to explain - The psychology of persuasion - I can’t say enough good words about this book - There is a reason it’s on Amazon best seller’s list for Consumer BehaviorRework - Again, while not completely about marketing, this book does open up your mind to notions that can be simplified and used to break paradigms in face of challenges marketers face every day.The Copywriter’s Handbook I’ve referred to this book time and again in my pursuit of writing better copy, to optimize my google adwords performance mainly.Data Analytics No discussion about marketing is complete without discussing the elephant in the room - Big Data & its impact on marketing. Today, CMOs & CTOs are merging into one role, as every marketing initiative in the world of tomorrow is going to be fueled with some form of data oriented thinking. This book isn’t about marketing at all, but it opens up your mind to the possibilities of data science and how to think analytically to re-frame your problems and find solutions hidden in data.There, that’s my top 10 books on Marketing that I recommend everyone to read, if you wants to scale greater heights in marketing.There are several other books that I couldn’t include - titles like Don’t make me think, Daring Greatly, 80/20 Sales and Marketing, The New Rules of Sales & Marketing, Smarter Faster Better etc. and you’re welcome to browse them to further refine your thinking on the edges after you’ve mastered the core.

Indian parents used to see their children as doctors, engineers, CAs which hide behind the lucrative careers from them and their children which have high chances to become the passion of the teens.This is a long list of careers. I request you to read it carefully and thoroughly.Let's go through these new age careers:Video Journalist - These are the people to design and produce videos covering news, information, events etc. You need to develop good video recording and editing skills for this career.UI/UX Designer - This is all about designing the interface and experience of a user on an website or a mobile application. A strong sense of designing and understanding of user behaviour is a helpful to be in this career.Urban Planner - They determine the development of cities, towns, metro's etc. It is a specialised area where knowledge of architecture and having collaboration skills is a must.Transportation and Automobile Designer - This requires a blend of engineering and creativity. You would be required to design transportation, automobiles and vehicles.Toy and Game Designer - You would have to be extremely creative and bring to life a new toy, game or a children's activity. You may possibly require some background in graphic arts and designing.Speech Pathologist - They are also called speech therapists and they assess and treat speech related disorders.Video Game Designer - This individual designs the video game and its rule. They decide characters and the flow of the game. This requires you to be highly creative along with knowledge of software coding.Data Scientist - They are also knows as data wranglers. They take charge chunks of data and use their skills in programming, math and statistics to manage and organise the data.Artificial Intelligence & Machine Learning Specialists - AI scientists develop software and programs that think like a human brain. People working in these jobs work on systems that gather information, formulate decisions and also act on those decisions.Blockchain Engineer - They create and implement digital solutions for organisations by utilising blockchain technology. This technology can be shared and distributed over internet publicly without being copied.Social Media Manager - Social media managers strategies and implements the content and engagement strategy on various social media platforms for brands and organisations.Social Worker - Social workers promote social change and impact. They work on various social causes, community organising, case management etc.Retail Management - They head stores and departments to meet a companies overall targets. Their job is to maximise profits and minimise costs.Rural Management - This involves study of planning, organising and controlling of cooperatives, agribusiness and allied fields.Research Analyst - A research analyst conducts research using various tools and technologies. The analysis can be used in different business functions.Public Relations Executive - PR executive handles reputation and media relationships for clients. Their job to to maintain stakeholder relationships for the business or an individual.Quality Analyst - They are responsible for ensuring best practices for creating a software. They test software and code and detect and errors in the product. They also fix processes that result in those errors.Online Reputation Manager - They are responsible for branding on the web. They use creative writing, social media, and other web tools to manage the reputation of an organization.Online Advertising Manager - They oversee ad's for businesses online. Understanding of Google and other web based ad's platforms is a must. This also comes under Digital Marketing.Petroleum Management - This field is a blend of engineering and management. They work on petroleum products, extraction, purification and refining of those products.Jewellery Designer - These are professionals who design, create and stylise various jewelries used for professional and personal reasons.Life Skill Counsellor/Life Coach - The role of a life skill trainer or counsellor is to enhance an individuals personality, work on their motivation and teach them important life skills.Lifestyle Accessory Designer - This involves study of people's lifestyles and choices and suggesting products, systems etc. to suit their needs. The profession requires research and studying of habits.Video Producer/YouTuber - They are content creators, who create and amplify content on the internet for mass consumption. There are a lot of people who make money out of producing videos for YouTube.Image Consultant - An image consultant helps a person with their wardrobe, styling, makeup, accessories and personality enhancement. They help people in presenting themselves to create favourable impressions.Holiday Consultant - This person provides all information to his/her client to plan their holiday. They make elaborate travel plans and book tickets for their clients.Health Tourism - This involves travelling to another city for health or medical purposes. Such professionals help tourists in logistics and comfortable stay.Hospitality and Tourism Management - This sector requires study of hospitality industry. Hospitality covers hotels, restaurants, amusement parks, cruise ships, destination marketing organisations, country clubs etc.Graphic Designer - Graphic design professionals work on visual presentations. They make objects looks visually appealing using various tools, software and technologies.Green Marketers - They promote green, organic, environment friendly and renewable services. This career is best suited for nature, food and environment lovers.Food Stylist - Food stylists are responsible for look and presentation of the food. This is done for posters, images, shoots, videos, ads etc. Their role is to ensure food looks great in front of a camera.Health Care Management - This field relates to management and administration of public health systems, hospitals and hospital networks.Disc Jockey & Radio Jockey - Commonly known as a DJ and RJ respectively. They play music and host shows on radio networks.Energy Audit Engineer - They do survey, inspection and analysis of energy flows in a building. They have to reduce the amount of energy utilised to conserve energy.Distance Learning Coordinator - Their role is scheduling, updating and clearing doubts of students enrolling for distance education.Event Manager - Event managers plan and organise events, meetings, conferences, shows, exhibitions, festivals, trade shows, parties, launches etc.Ethical Hacker - They are computer and network experts. They find security loopholes and hack into systems to obtain information. It is ethical, since the hacking is done with permission of the owner.Exercise Instructors - They formulate exercise routines and programs for their clients and specialise in a form of exercise and it's equipment usage.Copy Writer - They create slogans, one liners, mailers, short scripts, billboard captions etc, for advertisements.Content Writers - They write content for websites, blogs, social media etc. and typically specialise in writing and organising content.Career Counsellors - They help people chose and decide careers by giving them multiple options based on the aptitude of the client.Brand Management - Brand management as a career involves ascertaining the brands positioning in the market.Clinical Research - This is the study of new drugs and its effect on human beings.Corporate & Soft Skills Trainers - They are responsible for skills development and imparting skill related sessions to employees in a corporate or another clientele.Dietitian - A dietitian plans nutrition and weight loss programs to their clients by suggesting and planning their eating habits and meals.Disaster Management - Handling and management of any natural or man made disaster comes under this.Adventure Tourism - Adventure tourist operators focus on outdoor adventure activities and plan that for their clients. They guide and supervise tourists and organise outdoor events.App Developer - Creating apps for mobile devices and tablets is app development. Their role is becoming increasingly important today with advent of so many app and internet startups.Animation Film Maker - They create the visuals we see in animation movies and videos. They convert simple drawings to complex animations.Audio Engineer - They use machinery to record, synchronise, mix,or reproduce music, voices, or sound effects. They can work across movie, music, video games etc. industries. Sound engineers is another way of referring to them.Aviation Management - An aviation manager plans and schedules flights, oversees aircraft maintenance and manages staff for airlines.Bio Informatician - They process biological data using computer science, math, and engineering. Nowadays, complex machines are used to read biological data.Bio Technologist - Bio technologists work with living organisms using technology to create products such as biofuels, pharmaceuticals etc.Banking and Insurance Managers - They sell and inform about different banking and insurance products to clients. They also review and approve various financial statements.Blogger - Those who publish blogs or articles online are called bloggers. They research and write for various entities and even themselves. One can also publish vlogs and podcasts.