Scotland Case

Scotland Case - 11 Repositioning Scotland Rhett Beattie...

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Click to edit Master subtitle style 9/8/11 Repositioning Scotland Rhett Beattie Ryan Chiang Kevin Hughes Stephanie Nguyen 11 February 10,
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9/8/11 Repositioning Scotland: Problem Increase in low-cost air carries and expansion of pan-European route network created a larger market for tourism Scotland wanted to reposition themselves to give tourists “a reason to visit” By increasing tourism, Scotland can help boost their economy 22
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9/8/11 Solution Scotland outsourced their issue to Nunwood Consulting (UK-based) Company Nunwood first conducted qualitative research on France, Germany and Spain. Qualitative research were focus groups in six different locations in the three 33
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9/8/11 Solution (cont.) Used responses to answer the following questions l What are the current consumer perceptions of the brand ‘Scotland’? l Which aspects of the country are most appealing/would motivate a person to visit? l
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This note was uploaded on 09/07/2011 for the course BMGT 452 taught by Professor Staff during the Spring '08 term at Maryland.

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Scotland Case - 11 Repositioning Scotland Rhett Beattie...

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