International Marketing In Canada Essay

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Introduction
This paper examines Canada’s international tourism effort (domestic tourism will therefore not be taken into consideration) and the economic and societal impact of the Canadian tourist industry. The first part of the paper is an outline the different international tourist segments, which visit Canada, followed by an investigation and discussion of Canada’s targeting and positioning effort. This part is mainly based on reports from the Canadian Tourism Commission. The second part is mainly focused on the economic and societal impacts of Canada’s tourism industry with analysis of GDP, circular flow and exchange rate fluc-tuation, which is then seen in a pros/cons perspective. This part is based on various statistics and economic models. Finally, based on the answers from the above descriptions, analysis and discussions, it will be discussed whether or not Canada is building the right relationship with the right costumers. Firstly it be-came clear that Canada is on the right track in relation to tourist segmentation, however the paper shows that Canada do not really put any effort in the targeting and positioning of the country. …show more content…

With the concept of strategic marketing, Canada can detect new marketing opportunities and develop or change the offering so that it meets the needs of possible customers. So the big question is, does Canada make use of the above? And how much effort do they put into it?
Well Canada has made a big deal out of segmentation and has a whole study about it. However, they lagging in their targeting and positioning effort and it seems like they can’t find out who THEY want to be and how to get the costumers to see that. All of this will be described in further details below.
Canada’s Tourism

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