The Government of Mauritius has newly launched a new concept to give a new impetus to the tourism industry. The concept associates to a strategy based on a common regional label, ‘The Vanilla Islands'. The main aim is to pool resources, and expertise of each island collectively so as to give the edge in the competition.
This new concept will permit tourists to visit the Indian Ocean region via a package tour of all islands forming part of this treaty. Prior to the launch of this concept, an environmental audit across the macro environment was probably carried out to assess the forces that might influence the marketing of the vanilla islands.
problem 1: By using the above case study as a reference, describe the term ‘environmental audit’.
problem 2: Distinguish between the terms micro marketing environment and macro marketing environment.
problem 3: Moutinho (2000) argues that the PESTLE framework is a broad bush form of external analysis and it is scarcely sufficient for service industries. In an attempt to support Moutinho’s argument, outline and describe his model in the context of the Vanilla Islands.