Ghana SwotGhana SWOT Analysis as a Potential Tourist Destination
Applied Marketing Management
September 06, 2012
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Ghana SWOT Analysis as a Potential Tourist Destination
This paper is a short situation analysis identifying internal strengths and weaknesses, and the external opportunities and threats (SWOT) in developing a marketing strategy for Ghana as a tourist destination. The SWOT analysis is the most famous technique used by firms and organization to access their Strengths, Weakness, Opportunities and Threat in their prospective industry to steer its affairs to the right direction (Briggs, 2001). We will use the SWOT as a strategic planning tool and identify three potential markets for Ghana’s expansion.
International tourism is a key industry for less developed countries because they are in some prime areas throughout the world. Ghana is rich in history interwoven with British and Dutch Colonization, Gold mining and the African Diaspora. However, it will have to compete with other prime locations such as Europe, North America, the Caribbean islands and more. Ghana is a former British Colony located in western Africa who gained their independence in 1957 after 56 years as a British Colony. Since then “Military regimes had run the country for twenty out of the thirty-nine years since independence” (MGT 541, 2012). Ghana has 238,533 square kilometers with a population of...