| Padma Jung Bahadur |
Posted
on 07-Apr-02 11:57 PM
Sure things are gloomy in Nepal. However, this does not mean Nepali entrepreneurs in Nepal cannot seize an opportunity through current existence of whatever threats. This is what strategic planning and management is all about to try new business and marketing models. So far Nepal's tourism business and marketing models have been a dismal failure. Profit was that all mattered by a few well connected ones with the establishment and fantastic Nepalese Banks as if they were controlled by the Japanese Yakujas. There was no coordinated development of infrastructures. The product and service offerings were of dubious qualities and there was a severe price war that lowered any marginal profits of the business models. It was like a law of the jungle ala Nepalese style. Western tourists going to Thailand spend per week US$650 and in Nepal the very tourists would hesitate to spend even US$65. That means Nepal was overutilising its limited resources and at expense of the fragile Himalayan eco-systems to generate sinking profitability. Why was that happening? It basically boils down to Nepal not having a brand image and managing it smartly. Lack of proper management in hospitality and corporate cowboys starting price wars in the lower spectrum of the hospitality industry to gain few profit and promote profit further through drugs and prostitution and much more (negative branding and loss of market share in the region).
I think Nepal has to target market tourists with high income levels and demarket the cheapie and tripie lifestylers of low income levels. Nepal should target early baby boomers, double income with no kids, Generation X-ers and Y-ers who are lovers of the environment, buddhist culture, Xtreme sports, mountain freaks and Young Oldies with old money. This can be focused by marketing in USA, UK, Germany, Japan, Scandanavian Countries. They can and will pay per day US$100 and that should be the bottomline for Nepal.
But first, Nepal has to shake off this Maoism and Nepal Army fracas and on going kudos totally off the scene. Cool, Calm and Comforting Nepal should be the positioning. Therefore, stability is very vital politically, socially, financially and riskwise (i.e. psychologically, socially, financially, psychically and much more). In other words Nepal has to have an ice image of creating a value that offers customers risk free environment. I therefore invite all Nepalese business people to lobby the king and the government to stop all acts of hostility by peaceful dialouge.
It is also a chance for all business people to sit down and have a plan to develop Nepal's tourism by generating a startegic marketing communication plan. They should generously contribute to the overall budget. All advertsing campaigns should be done in advanced economies of the world. This has to be done in a regular and consistent basis to develop the brand image of Nepal.
I could write a thesis in this topic but the space is limited to make it user friendly.
I think Nepal must believe in Management Consultants and they should be paid well. I see here that some Computer Technicians are anti Management Consultants. However, I agree that some Consultants have dubious degrees like the Manager of Radisson in Nepal having a Bachelor Degree In Urbal and Rural Planning. He gets a job as he is from a western country. The hotel did not make a Nepali with MBA qualification as she had no overseas working-life experience.
So much for now.
I have a qualification in Brand Management and Image Marketing Concepts.
|
| SIWALIK |
Posted
on 08-Apr-02 01:43 PM
I agree with this assessment. Nepal definitely needs to develop a new attractive brand name. We are still stuck with the one from the 60's' hippie culture. Tourism could be the savior, if and only if the wealth it generates is spread out to the lower strata of the society. For instance, trekking is one of our attractions. But how many villagers receive any economic bnenefit from their trails, rustic beauty and friendly attitude towards the guests? If the trekking companies in Kathmandu can form partnership with villagers in trek routes and offer a total package to experience Nepal with cultural aspect also added in, benefit could spread. Villages could get libraries, improve schools and health care, and other benefits of civilization. Disparity of income flames the fires of Maoist movement.
|
