Portugal, (the Portuguese Republic officially) one of the oldest countries of Europe located at Southwest of Europe started attracting investors


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Marketing Management

CASE STUDY (20 Marks)
Portugal, (the Portuguese Republic officially) one of the oldest countries of Europe located at Southwest of Europe started attracting investors and foreign tourists through its liberalization policies and economic reforms after its independence. But, due to its negative image among the European countries following safety issues, the tourist flow and the Foreign Direct Investments (FDI) were decreasing considerably. The low cost producer countries from central Europe and Asia further aggravated this situation by providing stiff competition to Portugal in attracting FDI. In 2007, a coalition government decided to launch a new promotional campaign called 'West Coast of Europe' to rebuild its brand image among investing community and tourists. The case discusses whether such an image rebuilding campaign would help countries to attract investors and foreign tourists.

Answer the following question.

Q1. Discuss the brand rebuilding and positioning strategies of Portugal.

Q2. Debate the challenges faced by Portugal while implementing new image rebuilding campaign.



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