“If we knew what were doing it wouldn’t be called research.” – Albert Einstein
Atikur Bhuiyan
When it comes to coronavirus preparations, the most important thing you can do is take steps to keep yourself and your loved ones safe. Always focus first on protecting your health and the safety of your community members. But since the virus and social distancing are likely to have an economic impact as well, it doesn’t hurt to take these three steps to be as prepared as possible for what may be to come.
Atikur Bhuiyan
This report will show theories identified and related with governance and sustainability and their suggestions in the real-life leadership and decision-making process. Governance is the way toward establishing standards rules and methodology for running an organization and ensuring their usage at each level of the organization (Aras and Crowther, 2012). Sustainability, instead is the method of guaranteeing environmental adjust in the business tasks.
In this section of the report the stakeholder versus shareholder hypothesis of governance will be reviewed. Stakeholders are the general people who impact a business’ decisions and the decisions of the business additionally impact them. The workers, society, government, general people, media, all are a part of the stakeholder group. The stakeholder theory is of the view that a business has more extensive responsibilities towards this stakeholder group other than making profit and henceforth decisions and plans ought to be taken that hold the enthusiasm of this group (Admin, 2013). The shareholder theory is of the view that a business exists to expand profit. shareholder is the general people who give or provide money to an organization. The management is employed as an operator of the owners to run the organization and subsequently they are legitimately and ethically dedicated to serve to the greatest advantage of the business (Hogevold and Svensson, 2016).
Sustainability is the performance of doing business together in a way that leaves more positive effect on the general public, society, and environment (Holt-Jensen and Pollock, 2009). There are three main concerns to Sustainability in business; these are economy, society and condition.
Economic and Financial sustainability alludes to holding stable profitability and development throughout the years. Societal sustainability implies giving general public eco- friendly items and guaranteeing their happiness and safety (nbs, 2017). Environmental sustainability implies diminishing the measure of carbon impression produced by a business.
The governance theory clarified above will enable me to recognize stakeholders and shareholders and the sorts of decisions that are designed for these two groups so as to hold their advantage and interest. Knowing the particular commitments and contributions that these two groups have in the business will likewise enable me to define decisions and systems that make a trade off of interest between these two groups and the general customers (Høgevold and Svensson, 2016). The sustainability theory, then again, explains the business’ parts in guaranteeing sustainability. Furthermore, it will be of assist in taking business decisions that incorporate the three sorts of sustainability applies stated above. These hypotheses have given me an arrangement of rules that can give me direction on where to begin basic leadership and decision-making from and the variables to consider in such manner. The sustainability issue will surely be included as another basis in the later basic leadership and decision-making process that generally would have been disregarded.
The stakeholder vs shareholder theory will unquestionably put the leaders and decision-makers in a predicament as to whose interest is to be held. Both are vital for the business. Serving the shareholders’ concern would put unnecessary impacts on the stakeholders as more noteworthy price, less occupations and less tax to the government (Admin, 2013). Though, holding the stakeholders’ interest may prompt less profit and growth of the business which is an infringement of one of the bottoms of sustainability. Henceforth, a business needs to trade-off. Organizations can spend money in welfare events as CSR and circulate the rest as profits among the shareholders. This little measure of spending can really establish a positive picture of the business and upgrade its acknowledgment among the clients and government which thus may bring about improved sales and support of the government (Lehman, 2015). These over the long run would serve the interest of the shareholders as the business can grow and make profit and advantage successively.
Nonetheless, spending through cash for sustainability cause may bring about huge spending at first, however it will over the long run save cost of the organization (Lehman, 2015). For instance, eco-friendly office will save service and utility bills and fuel-proficient vehicles will save transport cost. Cost minimization is equivalent to revenue increase. Welfare activities went for the environment and people will manufacture positive picture and give the business more prominent negotiating power with the government and clients. These decisions over the long run can create more benefits and accordingly save the concentration of both, the stakeholders and shareholders. Thus, it can be said as opposed to taking extraordinary side, making a trade-off is more gainful.
There are difficulties and doubts in the business world. In addition, there are errors in the framework and diversities in individual’s view process. Every one of these obstructions are impractical for the business to deal with overnight. The best approach in such manner for the business is to set claim guidelines of doing business together in consistence with the ones set by the government. This can enable the business to keep running in a systematic way serving the enthusiasm of the two stakeholders and shareholders. This can assist them to dispose of pointless problem and persuade the customers of the business’ trustworthiness and sense of duty regarding the general public and society.
An organization does its business in the general public and society. Consequently, the intrigue and preferences of the general people must be contemplated while making decisions. The organizations can utilize the theories as a base of taking decisions that improve the viability of the decisions taken. It can direct them towards taking great decisions and evading mistakes.
Admin, C. (2013, July 16). Shareholder & Stakeholder Theories of Corporate Governance.
Corplaw.ie. Available at: http://www.corplaw.ie/blog/bid/317212/Shareholder-Stakeholder-Theories-Of-Corporate-Governance.
Aras, G. and Crowther, D. (2012). Business strategy and sustainability. Bingley, U.K.: Emerald.
Høgevold, N. and Svensson, G. (2016). Framing the development and directions of business sustainability efforts. Corporate Governance: The international journal of business in society, 16(4), pp.709-725.
Holt-Jensen, A. and Pollock, E. (2009). Urban sustainability and governance. New York: Nova Science Publishers.
Lehman, C. (2015). Sustainability and governance. Bingley, UK: Emerald Group Publishing Limited.
Low, K. and Arumugam, S. (2011). The Sustainability of Business Corporate Governance: Evidence from the Malaysia Public-Listed Companies. SSRN Electronic Journal.
Network for Business Sustainability. (2017). What is Business Sustainability? – Network for Business Sustainability. [online] Available at: http://nbs.net/about/what-is-business-sustainability/.
Atikur Bhuiyan
Travel Guide for (Islamic Republic of)
“IRAN”
Despite the fact that there are a few mediums of correspondence and data are accessible in electronic form, yet at same time we can’t disregard the presence and value of print publishing. Previously mentioned is additionally relevant for the travel guides, where experienced travellers consented to the way that such guides are overwhelming and enquiring more space in luggage yet at the same time they give them inclination over digital guides since they think that it’s difficult to explore in intense conditions and inaccessibility of electronic communication medium (web), likewise it doesn’t give a page-swinging background to them to deal with their trip.
In fact, there is an unmistakable inconsistency for utilizing travel guide with regards to ages or background experiences. Young explorers on one hand, is by all accounts more relaxed with handheld gadgets and like to use electronic devices because it’s simple and quick to utilize. on the other hand, experienced or senior travellers, seems to be more alright with printed travel guides. Hence, generally there is a mix-up between picking a printed and electronic travel guide that will be additionally discussed in this examination.
The motivation behind this examination is to examine the need of guide control in the developing business sector for IRAN that would be found as a new destination for Dutch travellers. ANVR group will utilize this travel guide as an instrument so as to promote their new business target and destination.
The travel guide will be full conspicuous notwithstanding mix of both electronic and printed shape that focus on about and reflects the traditions and conventions, culture frame, historical spots, hotels, restaurants, shops, and other exceptional places of enthusiasm with an extraordinary reason that why tourists should visit this place. The guide will incorporate a composed data that present so clearly to move individuals traveling to this destination. The data won’t go to be just an instructive and point by point, it will be a short, helpful, and significant data.
Moreover, this examination offers a concise overview on ANVR group, History, Mission, the organization’s Destination, Core of actions and Competitors, should be discussed with a conclusion to the question “What is the future of printed travel guides in an emerging market, such as, IRAN?”. Finally, this examination gives suggestions to assist the organization with the new market procedure in new territory.
Iran is situated in the Middle East particularly in south of Caspian Sea and north of Persian Gulf. The nation is surrounded by some area nations, for example, Afghanistan, Pakistan, Armenia, Turkey, Azerbaijan, Turkmenistan and Iraq. Iran is the world’s eighteenth most- populated nation (Economy, 2017). Iran is the world’s oldest civilizations. Moreover, as indicated by the United Nations Educational (UNE), Scientific and Cultural Organization (UNESCO), Iran is positioned as one of the world’s best nations as far as the quantity of old and authentic locales.
Figure 01: Map of Iran (Profile Iran, 2004)
Overview about IRAN
Table 01: Statistic at (UNDATA, 2005-2017)
Social and Environmental facts
Table 02: Statistic at (UNDATA, 2005-2017).
Iran is for the most part an exceptionally safe place to travel, to such an extent that numerous travellers portray it as the safest country I’ve ever been to’, or ‘much safer than travelling in Europe’. Violent crime against tourists is amazingly rare. Remained in the homes of outsiders and left bags in restaurants and bars without any issue (Lonely Planet, 2018).
Western embassies advise their nationals to register on arrival, particularly on the off chance that you will be in Iran for at least 10 days, or plan to visit remote places. For women visitors, as anyplace, it pays to be careful and avoid situations where you are alone with someone you don’t know them.
Some official suspicion does exist, and there have been occasions of travellers being captured and held until the point that it ended up obvious they weren’t spies. The greatest risks are really driving and crossing the road.
Kidnapping and terror-related crime is really rare in a large portion of Iran. So, at the season of composing, most government tourism warning services were recommending against heading out to:
within 100km of the Iran– Afghanistan fringe.
within 10km of the Iran– Iraq fringe.
The area of Sistan va Baluchestan.
The zone east of the line running from Bam to Jask, including Bam and Zahedan (Gov.uk. 2018).
Figure 02: Kidnapping & TERROR; source: (Gov.uk. 2018).
A standout amongst the most widely recognized utilized structures to illustrate the external elements affecting an industry is the PESTEL method expressed by (Johnson, 2011). The PESTEL structure will be utilized as a device to catch ANVR’s value as an association and characterize what it conveys to the market. Our inclination for the utilization of this model contrasted with others, depends on the way that the PESTEL system gives the capacity to do broad research. Moreover, it has the best effect regarding to the new target business of the organization (Johnson, 2011).
Comprehensively, the tourism business in IRAN is dependent on the local society’s hospitality. As indicated by (T. Snaith, 1999), “A happy host is basic in making a positive picture of the destination which along these lines creates positive informal”. Accordingly, the size of the host community’s impression of tourism improvement assumes a functioning part later on achievement of a tourism destination (Hamira, 2012). Community responses to tourism could be unique in relation to one nation to another. For example, in some Islamic nation, for example, (Iran, Saudi Arabia, Egypt), tourism market is seen like having the capacity to revolution Islamic social or change its qualities (Aziz, 1995). In addition to knowing the nation law and business site so as to avoid the fundamental risks that linked with entering an international market (Mojtahedi, 2016).
As described in a publication of World Travel and Tourism Council (2017), Travel and Tourism kept on demonstrating its versatility in 2016, contributing direct GDP development of 3.1% and supporting 6 million net extra occupations in the Tourism area (Council, 2017). Comprehensively, Travel and Tourism produced US$7.6 trillion (10.2% of worldwide GDP) notwithstanding 292 million employments in 2016. The division represented 6.6% of overall worldwide exports and very nearly 30% of aggregate worldwide service exports (Council, 2017).
Economic Indicators
Table 03: Economic in Iran (UNDATA, 2005-2017).
The Following table shows of information of industry commitment in GDP and Employment Industry of IRAN
Table 04: Industry contribution in in GDP and Employment Industry (Council W. t., 2015).
Strangely, Iran’s Tourism Organization ordinarily enables the travellers with their criticisms or explanations to regardless of whether they departed the nation. Additional IRAN is nation that can be travelled by in any seasons during the year making the nation alluring to the travellers that no need a particular time to visit the nation. Nevertheless, the month of Ramadan is the most significant month in the nation. The month is seen for 29-30 days, amid Ramadan month tourists must follow the fasting hours. In particular, tourists are not permitted to drink or eat out in the open spots, restaurants and other food places also are shut amid the fasting hours. When it comes to Visa procedure, the nation provides 30 days visit visa on arrival to the natives of 190 nations that cover Europe in general for on entry passage to Iran (Sharifi, 2017). On the other hand, travelers always trying new vacation spots (Keates, 2001). Reports have presented that international tourism reduced 1.3% in 2001, due to law & politics (International, 2002).
Utilizing electronics gadgets today is a part of human everyday life including GPS, smartphones and other electric gadgets which is expended all the more particularly for new generation.
Because of the way that these gadgets provide ease in accessing or looking for proper data about the place in a look. On one hand, printed travel guides are overwhelming and secure more space in the baggage. Nevertheless, senior visitors still incline toward the printed guides when they plan their trip. While instead, young travellers are appearing to lean toward electronic guides. That is the purpose a significant tendency has been seen in the sales of built up printed travel guides delivering organizations. Studies have demonstrated that the sales of printed guide from 2006 to 2016 in UK and USA fell from 100 values of sale to under 60 (Business Travel Forecast 2018).
Figure 3: printed guide sales dropped
* Specifically, from 2006 to 2012, Frommer’s US sales dropped from 34$ Million to 18$ Million (Gulliver, 2013).
The environment is not able to be predictable, it is so challenging to control any ecologically related elements. Numerous Natural tragedy can destroy whole places and landscapes. Thusly, it is impossible for visitors to travel to particular places for a specific timeframe (Ritchie, 2004). That is could assume a negative part regarding nations where the tourism area represents one of the principle wellsprings of income, and these tragedies can have extreme outcomes. Nevertheless, with regards to travel organizations, they have restricted abilities to diminish the impact of environmental variables (Julia, 2014).
Exclusive, effectively operating and success in the local market, for-profit driven organization has intended to open new destinations for travellers. ANVR has objective to become an extreme Travel Guide supplier to advance travel and tourism universally. The organization prepared a statistical surveying on developing the business sector of Iran for a similar reason and to build up a Printed Travel Guide.
ANVR is a Dutch company of travel specialists and tour administrators. In 1966, the organization was established under its unique name “Dutch Association of Travel Agents”. The organization has encountered an unmistakable development from the beginning amid its way of life as follow:
“See the world throughout our eyes”
“To consolidate the strength of its individuals in mission for their basic social and financial interests, with the goal that the association can play a noticeable national and global part as the delegate of the Dutch travel industry” (ANVR, 2018).
Overall Assembly of Members is the individuals who shape ANVR strategy. Official Committee is in charge of containing delegates from all branches of the area, for example, air ticketing and travel agent, and tour operators. Official Committee is supported by an expert staff. In the meantime, numerous members are dynamic contributors in consultative, task and working groups which prompt the Official Committee. ANVR has a large zone of interests and activities, these activities are sorted out into a chain of essential “groups”: Consumer Affairs, Image and Lobbying, Aviation, Employment and Education Affairs, and Standardization. There are additionally separate forums for the Retail and Tour Operating parts (ANVR, 2018). Maintain and further improve its Image as the first-class global travelling guide organization. Try to unfurl new targets in developing markets like IRAN. Develop and make new chances to pull in travellers. Providing an opportunity to its group of people to investigate distinctive traditions.
Electronic gadgets and accessibility of electronic information is a more difficult test then printed guides however senior travellers still prefer for non-computerized sources because of costly wandering worldwide mobile information designs or lack of access to the internet network in a few zones, most travellers depend on printed guides and keep it as a key apparatus while arranging their tour. (Gulliver, 2013).
Following point ought to be kept in thought while planning an appealing travel guide.
Despite the fact that competition level of travel guides for IRAN isn’t so huge as it is a developing business sector, yet some real difficulties might be faced with the competitors whom they effectively established their position and own business in terms of travel guides industry since recent years.
Some Competitor Companies for Printed Travel Guides are as per the following;
Following are the Competitors for Electronic Travel Guides
Portable/Electronic Travel Guides at, (Google Play, 2018)
Statistic findings have demonstrated that above contenders didn’t fulfil their clients exceptionally well afterward getting a few surveys and remarks from them, because of the way the data that delivered in the guides “even in new releases” isn’t clearly right or not updated before which makes it hard to the travellers to discover the places that specified in the guide since it is far unique in relation to the real world. In this way, to establish our guide for be the best and have a decent position between these competitors, a great and brilliant technique is to gain from their issues or their weakness.
The marketing planning is based on positioning of the product in the mind of customers.
ANVR’s target market will be worldwide, Europe wide and furthermore The Dutch people. The outbound tourism from Netherland was recorded at Euro 17.4 Billion in year 2010 to 2016 of a report from Euro screen. (Statista, 2018).
The ANVR’s wants to place an image of their product in the customers mind as compare to competitor’s product. ANVR’s want to target the young and senior travellers who wants to explore the world from the Netherlands. The ANVR’s have to position their product on the base of quality, cost, size and amount of information they provide in the guides.
Accomplishment of our marketing methodology of Travel Guide for IRAN will be founded on four territories as appeared in the outline beneath those four components are considered as fundamental component for the market combination are likewise mentioned as four P’s marketing mix. i.e. product, Promotion, Price and Place based on these elements, our strategy will be successful. A short discussion will be done in the following part on the most proficient method to create distinctive strategies for the item and reach to the group of people through various marketing channels.
Figure 04: Marketing Strategy (Kerin, Hartley & Rudelius, 2015)
Depending on the main features of our travel guide, the products strategy might be carried on the real attributes of our Travel Guide as follows;
For this Travel Guide, we will receive a seven-organize item system as appeared in the figure below, the procedure recognizes openings and change over them into a profitable item, it additionally builds the shot of new product achievement. Accordingly, throughout these processes, the chance of new product success can be increase.
Figure 04: marketing Strategy (Kerin, Hartley & Rudelius, 2015)
In light of market examine and online research the Printed travel guides from opponents are estimated going by and large of $18.00 “the prices between 11 $ & 22 $” (Amazon, 2018). ANVR’s will incorporate a free travel guide for its packages to its immediate clients however make their travel guide accessible for open at a competitive rate of $16.00 while provide up-to-date data in the guide comparing with the competitors.
Worth projection was proposed in light of the contenders’ price analysis for printed travel guide as takes after;
Table 05: Data Collected at (Amazon, 2018)
The pricing for electronic travel guide will be difficult and ANVR ought to be handled with cleverly, as their rivals has diverse strategies to keep up their prices per product premise that ought to be purchased independently for example in-app purchases for every module while keeping essential app for free, or FREE Shipping on eligible orders
Moderate operated app prices from competitors are as follows;
Table 06: Moderate functioned app prices (Google, 2018).
With regards to promotion of an item, there are several promotion channels are accessible for corporations so as to promote their products and services. promotion strategy is a standout amongst the most critical four P’s marketing mix that is utilized as a part of rising item attention to potential and direct and indirect clients. Promotion won’t just help increment sales yet in addition build up reputation of the item and brand.
Promotion channels are typically isolated in two noteworthy parts i.e. online and Offline as illustrated below;
The organization will utilize Internet and digital marketing strategy to promote and market our Printed Travel Guide, the extent of this channel is wide as it is highly involving with various Social Media, Email Marketing, Websites, Search Engines and PPC campaigns, Events & Webinars, and Video Marketing.
Our online travel guide will have an incorporated element to associate with most ordinarily utilized social networks i.e. Facebook, Instagram and Twitter that will enable clients to share their knowledges and tourists will have the capacity to share their moments and picture immediately to their social networking site and write some comments about products and services.
Offline medium is play most effective and powerful role in marketing and promotion strategy that will be utilized to spread awareness and explain company’s goods. Unlikely to the internet online marketing and promotion, offline activities are costly.
ANVR will use this channel to promote the Travel Guide in daily newspapers, TVC, travel magazines, publications, billboards, banners and leaflets where required.
product placement might never be ignored in four P’s Marketing mix. It’s extremely significant to take product placement into consideration, particularly when inserting a new market in new country. ANVR Printed travel guide might be placed for sale in famous book shops, stationary part of supermarkets, shops, university book store and all the more imperatively on train and airport terminal books and magazine stores.
An additional motivating force might be included for retailers in the occasion that they might be consented to place our item in the territories those are more available for the customers i.e. billing and cash counters section.
As is obvious from the data in this exploration and other, the trades of Printed Travel Guide have withdrawn significantly in current periods, this will proceed on the grounds that the improvement of new innovation, electronic guides are more well known by time. Though, as specified before in this examination, knowledgeable travellers still favour the Printed Travel Guides over the Electronic ones for a few reasons, for example, occasionally utilizing the internet is complex for them, they can’t recognize a fake and genuine data, and so on.
Undoubtedly that there is now wide data accessible on the Internet, which may be a danger to ANVR’s trade in IRAN. However, tourists not generally approach the Internet through their telephones, phones or different gadgets. Accordingly, as specified previously, a few travellers like to have visual or printed guide as opposed to a down to practical one.
Generally, in light of different investigation that utilized in this report “ANVR and P’s marketing mix, PESTEL Analysis, Competitors Analysis, and Market Trend result “, it is being encouraged to ANVR group to offer both the Printed and Electronic forms of their Travel Guide for the emerging destination of IRAN.
Amazon. (2018). Travel Guide. Retrieved from Amazon: https://www.amazon.com/s/ref=nb_sb_noss_2?url=searchalias%3Daps&field-keywords=iran+travel+guide
ANVR. (2018). About the ANVR. Retrieved from ANVR: https://www.anvr.nl/english/welcome.aspx
Aziz, H. (1995). Understanding attacks on tourists in Egypt. Retrieved from ac-els-cdn: https://ac-els-cdn-com.proxy.hanze.nl/0261517794000164/1-s2.0-0261517794000164-main.pdf?_tid=spdf-3d3170ff-74f9-4899-a4ca-93bb7b69e4ed&acdnat=1519807616_18418c671e0a5ee44103afca68a37b8c
Business Travel Forecast 2018 | American Express Global Business Travel. (2018). Retrieved from https://www.amexglobalbusinesstravel.com/the-atlas/global-business-travel-forecast-2018/
Council, W. t. (2015). The Authority on World Travel & Tourism. Retrieved from wttc: https://www.wttc.org/-/media/files/reports/economic%20impact%20research/countries%202015/iran2015.pd f
Council, W. T. (2017). TRAVEL & TOURISM ECONOMIC IMPACT 2017 IRAN. Retrieved from wttc: https://www.wttc.org/-/media/files/reports/economic-impact-research/countries-2017/iran2017.pdf
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Economy, D. (2017, March 14). National Census Preliminary Results Released: Iran’s Urban Population Up. Retrieved from Financialtribune: https://financialtribune.com/articles/domestic-economy/61421/national-census-preliminary-results-released-irans-urban-population
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Available at: https://www.gov.uk/foreign-travel-advice/iran.
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The idea of Writing a strategy for success or a report about the area where I originated from was dependably a desire sense I came to Hanze, and the day I found out about the IRAN travel guide marketing arrangement task.
I was so enthusiastic when I heard that we should develop on the area where I want to go or do something (Middle East). From the starting point of writing this report, I began to investigation the nation and its market as far as Tourism industry and collect correct sources. Subsequently, the political circumstance amongst IRAN and Bangladesh is more than confused. We “as Bangladeshi citizens ” are not permitted to travel to IRAN or visit the nation for any reason. It’s very rare to get Iran tourist visa for Bangladeshi. IRAN and Bangladesh are having a similar religion “Islam”. From a geological point of view, there is a considerable amount of difference between the two nations.
I would state that it was difficult to write this report and get some statistic information to funding the outcomes. Succeeding to finding all data from secondary information which can be found in this examination, I think it is great to utilize primary information if I had the chance to physically visit the nation for few days which is impossible these days. While writing this report, I understand that IRAN is an interesting place for travellers. I noticed that the way toward promoting a destination like IRAN won’t be an issue or difficult, particularly if the arrangement or research was focusing on essentially European nations.
With regards to a confinement in this report, just secondary data was utilized as a part of this investigation which isn’t exactly dependable. It was additionally hard to travel to IRAN so as to collect more data since it is very intense and additionally effort, accordingly the report might have far better results with managing a few interviews or spreading survey inside the nation.
One vital thing to explain, life in IRAN is path not quite the same as what a considerable measure of media endeavour to promote of being shut culture nation, this isn’t valid, as per people I have speak to. I accept there is significantly more to discuss IRAN and its history and natural resources.
From my own particular point of view, I think the Tourism Industry in IRAN and its preferences are expanding and will place itself as the principle destination not very far in future, regardless of whether worldwide powers do affect the advance of that objective, anyway the favourable circumstances are prepared to be used.
Clearly, when somebody read this report, he/she will understand that its promoting plan for a Dutch organization. Nonetheless, the importance of this investigation is in understanding the external condition of the IRAN market, where related organizations within specific industries “Tourism Industries” may profit by when moving toward the nation.
Lastly, I was asked to write a reflection of this report as an extra substance to cover the stages of writing this report and difficulties that I confronted while collecting the data about the targeted market. I trust this report meets the all terms & conditions that our teacher asked for.
If I ever visit IRAN then for me, I will try to use both electronic and printed travel guides.
Thanks for joining me!
Good company in a journey makes the way seem shorter. — Izaak Walton
Market Research 