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Red Indígena de Turismo de México A.C. (RITA), Teaching Case
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On the other hand, it is worth noting that a change of government may make the difference as to whether or not tourism in Mexico is developed. The lack of security policies to protect tourists can make the latter decide against coming to Mexico.
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Regarding the country's economic conditions due to the increase in the dollar exchange rate against the Mexican peso, a period of austerity is expected in Mexico’s investment and expending in conventional tourist services which may represent a good opportunity for RITA as its prices are very accessible, and it offers a wide variety of services.Another favorable factor is that the products are 100% Mexican crafts and do not require imported raw materials. Added to the above is the fact that there is no strong competitor offering the same type of services and this represents a convenient increase for RITA (provided that it has good market position).
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As regards the Social Demographic setting, it is a fact that tourists currently seek a more natural, ecological and quiet setting where cultural activities take place and where sports are practiced for the benefit of tourists' health. This is changing behavioral patterns in the consumption of this type of services and in society. Electronic promotion and dissemination is a good resource to reach the target public by communicating in a much faster way and at a lower price.
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As to Technological change, it is very important to be in the forefront in systems and the implementation of a Customer Relationship Management (CRM) which would be of enormous assistance in the entering, processing and registration of tourists’ data, and of clients who have used RITA’s services, thus being able to offer a better, faster and more flexible service to clients. Furthermore, the central sales offices are not solely in charge of the information, as the customers would be registered in the company and form part of its cost–benefit and assets.
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| | Authors: Elías Lian, Laila. and Axtle Ortiz, Miguel. |
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On the other hand, it is worth noting that a change of government may make the difference as to whether or not
tourism in Mexico is developed. The lack of security policies to protect tourists can make the latter decide
against coming to Mexico.
•
Regarding the country's economic conditions due to the increase in the dollar exchange rate against the
Mexican peso, a period of austerity is expected in Mexico’s investment and expending in conventional tourist
services which may represent a good opportunity for RITA as its prices are very accessible, and it offers a
wide variety of services.
Another favorable factor is that the products are 100% Mexican crafts and do not require imported raw
materials.
Added to the above is the fact that there is no strong competitor offering the same type of services and this
represents a convenient increase for RITA (provided that it has good market position).
•
As regards the Social Demographic setting, it is a fact that tourists currently seek a more natural, ecological
and quiet setting where cultural activities take place and where sports are practiced for the benefit of tourists'
health. This is changing behavioral patterns in the consumption of this type of services and in society.
Electronic promotion and dissemination is a good resource to reach the target public by communicating in a
much faster way and at a lower price.
•
As to Technological change, it is very important to be in the forefront in systems and the implementation of a
Customer Relationship Management (CRM) which would be of enormous assistance in the entering,
processing and registration of tourists’ data, and of clients who have used RITA’s services, thus being able to
offer a better, faster and more flexible service to clients. Furthermore, the central sales offices are not solely in
charge of the information, as the customers would be registered in the company and form part of its cost–
benefit and assets.
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