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Table of Contents 1Introduction 2Why Galway 3Galway in Brief 4PESTE Analysis of County Galway 5Organisational Structure 6County Galway Tourism Development 7County Galway SWOT Analysis 8Marketing Mix 9Conclusions 10References 1Introduction Its not all that difficult to market County Galway it already viewed by its locals as having a rich heritage and it is seen in long tradition nationally as the Cultural Capital of Ireland In the course of this essay I want to examine whether Galway is marketed correctly as a county with its obvious cultural status and perceived artistic based characteristics I begin this essay with a PESTE analysis to overview County Galways role historically culturally and environmentally I intend to use some standard business analysis tools such as SWOT and in doing so I hope to make it clear that Galway is being marketed inconsistently and by too many disparate groups To conclude I will evaluate Galways Marketing Mix and hope to show that this mix is varied and tourist focused 2Why Galway In Irish Gaillimh county is in the province of Connaught Connacht in western Ireland With an area of 2293 sq mi 5939 sq km it is bounded on the north by Mayo and Roscommon on the east by Roscommon and Offaly on the south by Clare and Tipperary and on the west by the Atlantic Ocean The eastern two-thirds of Galway is part of the Irish central lowland In the west is Connemara the Irish-speaking Gaeltacht Galway is divided into two contrasting regions by the expanse of Lough Corrib To the west is Connemara - a region of superb scenic grandeur dominated by the rocky-mountains known as the Twelve Bens Many Connemara inhabitants are Irish speakers and much of the ancient Gaelic culture is preserved The Aran Islands lie thirty miles off the Connemara coast Formed from a limestone ridge their stunning coastal views and prehistoric stone forts are well worth a visit Galway is a large
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