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Country Brand Management Italy Essay

1740 words - 7 pages

Country Brand Management Italy

Report 2012


1 Strength

Italy is situated is the center of the Mediterranean Sea. The main strength of geographical location is that Italy belongs to the coasts of four different seas (Adriatic Sea, Ionian Sea, Tyrrhenian Sea and Ligurian Sea). There are two large mountain ranges in Italy: Alps and Apennines. It is a big plus for tourism sector of the country. Tourism is one of the fastest growing and profitable sectors of the national economy.
Italian climate is very different. It is comfortable to travel to this country in every season. If it is summer you can relax in a seaside resorts or take a rest near ...view middle of the document...

That is why Italy can compete with China in this sphere. Italy produces more qualitative clothes and accessories than China and that is why Italy exports these so much.
Also Italy is a great exporter of wine. There are many vineyards on the territory of the country. Grapes are grown in almost every region of the country. Italian wine is one of the best wines in the world and it is much appreciated. This country is a home to some of the oldest wine-producing regions in the world. Italy is the world's second largest wine producer behind France (Reuters,, 2011). Italy's glowing reputation with wine is due not only to the fact that it produces and exports more than any other country but that it offers the greatest variety of types, ranging through nearly every color, flavor and style imaginable.
Italy is the center of Catholicism. The center of catholic world is a landlocked sovereign city-state. The Vatican is a residence of the head of Catholic Church, the Pope, an international center for the Roman Catholic Church. Vatican City was established as an independent state in 1929, in accordance with the Lateran treaties between the Italian Government and the Pope. Italy is a country in which the Catholic Church is unusually very strong. That is why all Catholics all over the world want to visit Italy. It is very important for them.

2 Weaknesses

Air pollution is a significant problem in Italy. United Nations sources estimate that carbon monoxide emissions increased by 12% in the period between 1985 and 1989. In the 1990s Italy had the world's tenth highest level of industrial carbon dioxide emissions. Water pollution is another important environmental issue in Italy. The nation's rivers and coasts have been polluted by industrial and agricultural contaminants and its lakes contaminated by acid rain. In 2001 the nation had 160 cu km of renewable water resources with 53% used in farming activity and 33% used for industrial purposes. Facilities for the treatment and disposal of industrial wastes are inadequate. Italy's cities have produce 19.1 million tons of solid waste per year (Encyclopedia of the nations, 2011).
One more weakness is that Italy has a high unemployment rate, up to 50 percent in some areas (Career Information and Resources for Italy, 2006). And now unemployment is growing too fast. The problem is that Italians tend to enter the work force at an older age. They take longer to find jobs and tend not to leave those jobs once they have them. As a result of it, many Italians turn to more flexible but illegal work.
Speaking about criminality, it is necessary to say about Italian mafia. Based on the report of 2009 year, commissioned by Italy's parliamentary anti-mafia commission, it is possible to say that now it is silently prospering, moving on from spectacular crimes and massacres to business and politics, with a prudent dose of intimidation and violence in a bid to take over the fundamental role of...

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