How does the planning approach used in the case relate to the proposed definition of a marketing orientation? Dr Mathilda van Niekerk, Tshwane University of Technology, South Africa South Africa, situated on the southern tip of the continent and known as the rainbow country, is synonymous with Nelson Mandela, the Big Five, the Bafana–Bafana soccer team, the Protea cricket team and the Springbok rugby team. The South African Yearbook boasts that the country’s unique combination of people, landscape, scenery, history and the different cultures makes this one of the most enchanting countries in the world to visit The Mbombela Local Municipality is situated within the Mpumalanga province.

Mpumalanga, the place of the rising sun, is one of South Africa’s nine provinces. The province is positioned as the newest and fastest-growing province for tourism in South Africa. Tourist attractions in the province are numerous and vary from game viewing, such as the ‘Big Five’ and world-famous Kruger National Park, to spectacular natural wonders created by the escarpment of the Drakensberg Mountains. The province also offers hunting safaris, farm holidays, lodges, caves, cultural heritage and traditional African trials, arts and handicrafts

(see http://www.mii.co.za).

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Foreign target market segments for Mbombela Target market Geography Length of stay Growth potential Holidaymakers VFRS Primarily UK, Mozambique & Swaziland Medium Medium Primarily UK, Mozambique & Short Medium Swaziland Shoppers Primarily Mozambique & Short High Swaziland Business tourists Primarily Mozambique & Short High Swaziland