As part of obtaining the DUETI

for the year 2008 /2009 3rd year

BA Business Management

Summary

Part 1: Loch Ness : a myth rooted in memories

I. Brief history

II. The economic reality

Part 2: Conclusions

I. Nessy : an uncertain future

II. My Scottish experience

PART 1 Loch Ness : a myth rooted in

memories

- Famous because of the exposure of a possible monster in the loch

- A part of the Great Glen

I. Brief history A. Presentation B. Nessy’s history C. Striking interviews D. Photographs

Before 1933 Uncertainties and speculations:

a lot of stories, rumors, books about its possible life

1933 to 1934 The effervescence: a society phenomenon

1935 to 1949 The monster lives from its notoriety: -> estimation of thousand people who had

seen Nessie from 1933

I. Brief history A. Presentation B. Nessy’s history C. Striking interviews D. Photographs

50s: a renewed interest:

-> increasing of tourists in Abbey St Augustus

1960 to 1975: new promising proofs

-> Loch Ness subject among the 10 topics most frequently discussed

1976 to nowadays Reality or fiction?

-> with or without belief, the "monster " keeps attracting

tourists.

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Between 563 and 597 after JC - A recurrent story: Saint Columba He saw the creature rushed on his friend while trying to bring back the

boat from an another man hurting by the beast a few moments ago.

May 2, 1933 : MacKay couple’s experience Mrs MacKay has seen kind of whale bumps moving in

the water.

July 22, 1933 : Spicer’s incredible holidays They have seen a huge creature on the land. Note that

it is the first visual witness of a creature on land.

January 4 to 5, 1934 : Grant’s fear in the moonlight He has seen the creature jumping from the road to the Loch Ness. He observed that it had two fins in the front and to the rear of the animal, a tail of one meter fifty to two meters: the whole animal could measure five to seven meters.

I.Brief history A. Presentation B. Nessy’s history C. Striking interviews D. Photographs

I. Brief history 1. Presentation 2. Nessie’s history 3. Striking interviews 4. Photographs

November 12, 1933 - Hugh GRAY 1934 – doctor picture by Robert

WILSON

1972 - The famous “flipper” photograph

1975 – underwater snapshot by ASA

II. The economic reality A. Tourism B. Marketing strategies C. Communication strategies D. Products & services

1873: beginning of tourism thanks to Queen Victoria during a cruise on the loch

1934: increasing of tourism so launching of 3 bus tours companies and nine hundred of served teas in a restaurant 1950: the legend begins to live thanks to the leaflet from Abbey Fort Augustus

• Opening of : a Loch Ness monster fan club (fee=£20) souvenirs shops in Drumnadrochit village which became the touristic headquarters of Loch Ness the Loch Ness monster exhibition centre, the Loch Ness project and 3D Loch Ness Experience by Adrian SHINE 5 cruises and 3 tours companies

• Expanditures: £14 for souvenirs and £83 in Loch Ness

II. The economic reality A. Tourism B. Marketing strategies C. Communication strategies D. Products & services

Competition very close • Difficult to penetrate this market • Too many companies • Decision is made on few details

Competitive advantage • Main difference between cruises companies : customer comfort

Loch Ness Marketing • Providing a service to film television and media throughout the Highlands • Willie CAMERON is responsible of event management and coordination for the music industry

3 different strategies

Drumnadrochit, headquarters of Loch Ness Marketing • Implementation of TV programs like Sky TV, Irish TV • In just a few decades, Nessy has been transformed in the public imagination

II. The economic reality A. Tourism B. Marketing strategies C. Communication strategies D. Products & services

2 types of communication

Nessy’s mystery is everywhere whatever the media.

Results on YouTube : more than 2 000 video clips

• Articles in newspapers dated by 2003 until 2008 • From BBC ONE, Times online, France Inter Odyssée, The Inverness Courrier, Scotsman

People see what they only want to see.

II. The economic reality A. Tourism B. Marketing strategies C. Communication strategies D. Products & services

Nessy is a protected species since 1934.

Inside the Nessie shop

Movies:

Items: Services:

The Loch Ness centre

3D Loch Ness experience

PART 2 Conclusions

I. Nessie : an uncertain future A. Different possible futures B. An interesting project

2 different scenarios: The best : people keep living the legend generation from generation, evidences of Nessie’s existence, concentrated market, a special law for Nessie,… The worst : people will be disappointed, some shops will bankrupt,…

=> THE reference site for general scientific information concerning the exploration and investigation into Loch Ness and its famous monster controversy. => A kind of guide fully illustrated to places and events, latest exploration: Operation Groundtruth Explore places and events, a guided tour around the Loch and beneath the surface.

I. Nessie : an uncertain future A. Different possible futures B. An interesting project

New Everywhere

Silent

Security Evidence

International influence

II. My Scottish experience A. The facts B. What I learned personally C. What I learned professionally

II. My Scottish experience A. The facts B. What I learned personally C. What I learned professionally

During my Trip I discovered

Scottish Habits.

I win some Independence that favors me

to be Self-confident.

I Took initiatives in a new Life style

that made this Experience unforgettable and amazing.

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II. My Scottish experience A. The facts B. What I learned personally C. What I learned professionally

Thanks to Teamwork,

I have developed new management Habits in an International context.

I have improved my Spirit of analysis and synthesis.

Today I have the ambition

to extend my Leadership in order to favor Exchange with others.

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Thank you for listening. I would be pleased to answer

any question.