Contiki Tours : Marketing Strategy Analysis

Contiki Tours is an organisation that offers packaged holidays to a variety of local and internationalist destinations. Their targeted commercialize is limited by age. Clients must be between 18 and 35 years old. The analytical thinking entrust decoct on Contiki *s Australian grocery store for international holidays. Contiki assimilate choose a concentrated merchandise dodging in identifying grocery store segments. This means that they have elected to focus their merchandising efforts on gaining a exalted sh atomic number 18 of one particular segment of the market (i.e. 18-35 year olds). The payoff of such a strategy is that it allows specialisation which may produce economies in resultion, scattering and promotion. However, it does entail some risks in that market need tush change or competitors may enter the segment. The risks and benefits of this strategy will be examined more about in the analysis of the marketing mix. Product In order to assess the strong point of Contikis marketing strategy it is in-chief(postnominal) to understand the record of the product offered by the organisation in terms of the benefits that it provides. Broadly, it is a work product (eg. flight, bus trip, aliment preparation) although elements of the product are physical (eg. food, t-shirts). It is a lastingness product given that it meets a specialised need and consumers are willing to spend rather an some time probing for and evaluating.

It is also purchased infrequently. It would also be considered a high intimacy product due to the relatively high risks of purchase. The notion of purchase risk will be explored in more token in an analysis of consumer behaviour. Price The reputation of the product, characteristics of the target market, and consumer behaviour each(prenominal) have important implications for pricing. It should be noted that the violate paid for the product by the consumer involves more than the nominal cost (i.e. If you want to get a full essay, order it on our website: Ordercustompaper.com

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