Contiki Tours : Marketing Strategy Analysis

Contiki Tours is an organisation that offers packaged holidays to a variety of local and planetary destinations. Their targeted commercialize is limited by age. Clients must be between 18 and 35 years old. The uninflected thinking allow for tenseness on Contiki *s Australian grocery store for international holidays. Contiki go choose a concentrated merchandise compendium in identifying commercialize segments. This means that they have elected to focus their trade efforts on gaining a game shargon of one particular segment of the market (i.e. 18-35 year olds). The payoff of such(prenominal) a strategy is that it allows specialisation which whitethorn produce economies in reapingion, scattering and promotion. However, it does entail some risks in that market need bum change or competitors whitethorn enter the segment. The risks and benefits of this strategy will be examined more almost in the analysis of the marketing mix. Product In order to assess the say-so of Contikis marketing strategy it is valuable to understand the record of the product offered by the organisation in terms of the benefits that it provides. Broadly, it is a helping product (eg. flight, bus trip, solid food preparation) although elements of the product are physical (eg. food, t-shirts). It is a oddment product given that it meets a specialised need and consumers are willing to spend preferably an some time inquisitory for and evaluating.

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

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