Contiki Tours : Marketing Strategy Analysis

Contiki Tours is an organisation that offers packaged holidays to a variety of local and multinational destinations. Their targeted commercialize is limited by age. Clients must be betwixt 18 and 35 years old. The analytic thinking leave alone focus on Contiki *s Australian grocery investment trust for international holidays. Contiki have choose a concentrated selling outline in identifying trade segments. This means that they have elect to focus their marketing efforts on gaining a high cope of one particular segment of the market (i.e. 18-35 year olds). The government issue of such a strategy is that it allows specialisation which may receive economies in production, distribution and promotion. However, it does entail some risks in that market need can change or competitors may encipher the segment. The risks and benefits of this strategy will be examined more closely in the analysis of the marketing mix. Product In order to mensurate the effectiveness of Cont ikis marketing strategy it is serious to understand the discharge of the product offered by the organisation in terms of the benefits that it provides. Broadly, it is a service product (eg. flight, bus trip, food preparation) although elements of the product ar physical (eg. food, t-shirts). It is a specialty product given that it meets a specialised need and consumers are willing to spend rather an some time searching for and evaluating.

It is also purchased infrequently. It would also be considered a high involvement product due to the relatively high risks of purchase. The notion of purchase risk will be explored in more detail in an analysis of co! nsumer behaviour. harm The nature of the product, characteristics of the target market, and consumer behaviour each have important implications for pricing. It should be noted that the harm paid for the product by the consumer involves more than the nominal price (i.e. If you want to get a full essay, order it on our website: OrderCustomPaper.com

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