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Evaluate marketing mix
Evaluate marketing mix
Evaluate marketing mix
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1. When ATE began to diversify its business, discuss what considerations relating to the marketing mix would it have investigated or thought about in the initial stages of their planning activities.
First of all, when we are discussing the marketing mix of ATE, we have to consider that ATE does not sell a product. ATE provides services and services are an intangible good which is quite harder to campaign for.
When they started to diversify their business 1982 and the year after that, John Wilson was trying to create a product that is styled like a package for his customers. First they started with just a water taxi, then when they began to diversify they added guided bushwalks, sea-kayaking and a night accommodation lodge.
At the beginning ATE had to find the price for their product which, I consider, was quite hard because of only very few experience in this kind of business and not that much comparable companies. Since this time the prices were rising until today, where they are a "high end" tour operator.
To position ATE captures during the early years was clearly defined as the only provider of a water taxi after the cyclone and later on as a growing tourism service company who was perceived by the customers as one of the famous tour provider in New Zealand because of the national campaign to attract tourists.
First ATE starts with personnel selling, then they started to advertise and were also part of a national marketing campaign to attract people to come and visit new Zealand. In 1994 ATE was one of the first who had their own website.
The process is an element of service that sees the customer as experiencing a company´s offering. It's best viewed as something that your customer participates in at different points in time. ATE offers their customer services like taking them around while their luggage is already brought to another point or lunch is prepared there when they arrive.
People are the most important element of any service or experience. Services tend to be produced and consumed at the same moment, and aspects of the customer experience are altered to meet the 'individual needs' of the person consuming it. ATE started at the beginning to look after well skilled, well trained and customer service orientated people.
Physical Evidence is about the material part of a service like voucher for a booked tour with a logo of ATE on it.
· Works closely with tourism businesses, associations and other destinations to encourage tourism to grow, · Secures grants and additional funds for new tourism activities, · Funds market research to keep up-to-date with tourism trends, · Provides advice and support to local businesses, · Participates in several marketing partnerships with tourism businesses and councils.
Catalina Marketing Corporation was founded in 1983 by five friends, Tom Mindrum, Mike O’Brien, George Off, Mike Scroggie and Brian Yeatman, while on a boating trip to Catalina Island in Southern California. The five friends were remarkably similar, though different. All five had experience in the consumer research field. All five had strong areas (whether research, computer technology or sales) at which they excelled. All five were looking for a new line of work that would be challenging and most importantly, paid well. The five came up with an idea to use the new scanner technology at grocery stores to gather information and print a coupon for a rival product.
In addition, I will describe the firm and its management. I will explain where this company come from and how this brand became so famous across the world in a short period of time.
By the end of 1998 though, there was evidence of a crisis occurring. Customers and media pulled together to assist senior management partake in an internal audit to identify the problems and see if they could come to a solution. The purpose of this assignment is to construct a SWOT analysis, highlighting each of the strengths, weaknesses, opportunities and threats that were highlighted in the internal audit. The SWOT analysis is contained within the marketing plan and is the third step in the marketing planning process, coming after the Marketing audit and before any assumptions. (Joisce, Ted (2002), Marketing Planning Lecture Notes – 14/10/02, Mission, Objectives, Strategy, Tactics)
Discuss an assessment or evaluation strategy which may be used to help determine the marketing potential of an organization.
The other opportunity is the technological advances the company was upgrading their ships and more importantly were working on building new ones that will be ready to set sail in 2014. In addition, the technology has increased the cruise travel. Gives the technology to enhance the activities within the cruise.
Lamb, C. W 2010, Marketing (4th ed.). Cape Town, South Africa: Oxford University Press Southern Africa.
A second strategy that has been rejected is one concerned with the consumer awareness of SGC. Currently, SGC is only advertising to travel agencies. Coupled with segmentation, SGC’s current advertising strategy has hurt SGC in the sense that consumer awareness is considerably low. Only a small portion of the population even knows that Sea Goddess exists. SGC is only targeting those who travel frequently. They may want to target the portion of the population that wants to travel, but is unsure of where to go or what to do. In order for SGC to reach the consumer, new efforts must be made in the advertising plan. Mere travel agency recommendations are not going to be enough to keep SGC alive in the marketplace. Other vehicles are going to be necessary to spread SGC’s message about the luxuries and benefits of this extraordinary cruise. At the present time, only a small number of all travel agencies have the sufficient knowledge that it takes to make an informative sell to the consumer. It may be profitable for SGC to employ some hi...
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The van that travelled the nation was an advocate for environmental conservation yet it also increased the fan base. It spread awareness for conservation and Patagonia. It was a unique way of spreading not only the company name, but also the company ideals.
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In New Zealand the biggest participants in creating the creating the tourism product are from the private sector, that is individual operators like airlines, accommodation chains, attractions and tour operators. These sectors have their own organizations. For example hotels are represented by the Hotel Association of New Zealand (HANZ). The sales sector has groups like the travel agents Association of New Zealand or the Inbound Tourism Organizations Council. In Turn they all feed into the New Zealand Tourism Industry Association (NZTIA). The NZTIA can then represent their interests to the New Zealand Tourism Board (NZTB) , which is the country's national tourism Organization, or the ministry of commerce, which is responsible for tourism legislation.
According to Leiper “Transportation is the only link between the tourist-generating region and destination region”[2]So, transportation was a more interesting sector to discuss in the report but I tried to find a company which is related with all these main sub-sectors discussed above in the report. I have decided to look in the U.K market for such company because “Tourism is one of the largest industries in U.K, worth approximately 75.9 £ Billion to the U.K economy in 2002 and supporting around 2.1 million jobs.” [3] During my research on internet I found many companies offering services in the tourism of U.K but I have decided to choose “Simply Travel” because of its variety of services offering related with the accommodation, transportation and attractions.
Segmentation can help London resort company holding to focuses on the people that are really interested in their product. There is two main segmentation that any park cannot skip them which are families and children on the school trip. Families mostly are looking for a package that can reduce the cost of the payment and children in school trip are looking for a price they collect it in maximum two or three weeks. Indeed, the main two types of customers are looking for a cheaper
Customer Service is the provision of service to customers before, during and after a purchase. The perception of success of such connections is subject to workers "who can modify themselves to the identity of the visitor". Customer service concerns the need an association relegates to customer service in respect to segments, for example, item development and valuing. In this sense, an association that esteems good customer service may spend more cash in preparing representatives than the normal association or may proactively interview customers for feedback.