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Word Count: 582
Contiki Tours is an organisation that offers packaged holidays to a variety of local and international destinations Their targeted market is limited by age Clients must be between 18 and 35 years old The analysis will focus on Contiki s Australian market for international holidays Contiki have adopted a concentrated marketing strategy in identifying market segments This means that they have elected to focus their marketing efforts on gaining a high share of one particular segment of the market ie 18-35 year olds The advantage of such a strategy is that it allows specialisation which may produce economies in production distribution and promotion However it does entail some risks in that market needs can change or competitors may enter 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 assess the effectiveness of Contikis marketing strategy it is important to understand the nature 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 are physical eg food t-shirts It is a specialty product given that it meets a specialised need and consumers are willing to spend quite 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 consumer behaviour Price 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 price paid for the product by the consumer involves more than the nominal price ie the price tag As well as the money paid for the product consumers endure time costs and must expend behavioural and cognitive effort
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