Contiki Tours : Marketing Strategy Analysis

Contiki Tours is an organisation that offers packaged holidays to a variety of local and worldwide destinations. Their targeted commercialize is limited by age. Clients must be between 18 and 35 years old. The analytic thinking allow for focus on Contiki *s Australian grocery line for international holidays. Contiki have choose a concentrated grocery storeing outline in identifying market segments. This means that they have elective to focus their marketing efforts on gaining a high bundle of one particular segment of the market (i.e. 18-35 year olds). The outcome of such a strategy is that it allows specialisation which may shit economies in production, distribution and promotion. However, it does entail some risks in that market need can change or competitors may usher in 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 Contikis marketing s trategy it is grand to understand the track record 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 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 mo re detail in an analysis of consumer behavio! ur. terms 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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