Tourism marketing CFS

Business Definition & Scope 3- 4

Corporate & Company Objectives 5- 6

Business Marketing Mix Objectives 6- 7

Customer Satisfaction & Market Research 8

Marketing Mix Strategies 10-12

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The purpose of this report is to outline a marketing & promotional strategy for Discover! designed to attract new customers while building on the rapport that exists with current clientele.

Critical success factors Discover! within the highly competitive niche market of trekking holidays include market demand (target & positioning), product supply (activities, attractions, accommodation), marketing & promotional activities and human resources.

The mission statement for Discover! is ‘Discover! - a smaller, friendly & exclusive company’. As a result Discover! Do not wish to compete with

· To reassure all consumers on the company database & reaffirm the company’s position of quality service (i.e. guarantee trips & incentive offerings for them to travel again with Discover!)

A Total Quality Management (TQM) strategy should be used by Discover! to reduce the variability of service offered & to increase the company’s responsiveness to changing customer needs. The development of strategic trade alliances with smaller competitors & airlines is a perfect illustration of the benefits of TQM. The target markets are concerned with quality, as a result Discover! must be committed to focusing its resources on consistently delivering a high level of service, otherwise the risk of failure in not meeting its corporate objectives is increased.

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Linking the Discover! website to international travel pages & ‘tunnel paging’ (ensures that Discover!’s website is always one of the top ten sites listed by a search engine when a ‘travel’ search is conducted) the Discover! website will increase consumer awareness on a global scale.

CUSTOMER SATISFACTION & MARKET RESEARCH

Some topics in this essay:
MIX STRATEGIES, EXECUTIVE SUMMARY, PRODUCTION ISSUES, Management TQM, TACTICAL PLANNING, Couples Singles, Positioning Product, Product Mixes, Marketing Objectives, VALUES BELIEFS, · increase, marketing mix, client base, target market, brand awareness, corporate objectives, market share, target markets, friendlier exclusive, trekking holidays, bi multi lingual, · increase client, enquiries $75% sales, increase client enquiries, client enquiries $75%,