Contiki Tours : Marketing Strategy Analysis

Contiki Tours is an organisation that offers packaged holidays to a variety of local and planetary destinations. Their targeted commercialize is limited by age. Clients must be betwixt 18 and 35 years old. The analytic thinking go out focus on Contiki *s Australian grocery retentivity for international holidays. Contiki have choose a concentrated trade outline in identifying commercialize segments. This means that they have elected to focus their marketing efforts on gaining a high distribute of one particular segment of the market (i.e. 18-35 year olds). The publication of such a strategy is that it allows specialisation which may assign economies in production, distribution and promotion. However, it does entail some risks in that market need can change or competitors may come to 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 value the effectiveness of Contikis marketin g strategy it is all important(predicate) to understand the genius 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 an 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 o! f consumer behaviour. 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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