LASA —Presentation of Strategy Audit Findings
Running Head: Market Position Analysis 0
Market Position Analysis 1
Introduction
Adventure travel international is the full service travel agency, which is dealing in the travel and tourism, which provides recreational travelling services with professional consultation and services. Adventure travel international will position in a better way as they are highly specialized in the field of travel and tourism and the company can generate the majority of income from this segment. Moreover, these services will offer to provide benefits to the tourism stakeholder and the society on a large scale.
Segmentation Targeting & Positioning (STP)
Adventure travel international use three basic strategies which are targeting, positioning and segmentation, these are the three marketing strategies which are used by the company. These strategies are used for the promotion of the organization and promotion of their products, In order to maximize the sales the company use following strategies (Hamal, 1996).
Segmentation Strategy
Segmentation plays a hugely significant role in the success of failure of the organization. The principal and local all market segments are highlighted in this part it leads to maximize the sales of the company. In addition to that, by increasing customer satisfaction company can also increase their sales in highly effective manner.
Targeting Strategies
The targeting strategies which are used by Adventure travel international are unique which analyze the viability of the business. In the targeting strategies, all those people are involved who are interested in the fair trade products such as kids, teenagers and mature people. In addition to that, the company always evaluates consumer needs and demands in order to target their consumer in highly respectable and professional manner. Product differentiation is tremendously significant to running any type of business. This is due to financial philosophies that have been established time and time over in approximately every market. If the communal observes no alteration among two opposing products, then the only conceivable means of rivalry is over pricing. In a condition such as this, goods are watched by consumers as very informal alternates for one more. If one product is much exclusive than the other products, the consumer will simply buying the inexpensive product (Blunk, Clark & Mcgibany, 2006).
Positioning strategy
Marketing positioning strategies of are different for different products which are used by Adventure travel international. These strategies play extremely powerful and critical role in the development and better position of products and services of the company. The Adventure travel international always position their products in the city center place where all the people are having the facility of that place. In order to meet the rising demand of consumers, the Adventure travel international should position them in extremely persuasive way.
Product
Adventure travel international offers wide variety of tourism products and services to their customers, they offer a broad range of customize limited services at extremely competitive price. Moreover, consumers can easily understand the products because it is developed based on consumer perception. Adventure travel international products are highly value oriented as compared to fashion oriented. In order to gain more customers and increase the customer loyalty, the company offers lots of value added service such as discounts on tickets, free visits, and refreshment during tour. Adventure travel international also offers customized web page services and telephonic services to their consumers so that they can fulfill consumer needs and demands at most. On the other hand, company is starting new business so they are not able to provide few specialized services to their customers such tour guides in different languages and services for disable customers. The company has plan to provide these services but after sometime so that they fully target the market.
Pricing
Recent studies show that non price features has gained so much importance, but the price is still the decisive factor which directly affects the market share and profitability. In addition to that, several products which are available at Adventure travel international are also available on their website. The company follows the cost plus pricing strategy which is adding standard mark up towards the cost of production (Hamal, 1996).
Place
Adventure travel international use following strategies, which are used in the placement of products:
· Distribution channels
· Office channels
· Promotion
· Sales promotion
· Advertising
Long term sustainability strategy
The market sustainability strategy for rapid expansion which is followed by Adventure travel international is the joint development and strategic Alliance. The company has made its entry in the new markets such as India and China, these new markets serve as the key features in the growth of incomes of the company and strategic expansion. In addition to that, the interest of Adventure travel international in the Adventure market is extremely weighty decision because by serving Adventure Market Company can earn greater profits and revenues for the long time period. Moreover, there is so much growth in the consumer spending and a higher tendency towards the retail commerce (Han, Durbarry & Sinclair, 2006).
Source of Competitive Advantage
The main source of competitive advantage is that, consumers can easily understand the products because it is developed based on consumer perception. Price is the combination of all the values, which are provided to consumer in order to accomplish the advantages of having or usage to product and services. The price has a direct effect on the buying behavior of consumers. The targeting strategies which are used by Adventure travel international are unique which analyze the viability of the business. In the targeting strategies, all those people are involved who are interested in the fair trade products such as kids, teenagers and mature people (Choi, 2003).
In addition to that, company has the excellent staff which provides high quality services in simple professional way. This will attract more customers and also increases the customer loyalty for the company. In addition to that Adventure travel international offers wide variety of tourism products and services to their customers, they offer a broad range of customize limited services at extremely competitive price.
Value proposition
While Australia has a number of established travel agents, not many offer quality for lesser payments. This is what we focus on. One unique thing is that this company will be primarily targeted at local people and as such necessary and custom designed adjustments have been included to ensure this function is well achieved. The main value proposition for the company is providing higher quality products and services to their customers at highly competitive prices. The main purpose of given higher quality products and services to fulfill customer needs and demands and satisfy customers because customer satisfaction is extremely beneficial for the company’s future development and growth (Cho, 2001).
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Appendix
Competitor Matrix
|
Number |
Customer Needs |
Adventure Travel International |
Competitor 1 |
Competitor 2 |
|
1 |
Health & Safety |
2 |
2 |
1 |
|
2 |
Food |
2 |
1 |
1 |
|
3 |
Language |
1 |
2 |
1 |
|
4 |
Services for disable persons |
0 |
1 |
0 |
|
5 |
Accommodation |
2 |
1 |
1 |
|
6 |
Price |
2 |
1 |
1 |
|
7 |
Quality / Standard |
2 |
1 |
2 |