Marketing Strategies of G adventures - Report

Added on - 28 May 2020

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Running head: MARKETING AND MANAGEMENTMarketing and managementName of studentName of the universityAuthor note
1MARKETING AND MANAGEMENTExecutive summaryThe aim of this report is to discuss about the market strategies being followed by G adventures inthe current market scenario. In addition, this report also discussed about the internal and externalfactors being faced by them. There are number of positive and negative factors being identified.This report stated the ideal segmentation, targeting and positioning strategies for G adventures.This report concludes with number of recommendations along with recommending an idealmarketing mix strategy.
2MARKETING AND MANAGEMENTTable of ContentsIntroduction......................................................................................................................................3Company profile..........................................................................................................................3Product/service offerings.............................................................................................................45C’s of G adventures.......................................................................................................................5Determination of the internal environment..................................................................................5Customer profile..........................................................................................................................6Collaborators................................................................................................................................7Competitors..................................................................................................................................7Determination of the external environment.................................................................................9Market research mechanism..........................................................................................................10Determination of the potential target market.................................................................................11Identification of the target market.................................................................................................11Segmentation.............................................................................................................................11Targeting....................................................................................................................................12Positioning.................................................................................................................................12Recommended marketing mix strategies.......................................................................................15Product.......................................................................................................................................15Price...........................................................................................................................................16Place...........................................................................................................................................16
3MARKETING AND MANAGEMENTPromotion..................................................................................................................................16Conclusion.....................................................................................................................................17Reference.......................................................................................................................................18
4MARKETING AND MANAGEMENTIntroductionMarketing plays an important role in enhancing the business effectiveness andperformance of the organizations. Moreover, in the current business scenario, the role played bythe marketing is more important and holds more value for the business organizations. This is dueto the reason that in the current competitive business scenario, organizations should haveeffective marketing strategies in order to stay ahead in the competition (Akaka, Vargo and Lusch2013). However, it is also to be noted that prior to the initiation of marketing strategies, there arenumber of factors that should be considered by the marketing organizations.This report will discuss about the different marketing aspects for G adventures inAustralia. In addition, the external and internal environmental factors will be discussed for Gadventures. Based on this, the potential target market segment will be identified along withdetermining the positioning statement for them. In accordance to the identified factors, thisreport will state the ideal marketing mix strategies for them.Company profileG adventures are one of the leading tour service companies in Australian market.Currently, they are holding a significant market share in the Australian market. They are foundedin 1990 with just having a handful of employees in the initial stage to having more than 2000country presence around the world along with having more than 20 offices. They are mainlyknown for their customized and small groups travel plan (Gadventures.com 2018). The missionstatement of G adventures states that they want to offer distinctive and unique tour experiencefor the travelers and offers the maximum value for the customers. They also target to provide thetravelers with authentic experiences without being too professional.
5MARKETING AND MANAGEMENTIt is identified that G adventures is market oriented due to the fact that they design theirservice offerings in accordance to the market trend and requirements. As per the information ontheir official website of G adventures, they offer number of tour services to match with differentset of requirements of different set of travelers. Moreover, the mission of them of providingcustomized services in small tour groups is also an element of marketing orientation of Gadventures. Moreover, they are marketing oriented organization due to the reason that theirmajor concentration is mainly on the distinctiveness of service quality rather than on the regionsand locations covered (Salyova et al. 2015). It denotes that G adventures are more orientedtowards the providing effective travel experience rather than offering more tour locations to thecustomers. However, they still offer good number of locations to their customers.Product/service offeringsG adventures offer tour services to the travelers around the world. As per the availableinformation, they are providing large diversity of exotic locations ranging from mountains toseas and Arctic and Antarctic expeditions (Cabiddu, Lui and Piccoli 2013). In terms of theservice customization, they offer varieties of the resorts, cruises and motor coach.Accommodations are having number of varieties to meet different requirements of the customersand to target customers across different income levels.The positive branding of G adventures is helping them to push their service offerings inthe market. This is due to the fact that the branding of G adventures in providing customizedtravel experience along with the more than 20 years of the operation in this sector have helpedthem to built positive brand image and recall in the market. This is helping them to effectivelypenetrate in the market with their new offerings.
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