Marketing Strategy for AJ Hackett Bungy

Added on 2020-10-05

7 Pages2368 Words355 Views

Service Marketing

Marketing Strategy for AJ Hackett Bungy_1

INTRODUCTION.................................................................................................................................3MAIN BODY........................................................................................................................................3Background of the business...............................................................................................................3Marketing conditions.........................................................................................................................4Marketing positioning........................................................................................................................5Target market....................................................................................................................................5Main discussion.................................................................................................................................5CONCLUSION.....................................................................................................................................6RECOMMENDATIONS.......................................................................................................................7REFRENCES........................................................................................................................................8

Marketing Strategy for AJ Hackett Bungy_2

INTRODUCTIONService marketing is the technique of promoting economic activities offering by thecompany to their customers. It includes the procedure of selling services such as healthtreatment, telecommunication, hospitality, car rental, air travel, professional services and soon. This report is based on AJ Hackett case study of Bungy jumping which is currently anoperation in Australia, France, China and Germany. As well as expanding in Russia andSingapore in every place they are offering basic menu of bungy jumps or any other localspecialities of particular place. This assignment is going to explain market conditions andpositioning. Along with target market of bungy jumping services and its marketing mix 7Ps. MAIN BODYBackground of the businessThis business is named on the person Alan John Hackett who is known ascommercialisation of bungy jumping and he is boned in 1958. AJ Hackett Cairns wasestablished in 1990 and provide Bungy Tower to Australian’s only with jump menu whichinclude 16 various jumping styles from mild to wild. As well as this was only site whichoffering BXM bungy jump off a 50-metre tower. AJ Hackett continuous their trend formaintaining world record and he is providing their services in France, China and Germany.Moreover, their aim is to cover world so he is expanding in Russia and Singapore also. Mostimportant in this adventure is safety of the individual for this he and other staff members takecare of as well as involve all the safety measures while doing bungy jumping. Along withthis, they are offering menu full of bungy jumping’s to the population of several countrieswith proper safety. Marketing conditionsMarketing condition is the characteristics of marketing in which an organisation isgoing to entering or launching a new product. Mainly it includes level of competitions,number of competitor firms, market growth rate and so on. In simple term it can be said thatmarketing condition is the economic environment for business, investing and employment.Whereas, Favourable conditions are those which make it easier to start a business, grow,enjoy investment returns and find employment. On the other hand, Unfavourable conditionsmake markets more competitive and challenging. Hence, in the case of AJ Hackett market