This report analyzes the marketing strategies for Scooby Tours, a company offering day tours from Auckland to Hobbiton via Waitomo Caves and Great Lake Taupo. It covers segmentation, targeting, and positioning strategies, recommending a focus on the demographic segment, particularly youth in their 20s. The report details marketing mix strategies for product, price, place, and promotion, including adding more tour activities, regional language guides, customized services, price reductions, strategic partnerships, and mobile app development. An action plan outlines the tasks, responsibilities, and timelines for implementing these strategies. The justification for each strategy's appropriateness is provided, along with monitoring and control measures using a budget and key performance indicators. The goal is to increase domestic market customer numbers by 20%.