marketing segmentation report

marketing segmentation report

Order Description
paper should have pie chart ,table and 2 perceptual maps

Background
Contiki is an international tour operator that invented group travel in 1962. Contiki caters to adults aged 18-35 and provides a range of travel destinations including Europe, Australia, New Zealand, North America, Latin America and Asia. With over 270 trips, Contiki is one of the predominate players in the international travel industry.

Why would a tourist pick Contiki?
Competition in the international travel industry is strong, with a range of tour operators providing consumers with a range of choices and experiences. So, why would anyone travel with Contiki?

Document brief
This document is to be written in the style of a business report from you as a marketing consultant hired by the Contiki Tours to assist them in their business objective of strengthening their position in the highly competitive international travel market in Australia over the next five years.
Assignment objective and deliverables
• Identify the different brands of tour operators you believe make up the international travel market that are available to Australian consumers.
• Write a 250 word overview of the market in which these brands operate and produce a pie chart showing relative market share.
• Using a chart or table, identify and describe the market segments reached by these brands using demographics, psychographics, usage and benefits sought. Annotate your chart.
• Write a 200 word description and explanation of the recommended targeting strategy
• Using these brands, provide two positioning matrices (perceptual maps) with 150 word explanations for each. One map should use specific product features and benefits as the axis to highlight differential competitive benefits. The second should use market segmentation characteristics to show comparative market strength. Focus on Contiki in your commentary as a point of comparison.
• Based on the matrices, provide a 250 word detailed explanation of the competitive advantages of Contiki compared with the competition.
• Provide a 100 word positioning statement for Contiki that you would use to brief an advertising agency promoting the organisation.

Reference
APA reference

Competitors for comparison

https://www.trafalgar.com/aus

https://www.contiki.com/

https://www.cosmostours.com.au/

https://www.topdeck.travel/

marketing segmentation report

Order Description
paper should have pie chart ,table and 2 perceptual maps

Background
Contiki is an international tour operator that invented group travel in 1962. Contiki caters to adults aged 18-35 and provides a range of travel destinations including Europe, Australia, New Zealand, North America, Latin America and Asia. With over 270 trips, Contiki is one of the predominate players in the international travel industry.

Why would a tourist pick Contiki?
Competition in the international travel industry is strong, with a range of tour operators providing consumers with a range of choices and experiences. So, why would anyone travel with Contiki?

Document brief
This document is to be written in the style of a business report from you as a marketing consultant hired by the Contiki Tours to assist them in their business objective of strengthening their position in the highly competitive international travel market in Australia over the next five years.
Assignment objective and deliverables
• Identify the different brands of tour operators you believe make up the international travel market that are available to Australian consumers.
• Write a 250 word overview of the market in which these brands operate and produce a pie chart showing relative market share.
• Using a chart or table, identify and describe the market segments reached by these brands using demographics, psychographics, usage and benefits sought. Annotate your chart.
• Write a 200 word description and explanation of the recommended targeting strategy
• Using these brands, provide two positioning matrices (perceptual maps) with 150 word explanations for each. One map should use specific product features and benefits as the axis to highlight differential competitive benefits. The second should use market segmentation characteristics to show comparative market strength. Focus on Contiki in your commentary as a point of comparison.
• Based on the matrices, provide a 250 word detailed explanation of the competitive advantages of Contiki compared with the competition.
• Provide a 100 word positioning statement for Contiki that you would use to brief an advertising agency promoting the organisation.

Reference
APA reference

Competitors for comparison

https://www.trafalgar.com/aus

https://www.contiki.com/

https://www.cosmostours.com.au/

https://www.topdeck.travel/