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marketing of service product - Book Report/Review Example
Pages 14 (3514 words)
Marketing of Service Products Table of Contents 1. Executive Summary 3 1.1 Company Background 4 1.2 Objective of the company 5 1.3 Services of Austin Travel 5 2. Target Market 6 2.1 Identification of needs of Couple A and Couple B 6 3. Market Segmentation 8 4…
Conclusion 18 1. Executive Summary The tourism industry has been experiencing huge growth over the last few years. This is due to the “advent of the borderless world” (Levy, 2012) and increasing reach of information about the royal places and scenic beauties throughout the world. Austin Travel is a travel agency which operates in Maryland, United States and is the only established travel agent in Maryland. It has already penetrated the lucrative market rapidly because people are now more attracted towards tourism. Austin travel has been planning a tour for two couples of Maryland to Paris. Before planning the tour, information about the two target markets are to be extracted in order to provide them with exactly what they want during their tour. A good research about: who are the customers, how did they find Austin Travels and the most important what they like about Austin travels and what they dislike will help the company to get the idea of the customer’s perception about the company. The customers are then divided into different segments according to the service requirements using the VALS concept for psychographic market segmentation (Kotler, Keller and Koshy, 2009). Market segmentation is planned in order to guide the travel agent in tailoring their services to satisfy the two target markets during Paris trip. The essay elaborates the plan that the travel agent will execute during the trip i.e. Schedule, daily meal and site seeing. ...
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