Adventure Excursions Unlimited
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AEU will use several different forms of communication for their marketing strategy. The first effort will revolve around their Internet site. AEU's demographic relies heavily on the Internet for information. While AEU currently has a website, they recognize that resources are required to maintain the site as well as continually improve it. The website will constantly tested to determine that it is coming up as one of the top results when key words are entered into a search engine.
Another form of communication is magazine advertising. The advertising will occur in magazines whose readership has similar demographics as AEU. The magazine advertisements will be used to increase visibility of AEU and position it as the top service provider in the high-end hard adventure market.
As time progresses and a loyal customer base is established, AEU will rely on email newsletters and direct mail to the customers that are on the mailing list. The newsletters will share specials (both trips as well as special deals) to this select group of customers. The goal of the newsletters is to incentivize the past customers to join AEU for another trip with a special deal.
As operations progress, the AEU will continue to measure our progress relative to competitors and to the growth of the market(s) in which we operate. Though the primary target market has been defined, there may be new possibilities to serve additional segments. As the product is defined and the strategy differentiation is defined based on competitive strengths, AEU will be better able to determine whether adjustments in positioning are necessary. Access to important information concerning the market, competitors, etc., is available. However it is not free. For the purposes of this project, we feel it is unnecessary to incur additional expense.
The marketing strategy will be to develop long-term relationships with customers. AEU will keep a database from which to obtain important demographic & psychographic information. As the business becomes profitable, plans will be implemented to expand. There is virtually no limit to the number and variety of trips AEU can provide. Trips can take place on every continent and in most countries. The goal is to establish AEU as an international provider of top of the line hard-adventure travel.
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Adventure Excursions Unlimited's mission is to provide the customers with the highest quality outdoor adventure. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place.
AEU will target two different groups:
We are targeting these special populations for several reasons:
AEU will promote/position itself as a differentiated provider of luxury hard adventure travel, and will price themselves accordingly within the chosen service niche.
AEU positioning will leverage their competitive edge:
Additionally, AEU's competitive edge is customer attention and customer service. AEU has a very low client to employee ratio, allowing AEU to provide close personal attention to the clients. This is the level of service expected at this price point and AEU intends to exceed the customers expectations.
The single objective is to position AEU as the premier, high-end, hard adventure service provider, commanding a majority of market share within seven years. The marketing strategy will seek to first create customer awareness regarding their services offered, develop that customer base, and work toward building customer loyalty and referrals.
The message that AEU will seek to communicate is that AEU offers the highest level of service for their high-end hard adventure trips. The message will be communicated through a variety of methods. The first will be their website. The second method will be magazine advertisements, the third method is a direct mail (snail mail and email) campaign.
AEU's marketing mix is comprised of the following pricing, distribution, advertising and promotion, and customer service.
During the initial phases of the marketing plan development, several focus groups were held to gain insight into the customers needs and desires for a high-end hard adventure trip. These focus groups provided useful insight into the decisions and the decision making process of target consumers.
An additional source of dynamic marketing research is a feedback mechanism based on a suggestion card system. The suggestion card has several statements customers are asked to rate in terms of a given scale. There are also several open ended questions that allow the customer to freely offer constructive criticism or praise. AEU will work hard to implement reasonable suggestions in order to improve their service offerings as well as show their commitment to the customer that their suggestions are valued.
The last source of market research is competitive analysis. AEU will be constantly observing the competitors to look for any changes in service offerings or business model changes.
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