Aks Tourism Marketing Research

Topics: Qualitative research, Tourism, Marketing Pages: 12 (2637 words) Published: February 5, 2013
Table of Contents

Executive Summary i

Table of Contents1

Business Problem Analysis2

Background Information2
AKS Tours Products & Services3
Existing Background Information & Existing Research4

Management Problem4

Marketing problem4

Research objectives4

Definition of the Target Market4
Target Market Profile5

Qualitative Research6
Depth Interviews6
Focus Groups6
Quantitative Research6
Online Survey7
Face to Face set Questionnaire7

The Decision Criteria7


Executive Summary

Due to downturn in the current economic climate AKS Tours have experienced less demand for its product. We believe we have identifieduncovered a gap in the Queensland tourism market: o. Our competitors do not readily provide scenic Air Charter Tours. B, by providing this service we aim to create greater demand for our products. We would also like to use this new serviceproduct to build greater awareness of our brand and existing products. By filling this gap we aim to meet the demand in the current tourism market. We want AKS Tours to be synonymous for one stop shop, pre-structured, luxury tour experiences.

Before we go ahead with this initiativeproduct we would like to commission market get some research done to ascertain gain a better understand of how it will be perceived by holidaymakers.the The objective of the research is to provide sufficient information to enable management to determine whether adding product will be perceived by holidaymakers.

So the question is; should we add the new Scenic CharterFlight Tours program to our existing package deals will::

determine customer awareness and attitudes towards the brand identify perceived objections and benefits of the new service obtain ratings and rankings of each service provided; and
measure purchasing intentions

• , in order to attractAttract new customers
• Create greater demand for our products; and
• Raise brand awareness. and expend our share of the market?

Our objectives for the research are to understand how the consumer perceives the brand and its products and to gain an understanding of the consumer’s purchasing intentions.

Through qualitative research AKS Tourswe aim to find out consumers attitudes towards the service, the companyproduct and the brand. ThisIt will help the companyus gather ideas and suggestions for further improvement. We’re looking at using the unstructured dDepth interviews and focus groups will be used to gain this information.

Quantitative research will provide help us gain a a more objective view in terms of the overall demand for the new serviceproduct. It can help us determine define in terms of numbers how our product and services are ranked relative to our competitors. It can also help us gain more specific information in terms of purchasing intentions. To do this we would use oOnline surveys and it’s unobtrusive, inexpensive and can reach a wide range of consumers. Fface to face structured questionnaires will be used to gain this information. would be a great way to measure results against the online survey, as we are able to gain median and more conclusive result with both surveys in place.

AKS Tours will We would to proceed with introducing the new service the product if a greater than we achieve a 60% approval rating is obtained. for the product

definition of the Bbusiness Pproblem Analysis /opportunity

Due to the current economic climate we AKS Tour’s have experienced a downturn in demand. By tapping to this niche gap we the company would like to meet the demand in our its existing market. Also through promoting this new product we it would like to build awareness of our its brand and services.

AKS Tours is examining the benefits of expanding their tour packages program with a new product. Offering clients one-day scenic flight route trips in the Queensland...
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