Executive Summary i
Table of Contents 1
Business Problem Analysis 2
Background Information 2
AKS Tours Products & Services 3
Existing Background Information & Existing Research 4
Management Problem 4
Marketing problem 4
Research objectives 4
Definition of the Target Market 4
Target Market Profile 5
Qualitative Research 6
Depth Interviews 6
Focus Groups 6
Quantitative Research 6
Online Survey 7
Face to Face set Questionnaire 7
The Decision Criteria 7
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... [continues]
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