To achieve these objectives Discover! must capitalize on opportunities & minimize threats. This can largely be done through the implementation of Total Quality Management (TQM) across the board through forming strategic alliances, streamlining operations & human resources through outsourcing, multi-tasking & job sharing. However, most fundamental to the achievement of the corporate objectives is the implementation of new & improved marketing & positioning strategies. These strategies include an expansion of the marketing & promotions program to incorporate the internet to gain global exposure, the introduction of incentive programs to promote brand loyalty, an expansion in print media & direct mail to reach a higher proportion of the target market, & the utilization of radio to build brand awareness.
We believe our turn around strategy, with its conclusive analysis & evaluation of results, will be paramount to the success of Discover!'s corporate objectives & sustainable profit in the Eco Adventure Tours' category.
BUSINESS DEFINITION & SCOPE.
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Discover! a UK based company, specialising in :Trekking holidays' the niche marketing segment of the tourism industry. Trekking holidays are catergorised as part of the small group holiday' market. This highly specialized tour operation service usually lasts from 2 to 4 weeks with a maximum of 10-14 clients. They demand a price 15%-20% lower than individuals can achieve, due to economies of scale. Discover! offers clients, smaller, friendlier, & exclusive travel knowledge. For their traveling experience, in remote & exotic destinations.
Today's tourism industry is a volatile & price competitive environment. The Critical Success Factors (CFS's) within the tourism industry are:.
Travel Agents.
Market Demand (Target Market & Positioning).
Transport Infrastructure (Air, Road, Sea, Rail).