This website uses cookies to ensure you have the best experience. Learn more

Adventure Travel Marketing Plan Essay

6773 words - 27 pages

PatagoniaAdventure Travel Marketing PlanVersion 2.004/23/07Presented by:Learning Team ATammy Blevins, Stefane Carpenter, Anthony CerbiniMelinda Chambers, Michelle Fraser, Matt MarlowTactical Marketing PlanOrganizational OverviewPatagoniaMission StatementOur reason for being: Build the best product, do no unnecessary harm, use business to inspire and implement solutions to the environmental crisis" (Patagonia, n.d.).Patagonia is the premier company for providing high quality clothing and gear for outdoor activities such as alpine climbing, surfing, biking, fly-fishing, and kayaking. Patagonia was the first outdoor-oriented company to incorporate environmentally conscious decisions in its product lines and company operations. Products run the gamut from parkas worthy of Mount Everest expeditions, shoes for trail running in the local park, to casual sportswear. Patagonia products are generally more expensive than mainstream competitors such Timberland because of the company's untraditional method of manufacturing to be environmentally responsible. The consistent product quality and long lasting merchandise has built a large core of followers amongst outdoor enthusiasts despite the cost difference. Patagonia's commitment to the environment permeates through all levels of the organization including its buildings and offices. Patagonia's U.S. distribution center is one of only 171 buildings in the country, and only the 2nd distribution center, to earn an award from the U.S Green Building Council.Patagonia began as the brainchild of Yvon Chouinard who formed the company in 1965 with the creation of Chouinard Equipment, Ltd. At its inception, the company sold one product: iron pitons for rock climbing. By 1970, the company was the largest supplier of mountaineering hardware in the U.S. In early 1970s, Patagonia made a major decision based on environmental concerns and ceased production of the iron pitons that were left in the mountain walls, never to be used again. In their place, aluminum wedges that could be removed and reused were produced. This major financial risk paid off since the new aluminum pitons were significantly lighter and reusable. This difficult business decision laid the foundation for future company direction based on environmental responsibility (Patagonia, n.d.). In addition, in the early 1970s the company began conducting research and development into lighter weight alpine climbing clothing. The company began selling a new fabric that transferred moisture from the skin to the outside of the clothing for evaporation. This simple, yet crucial development began what is now the lucrative proprietary clothing industry of moisture wicking fabric called Capilene. The wildly successful clothing line began supporting the mildly successful climbing gear hardware business. Amazingly, Capilene is made of recycled and shredded plastic soda bottles (Patagonia, n.d.). Eventually, Patagonia dropped the production of mountain climbing hardware...

Find Another Essay On Adventure Travel Marketing Plan

E-marketing in Tourism Industry Essay

2275 words - 9 pages a medium (Butler and Jung, 2000). The successful factors for a travel Web site, from a supplier's perspective, are lower distribution costs, higher revenues, and a larger market share suggested Law, Leung and Wong (2004).A marketing- friendly website will have the following aspects in the design noted Ash and Lambert (2001):AppearanceBuildCompatibilityPerformanceSearch-engine friendlinessLinksEscape Holiday Adventure's Web site have the

Risk and crisis management in tourism industry

3545 words - 14 pages ´s; the diversification of the industry, marketing not only the traditional Ancient Egypt, but as well expanding other tourist emergent niches in the country, like conference and conventions, ecotourism and adventure tourism (Beirman, 2003; Secretaría General de Turismo, 2000); and the coordination between the public and private sectors have managed to overcome the terrorist outbreaks, allowing the tourism industry to recover and

Report

2137 words - 9 pages a few tourists (“exploration stage”), on the other hand, government starts to invest in different spheres such as tourism, marketing; improving facilities and number of tourists is increasing with every year (“involvement stage”). Third model is stakeholder’s quadrant, which can be seen below. C: National media, TV channels, Travel media D: National government, Ministry of Tourism and Arts A: Tourists B: Companies, which are related the

PEST Analysis for a Company in the Tourism Industry

2127 words - 9 pages big names in the market andoccupy the bigger part of holiday sales for the U.K customers.3.3 MarketI can say that market is in a state of perfect competition and noindividual consumer and travel agent is in position to affect themarket.Key success factors for ?Simply Travel? are* Effectively segmented and targeted adventure travellers marketwithin the larger travel market.* Successfully positioned as travel specialists.* Personal interaction, media

Carnival Cruise Lines Marketing Analysis

1185 words - 5 pages traditional vacation package. Many lines offer package airfare and cruise rates to their customers. An increasing number of lines are expanding their ports of call and destinations to please the demands of today's diverse cruise market. Travel agents say demand for Alaskan cruises is high, as post-Sept. 11 fears have travelers scrambling to find ports of call closer to home. Charting a course for adventure: 25 ships from major cruise lines -- three more

Service Marketing On Tourism

9132 words - 37 pages (which includes the marketing of fast moving consumer goods (FMCG) and durables) and services marketing. Services marketing typically refer to both business to consumer (B2C) and business to business (B2B) services, and include marketing of services like telecommunications services, financial services, all types of hospitality services, car rental services, air travel, health care services and professional services. The range of approaches and

Touristic Destinations: Tourist Motivation

3151 words - 13 pages are taking one holiday per year and 24% was taking two holidays per year for holiday. Some of the people will affect their decision making by looking at destination image or some of the impact advertising. On the internet, business people will use image and advertising to attract tourist to travel to the destination by using image that they edit before. This is part of the marketing to promote their country to tourist. For family traveler, they

Universal Orlando Resort logo

694 words - 3 pages employee and partner Dental and vision coverage Onsite medical facility Disability insurance Travel accident insurance Basic life insurance Paid vacation Flexible option for work 401K retirement plan Tuition reimbursement Onsite Credit Union Online Job Application: If you want to apply for your favorite job position with the Universal Orlando Resorts then browse through the job opportunities available from the official web site

Integrated Marketing Communication

2532 words - 11 pages marketing plan that fits for every country based on the similarities between the countries. In other words, a company does not have to create different marketing plan based on the dissimilarities between the countries rather creating one upon the similarities. The globally integrated marketing campaign is practical for an environment where internet results in global viewers. Furthermore, it is cost-effective where it reduces the marketing cost

Report

2120 words - 8 pages value will be more popular among tourists. Travelers will choose to have travel experience rather than classic sun-see vacation. For example, adventure tourism will be essential for adults. Moreover, Internet and the latest technology will be always important for the travelers from every country. It is essential for people to be updated with the latest information. Furthermore, tourists want to be served quickly and easily while buying a ticket

Components of a business plan

1025 words - 5 pages A good, solid business plan is made up of and integrated with a marketing plan, operations plan, human resources plan and a financial plan. A business plan is essential for organizational agreement on long-term and short-term goals. The long-term goals are every three to five years, but mostly every three years secondary to the amount of external and internal changes that occur. The marketing plan is created with the vision of the company in

Similar Essays

Marketing Plan For Insurance Company Essay

4565 words - 18 pages 113.7.2 PRICING 113.7.3 PROMOTION 114.0 MARKETING BUDGET 114.1 LINKING SALES AND EXPENSES TO STRATEGY 125.0 CONTROLS 125.1 IMPLEMENTATION MILESTONES 125.2 MARKETING ORGANIZATION 126.0 SOURCES 136.1 BIBLIOGRAPHY 136.2 REFERENCES 136.3 WEBSITES 131.0 Executive SummaryGapSure is a full travel insurance service and sells standard travel insurance services and special insurance for adventure travelling, including airfare and travel packages. Additional

Strategic Marketing Essay

3752 words - 15 pages IntroductionExtreme holidays marketing involves discovering what extreme enthusiasts want (market research), developing suitable tourist services (product planning), telling them what is available (advertising and promotion), and giving instruction where they can buy the services (channels of distribution: tour operators and travel agents) so they will receive value (pricing), and the tourist organization will make a profit and attain its goals

Strategic Marketing Plan Of E Tours 2007

3125 words - 13 pages Strategic Marketing Plan of E-Tours2006IntroductionE-Tours is an Internet based travel company located in Norwich, UK. It has seen its turnover grow from zero in 1997 to £5 million in 2003. Its principal tourist destination was the United States of America but following the events of 11th September 2001 in the USA, business began to slow down dramatically. The company also observed that long-haul destination and package holidays were down

Special Interest Tourism Essay

1688 words - 7 pages tourists. Tourists also participate in a wide variety of activities when they travel. Some are directly related to their trip purpose; but many are more ancillary or peripheral to the reason for travel (McKercher & Chan 2005, p. 23). Finally, the decision to participate in many activites is not made until after arrival at the destination (McKercher & Chan 2005, p.23). Skydive Airlie Beach fits into the adventure tourism sub-sector and relates to this