Basic Marketing Project Report

6857 words - 27 pages

Project Report - End Term
1
ACKNOWLEDGEMENT
Firstly, we would like to thank our course instructor Prof. N. B. Kanagal for guiding us through
the course of the project. We would like to thank the founders of Zostel for their undying
cooperation during the course of the project, which enabled us to have an insight into the details
of backpacking industry in India and their current business.
Lastly we would like to thank all the participants who took out time for the interview and
participate in our survey and provided their valuable responses without which the study would not
have been realistic.

Project Report - End Term
2
Contents
EXECUTIVE SUMMARY ........................................................................................................................... 4
INTRODUCTION ......................................................................................................................................... 4
RATIONALE ................................................................................................................................................ 4
MARKETING DECISION PROBLEM ....................................................................................................... 5
SCOPE AND LIMITATIONS ...................................................................................................................... 5
DETAILED METHODOLOGY ................................................................................................................... 5
CRITERIA EVALUATION ......................................................................................................................... 6
Economic Criteria ..................................................................................................................................... 6
Control Criteria......................................................................................................................................... 6
Performance Criteria ................................................................................................................................ 7
SECONDARY STUDY ................................................................................................................................. 7
Size of Market ........................................................................................................................................... 7
Foreign Tourist Arrivals ........................................................................................................................... 8
Domestic Tourist Arrival .......................................................................................................................... 8
Target Market ........................................................................................................................................... 9
Growth...

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