Mike Ball Dive Expeditions The Marketing Concept

1535 words - 6 pages

Executive SummaryThe purpose of this report is to outline the specific segmenting dimensions that Mike Ball Diving Expeditions use to segment their market. By defining the holiday adventure market as their main generic market we have identified how MBDE caters for the consumers needs with a professional luxury holiday.Through analysis of the various segmenting dimensions and psychographic details we have found the consumer to be a professional person, of varying nationality, who high income lets them enjoy a luxury life filled with added extras. We have shown in the following report how MBDE has provided those added extras to win over a lucrative market.As MBDE holds a strong position in the international dive industry we have found that repositioning and expansion are not essential, though recommendations have been made.The most important recommendations for MBDE have been based around the expansion into a more modest market and the creation of a new company which would include new targets: for example the high income families wanting to bring their children on an expedition. Further recommendations have focused on maintaining customer loyalty and protecting their elitist status.Table of ContentsExecutive Summary........................................................i1. Introduction...........................................................12. Generic and product markets....................................23. Segmenting dimensions of the dive market...................33. Psychographic and Geographicsegmenting dimensions............................................44. Market Opportunities and Repositioning......................65. Recommendations and Conclusions............................76. References..............................................................81. IntroductionMike Ball Diving Expeditions (MBDE) was founded over 30 years ago by Mike Ball who still plays a large part in the company. MBDE has since become a leader in the diving industry by targeting the adventurous diver who is experienced in diving, knowledgeable about the best dive spots and requires a high level of service and comfort. MBDE operate 3 live aboard vessels: Super Sport, SpoilSport and Paradise Sport.The Cairns based Super Sport which is targeted at divers looking for a shorter 3-4 day trip began is 1986 and offers 3 Star accommodations for 26 guests.Based in Townsville, Spoil Sport is a 4 star vessel, launched in 1989 and internationally known as the worlds best live aboard vessel.The 5 star Paradise Sport was the first in MBDEs expansion into Papua New Guinea (PNG) in 1997. This vessel which accommodates 22 guests is targeted at the more dedicated diving enthusiast looking for 7-10 day trips with unlimited dives.MBDE prides itself on providing the world's best trained diving instructors. It also provides many new innovations such as "safe solo" dives. Which are available to experienced divers who prefer to dive solo.The high level of customer service along with...

Find Another Essay On Mike Ball Dive Expeditions - The Marketing Concept

The core idea in marketing is often called the marketing concept or market orientation. Discuss how market orientation may help to achieve positive Net Marketing Contribution (NMC)

984 words - 4 pages This paper will discuss the importance of market orientation and how it supports any organization's overall goal of achieving a positive Net Marketing Contribution (NMC) to any of the (often costly) marketing activity that it undertakes. The definition of both of these concepts will be integral to the ensuing discussion.Market orientation according to Narver and Slater as cited in the 2007 Garcia de Madariaga and Valor article, "is the culture

"Without adopting the marketing concept a company cannot possibly hope to develop future plans". Discuss this statement from the point of view of a manufacturer of capital goods.

1531 words - 6 pages INTRODUCTIONWhat is the marketing concept? And what are capital goods? The answers to these two questions must first be determined in order to accurately discuss this statement.Capital goods are products that are made to be used in the production of other goods. Capital goods are not typically household goods and can be referred to as goods for industrial use. These often include machinery, equipment etc for use in factories and such. For

Explain in detail the concept "marketing mix" and describe how a business determines the emphasis within the marketing mix. including legal and ethical influences

2538 words - 10 pages The marketing mix determines much of a business's sales and will ultimately determine the success or failure of a business. For this reason the marketing mix is the most important element when determining a business' marketing plan. Whilst the marketing plan is based upon many things the marketing mix takes into consideration the factors which influence customer choice. All business' must determine their own marketing plan based upon their own


626 words - 3 pages “Getting to the top is optional. Getting down is mandatory.”-Ed Viesturs. Climbing mountains is one thing, but climbing Mount Everest is something entirely different. In order to get up the mountain safely, most people let guides show them the way. Rob Hall, Scott Fischer, and Mike Groom are three guides that led expeditions up Mount Everest. All three of these mountaineers were well known. They were all similar but different in their own ways

Physics of Baseball

1674 words - 7 pages ball to curve, slide or stay in a strait pattern? This all has to do with the fact that there is drag force, or air resistance. A curve ball is created when a ball is spinning. The faster flowing air under the ball creates less pressure, which forces the ball to dive or break. Baseball would be a dull game without drag force because there would be no curves, sliders, or knuckle balls. So how exactly do pitchers throw the curve balls? They

The Physics of Tennis

932 words - 4 pages tennis ball correctly? B. Michael Dao. Background: Tennis Courts Camera: Zoomed on Mike, and on Sunne when she asks the questions. * What is your position on the ACHS boy's tennis team? * How long have you played tennis, throughout your life? * Would you agree that there is a certain art to hitting the tennis ball with the racquet itself? * In knowing how to hit the ball correctly, do you

Physics is Everywhere Essay

2529 words - 10 pages the factors, such as distance, wind and the weight of the ball. The farther away your friend is, the harder you have to throw the ball, or the steeper the angle of your throw. This adjustment is done in your head, and even with a soft grip of physics I have from one quarter with Dr. Mike Grams, I can tell you that these factors relate to physics. In this essay, I hope to demonstrate the science underlying America’s favorite sport


1094 words - 4 pages this to their advantage by trying to get the other team to turnover the ball knowing that the opposing team had a weakness of fumbling the ball a lot.Implementation - The winning team also used this to their advantage that led to a win by executing at the right time and this can be used across all marketing programs.(2010, Kyle)ConclusionIn conclusion, Marketing is summed up as the concept of learning what consumer's want, then researching and

Vollleyball: How to Play the Game

2645 words - 11 pages successfully passes a ball which has been attacked by the opposition.7. Dive-n., v. a defensive retrieval technique in which a player extends for a ball near the floor, causing both feet to leave the floor. The player contacts the ball with one or both arms and slides on the abdomen and thighs.8. DumpA. n. a ball that has been attacked by the setter on the second contact -B. v. to attack the ball on the second

The Physics of Baseball

1064 words - 4 pages thrown the seam cuts the air. Each time the seam makes a turn through the air it makes a little ripple in the air above the ball. Also if the ball has topspin on it the seams will carry air up from below the ball creating an area of lower pressure below the ball (Throwing). This in turn will cause the ball to dive when the amount of pressure of the ball reaches a certain point. This point usually occurs about 3 feet in front of the batter. Gravity

ssi merges

1512 words - 7 pages to do some research and look at the press release again. Let me make my disclaimer, these are my viewpoints and I have no connections to either of the organizations to gather inside information. As I re-read the press release on the Mares website near the bottom was a few interesting statements. Quoting from the site “ What can be expected is unequaled business support for dive centers and dive professionals. This will remain the pillar of both

Similar Essays

The Marketing Concept Essay

2205 words - 9 pages The Marketing Concept The marketing concept has evolved over the last years, marketing reflects to a key approach to doing business. An organisations objective is to make profit, to do this they have to consider the marketing concept, in order to satisfy customers. For an organisation to be successful should divert its attention away from

The Social Marketing Concept. Essay

2899 words - 12 pages In today's rapidly changing environment, there are numerous philosophies in marketing management that are profoundly analyzed and practiced. They are: the production concept, the product concept, the selling concept, the marketing concept and the social marketing concept (Kotler, Brown, Adam & Armstrong, 2001, p15). These concepts are used to perform tasks to achieve the desired exchanges with target markets. The societal marketing concept

Marketing Concept And The Possible Limitations To This Concept.

1438 words - 6 pages they still want it, and how can we keep our customers satisfied?In order to response to these discerning customers, firms began to adopt the marketing concept. This involves focusing on customer needs before developing the product, aligning all functions of the company to focus on those needs, and realizing a profit by successfully satisfying customer needs in long-term. In other words, in the context of marketing concept, company must first

The Use Of The Marketing Concept As Guiding Philosophy For An Organisation.

1740 words - 7 pages Marketing has become more important for the organization management in recent decades. Most successful companies carry out marketing-oriented strategy such as Coca-cola, Dell and P&G. With the development of the globalization, marketing is not an unfamiliar term to many Chinese companies. Shanghai GM, the largest joint-venture company in china, adopts the marketing concept as guiding philosophy to cope with the knee competition.Shanghai GM