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 (marketability). Extreme holidays marketing management is the setting of marketing goals (considering the resources of the tourism company and the market opportunities) and the planning and execution of marketing activities required to meet the goal. When carried out effectively, extreme holidays marketing management results in creating and fulfilling customers in a manner acceptable to society and leads to profitable growth for the organizations. Mountinho (2001)Wytee's Business PhilosophyIn the early 1960, Tony became an 'extreme' sport addict; he was pushing his body to the limits for achieving a 'high' and the all important 'blood rush' with extreme sports, like surf, dive, climb and fall1. He enjoyed this so much, he wanted to share this experience, and so he developed a small retail outlet that offered trips with a difference, 'extreme activities', for small groups.Tony who was living by his wits established an extreme sport center, called Wytee's. He directed his marketing to select niche audiences, healthy adults with a real adventurous nature and a desire to get away from the 'tourist herd'. It is well known that when approaching a new market niche, it is essential to speak their language. In different words, it is important to understand the market's 'hot buttons' and be prepared to communicate with the target group as an understanding member, not an outsider, Gordon (2002).For Tony, the product - extreme holidays - always was central; the core value for Wytee's was to offer a great way of achieving a break from the everyday grind of life and most important to offer in a safe manner. According to him, no amount of clever advertising, or eye-catching, or brilliant selling, or saturation distribution, persuaded people to buy his product; or at least, to buy it more than once. As Tony was an addict with extreme sports, it was easy for him to understand the needs of Wytee's target customers. For that reason, he rejected any kind of commercialization. With this rejection he won much praise and appreciation amongst his extreme sports peers and Wytee's became a leader in extreme activities.When Tony died, his two sons, Peter and Saul, inherited a brand with a mythical status. Wytee's was positioned in the minds of its target customers as the safest way to enjoy adventure holidays. As Peter and Saul fully accepted that safety was the most important responsibility they had, they continued to refine and develop their procedures in line with ever-changing standards and expectations; they really wanted to...

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