Diagnosis of marketing of Festival, the European specialist in cruising

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Diagnosis of marketing of Festival, the European specialist in cruising

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Abstract

Since the 1960's, the world tourism market has been booming. Thanks to paid holidays, households are now able to devote much of their time and budget to recreation. The tourism market has now a large and growing share in economic activities of countries.

Also, the cruise market is now more promising and is really suited to customer demands. Indeed, the current trend in tourism is varied and diversified. In 2000, this market has attracted more than 10 million passengers worldwide.

Thus, it had suggested themed tours, and ocean liners with different atmospheres, in order to attract maximum customers. While offering a number of facilities and services, generalized personalization of the offer must be made. The cruise service offers this type of service.

Moreover, the cruise market has grown considerably in recent years, both in the European and global levels. This is also evident from the fact that 84% of French say that they are "tempted" by a cruise.

Tags: cruising in Europe, world tourism market, tourism in Europe

Preamble
What is the BIVC?
Introduction and Methodology
Should we Target Chinese Market?
1. Overview of China
2. Economic, regulatory, legal, cultural policies
3. Study of the application
4. Study of the offer: local production and import competition
5. The accessibility regulations
Penetration strategy
1. Segmentation
2. Supply and competitive strategy
3. Distribution channels
4. Looking for intermediate
5. Communications
Conclusion: Summary and Recommendations
Case study

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Extract

[...] ⋄ Golden Cruise: to maintain the luxury image of ‘Festival', the company target potential customers with a rich special program year-end holidays in St Bart, golf on the boat, menus are worthy with delicious foods and the finest wines. Of course all accompanied with necessary luxury boutiques, hairdressers, beauticians, tailors . In addition, cruise fares vary depending on the program, family cruising and meeting would be of the first price and luxury cruise is the most expensive not to discredit the image of the Festival company. [...]

[...] However, the company Festival is not present and therefore it excludes any young customers making their choice of holiday at the last moment. Conclusion The cruise way is now a vacancy increasingly tailored to customers and of growing demand. Expanding this market looks promising and is an important part in the tourism sector. Moreover, it seems necessary to conduct a re- segmentation which would cause a re-targeting of customers, not to mention the diversification of products and services to increase their market share or even the introduction of a new sector through tourism. [...]

[...] Marketing mix PRICE The company Festival enjoys great advantage by offering flexible pricing to its customers. However, it must always keep a part of reality in what it does and not to discredit and must keep certain logic in the price / service / quality. A price corresponding to the first young professionals and students (fewer services, cheaper destinations) which could also vary between 20 and 50% depending on the period. A higher price corresponding to services with high-end services tailored to the most luxurious and affluent bunch corresponding to a new type of customer. [...]

[...] It is therefore interesting to study more precisely this market, across the enterprise Festival, the European specialist cruises. At first we will therefore develop diagnosis of the internal and external factors of the company, then will culminate the study with the marketing strategy of Festival and finish the study with its marketing mix Internal and external diagnosis Job Opportunities Threats: European development - Increased competition with new clients (Americans own 75% market share) Budget increase for - French market is leisure limited Rich clients in the EU - Growth rate increased slightly from 11/09 Announcement of a rate of growth according to experts - The trend is the "gigantism" of boats to develop "First Club" Strengths Weaknesses: Family atmosphere, - Festival Society does pleasant on board vessels (food, not target its customers enough drinks, activities, etc . [...]

[...] Festival: The European specialist for cruises Introduction Since the sixties, the tourism market is booming. Thanks to paid holidays, households are now able to devote much of their time and budget to recreation. The tourism market has now a large and growing share in economic activities of countries. Also, the cruise market is now increasingly promising and is truly tailored to customer demand. The current trend in tourism is varied and diverse. You should know that this market in 2000 had attracted more than 10 million passengers worldwide. [...]

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