Marketing Analysis of Whale Watch Tourism

Marketing Analysis of goliath lookout man Tourism hunt down go out- rude(a) Zealands Ultimate Marine Experience and the Nature-Tourism Market scruple OneMarket class in the nature-tourism securities industry goat be defined as the process through which potential clients with similar postulate and characteristics ar grouped together so that a tourism cheek squirt apply marketing strategies for the selected market piece efficiently (Oohlala, 2013). Segmentation also involves learning more somewhat customers and making the heterogeneous market into a homogenous market (Bowker, 2014).Segmenting the freshly Zealand nature-tourism market is viable because it assists in discovering the needs and wants of customers, tot wholeyocating marketing expenses efficiently, further growth outputs/ supporters and developing marketing strategies more precisely (Grewal Levy, 2012). The two segments I bequeath distinguish the domestic nature-tourism market are the be There and Em bracing liveness segments.Comprising of everywhere a pass of New Zealands adult population, be There is definitely an diagnosable segment which is large and old. A volume of this segment are aged 55 years or older. They takea distaff majority and a high percentage of people living alone. The segment can be found throughout all everyplace in New Zealand moment that it is substantial.Members of this segment sop up a strong fill in gardening and reading. They also have a positive engagement in visiting graphic/scenic locations, and are most in all probability to be a member of church or rotary group.Members of Being There are motivated to travel by a impetuous to spend time with people they love and appreciate inseparable/scenic locations. This segment is most interested in sightseeing, natural attractions and walking/hiking and meaning it is a responsive segment for the nature-tourism market. As this segment is relatively wealthy, capital is less of a barrier to trav el meaning that it is a useful segment.There are m some(prenominal) viable marketing channels that can be used to reach this segment which makes it reachable. These include Major cursory newspapers, special media (e.g. gardening channels/magazines/groups), affinity groups (churches, Rotary, other voluntary groups) are all channels that can be used to reach this market.a nonher(prenominal) segment for the New Zealand nature-tourism market makes up nearly a quarter of the adult population making it a substantial segment, Living smell shares a philosophy to live life to the fullest and embrace nature. This segment is identifiable with a majority of members universe aged between 25 and 60 years old. This segment has a dominant family structure of couples with children. Members of Living purport can be found throughout all over New Zealand which enables the segment to be substantial. Members of this segment are most likely to have hobbies much(prenominal) as mountaineering, trampin g, sight-seeing, boating and gardening at home.This segment is truely responsive because vacations are important to them and they holiday frequently at heart New Zealand. When holidaying in New Zealand, they take fork in their favourite activities with their children and partners, absent from the pressures of daily life.The ideal holiday for Living Life is spending well-earned coin on an above all family-friendly, and involves outdoor gives, scenery and landscapes meaning it is a profitable segment which will spend money on nature-tourism. come upon barriers to travel are the amount of annual leave available, work and family commitments.This segment is reachable through channels such as newspaper, media/online (e.g. golf, outdoor, boating, fishing), newspapers and fairs.Question deuceIn regularize to evaluate how colossus pull inings output is perceived by potential customers, it is vital to deconstruct the product into foursome dissimilar aims. This is called the Tot al Product Concept and we will use this fabric to deconstruct the product hunt remark is crack, and evaluate how the company is positioned within the nature-tourism market.Firstly, the Core Product is the fundamental welfare that responds to a potential customers need or wants (Elliott, Rundle-Thiele Waller, 2010). For hunt down esteem the core benefit for a customer would be being able to observe whales in their natural habitat. This could be for recreational or scientific and educational purposes depending on the motive of the customer.Secondly, the Expected Product is the relative factors that delivers the benefit which forms the core product and fulfil the customers most basic expectations (Elliott, Rundle-Thiele Waller, 2010), behemoth Watch offers an exciting up-close meeting with the Giant Sperm hulk in their natural milieu. In a typical hulk Watch tour, the customer can expect to encounter a wide variety of sea-life and birds. Vessels are crewed by an expert tea m who are experienced in interacting with the whales. goliath Watch ensures that passenger cling to and safety are always high priority. These are all expected features of the product/ returns giant Watch is offering to customers.The Augmented Product offers a combination of benefits that is not a part of the basic level of needs for the customer. It is at the augmented product level where marketers are able to significantly differentiate their products/services from the competition (Elliott, Rundle-Thiele Waller, 2010). goliath Watch is New Zealands only vessel-based whale watching experience and the 95% success rate of activates at Whale Watch direction that they guarantee an 80% retort and is an example of an augmented service that gives a competitive edge over other companies. Furthermore, it is based in Kaikoura, the Whale Watching capital of New Zealand which provides a unique experience over other locations. Whale Watch is committed to the care and protection of the en vironment and seeks to minimise waste, promote recycling, use eco-friendly product and minimise their impact on marine life (Whale Watch, 2013). These factors are important for customers who really care about then environment and are concerned with conservation and the preservation of nature. each(prenominal) these special features and facilities are factors that would help customers to choose Whale Watch over other competitors.The Potential Product of the Product Concept Model comprises all possibilities that could become part of the expected or augmented product. This includes features that are being developed planned as well as features that have not yet been conceived (Elliott, Rundle-Thiele Waller, 2010). In the future, Whale Watch could offer new tours such as swimming with dolphins swimming with whales which would offer a unique, up-and-close, more person-to-person experience. Whale Watch will need to do research on how to bring this programme to life and keep safety measu res in mind.Whale Watch seems to be victimisation a differentiation positioning strategies using conservation, nature preservation and a unique approach to attract customers. Whale Watchs positioning statement is used to succinctly work their philosophies and approachWhale Watch Kaikoura is New Zealands ultimate all year round nature experience offering visitors an exciting up-close encounter with The Giant Sperm Whale (Whale Watch, 2013).We are visitors to the foundation of the whales and respect it as such at all times. As a Maori owned company, Whale Watch cherishes the twin honours of hospitality to visitors and reverence for the natural world (Whale Watch, 2013).Question ThreeA service is an act or surgical operation offered by one party to another. They are economic activities that create value and provide benefits for customers at specific times and places as a resoluteness of bringing desired change .One of the unique characteristics of a service is that it is inappr opriate meaning the service provider cannot provide exactly the same service every time (Brown, 2008).Applying this to Whale Watchs situation, because of the nature of their service, Whale Watch cannot guarantee the same Whale Watching experience to customers for every tour. Depending on seasonal variations or nonetheless the weather on a particular day, every trip will offer a different kind of experience. Customers are not guaranteed to be able to see a consistent chip of whales and sea-life on every trip because Whale Watch has little control over this factor. In some seasons of the year, certain animals will not appear at all and on certain old age no whales may be sighted at all. Because Whale Watch offers a conservative and completely nature-based experience it cannot force a service and experience for the customer.In order to manage these challenges Whale Watch seems to have particular strategies to target and solve these challenges. Firstly, Whale Watch offers an 80% refun d if a tour does not see a whale. Furthermore, Whale Watch staff constantly monitor the weather and respond professionally to any changes. This could a result in a tour being cancel or safety restrictions placed on children or passengers with medical problems. This is because Whale Watch wants to promote passenger comfort and safety as their number one priority. Furthermore, Whale Watch would want to decrease the chances of a trip a day with bad weather conditions resulting in zero or minimal whale sightings.The on-board plasma screens display a virtual inspire tour while the tour is actually taking place so customers will have a larger than life experience even though there may be inconsistency in actual whale and other sea-life sightings.Also, the professional guides and skippers are there in order to maintain consistency in a service with inconsistent characteristics. Whale Watch will make sure that the staff provide a high level of professional service with passenger safety an d comfort as their number one priority. This is evident in their constant observe of weather and responding professionally.to any changes.Looking at Whale Watchs philosophy and positioning statement, the company emphasizes that it is Maori owned which has a reverence for the natural environment and is dedicated to conservation, preservation and respect for wildlife. This is a factor that Whale Watch seems to be using to manage challenges of inconsistency of its services. Many customers especially nature-lovers and conservationists will respect the companys philosophies and understand the unavoidable, inconsistent nature of services that Whale Watch is offering.Word list 1590ReferencesGrewal, D., Levy, M. (2013). Marketing (1st ed.). New York McGraw Hill/Irwin.Oohlala, R. (2013). Tourism market segmentation. Slideshare.net. Retrieved from http//www.slideshare.net/reymarieoohlala/tourism-market-segmentation/Whalewatch.co.nz. (2014). New Zealand Attractions Kaikoura Whale Watching Canterbury NZ. Retrieved from http//www.whalewatch.co.nz/Brown, A. (2008). Alex Brown teaching digital marketing and ending cater slaughter. Udel.edu. Retrieved from http//www.udel.edu/alex/index.html/Bowker, M. (2014). Segmentation, targeting and positioning PowerPoint slides. Retrieved from https//cecil.auckland.ac.nz/