Case Study Razzle Holidays

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RESEARCH OF CASE STUDY

RAZZLE HOLIDAYS

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Mohamed Chakrouni

Jun 2011

http://www.timesonline.co.uk/tol/travel/holiday_type/singles/article5719403.ece?token=null&offset=12&page=2

Subjects covered in this report

I. Introduction 3

II. Description of the market for the new opportunity, its characteristics, value and trends 4

A. Description of the market for the opportunity 5

B. Characteristiques, value and trend of the targeted market 5

III. Discussion of the micro environment for our opportunity 6

A. Competitors 6

B. Distributors 6

3. Holiday focus and attractions 6

4. Arranging a holiday 6

5. Vacation plans for 2011 6

IV. SWOT analysis of the new organisation in relation to the opportunity 7

A. Situation analysis 7

1. Company analysis 7

2. Customer analysis 7

3. Competitor analysis 7

4. Collaborators 7

5. Macro-environment (PEST analysis) 7

6. SWOT analysis 8

B. Alternative marketing strategy 9

C. Research objectives 10

V – Statement of your marketing strategies (usp/benefits, positioning, competitiveness, growth) 11

A. Usp/benefits 5

B. Positioning 5

C. Competitiveness 5

D. Growth

VI - Market awareness and sales objectives for the first five years

VII - Definition of a suitable outline marketing mix (4P/7Ps as appropriate)

VIII - Conclusion

I. Introduction

As we have seen in the first part of our analysis of the Razzle Holiday business, the company is facing many problems and difficulties. We have suggested a new strategy that can help the company to improve its results and become more profitable.

Our new strategy is based on targeting customers by using suitable marketing tools.

Before starting to apply our new strategy, we need to develop an outline a marketing plan for the new market opportunity identified.

Our new opportunity consists on targeting three main segments:

- Family with children...