The paper "Innovation Entrepreneurship and Competitive Advantage in the Entrepreneurial Venture" is a great example of a Marketing Case Study. The purpose of this report is to elaborate on a marketing strategy for tourism and adventure services offered by JPT Tour services, who are aiming at gaining a competitive edge in the tourism market. This report will discuss the JPT Tour Group as a company, the services they offer and competitors. At the same time, the marketing strategies employed in terms of segmentation, targeting, and position of the tourism and adventure services will be addressed.
Additionally, in order to be successful in the market, then the company ought to employ the 4Ps in their marketing mix. Product, price, promotion, and place are well elaborated in the report for they give the company a better platform to compete in the market. JPT Tour Group has been in the market for a very long time. Doing business has not been easy especially with the financial crises that have hit many regions of the world today. Additionally, competition in the market has also contributed much to the deterioration of the business.
This being the case, the company has decided that the only way out in remaining relevant and competitive in the market is through the use of marketing strategies that cannot be matched by her competitors. This is the main reason why; they have opted to market tourism and adventure services that are very different from those offered by the competitors. Company overview JPT Tour Group was founded in 1982 as a day touring specialists in Queensland. This company offers transfers, quality coach services, , language commentary, photographic and brochure services.
This company owns and operates Australian Day Tours and JPT Tours Internationally and Gray Line Brisbane and Gold Coast and even the famous Queensland Golf Service. JPT Tour Group's major tourism markets are Japan, China, Singapore, Europe, and America. Most importantly, the company also boasts of a strong presence in the domestic market. This company is well known for being the largest operator in Southeast Queensland which deals with brands like Australia Day Tours and Gray Line Gold Coast and Brisbane, which are known all over the region. The company’ s services are diverse, from a fleet of minibusses, luxury air-conditioned coached, charters, four wheels drive and cruise vessels.
For example, the Taste of Paradise which is a newly launched tour has increased the competitiveness of the company. This tour contains tantalizing and unique fresh fruit tastings, cruising waterways and driving through the rainforests and cuddling wildlife. The company has skilled and experienced employees who are behind the success of the company. With committed and experienced labor force, the company has been able to achieve numerous strides as far as having satisfied customers are concerned. This company therefore concentrates on tourism and adventure services.
Many people young and old are looking for avenues where they can go for leisure and holidays. This therefore means that, there is a ready market in tourism and adventure services. This report addressed this section whereby, to gain competitive advantage the company must undertake a marketing strategy. Additionally, this company headquarters are located at Level 3 Counter 0 Roma Street Transit Centre City, 4000. This company generates revenue from per day rental fees and tour/travel fees.
This had annual earnings of $15M in revenue in 2011, which is 20% increase from the previous financial year. JPT day tour offers chef-designed lunches and dinners and this has been used to harness more customers. This entails that many activities offered by this company are potential enough to increase the market share and thus increase revenue in the same company.
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