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Mike Ball Dive Expeditions - The Marketing Concept
|2.||Generic and product markets||2|
|3.||Segmenting dimensions of the dive market||3|
|3.||Psychographic and Geographic segmenting dimensions||4|
|4.||Market Opportunities and Repositioning||6|
|5.||Recommendations and Conclusions||7|
Mike Ball could also partner up with an internationally renowned diving equipment manufacturer to release its own
Mike Ball product line of diving gear. In return Mike ball could develop and test new equipment. This product range could be sold aboard or help to promote his brand name through retail stores.
5. Recommendations and conclusion
Our first recommendation for Mike ball would be to develop a customer loyalty card. Discounting is a way to build close relationships with customers and the cost of this sort of discounting far outweighs the cost of finding new customers. The card could work by accumulating points which lead to a free trip or a discount of each successive trip booked.
Referring back to our previous repositioning opportunity of creating a new company to attract a middle class economic status we want to give some warning: Mike Ball has worked hard to build a name with quality, professionalism and five stars. We would advise them that any cheaper holidays, or "kid friendly" programs be separated, thus protecting the elitist high income professional divers who have a strong reason for choosing MBDE, as discussed above.
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