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Market Analysis and Strategy

Market Analysis and Strategy. BA 499 – Sarah, Kambria, Kelsey, Bita. Company Analysis. Objective: To provide a fun and unique experience for each customer Goal: To keep occupancy at or above 85% all year long Services: Treehouse and/or cabin rentals along with numerous activities.

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Market Analysis and Strategy

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  1. Market Analysis and Strategy BA 499 – Sarah, Kambria, Kelsey, Bita

  2. Company Analysis • Objective: To provide a fun and unique experience for each customer • Goal: To keep occupancy at or above 85% all year long • Services: Treehouse and/or cabin rentals along with numerous activities

  3. Company Analysis Cont. • How are we different? • What kind of image do you want to portray? • What position in the market do you want to hold?

  4. Customer Analysis • Target Market Segments

  5. Conditions Analysis • Economic Environment Trends • 6 in 10 respondents had taken a vacation in the U.S. in the last year • Young adults (especially 25-34) are a key segment for travel marketers • 25-34 year-olds are spending the most per household on travel

  6. Conditions Cont. • Substitutes • RV parks, campgrounds, outdoor resorts (Sunriver), outdoor activities • Are these substitutes a threat?

  7. Competitor Analysis • Who are your major competitors? • Where are they and what do their markets look like?

  8. Competitor Analysis Cont. • Why do consumers buy their products? • What are their strengths and weaknesses?

  9. Marketing Strategy • CRM • Customer history and preferences • Monthly newsletter • Advertising • Partnerships with outdoor retailers and outdoor recreational service companies • K C K's Shop & Outdoor Equipment & Wyatt’s Outdoor • Package Deals • Bundle treehouse reservations with outdoor activities

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