Mike Ball Diving Expeditions
THE MARKETING CONCEPT
Mike Ball Diving Expeditions
Word Count: 1128
Executive Summary
The purpose of this report is to outline the specific segmenting dimensions that Mike Ball Diving Expeditions use to segment their market. By defining the holiday adventure market as their main generic market we have identified how MBDE caters for the consumers needs with a professional luxury holiday.
Through analysis of the various segmenting dimensions and psychographic details we have found the consumer to be a professional person, of varying nationality, who high income lets them enjoy a luxury life filled with added extras. We have shown in the following report how MBDE has provided those added extras to win over a lucrative market.
As MBDE holds a strong position in the international dive industry we have found that repositioning and expansion are not essential, though recommendations have been made.
The most important recommendations for MBDE have been based around the expansion into a more modest market and the creation of a new company which would include new targets: for example the high income families wanting to bring their children on an expedition. Further recommendations have focused on maintaining customer loyalty and protecting their elitist status.
Table of Contents
Executive Summary……………………………………………..…i
1. Introduction…………………………………………………..1
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
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