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Marketing Essentials 260 Assignment

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Marketing Essentials 260 Assignment #1

1. What should go into your mission statement? Draft one, limiting it to no more than 60 words.
A mission statement is not a slogan for a business, nor does it serve as an advertising strategy for what is being sold. A mission statement clearly defines what a business is, states the reason why it exists and how it can benefit customers. An example mission statement for Escapade Travels might be:
Escapade Travels inspires you to awaken your inner voyageur by offering a variety of adventure travel opportunities to locations off the beaten path. Our professional staff will help you create a memorable, one-of-a-kind experience that will exhilarate you and exceed your expectations. From moderate to extreme …show more content…

As such, the business units reflect the range of physical activities and thrill-seeking levels offered. Once potential customers have identified the level of adventure they desire, the option exists for a variety of locales, activities, price points, type of tour (fully guided or self-managed, group or individual) vacation duration, etc. all within their chosen activity intensity.
Stakeholders have an interest in the operation of and are affected by the business. Stakeholders include employees (website developers, accountants, tour guides and administrators), customers, creditors and business partners (airlines, travel agents, hotels and restaurants, regional companies).
3. What planning decisions will take place at the corporate, business unit and functional levels?
Good, Campbell and Alexander (1994) describe the corporate level as the “parent”, responsible for strategic decisions overarching all levels of the business and guiding the long term direction of the company. The corporate level of Escapade Travels will give clear direction and planning on capital and profitability, and partners and …show more content…

Attract and retain the most qualified and outstanding employees through recruitment, top salaries and benefits, and employee development initiatives.
2. Research consumer behavioral trends in tourism and activities, and optimize the variety of travel opportunities offered to the customer, incorporating eco-friendly aspects.
3. Brand the company to appeal to the mature adventure vacation consumer. (Use a recognizable and stylized logo, slogan, corporate image, merchandise, website).
4. Monitor competitor activity - stay ahead of and learn from the competition.

5. Choose an important target market for your company.
The target market for Escapade Travels is male or female, ages 30-50, educated, with above average disposable income and are experienced travellers from developed countries. Using segmentation variables as outlined in the course text, (MKTG, Ch 7) the company will key on adventure travellers who are mature, educated explorers wishing to engage in local cultures, experience nature and challenge their physical limits. They are savvy internet and social media users and are globally

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