INDUSTRY PROJECT Part 1: Written Report
Working in a group of four (4), you are to conduct in-depth research and apply relevant services marketing theories, concepts, and tools in delivering a report (and summary presentation) that informs and advises our industry partner according to their key requirements.
This semester, our industry partner is Chocoholics Tours (www.chocoholictours.com.au). Ms. Jessica Gilchrist, Director of Chocoholic Tours, would like to learn (from you) about:
- Chocoholic Tour's market
- Chocoholic Tour's key competitors
And seek your advice and recommendations specifically in relation to:
- Areas of improvement (such as in term of the services they offer)
- ‘Outside the box' innovative ideas to market/promote Chocoholic
Tours
Part 1: Written Report
It is recommended that your report cover the following components:
1. Executive Summary
2. Chocoholic Tour's Market/Customer Analysis:
a. What type of customers make up the market in which Chocoholic Tour operates?
b. Identify Chocoholic Tour's key market/customer segments
3. Chocoholic Tour's Competitor Analysis: Who are Chocoholic Tour's key competitors? Who are their direct and indirect competitors?
4. Chocoholic Tour's Targeting and Positioning: (target market is 25-35years old parents)
a. Which market/customer segment/s does Chocoholic Tour currently target? Which segment/s can they potentially target in the future?
b. Develop a positioning map for Chocoholic Tours capturing its position in the marketplace as well as that of its key competitors
c. Develop a positioning statement for Chocoholic Tours
5. Review of Chocoholic's existing strategies (in relation to the 7Ps)
6. General recommendations for areas of improvement
(These can be based on your review of the items above, a service audit, market research [e.g.: interview/survey of your personal contacts/network that have/have not been on a Chocoholic Tours' tour], and/or research on market and marketing trends)
7. Innovative recommendations:
1. ‘Outside the box' innovative ideas to market/promote Chocoholic Tours
2. What is the potential of a ‘Curated Chocolate Range' tour?
Who may be the target market? How can Chocoholic Tours capture this target market?
8. Conclusion
(Summary reflection of your most important/impressive idea/s and recommendation/s [with justifications])
Word Limit: 3,000 words
The report will be assessed based on the quality of the information presented in terms of depth, accuracy, and relevance.