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These health-conscious individuals, couples, and groups interested in popular adventure sports, such as skiing, kayaking, trekking, etc., are ATI's primary customers.ATI's target market is an exploitable niche, and ATI will provide a specialized and thus differentiated service.
Additional trends include caps on agency commissions by many of the larger airlines, increases in adventure travel, and reduction of profit margins. There are large national chains, small home-based businesses, consolidators on the Internet, etc.
Membership numbers in some of the travel-related associations give some indication of the number of participants in this market.
ATI's most important target customers, however, will be married couples, ages 25-35, with children and household incomes over $50,000.
The Woodville area, like much of the Pacific Northwest, has a large concentration of outdoor recreation enthusiasts.
ATI is researching the market to identify potential opportunities for future sales in this rapidly changing environment.
ATI's long-term goal is to establish itself as an internationally recognized provider of top-of-the-line adventure travel.ATI has been able to identify opportunities to capture margins of up to 25% from certain parties. ATI will take advantage of trade shows, travel industry publications, and other sources of industry-related information to monitor the quality of its offering.ATI has a number of major competitors that the company will seek to acquire market share from.Adventure Travel International (ATI) will begin operations this year and provide adventure and sport/travel packages to people in the Pacific Northwest, specifically the greater Woodville area.An opportunity for ATI's success exists because the national tourism and travel industry is growing at 4%, and adventure travel at 10% annually.However, as ATI builds its reputation as the premier provider of adventure travel, it expects to earn the ability to charge a premium for its services.The company will also pursue an aggressive marketing campaign.The travel agency market is competitive, and technology, namely the Internet and Computerized Reservation Systems (CRS), has changed the way travel agencies operate.The Internet gives agencies and individuals the ability to perform travel related research.ATI's target customers are health-conscious couples and individuals, with median household incomes of approximately ,000.They are interested in popular adventure activities such as skiing, whitewater sports, and mountain biking.