1. When ATE began to diversify its business, discuss what considerations relating to the marketing mix would it have investigated or thought about in the initial stages of their planning activities.
First of all, when we are discussing the marketing mix of ATE, we have to consider that ATE does not sell a product. ATE provides services and services are an intangible good which is quite harder to campaign for.
When they started to diversify their business 1982 and the year after that, John Wilson was trying to create a product that is styled like a package for his customers. First they started with just a water taxi, then when they began to diversify they added guided bushwalks, sea-kayaking and a night accommodation lodge.
At the beginning ATE had to find the price for their product which, I consider, was quite hard because of only very few experience in this kind of business and not that much comparable companies. Since this time the prices were rising until today, where......
Join Now or Login to view the rest of this paper.
Approximate Word Count: 1377
Approximate Pages: 6 (260 words per double-spaced page) |