Case Study Analysis Of The Tasmanian Walking Company’s Target Market

Analysis of customer prerequisites and knowledge into customer needs about a service assumes an indispensable job for an organization in choosing it's target market. An organization ought to choose it's target market depending on the tastes and needs of the diverse classes of individuals and relying upon their age factor. In the event that organization succeeds with regards to deciding it's target market and provides great customer value to the customers, then the organization can achieve good profits.

This case study is about The Tasmanian Walking Company's target market and evaluation of it's strategies towards target market, which made the Tasmanian Walking Company a huge success. Tasmanian Walking Company, an eco-trekking marketing company has been operating for more than 25 years. The founder of this company is Kenneth George Latona, who is an entrepreneual architect himself.

Analysis

Thanks main target market of Tasmanian Walking Company are Baby Boomers and Generation X, who are mature customers between 45 - 65 years of age. The main target areas of this company are Victoria, New South Wales, Queensland. The target market of the Tasmanian Walking Company are the people who prefer nature based adventurous experiences which includes various services during the trekking. However, the primary and key target of this company are typically Australian citizens residing in urban areas, who are of high stature with high incomes and mostly comprises of retired people.

Tasmanian Walking Company raised the profile by attracting the International customers also mainly from United States of America, United kingdom and Japan. The organization targeted International customers by attending the international shows and constantly meeting up with the international journalists who write a great deal about the company's profile and their work.

To entice brand new market place, specifically young generation, who were between 20-25 years and prefer taking beach waiting experiences, Tasmanian Walking Company began Bay of Fires Lodge Walk with stay over and provided day spa with organic skin care products. Tasmanian Walking Company started The Wineglass Bay Sail Walk in 2014, which involves land and water experiences along the sides of Maria island, Schouten Island and Freycinet Peninsula. This walk contains taking part in wild life in forests during day time and dinners at nights in luxurious yacht, Lady Eugiene.

For attracting target market who are looking for real adventures in most cases of low aged and young era, Tasmanian Walking Company introduced their fourth ecotourism product, a walk known as Three Capes Lodge Walk, the world's second longest distance walk in rugged south of Tasmania. This walk is similar to that of Cradle Mountain Overland Track, which offers the customers a bush walk among the thick forests along the mountains of Tasmania.

To attract more people, Tasmanian Walking Company has brought numerous offers like choice of walks, which might be appropriate based on a man or woman fitness via online. The details regarding them are updated by the customer services team of the company, who precommunicate with the people about every aspect of the walk and ensure the complete satisfaction of the customers.