A School of Marketing
What might have been some of the implications for Scuba Jamboree of the fact that 70% of the local diving industry was controlled by foreign operators, and the challenge for Thai dive specialists to become more competitive? A: In the dive business, accreditation by a professional organization (like PADI) is essential. This was lacking in …
Synopsis of Perth Zoo Case Study This case is a good example of a not-for-profit service organisation, and the opportunities and problems such an organisation face. It deals with issue surrounding selection of target markets, relationship marketing, getting repeat patronage, generic competition and issues that are like many private sector firms – goods or services. …
Q1. How should TLM position itself? TLM’s core product is hospitality but the international marketing of Thailand as a long stay tourist destination. It differentiates Thailand from its competitors is the responsibility of the government through the Tourism Authority of Thailand (TAT). TLM’s work should complement the work of TAT, by marketing Thailand specifically to …
The Melbourne Cup is Australia’s premier horse race of the nation (handicap over 3200 meters with over AUD$2 million prize money) and it has its own public holiday in metropolitan Melbourne. The TAB (used to stand for Totalizer Agency Board when government owned and run, but now a public company, Tabcorp Holdings) is the only, …
Questions for Discussion What does the experience described in this case suggest about the concept of value and how this is assessed by different people? (Note: It might be helpful to consider this question with reference to the work of Valarie Zeithaml.) Discuss the appropriateness of the club’s use of bundling and other potential sports …