Contiki Tours : Marketing Strategy Analysis

Contiki Tours is an organisation that offers packaged holidays to a variety of local and international
destinations. Their targeted market is limited by age. Clients must be between 18 and 35 years old.
The analysis will focus on Contiki *s Australian market for international holidays.
Contiki have adopted a concentrated marketing strategy in identifying market segments. This means
that they have elected to focus their marketing efforts on gaining a high share of one particular
segment of the market (i.e. 18-35 year olds). The advantage of such a strategy is that it allows
specialisation w…