Case Study 12 Spirit Of Magellan Enterprises

Spirit of Magellan Enterprises in Winchester, England, is well known for providing its customers with out of the ordinary guided holidays abroad. The company prides itself on its ability to retain customers year after year and its ability to offer them something different and interesting every year. With the help of keen contacts abroad, the firm produces competitive offerings for the would-be holiday traveller. Recently, South America and Russia have been among the destinations that have attracted some holidaymakers and in response to this, the firm has developed a number of tours.

Spirit of Magellan Enterprises produces an annual detailed and well-illustrated brochure, which it sends in the post to all previous customers. It also makes the content of its brochure available through its website to all enquirers. The website is regularly updated with new destinations and tours as they become available.

Tours can last from 8 days to 21 days, although the majority are no longer than 14 days. Here is an example of one itinerary on offer:

Ukrainian experience

Day 1 Early morning flight from London Gatwick to Kiev. On arrival, transfer to the MV Marshal Orenschenko Day 2 Morning sightseeing tour of Kiev. Afternoon at leisure Day 3 Sail along the River Dnieper Day 4 Arrive in Zaporizhya and enjoy a tour of the city Day 5 Cruise to Odessa. Free time to see the sights. Optional opera or ballet performance in the evening Day 6 Sail across the Black Sea to Sevastapol. Free time in the late afternoon and evening for sightseeing Day 7 Day excursion to the Crimean resort of Yalta, visiting the Livadia Palace, the former summer residence of the Romanovs. Rest of the day at leisure

Day 8 A tour of Sevastopol in the morning. Afternoon at leisure Day 9 Cruise to Kherson. Sightseeing at leisure Day 10 Arrive late afternoon for sightseeing in Dnipropetrovsk Day 11 Cruise back to Kiev

Day 12 Arrive Kiev early morning. Return flight to London Gatwick Question

How might marketing research aid such a company in both choice of tours and the itinerary that goes along with such tours?

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