RESEARCH PROBLEM:
The presence of numerous catamaran companies has built up an enormous competition in the
market. Competition as the main problem has become an urge to tackle with the help of
promotions and advertising upon which our research is based. The catamaran company is still
struggling to meet up the level of customer satisfaction.
AIM:-
To assess the promotion techniques & strategies used by the Catamarans company.
OBJECTIVES:-
Identify certain catamaran company and analyze their promotional advertisements.
Carrying a survey about the perception of promotion with customers.
Identify the types of customers.
Do these promotional advertisements have effectiveness on each category of customers?
What types of promotions do catamarans use during competitive seasons?
Identify the market segment of Catamarans.
Assess the benefits of promotion for customers.
Identify the type of promotion used by Catamarans.
INTRODUCTION OF THE COMPANY
In this assignment, we are going to get acquainted to several promotion techniques &
strategies used by the chosen company - The Catamarans.
Firstly, let us get to know more on the company through the following introduction of the
1|P a g e
,company.
The Catamarans has been set up in 2009 with only one catamaran at that time. Until now the
company has got the potential of managing two catamarans; namely the Harmonicat & the
Big Purple.
The company offers catamaran sailing packages like, full-day shared charter, sunset dinner
cruise, exclusive packages and so on. Outdoor recreational water sports activities are also
offered upon request.
Market penetration
Market penetration is the percentage of a target market that consumes a product or service.
Market penetration can also be a measure of one company's sales as a percentage of all sales
for a product.
How it works/Example:
Market penetration can be used to describe the percentage of the company's sales versus total
sales for a specific product.
Market penetration for a good or service indicates potential for increased sales. In other
words, the smaller a product's market penetration, the more a company should invest in its
strategy for marketing that item. For this reason, high market penetration indicates that a
product has become established and the company is a market leader.
*References: Investinganswers. (2009). market penetration and defination and
example. Available:http://www.investinganswers.com/financial-dictionary/economics/
market-penetration-3914. Last accessed 20 April 2014.
2|P a g e
,Let’s have a look on a few packages
3|P a g e
, 4|P a g e
The presence of numerous catamaran companies has built up an enormous competition in the
market. Competition as the main problem has become an urge to tackle with the help of
promotions and advertising upon which our research is based. The catamaran company is still
struggling to meet up the level of customer satisfaction.
AIM:-
To assess the promotion techniques & strategies used by the Catamarans company.
OBJECTIVES:-
Identify certain catamaran company and analyze their promotional advertisements.
Carrying a survey about the perception of promotion with customers.
Identify the types of customers.
Do these promotional advertisements have effectiveness on each category of customers?
What types of promotions do catamarans use during competitive seasons?
Identify the market segment of Catamarans.
Assess the benefits of promotion for customers.
Identify the type of promotion used by Catamarans.
INTRODUCTION OF THE COMPANY
In this assignment, we are going to get acquainted to several promotion techniques &
strategies used by the chosen company - The Catamarans.
Firstly, let us get to know more on the company through the following introduction of the
1|P a g e
,company.
The Catamarans has been set up in 2009 with only one catamaran at that time. Until now the
company has got the potential of managing two catamarans; namely the Harmonicat & the
Big Purple.
The company offers catamaran sailing packages like, full-day shared charter, sunset dinner
cruise, exclusive packages and so on. Outdoor recreational water sports activities are also
offered upon request.
Market penetration
Market penetration is the percentage of a target market that consumes a product or service.
Market penetration can also be a measure of one company's sales as a percentage of all sales
for a product.
How it works/Example:
Market penetration can be used to describe the percentage of the company's sales versus total
sales for a specific product.
Market penetration for a good or service indicates potential for increased sales. In other
words, the smaller a product's market penetration, the more a company should invest in its
strategy for marketing that item. For this reason, high market penetration indicates that a
product has become established and the company is a market leader.
*References: Investinganswers. (2009). market penetration and defination and
example. Available:http://www.investinganswers.com/financial-dictionary/economics/
market-penetration-3914. Last accessed 20 April 2014.
2|P a g e
,Let’s have a look on a few packages
3|P a g e
, 4|P a g e
