Tasmanian Walking Company'S Target Market Understanding

Introduction

Tasmanian walking company is a multiday walking company which have been walking over 30 years. This is a 4 day/3-night guided walk trips which takes us along the most iconic view and the privileged nature to look at. It has segmented its market into mature consumers, retired professionals as well as overseas tourists. It has a broad network connecting people globally. They provide an outstanding opportunity for students, teenagers as well as adults to step out from homes and be rejuvenated through nature. Customers can experience some of the iconic mountain and coastal scenery, seeking luxury adventure and nature-based experience.

Over the years Tasmanian Walking company have created a lot of value to its customers by establishing different kinds of products for the users. Examples of some are 4-day bay of fires lodge walk in their portfolio, built an ecologically sustainable day spa at the award-winning bay of fires lodge. Not only this they have Outdoor Bathing Pavilion was also possible through installation of rainwater tanks. They provide a detailed itinerary for each walk available so that customers get high quality of experience and also by keeping in touch with their customers through Direct Marketing, newsletters, social media, online posts, blogs, Facebook and Instagram. Tasmanian Walking Company (Australia) is a multi - day walking (accommodation based) company which encourage different segments of people to experience nature and iconic coastal view. Currently they have segmented their market into three types based on geographical location, demographics, and overseas. Domestic market i. e. (45-65) years of age, based on Demographics, consumers who are living in urban areas. Tasmanian company understands this market because of their likeness towards the luxury adventures and this market segmentation loves to have multi – day walks based on nature.

The company maintains the public relations by keeping in touch with the consumers through advertisements, social media posts, promotions. They realise the need of fitness level and then perceive a notion regarding their target market. Another type of market segmentation is retired professionals like doctors and lawyers. Tasmanian company clearly gets the idea of their consumers as they are the individuals with the high disposable income. They target high income consumers. Consumers who are willing to spend on nature walk. Moreover, they connect with their customers through newsletters, blogs, social media and provide them high quality experience so that they will look after the product. Third type of target market is overseas tourists in United States, UK, Japan. They understood this target market via international trade shows. This tourism also experiences the customers in small groups.

There are the consumers looking for a beach walk experience rather than bushwalking experience (Gary Armstrong, Stewart Adam, Philip Kotler) Tasmanian walking company best understands their market by creating value for the customers. They attract right type of journalists and media personalities which ensures that people from all backgrounds fits into multi – day guided walks. Company publish a lot of stories about TWC offerings which are then published into both print magazines and online travel bogs. This is the fastest media which tells the company about what kind of market segments are being attracted towards them. Another type to know their target market is to share the stories, visual imagery, testimonials via their own website and social media. They also understand their target market that how the customers respond to a given situation. They accordingly take the next step.

CONCLUSION

In conclusion, target markets of Tasmanian walking company are divided into mature consumers, retired professionals and overseas consumers. They understand their target market by different means of social media namely advertisements, social blogs, promotions.