Nada's Italy: Strategic Analysis
anyalsis of company and strategies to reach company goals.
Published on: Mar 3, 2016
Transcripts - Nada's Italy: Strategic Analysis
I. Executive Summary
II. Organization mission and vision
Mission – Nada’s Italy helps people experience the authentic Italian lifestyle
by traveling in a small group tour
III. Situation Analysis
Unique aspect of Nada’s tour is the fact that the groups are small and
therefore receive more personal attention as opposed to the “Classic”
large- scale tour.
Nada and the staff understand Italy to its fullest based on its local
food, wine, history, and regional culture because that is Nada’s
The accommodations given in Nada’s tours give the consumers the full
understanding of the lifestyle and culture of Italy.
Nada’s Italy is constantly updating different kinds of tours per
Utilization of marketing tools.
o Lack of social media knowledge.
Shortage of manpower.
Understand the process of following up with the consumer
Consumers are given the wrong image that Nada is the only tour
Expand to other countries.
Updating the tours.
Utilize the local opportunities
o Cooking classes
o Language classes
o Trip planning workshops
Being partnered with airlines.
Competitors entering her niche market.
Economic downfall in both the US and European countries.
Marketing practices won’t match generation trend in the future.
Weather in Italy makes it a seasonal business.
Political/legal laws and regulations between U.S and Italy.
b. Market and Consumer Behavior Analysis
1. Market Analysis
Our market chooses to use Nada’s Italy because of the family
feel and personal approach offered. Our demographics explain
the age range for our market and we are looking for those that
are older and have free time. They need something to do with
their time and want to do something out of the norm. They are
looking to stay young and enjoy the things that remind them of
their youth. This is all offered through the small group non-tour
approach that Nada takes and is why our market chooses
Nada’s Italy. Since our target market are mainly retired they
have free time during all parts of the year so they choose to
book their tours during Italy’s prime seasons which are May
through October with May and September being the most
popular. Our market is booking their tours over the phone.
This allows the customer to speak to someone who has a lot of
knowledge and can answer any question. Our market loves
technology but when it comes to finalizing a tour and spending
a lot of money they like to deal with a real person.
2. Consumer Behavior
When deciphering who exactly is going on the tours, we look at
our target market in the section below. It describes through
Demographics, Psychographics, and Geographic’s, who is
booking tours and becoming customers of Nada’s Italy. Target
market section will detail this.
c. Competitive Analysis
We researched what Nada’s main competitors are and analyzed them in
order to know what we need to do to stand out and what to expect from our
competition. We called these companies (pretending to be interested in a
tour) to learn about how they do things and what the process of setting up a
tour is like. We learned what they do right and what they do wrong, allowing
us to capitalize and direct our advertising efforts towards propelling Nada’s
Italy to the top of the industry. Based on our research we found 3 main
competitors that pose the most threat to Nada’s Italy. They are Queenslander
tours, Odyssey’s Unlimited, and AAA. Below are our analysis of these
First Google search to come up when you look up small group Italian
tours- Nada’s Italy
o Better Website
o Multiple countries
o Based in Colorado
o Different levels within each other
o Guides not authentic
Heart of city
Classic – 3 star (hotels)
Deluxe – 5 star (hotels)
7:30am – 8:00 am
American tour manager
Queenslander Citation: "Small Group Tours of Italy, Tours of Italy, Italy Tour." Small
Group Tours of Italy, Tours of Italy, Italy Tour. N.p., n.d. Web. 13 Feb. 2013.
o Based out of mass
o 12-24 people
o Age: 50-80 years
o Average 14 days
Odysseys Citation: "Odysseys Unlimited." Small Group Tours. N.p., n.d. Web. 13 Feb.
o A lot of clients are in our target market
o Strong well-trusted brand
o Corporation and international company
o Offer several Italian tours
o Average 13 days
o Cruises and personal vacations
AAA Citation: "Vacation Packages from AAA Travel." Travel and Vacation Packages.
N.p., n.d. Web. 13 Feb. 2013.
D. Target Market
Ages 55- 75: Nada gave this age range to us as what her target market
is. She is targeting this age range because it represents an older
crowd. People that are most likely to be retired and have money to
spend. They are 8 million strong in this age group and are seated at
the top of the worlds most powerful companies.
Income level $75,000 + a year: This is because Nada’s tours range
between $4,150 per person to $4,690 per person.
Marital Status/Companion: the target here is married couples and or
companion because the prices for the tours are per person based on
double occupancy. The places Nada takes her tours are priced to her
as such to where someone on their own would have to pay an
extraordinary amount more for the trip.
Family: Targeting those whose kids are no longer live with them. Kids
will tie down someone from being able to travel for an extended
period and limit when they can travel.
Culture- the Italian culture is very traditional as are the baby boomers
we are targeting.
“Young forever”- As these baby boomers age and younger generations
appear they want to regain their youth. Nada’s tours take you on a trip
where you can get away and enjoy life again. Advertising Promotion
textbook by Terence a Shimp classifies baby boomers under two
categories, “Relaxed Pampered “and “Global Explorers”. Meaning they
either live extremely comfortably at home or they spend their time
Changing world- Baby boomers grew up hearing about the world and
what other countries were like, now they want to see it for themselves
before those places change too much. While these baby boomers
parents traveled only once they retired, the baby boomers themselves
traveled as students due to the ease and peaceful time period they
grew up in, and now they want to experience these places again to
reunite themselves with their youth (Kim Ross) (13 truths about baby
Immediate gratification – Baby boomers grew up in a time of plenty
and therefore naturally expects immediate gratification. Nada’s tours
offer this with every aspect of the tour being laid out and set up to
pamper and indulge you in fun and excitement.
Spending Power- They control 80% of personal wealth in the U.S with
about 50 billion dollars to spend (MKTG textbook,
Lamb/hair/mcdaniel. 6th edition). In total they spend 2.1 trillion
dollars a year on all aspects of life. They make up 49% of affluent
households in America.
Nada’s Italy is based out of Charlotte NC mainly focus on attracting
American customers. With minor outreach to those in other countries
such as Australia through WOM.
States focused on for the sake of our budget, California and East. For
more information on east coast see Appendix 1. As you can see from
this data the top five states are Florida, California,
Nada has given us a goal she wishes to reach. She wants to expand the
number of tours she offers while doubling and tripling her customer base. By
meeting the needs of how people use technology today, Nada wants to better her
website and online presence for her company.
Web re-launch- by making her website easier to understand and
navigate people will be able to better understand what Nada is
offering and how to make it a reality with ease. We are fixing the
layout of the website while keeping the theme the same. We will be
emailing all current customer bases to inform them on the new web
re-launch and new tour offerings.
Mag Ads- we want to show older baby boomers restarting their life
and checking things off of their bucket list. Our slogan and theme for
this campaign is your life is just getting started.
Videos- In order to keep customers involved with nada and to boost
the overall experience of the tour we have created a month long video
lead up to each tour. Once a week for a month before their tour a
video will be sent to each person attending the tour to excite them
and ready them fro their trip. These videos include but are not limited
to tips for travel, what to pack, Italian phrases, hand gestures, etc.
Cooking classes- Building a future target market is key because
eventually their wont be baby boomers any more. These classes are
offered to the general public to open their mind up to the idea of
visiting Italy. By establishing a connection between Italy and Nada’s
Italy, future customers can be created and free PR can be produced.
These classes are also a good way for people to start figuring out if a
tour to Italy is something they really want to do and gives them a way
to do it with minimal research, all they have to do is ask Nada!
Online Mag- your experience does not end when your tour does. After
you get home from your trip you will receive an online Magazine that
details your trip with pictures and memories you can show your
friends and family. This adds to the overall experience and value of
the tours, it helps set Nada’s Italy apart from the rest.
Commercial- future idea that could be utilized as Nada’s Italy expands
and grows. The commercial will start with two older people who don’t
know each other and live a normal routine life and decide to book a
trip to Italy with Nada. They learn to drive mopeds and spend quality
time together and bring youth back into their lives. After their trip
they use Facebook and other social media to communicate and bring
excitement back into their lives.
Social Media- We will use Facebook to offer Italian recipes and
cultural things about Italy, constantly keeping Nada’s Italy in the back
of prospects heads. The frequent penetration into the social media
world will keep Nada’s Italy afloat instead of being lost amongst the
hundreds of travel companies.
IMC Strategies and Programs
1. Target Audience- People in the baby boomer generation, with an
income upwards of $75,000, living in the states we found most fitting
as stated in appendix 1. See Target Market section for further detail of
target audience characteristics.
2. Primary Competition- Our main competition is made up of three
strong companies who whilst are all different from Nada’s Italy have
key pieces of their business that makes them a major threat and
competitor. They are Queenslander tours, Odyssey-Unlimited, and
AAA. For further info on these companies see Competitive Analysis.
3. Reasons to Purchase- The key reason people choose Nada’s Italy over
the rest is, for the small group sizes and a tour for people who don’t
like tours. Nada’s competitive edge is that you are treated like your
taking your own privately planned vacation with all the benefits and
ease of going through a tour company. For more details on reasons
people choose Nada see SWOT analysis Strengths.
4. Consumer Promise- “ Personalized approach, offering you
experiences you can not receive with a large group.” Dinner with
locals, and access to places you could not go on your own!
We chose to use print through magazines, Social media through
Facebook, and website re-launch (emails to let customers know), and PR through
cooking demos and online videos (YouTube). When coming up with a schedule to
implement these media vehicles we based it on time frame. First we will launch the
new website and email current customers, stirring up some buzz around that. Then
we will introduce our social media and video efforts. We will use Facebook and
YouTube to post anything from how to videos- to recipes. From there we can launch
our ads in magazines 6 months to a year before prime travel months to Italy so that
the ads are reaching our audience around the time they are most likely booking
tours which is for May-September. Cooking Demos will be scheduled around Nada’s
availability and is used to create PR and WOM throughout the Charlotte community.