Mongolian Adventure

Mongolia Adventure Inc. Case

Mongolian Adventure Inc. (MGI) is an idea that started based on Oyun Ganbaatar's own desire to utilize his professional experience as a travel agent and tour guide to start his own business offering tours to the upper-income adventure seekers of North America and Europe. MGI has a key issue it must address in order to be successful

Key Issue:

Mongolian Adventure Inc. must develop a marketing strategy in order to attract clientele in North America and Europe.

List of Alternatives:

1. Use current knowledge and expertise to develop marketing strategy

2. Conduct extensive research on the adventure travel industry in order to determine which packages best suit the intended clientele

Analysis of the Alternatives:

1. Although Ganbaatar has extensive knowledge about the Mongolian tourist industry, he does not yet have a good understanding of what specific areas of adventure tourism will appeal to the different types of customers in each geographic area that he is targeting. Should he rely solely on his knowledge and experience, he may not properly develop his business plan and be able to market his services successfully. This could result in business failure. The advantages to this alternative are that MGI can quickly develop a business plan and get started. The disadvantages are that MGI will risk making a marketing error based on not having sufficient information available to make its decision

2. Ganbaatar has done his homework as far as estimating the cost of starting and operating MGI. MGI understands the type of market it desires to service and the types of services that market will desire. MGI must however, conduct some extensive research in order to determine what his customers from North America and Europe may want. By conducting extensive research into the adventure travel industry, MGI will be able to better market their product to the appropriate customer. The advantages to this alternative are that MGI will have a better understanding of the current trends in the adventure travel industry and the types of products that the consumers are interested in. The disadvantages are that this research will take some time to conduct and will delay the start up of MGI

Recommendation:

The main issue MGI must address is how to market his services to the right customer mix. To target

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