Abstract
Ms Verena Gerber, a Swiss-Mexican, entered the growing ecotourism industry by developing a resort on a remote part of the Yucatan Peninsula of Mexico. After five years of operations, the resort, Eco Paraiso, has yet to break even. The initial marketing strategy of focusing on wealthy Europeans who would enjoy vacationing in nature has not proven to be successful, and so developing additional, viable target markets becomes an important issue to explore. Once the management team at Eco Paraiso determines who the main target audiences are, they need to develop appropriate positioning strategies, product/service offerings, and marketing communications elements. Management needs to make these changes while balancing multiple goals relating to the ideals of ecotourism and financial solvency. This case was sponsored by the Indiana University CIBER Case Collection.
Location:
Industry:
Size:
USD200 thousand pa, USD2.5 million investment
Other setting(s):
2001 (1997-2001)
About
Abstract
Ms Verena Gerber, a Swiss-Mexican, entered the growing ecotourism industry by developing a resort on a remote part of the Yucatan Peninsula of Mexico. After five years of operations, the resort, Eco Paraiso, has yet to break even. The initial marketing strategy of focusing on wealthy Europeans who would enjoy vacationing in nature has not proven to be successful, and so developing additional, viable target markets becomes an important issue to explore. Once the management team at Eco Paraiso determines who the main target audiences are, they need to develop appropriate positioning strategies, product/service offerings, and marketing communications elements. Management needs to make these changes while balancing multiple goals relating to the ideals of ecotourism and financial solvency. This case was sponsored by the Indiana University CIBER Case Collection.
Settings
Location:
Industry:
Size:
USD200 thousand pa, USD2.5 million investment
Other setting(s):
2001 (1997-2001)
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