Swot Analysis

1108 WordsFeb 1, 20065 Pages
Direct Ski SWOT Analysis Strengths · Direct Ski has achieved cost competitiveness by bypassing travel agents to sell directly to customers through its website · Direct Ski has experienced rapid growth and turnover was up from €2.5million in 2002 to €3.6million in 2003. At the end of the 2003/2004 ski season, Direct Ski had quickly become the 2nd largest provider of package ski holidays in Ireland with just over 15% of the market share. It also had a small but growing share of the UK market, which it had entered 2 years earlier · Dire k Ski provides package holidays. This holiday package includes air travel, coach transfers, insurance, accommodation, ski passes, equipment hire, ski lessons and après ski equipment. It offers customers…show more content…
This indicated that they were not only comfortable with the holiday on offer, the brand and price, but that they were also comfortable purchasing through the Directski site · To manage group bookings, Directski gives every member of the group a user name and password, with group leader having access to all information · By not printing brochures Directski made savings and used its website and newsletter as electronic brochures · Most Directski employees are ski enthusiasts and the company invests heavily in sales and service training for front-line employees · By 2003 an integrated marketing performance system had been put in place. The performance measurement system had been put in place. It allowed Directski to assess return on investment from each element of its marketing spend, giving senior management insight into the strategies, messages and media that worked best · In 2002, Directski launched Directvilla, marketing villa and apartment vacations in Spain & Italy and in 2003 it added to its summer offering by acquiring another direct-sell tour operator brand, Escapeoverseas.com Weaknesses · Direcksi does not produce printed brochures, which mean they have bypassed one of the traditional methods of promoting holiday packages Opportunities · Directski were the first direct-sell online ski tour operator targeting the UK and Ireland, with 90% of skiers using the Internet · The target market was young, savvy and had already

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