The Institution Analysis - Viva Expeditions

Considering all the marketing communication tools, the best one that works for Viva Expeditions is online marketing for direct customers. When looking online for tours to South America, Viva Expeditions will pop up on the first page, therefore customers easily can find the website of the travel company. This marketing communication tool can be assessed with the help of google analytics that measures the costs per click and costs per conversion as well as helps to see where the clients are coming from. This job is done by outsource specialists that manage the google accounts. For agents, the best marketing communication is through Jo Saunderson, since she is able to reach large amount of travel agents to advertise the company and destinations. She provides training and presentation for these agents, such as webinars (web-based seminar) in order for agents to learn about the offered destinations and tours. These marketing communication tools are identified by the company to work best due to the amount of agents wanting to use Viva Expeditions and their offered tours after speaking to Jo Saunderson.

Summary
Viva Expeditions Travel Company based in Auckland, New Zealand focuses on escourted small group tours to Latin America and Antarctica. The company consists of 9 team members and its manager has an democratic leadership style. In regard to external influences, flactuating currency, natural catastrophes, aging population and attitude towards security are main key drivers of change. In addition, the competition has increased during the last year posing a threat to the company, however, with the extensive use of marketing strategies, the company is growing and has gained its recognition.
 
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