Background Lifetime Holiday sells package holiday firm. Lifetime Holiday company from England, based in Manchester.
Lifetime Holidays has many high street shops and a large catalogue of holidays.
Рroblems 1. Fewer people are visiting shops. 2. Demand for holiday has fallen. 3. Most of its customers are aged over 50.
Lifetime Holidays sold (last 5 years) 3000 2500 2000 1500 1000 500 0 Year 5 Year 4 Year 3 Year 2 Year 1 Customer profile by age 9% KEY Over 50 12% 17% 40 -49 30 -39 62% 20 -29
Ways of solution - Appeal to a wider range, especially those 30 to 50. - Negotiations with company Direct. Sun.
Negotiating point Length of contract Destinations Me position 3 years Focus only on your Mediterranean holidays
Negotiating point Customers Car hire and insurance Me position Aim at the 30 -50 age group Do not offer these services at present
Negotiating point Me position - £ 100. 000. Share costs on a 50/50 Advertising budget basis - Media: Mail shots and press advertising Investment and profits 60% Lifetime Holidays/ 40% Direct. Sun Suggest that company manages the Project management project as you have greater management experience and knowledge.
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