Exotic Expeditions Tanzania Ltd.: Competing in Highly Saturated Markets
Based in Mwanza, Tanzania, family-owned and operated Exotic Expeditions Tanzania Ltd. was a leading tour operator in East Africa. The company was purchased in December 2014 and experienced considerable success the following year. The owners felt that there was an opportunity for growth within the company and believed that the best way to realize this growth was to improve their marketing efforts and service offerings. The family wanted to remain profitable and reach the company's goal of offering the best service in the industry while increasing revenue by 25 per cent within the next three years. To do this, the owners had to reach a consensus on the best marketing plan to help them differentiate against numerous competitors and continue to deliver optimal service offerings.