Exotic Expeditions Tanzania Ltd.: Competing in Highly Saturated Markets

Nicole R.D. Haggerty; Serena Virani;Caroline Wu;Victoria Stopar;Fatima Haq

Product #:9B20A006

Supplier:Ivey

Discipline:Entrepreneurship, International Business, Marketing

Setting:Tanzania, 2015

Details:Case (PDF) • 8 pages • 2020-01-21

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Geography:

Africa Tanzania

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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.

Learning Objectives

This case is suitable for use in an introductory marketing course at the undergraduate level. The case focuses on marketing strategies, qualitative and quantitative analyses, the importance of differentiation in a highly saturated market, and international growth. After completion of this case, students will be able to

develop insights into Tanzania’s tourism industry and the major role it plays in the country’s economic development;
conduct a qualitative analysis to determine the best ways to improve international growth;
assess the opportunities that exist for companies within this industry;
conduct a quantitative analysis to develop a marketing plan that will effectively grow the business;
determine the company’s capabilities and feasibility of the marketing options; and
optimize a company’s service offerings while working within its capabilities.