Project Scope

Tourism is a competitive market and consumers have many activities to choose from in Whistler, BC. Our seasonal (summer) tour operation has clients from all over the world that come to us through several different channels. We would like to know what our customers want and need. Who are they and how can we target them directly. Market research on a provincial level is relevant as well as our local competition.

Project

We would like to see student team analysis of our product as they compare it to competitors in our market-place to better understand our consumer needs and wants. We face a lot of competitive pressures and see a pattern of competitors mimicking our marketing and strategies. We would like to know why and how can we further differentiate.

A full competitor analysis of local tour operators would be of great value. Direct competitors are important though all activities in the resort act as competition in how our customers spend their time and money. Competition across the province should also be considered. Some of our questions but not limited to:

• What are international travel trends saying about visiting Canada?
• Which generations are most likely to visit Whistler and why?
• What experiences are most desired or trending at this time?
• How could we better target local visitors from Vancouver and Seattle?
• What opportunities are there in the market place to expand our products?
• What key differentiators could make the biggest impact in attracting customers?
• How do we currently stack up to the competition?

Deliverables

We are open to any format of deliverable that best compliments the instructors needs and learning outcomes of the course. Word document, PowerPoint or other media is welcome.