K Ltd is an on-line travel agency specialising in budget package holidays to a small number of popular locations. The holidays that it sells are made up of a "package" of flights, hotel accommodation and food. K Ltd's Finance Director is concerned that the company's scope of operation is too narrow and wishes to diversify.
Identify TWO actions that K Ltd should take immediately.
- Set up a number of activity holidays; adventure, sports and trekking for example.
- Bulk book cruise accommodation and create a special package deal for retired couples.
- Expand the number of locations it currently serves.
- Re-image the locations it currently serves to make them more exotic and family friendly.
- Review the customer base looking at feedback, repeat sales and single visit statistics.
- Engage market researchers to look at future trends in holiday requirements.