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TABLE OF CONTENTS ______________________________________________________________________ Executive Summary 2-3 Business Definition & Scope 3- 4 Mission Statement 4 Company Values 4- 5 Corporate & Company Objectives 5- 6 Business Marketing Mix Objectives 6- 7 Production Issues 7- 8 Customer Satisfaction & Market Research 8 Strategic & Tactical Plan 9 Marketing Mix Strategies 10-12 Conclusion & Recommendations 12 Reference List 13 Appendix One 14 EXECUTIVE SUMMARY ____________________________________________________________ The purpose of this report is to outline a marketing & promotional strategy for Discover! designed to attract new customers while building on the rapport that exists with current clientele. Critical success factors Discover! within the highly competitive niche market of trekking holidays include market demand (target & positioning), product supply (activities, attractions, accommodation), marketing & promotional activities and human resources. The mission statement for Discover! is ‘Discover! - a smaller, friendly & exclusive company’. As a result Discover! Do not wish to compete with