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Deciding on a pricing strategy for a tourism business is wholly dependent on the businesses marketing objectives. The strategies developed are affected both by the internal factors and external factors. Pricing Strategies fall broadly under two categories: Profit Oriented; and Non-Profit Oriented. The profit oriented looks at ways in which the maximum profit can be obtained for the product/service. The non profit oriented could be either sales oriented or status quo oriented. Sales oriented could see the business try to maximise sales through reducing prices, the idea being that you stack high and sell low. By setting prices low, and excitement for new products is produce, which generates more customers/sales. This is also use to grow the market share, where the long term benefit is more important than immediate profits. Status Quo oriented can be for the companies survival in an economic slump, and the business has too much capacity, or when there is a change in the customers wants. Status quo also us used to obtain a dominant market position, and maintain that position and market share. The belief is that the company with the highest market share will eventually enjoy low costs and high long-run profit, so prices are set as low as possible, and these low prices create demand for the product/service, and as the demand increases, the low-revenue business is replaced with higher revenue business as the prices are raised.

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Q: How do you make a pricing strategy for the tourism business?
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What do you mean by strategy?

In general terms, "strategy" refers to the choices that you have made that are irreversible (getting married, making children). When you invest a lot of your money is probably strategic. It's irreversible and you hope for a return. In terms of business, the strategy is than set of irreversible choices you will make to achieve your strategic objectives. You can decide to buy a new machine to produce more, hire new sales, give a higher marketing budget. If those activities are strategic will depend on your business model. Selling or buying activities, developing new products are said to be strategic as they involve resources in an irreversible way. In terms of business strategy, important investments you make in your value chain are probably strategic. In terms of corporate strategy it's more about getting the most of your business units while mitigating corporate risks. In terms of pricing, it's a different story. When you set a price and communicate it to the market you send a message. When this message is gone, you can't change it: it's nearly irreversible.Your pricing strategy will determine your anchor for negotiation. There are different pricing strategies. You could have a flooding pricing strategy where you want to be the cheapest to gain market share in an aggressive way (hard discount). Another strategy I have seen is to set prices quiet high in order to reduce progressively until it gets acceptable for the customer. By doing so you optimize your margins.


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