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1 Executive summary Randers Rainforest is by far the biggest tourist attraction in Randers, and has more than 250,000 visitors every year. Most of the people in Randers have heard of the Rainforest, but does this mean that these people also have visited the attraction?
There were to main reasons among the answers: they do not feel that they belong to the target group, or they just have not found the time for it yet.
The group of people who has not visited the Rainforest is very small, and therefore, it can be difficult to say something general about this group.
A recent survey made by Ugebrevet Mandag Morgen shows that many people in Denmark would be proud of working in the Rainforest. In order to get more visitors, Randers Rainforest has decided that, in 2012, they will try to focus on new segments outside the holiday season, when most families with children visit the attraction. Det er en spændende virksomhed, i udvikling og fremgang.
When one considers the value chain by Porter, this is part of the research and development, and the human resources. Vores hypotese er, at de fleste i Randers kender til Regnskoven, men at der stadig er mange, der ikke har besøgt stedet.
Another part of the value chain to have focus on, is the marketing. Der vil derfor i denne opgave blive undersøgt, om denne hypotese holder, og i givet fald, hvad det skyldes.
Desuden vil der blive analyseret ud fra CPV og Porters værdikæde for at belyse, hvad Regnskoven kan gøre for at forbedre sig i forhold til det valgte segment.
Endelig vil der blive set på segmentering, positionering og Ansoffs vækst-strategi for at vurdere, hvordan Regnskoven i fremtiden kan øge markedspenetreringen overfor dette segment.