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Marketing e strategie competitive in un settore turbolento: il caso eden viaggi

Author

Listed:
  • Tonino Pencarelli
  • Simone Splendiani
  • Mauro Dini

Abstract

Eden Viaggi ? una media impresa pesarese operante nel settore dei viaggi organizzati, settore da considerarsi turbolento sia per l?innata instabilit? che lo caratterizza sia per le conseguenze della negativa congiuntura economica globale. Negli ultimi anni (2008-2012), nonostante la forte contrazione della domanda domestica, l?azienda ha conseguito positive performance, attraverso l?adozione di condotte strategiche capaci di coniugare la presenza in segmenti di ampie dimensioni come in nicchie di mercato, differenziando le strategie competitive in base ai contesti competitivi presidiati. Strategie basate perlopi? sull?innovazione di prodotto, sull?elevata qualit? dei servizi e sul rapporto fiduciario con il trade (la rete di agenzie), che le hanno permesso di affrontare in modo proattivo la crisi.

Suggested Citation

  • Tonino Pencarelli & Simone Splendiani & Mauro Dini, 2013. "Marketing e strategie competitive in un settore turbolento: il caso eden viaggi," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2013(3), pages 107-126.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2013-003007
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    References listed on IDEAS

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    1. Simone Guercini, 2005. "Marketing imprenditoriale, marketing manageriale e conoscenza di mercato del vertice d'impresa," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2005(1).
    2. Aurelio G. Mauri, 2007. "Yield management e rapporti con la clientela, la distribuzione e i dipendenti nel settore turistico alberghiero," ECONOMIA E DIRITTO DEL TERZIARIO, FrancoAngeli Editore, vol. 2007(2), pages 363-388.
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