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Zerzura Case Study

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Zerzura Case Study
Table of Contents

Executive Summary ……………………………………………………………………….. 3
Background Information ………………………………………………………………….. 4
About Zerzura ………………………………………………………………........ 4
Mission & Vision ............………………………………………………………. 5
Consumers Analysis ………………………………………………………………. 8
Zerzura Marketing Strategy Analysis &Problems ………………………….. 9
Situational Analysis……………………………………………………………… 9
SWOT …………………………………………………………………………………… 11
Recommendations for Zerzura…………………………………………………………….13

Positioning …………………………………………………………………………..13

Recommended Marketing Mix………………………………………………. 13

References……………………………………………………………………………………………..17

2

Executive Summary

Zerzura is a group of nature lovers that organize eco-tourism trips, these trips can be either one day trip or more than one day trip, the average duration of the trips are from 3 to 5 days.
Zerzura was founded by a group of nature lovers who organizes unusual trips to help themselves and others to enjoy nature and explore new places. The cofounders of Zerzura are: Adam El Sherif, Ahmed Hazem El
Gammal, Ibrahim Mohamed, Moamen Mahrous, Rehab Khaled and Ahmed
Ghazi.
Zerzura 's Mission: Spread the concept of the eco-tourism in the Egyptian society and raise the awareness for visiting new places in Egypt.
Zerzura 's Vision: To be the leader in making the eco-tourism a main source of Income in the society, in supporting the tourism and the Bedouins& to build eco-tourism society.
In this research we are aiming to discover the reasons behind traveling and why with Zerzura, in specific, and link consumer 's insights to actions that Zerzura should take to be successful and to meet the key consumer 's insights. We 've depended on both primary and secondary research primary research interview with Zerzura 's cofounders and interviews with Zerzurians and non-Zerzurians to understand the reasons behind travelling.
Secondary


References: Zerzura website http://www.zerzuraegypt.com/ Facebook Group http://www.facebook.com/group.php?gid=10278604945 Appendices: Attached   17
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