| To: All Branch Managers From: Sunshine Holidays Marketing Division Re: Customer Preferences: Competition As a result of recent research. we have decided to launch a staff competition. 500 British people were recently surveyed by Sunshine Holidays about their vacation plans for the coming summer. 100 people in each of five different age ranges were surveyed. They were asked to indicate which countries they planned to visit out of four possible choices. The choices given were Italy. France, Britain, and Spain. It seems that as they get older, people tend to choose not to travel overseas. As we can see from the table, the older participants chose Britain as their first choice to visit. When asked about this choice, they gave several reasons, including fears about health problems and access to medical care. worries about communicating in a foreign language, and the desire to spend time with their grandchildren during the school vacations. The youngest group of participants chose Spain as their favorite. They said it was because of Spain's reputation as a fun and lively place with beautiful beaches. However. overall, France was the most popular destination for all age groups. This is because of its close
location to Britain. We want to increase the number of older customers visiting Spain (target A), and the number of younger visitors traveling within Britain [target B]. For this reason. we are launching a staff competition. Please submit‘your ideas to increase the number of customers in either target group A or target group B. The two lucky winners will win an all-expenses paid trip to Bermuda. | 