Assessment of Competitive Offers in the Regional Markets (Albania, Kosovo) and Access to Regional Markets for the Existing Target Markets
Gearsup Solution conducted a one-week market research and competitive analysis as part of the project “Assessment of Competitive Offers in the Regional Markets (Albania, Kosovo) and Access to Regional Markets for the Existing Target Markets”.
The project objectives were to assess incoming tourists from (Kosovo and Albania) their needs and habits while vising Mavrovo during off season, weekends and winter.
The project was divided in 3 phases:
- Market Research Needs and requests from target market
- Competitive analysis (the region competitive offers)
- First two points will provide the directions that IME needs to assess the offer compatibility
The expected outcome form this research was to know more about buying behavior of visitors from Albania and Kosovo when they search for: Weekend getaways, Winter holydays (Including type of packages, pricing policy and facilities).
What buying behavior do organizations from Albania and Kosovo have when they look for: team building, workshop organization (Including type of packages, pricing policy and facilities).
Gearsup Solutions used a research methodology where we had to sample and interview more than 100 interviewees (tourists and travel agencies) that were willing to buy or sell offerings from Mavrovo. After the research was finalized Gearsup Solutions team did a qualitative analysis of the data and the main reasons analysed were why tourists are (not) visiting Mavrovo and what could have been improved that it can attract more visitors, and what could have been improved in the existing offers.
Also, the research did a competitive analysis where the existing travel packages in the region where compared such as what was sold/offered at that moment in Prishtina/Tirana. Having done the analysis, we have defined the competitive advantage of the destination and level up or down the price range.