Eagle Tours Case
Case Description

Eagle Tours is a travel services marketing and development company. It organizes domestic and international trips and cruises for businesses and consumers. It competes by providing very knowledgeable and enthusiastic sales people, excellent tour guides and tour coordinators service at a competitive, but not the cheapest price.

The Mall Stores and Marketing
Eagle has 5 travel stores in large Malls in metro areas of the U.S. The mall stores are places where people can come to get brochures about vacation products and where they can buy vacation products. One of the challenges that Eagle had was that it was unable to attract young people to come in the mall stores and to buy products.

How can it create a gathering place for people who love talking about their “trips”. Susan, the marketing manager believes that:
“Eagle needs to create a real buzz for our trips. To do this we have to improve our marketing activities and reach more people in their 30s and 20s. It would be great if we could transform our mall stores into an engaging environment for learning from and interacting with customers. Also, it has also been impossible for us to keep our sales people busy during the day. They have little to do during the day, but during the evening customers have to wait 30-45 minutes to ask our sales consultant questions. We are losing customers because they leave before we can talk to them. We offer free coffee and TV programing to customers, but these have not worked. Many customers leave before we talk to them. One of the problems is that our employees do not have any medium that allows them to answer common questions. We also do not have any way of documenting what employees tell customers during the visits to mall stores. We have hired part-time employees to reduce waiting time at peak hours, but that has created a new problem.