Case Study 2: Sustainable and Experiential Marketing Success – Eco-Friendly Tourism

Course Content
Introduction to Marketing – Week 1
Principles of Marketing introduces students to the core concepts and strategies that are fundamental in today's ever-evolving business world. This course emphasizes the importance of understanding and applying key marketing principles to establish and maintain long-term customer relationships, and to effectively communicate value to target audiences. Students will engage with the processes involved in identifying target markets, developing a marketing mix, and analysing market opportunities and challenges.
The Marketing Environment
Macro and micro environmental factors The marketing environment encompasses all external factors that influence an organization's marketing decisions and actions. These factors can be broadly categorized into macro and micro environmental factors. Each has a direct or indirect impact on the company's ability to serve its customers and achieve its objectives. Understanding these elements helps businesses adapt, strategize, and capitalize on prevailing market conditions.
Market Research & Information Systems
Market research and information systems play a pivotal role in helping organizations understand their audience, make informed decisions, and stay ahead in an increasingly competitive business environment. These tools provide valuable insights into market dynamics, customer behavior, and emerging trends.
Consumer Behavior – Week 2
Consumer behavior refers to the selection, purchase, and consumption of goods and services to meet consumer needs. By understanding why consumers make certain decisions, marketers can develop more effective strategies to target their audience. Factors influencing consumer behavior can be broadly categorized into psychological, social, and cultural factors.
Market Segmentation, Targeting, and Positioning
The Market segmentation, targeting, and positioning (STP) process is a strategic approach used by marketers to identify distinct market segments, select specific target markets, and craft a unique positioning strategy. Together, these elements form the foundation of a company's marketing strategy, ensuring that products or services meet the specific needs of the intended audience.
Product: Concepts, Strategies, and Life Cycle
In the marketing mix, the product is the tangible (or intangible in the case of services) offering that a company provides to its customers. Understanding the product, its strategies, and its life cycle is crucial for marketers to ensure continued relevance in the market and sustainable growth.
Pricing Strategies and Decisions – Week 3
Pricing is one of the most crucial elements of the marketing mix, directly impacting revenue, profitability, market share, and even brand perception. Establishing the right price for a product or service is a blend of art and science, and it's influenced by various internal and external factors.
Promotion: Integrated Marketing Communications (IMC)
Promotion, a fundamental element of the marketing mix, ensures that consumers are informed, educated, persuaded, and reminded about a brand, its products, or services. Integrated Marketing Communications (IMC) is a concept that embodies the blend of all promotional tools into a seamless program designed to maximize the impact on consumers at minimal cost.
Digital Marketing and E-commerce – Week 4
In the modern digital age, the way we market products and make purchases has been revolutionized by the rise of digital marketing and e-commerce. Understanding these realms is essential for businesses aiming to stay competitive in today's market.
Global Marketing
In a world that is increasingly interconnected, businesses are seeking to tap into the global market to expand their reach, diversify their portfolio, and increase their profitability. Global marketing is the process of conceptualizing and then conveying a final product or service worldwide with the hopes of reaching the international marketing community.
Ethical and Social Responsibilities in Marketing
In the age of digitalization and consumer empowerment, businesses are under greater scrutiny for their marketing practices. Ethical and social responsibilities in marketing are not just about adhering to legal regulations; they're about aligning business practices with the values, morals, and expectations of stakeholders and the broader society.
Branding and Brand Equity – Week 5
In a world saturated with products and services, distinguishing oneself can be a daunting task for businesses. This is where branding, and the resultant brand equity, play a pivotal role. They offer a beacon of identity in the crowded marketplace and ensure a product or service doesn't just remain a commodity.
Services Marketing
In an era dominated by the service industry, understanding the nuances of services marketing is crucial for businesses to thrive. Unlike tangible products, services are intangible, making their marketing inherently different and challenging. This uniqueness requires a distinct approach to ensure customer satisfaction and loyalty.
BUSA 330 Principles of Marketing
About Lesson


This case study explores the success story of “EcoTrek Tanzania,” a pioneering tour operator in Tanzania that embraced emerging trends in marketing, specifically sustainable marketing and experiential marketing, to transform eco-friendly tourism in the African context.


Tanzania, known for its breathtaking wildlife and pristine natural landscapes, attracts tourists from around the world. In the early 2000s, EcoTrek Tanzania was founded with a vision to provide eco-friendly and sustainable safari experiences, aiming to conserve the environment and support local communities.


  1. Competition: The Tanzanian tourism market was competitive, with established tour operators offering conventional safari experiences.
  2. Sustainability: Convincing tourists to choose eco-friendly and sustainable options in a price-sensitive market was a significant challenge.
  3. Awareness: EcoTrek Tanzania struggled to gain recognition in a crowded market.


  1. Sustainable Marketing: EcoTrek Tanzania made sustainability the cornerstone of its marketing strategy. They highlighted their commitment to responsible tourism, including minimizing environmental impact and supporting local conservation projects. Their marketing materials emphasized these efforts.

  1. Experiential Marketing: Recognizing the power of immersive experiences, EcoTrek Tanzania introduced unique safari packages that included hands-on conservation activities such as tree planting and wildlife tracking. They also organized “Eco Adventure Camps” for tourists to engage with local culture and environmental conservation.

  1. Digital Engagement: EcoTrek Tanzania leveraged digital platforms to share their sustainability efforts and engage with eco-conscious travelers. Their website featured blogs, videos, and testimonials showcasing the transformative experiences they offered.


EcoTrek Tanzania’s commitment to sustainable and experiential marketing paid off handsomely. They carved a niche in the market as a leading eco-friendly tour operator. Their unique safari packages and experiential camps attracted nature enthusiasts and eco-conscious travelers globally. The company received awards for its sustainability efforts, further enhancing its reputation.

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