Beach Tag Market Viability
We want to launch Marka in Ocean City, NJ as it has the highest beach tag revenue of all the other beach municipalities (see Chart 1). This validates that there is an existing beach tag market that we can leverage to target easy-to-reach users.
Destination Attribute Analysis
In 2009, NJ conducted a study to determine the most important attributes travelers look for in a vacation destination.
The following tree diagram shows these rankings with size indicating percentage of travelers that rated the attribute high and the color indicating the attributes rank (from light to dark).
We feel Marka will add to some of the attributes that fall in the upper end and middle of the pack. Specifically, we are providing good value for the money, increase relaxation, and information about local shops and restaurants.
Vacation Planning Analysis
Travelers to the state of NJ typically do not plan very far in advance and they do not stay long. This means that visitors may not think about beach tag purchases in advance of their arrival.
Beach travelers generally have short lengths of stay, which makes it hard to justify taking the time to get cash, find a kiosk, and purchase beach tags for your family. This is especially true for the day-trippers that make up almost a ⅓ of travelers to NJ. By the time they’ve found an open parking spot and unloaded the car, it’s beach time
Mobile Dominates the Digital Media Landscape
Marka meets the needs of the increasing user base that relies on mobile devices to get things done.