... sun brochure must be ready in the late summer or early autumn of the year preceding the departures, winter sun and winter ski brochures in the preceding summer. Consequently companies have to make critical decisions about prices long before the holidays actually take place, a process, which entails considerable risk. The first task is to assess the total number of holidays that will be taken during a season by all UK holidaymakers. Having calculated this total market figure, individual Brand Managers or Product Managers decide what share of the market its is realistic to sell (the programme capacity). Having decided on the capacity of the programme, detailed planning on how many holidays should be arranged in each resort and what accommodation and flights are needed can begin. Marketing staff are also responsible for the key activity of pricing the holidays, which can be very risky advance planning given the necessary before the ...

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