1. Background
Standing a high 214m (702 feet) at its highest peak and stretching a monumental 8 kilometres (5 miles) in length along
the Atlantic coast of County Clare in the west of Ireland. The Cliffs are Ireland’s most visited natural attraction, with over 1
million people making their way see the view from ‘The Edge of the World’ every year. The cliffs are home to over 30,000
pairs of seabirds, found here during the nesting season from April to July and to the only mainland colony of breeding
Atlantic Puffins in Ireland, where the population is increasing. The Cliffs of Moher Visitor Experience is located almost
midway along these spectacular cliffs and the site is home to an environmentally friendly visitor centre set into the hillside,
the centre provides an enriching historical and geological context to the cliff and their place in Ireland’s past.
Market segmentation
The cliffs of Moher has a significant appeal as a learning landscape in both domestic and international
markets. They have identified segments in both markets which they believe best represents the
opportunities to attract more people. In the domestic market the cliffs of Moher appeal to rang of diverse
groups from primary to third level students as well as life long learning groups.
The international market includes cultural, educational and eco tourism as well as single travellers. Fully
independent travellers made up 49% of the total. Groups mainly travelling by coach made up 46%.
Walkers, cyclist and those traveling by public transport made up the remaining 5%.
Also there is a growing number of tourist from north America and continental Europe especially
Germany visiting the area.
The following is a break down chart of different nationalities that visit the site per year
Market positioning
The positioning of the cliffs of Moher in the minds of the customers,
is that it’s a once in a life time experience, that has to be seen to be
believed. The cliffs of Moher has positioned itself as an upscaling
attraction, that visitors who travel to Ireland cannot miss the visual
elements that mother nature has created through 1000’s of years. It
was one just a cliff but through decades the attractions has become
an overall experience
.
With the passage of time other tourist attractions are upgrading
there facilities and bringing them into the 21st century. €550,000
upgrade which saw a bigger public car park and an updated
exhibition at the visitor experience centre at the Clare cliffs. The
Cliffs of Moher were the third-most popular fee-charging tourist
attractions in Ireland last year, behind Dublin Zoo and the Guinness
Storehouse.
Key Activities
 All weather natural trail
of the 12-kilometre
Coastal Walk
 Boat Tours
 Guided trail tours
 Shopping
Key Services
 Tours (School and
group tours)
 Out-door picnic
area
 Restaurant and
Cafes
 Visitor centre
High
Customer
experience
Inexpensive
Expensive
Low
Customer
Experience
Blarney Stone
Newgrange
Customer relationship
management
The cliffs of Mohar provides visitors with a unique visual and natural
experience. Welcoming, friendly and knowledgeable staff provide tourists with a
top class experience that is delivered in a number of different languages to
cater tourist’s needs. Tour guides are full trained to serve the needs of visitor to
the cliffs.
Languages
Information on the Cliffs Exhibition area is available in numerous languages.
Signage is also in different languages.
Each employee has taken a commitment to understand and work by these
values every day. Standards of customer service, company integrity and
technical expertise are contributed greatly to the success and growth of the
organisation. Each staff member plays a valuable role in the organisation’s
continued growth.
Customers’ comments and feedback are always welcome and contribute to on-
going improvement of service quality. Strong relationship exists with regular
customers, and local customers who are within a 15 mile radius get a yearlong
pass for a reduced price of €15. Also a strong relationship is built up between
tour operators that encourages them to bring groups to the cliffs daily.
Any forms of complaints are addressed immediately by staff members and
manager/owners in the best possible manner to ensure customer’s satisfaction.
Staff are available to answer telephone calls during working hours from Monday
to Sunday (minimum hours 9am to 5pm, although this does increase in the
summer season). If staff cannot deal immediately with a telephone query they
will take details and call back at an agreed time.
James Cunningham G00300938
Seamus Burke G00301820