Which statement best describes Touromaster's strategy?

• A. It undercuts smaller event companies by holding most of its events in coastal towns where the cost of hiring venues is less than in London and other big cities.
• B. It focuses on high-end London-only conferences.
• C. It hosts only virtual events.
• D. It avoids hotels and holiday parks operators.

Answer: (A)

The strategy is about gaining a cost edge by choosing venues in cheaper locations. By holding most events in coastal towns where venue hire is lower than in London and other big cities, Touromaster can offer more affordable pricing or protect higher margins. This price-focused approach makes them attractive to smaller event companies that need to manage costs. If they concentrated on high-end London-only conferences or ran only virtual events, they wouldn’t be leveraging that geographic cost advantage. And avoiding hotels and holiday park operators wouldn’t align with using lower-cost venues in those coastal areas as the main lever for competition.