STI COLLEGE - NOVALICHES

"ADVENTURE TIME TRAVEL AGENCY"

A Marketing Plan presented toTourism Management Department

STI College - Novaliches

In partial fulfillmentof the requirements for the subject

Principles of Marketing for the Service Industry

By:

Adamos, Cherry

Catanghal, Angelica

Cayetano, Jessica

Ebias, Trisha

Gutierrez, Faith

Ladera, Michelle

Ranes, Ronalyn

Salapang, Justin

Mr. Reynaldo R. Caballero

Instructor

April 2015

I. BUSINESS OVERVIEW

"The Adventures will never end, it's Adventure Time!"

LOGO

Our company logo has a variety of symbolic meaning. Starting from the sun that is the start of a new beginning, it creates a positive impact on the perception of the business and it also catches the attention of the people.

The palm trees on the left side symbolizes the long life of the business and the soothing ambiance for the customers at the same time.

The airplane and the cruise are the major modes of transportation for travelling.

COMPANY PROFILE

ADVENTURE TIME TRAVEL AGENCY (ATTA) is a travel agency that provides adventure and sports/travel packages to people travelling domestically for local and international tourists. An opportunity for ATTA's success exists because tourism is one of the major industries that generate income in the

Philippine economy. Also, the growth of the travel and tourism industry is gradually increasing in the country. Therefore, it is poised to take advantage of this growth and minimal competition with other travel agencies.

GOALS

To give customers their wants and needs for their satisfaction and loyalty. People love to travel for short and long term periods of time. We aim to please travellers and make sure that they will return to ask for our quality service

MISSION

To be one of the country’s famous providers of adventure travel to tourists

VISION

To connect adventure travel newcomers and experts with various service providers, adventure activities, and accommodations that fit the client’s desires, budget and skills to maintain positive growth each year and experience an increase in new customers who are turned into long-term customers

SITUATIONAL ANALYSIS

ADVENTURE TIME TRAVEL AGENCY (ATTA) offers very affordable yet high standard tour packages and different services such as travel consultation, pre-arranged tours, custom packages, reservations for lodging, rental cars, rail passage, etc.

ATTA is a full service agency and sells standard travel agency goods and services, including airfare and travel packages. Additional services include assistance with passports, providing access to top-of-the-line equipment and supplies, and a superior offering that includes access to better than average terrain and activities, accommodations, and entertainment.

Much of ATTA’s pricing is determined by market standards. ATTA will attempt to maintain margins of 10% on all airline travel. ATTA will make every effort to maintain a competitive pricing policy.

ATTA’s distribution strategy will focus on the target market in Makati area to which it will sell indirectly through travel agents. Secondary, ATTA seeks to establish distribution capability on the Social Networking Sites. Doing so will improve ATTA’s ability to establish a national reputation.

II. CHANNEL MANAGEMENT

DISTRIBUTION OF THE SERVICE

The distribution of the product will be through indirect channels wherein the firm sells products through a form of middle man who will sell them directly to the customer in behalf of the business. The travel agents will serve as the distributors of the products and services. Online ticketing services will also be used to distribute these services.

LOCATION

The potential location of ATTA will be in a place that is accessible to most people, which is around the NCR region. This company will be located at Ayala, Makati near Bel-Air Makati, Metro Manila, and its land area is around 100 sq. meters. There are two potential competitors of ATTA around this area- ITravelPhilippines (23-0 Burgundy Corporate Tower, 252 Sen Gil Puyat Avenue, Makati City, Metro Manila) and Study Connect International Services, Inc. - Makati Office (Unit 1003 Philippine AXA Life Insurance Center, 1282 Senator Gil Puyat Avenue, Makati City, Metro Manila.)

This is our first choice because it is known for successful businesses being operated. This is also accessible for the customers.

CRITERIA FOR EVALUATING DISTRIBUTIONS

- Routinize decisions and work

- Finance the process for moving goods from the producers to consumers

- Participate actively in the pricing process

- Minimize the number of transactions in the system

- Assist in the promotional aspects of marketing

- Serve as a channel of communication between the producers and consumers

II. MARKETING INFORMATION MANAGEMENT

COLLECTION OF DATA AND ANALYZING STRATEGY

We chose to create a travel agency for our business plan because this applies to the knowledge we have acquired during our college taking up the course of Tourism Management. As tourism students, we must learn how to create itineraries for tours and how to compute for the tour costing per head. This is also relevant to the development of the tourism industry.

INFORMATION OF CUSTOMER TRENDS

Since tourism is an income generator in the economy, it is a trend when it comes to businesses. Also, customers tend to look for tour packages and not spend too much time making their own schedules. They prefer to look for travel agencies that can already handle their demands when it comes to creating itineraries that best suit their wants and needs.

COMPETITION IN THE MARKET

ITravel Philippines: Located in 23-0 Burgundy Corporate Tower, 252 Sen Gil Puyat Avenue, Makati City, Metro Manilaand started in 2009, ITravelPhilippines’ commitment is to inspire and encourage travellers around the world to visit and discover the wonders of Philippines. It is also their commitment to make Philippines as one of the best tourist destinations in Asia and the world. ItravelPhilippines is always glad to receive customer’s feedback and opinions about the site, about Philippines or even life in general.

Strengths Weakneses

- Good location- Excellent supplier

relationship

- A challenge to find employees who possess the necessary skills and customer-centric attitude

- Not much information about the company

Study Connect International Services, Inc - Makati Office: Located at Unit 1003 Philippine AXA Life Insurance Center, 1282 Senator Gil Puyat Avenue, Makati City, Metro Manila, it was founded on December 7, 2007 and registered with the SEC (Security & exchange Commission) on March 19, 2008. Since then

they have gained more than 600 clients and the number is still increasing from day to day proving itself true to its motto: We Deliver What We Promise.

Strengths Weaknesses

- Continuously gaining more clients

- Operated legally or with the permission of the law

-insufficient employees and facilities to accompany all the customers.

- Pressured to provide a good quality service to their customers by making a twist or implementing new tactics/techniques in the product/service they are catering.

The target market will be the adventure enthusiasts, friends, lovers, athletes and family. The direct competitors will be travel agencies near ATTA, ITravelPhilippines and Study Connect International Services, Inc. The indirect competitors will be the other stores in the malls which sell products and services not in line with ATTA.

The business idea of creating ATTA in the industry might threaten other travel agencies that will result to them improving their services and also upgrading them to be on par with the competition among travel agencies.

IV. MARKETING PLANNING

TARGET MARKET

Sales

Adventure EnthusiastsFriends (Ages 18 and above)CouplesAthletesFamily

The target market will be the following:

Adventure enthusiasts (19%) People who seek adventure are most suited for this travel agency because it deals with sports and adventure tourism.

Friends ages 18 above (25%) Quality time for friends, especially teenagers are welcome to contact the travel agency for their bonding to be set.

Couples (6%) For couples who want to strengthen their relationship, travelling is a good way for it to become possible. Not only will their love grow, but also their understanding with each other. We will also offer tour packages to newlyweds, people who are engaged, etc.

Athletes (19%) This travel agency also caters an itinerary for a friendly competition. For example, they will hold an event for sports competitions wherein the athletes will participate into.

Family (31%) This is for reunions or family gatherings which aim to strengthen the relationship of each family member from siblings to parents and to the extended family.

V. PRODUCT AND SERVICE MANAGEMENT

MAINTAINING AND IMPROVING PRODUCTS AND SERVICES

- Continuous innovations and developments- Getting feedbacks on the customers about the company’s

unmet standards or needs- Creation of new and necessary services- Support service sales by providing accurate resource

estimates- Support balance between service demand and supply- Efficient management of the service product cost and revenues- Manage processes and best practices for the service

VI. PROMOTION AND ADVERTISING

Flyers will be distributed in public areas like malls schools. Commercials in major channels will cost around millions. Since this is just a travel agency for starters, it cannot afford that much amount.

PROMOTIONAL PROGRAMS

Our tools will be flyers, banners, tarpaulins, magazines, word- of- mouth and the media (Social Networking Sites like Facebook, Twitter and Instagram.)

PROJECTED RESULTS OF THE PROMOTIONAL PROGRAMS

We are aiming for successful results through our promotional strategies in our product because these are the cheapest yet effective means for them to gain knowledge about our company and the benefits we can offer.

FUTURE PROGRAM FOR ADVERTISEMENT FOR THE NEXT 3 YEARS

If our business is a complete success, our plan is to extend ATTA branches nationwide. There will be more banners in most-visited cities and flyers in crowded areas like MRT and LRT.

VII. PRICING

PRICING STRATEGY

The pricing strategy will depend on the tour operators and of course the travel agency itself. It will also depend on the partnership with other companies who are involved in the itineraries that will be made by the tour operators. Good-value pricing will be used as a pricing strategy which will represent a way to attack the premium prices in the tourism industry.

PUERTO PRINCESA 6-DAY TOUR PROPOSED ITINERARY

DISCOUNTS

There will be quantity discounts on travellers when they have reached 50 people or more going for a specific tour package. This will serve as a motivation for them to purchase our service in large volumes.

BREAKDOWN OF EXPENSES

EXPENSES COST

Lease

Utility

Transportation (Bus rentals, air fare, etc.)

Accommodation

Food and Beverage

Others (Insurance, Legal Documents, Tips, Promotions, etc.)

P 60 000

P 50 000

P 10 000

P 15 000

P 50 000

P 65 000

TOTAL CAPITAL P 250 000

VIII. SELLING

In selling our products, we will use personal selling as a promotional tool, a personal presentation by the firm's sales force for the purpose of making sales, which will be done by travel agents.

CONCEPTS AND STRATEGY

- Giving freebies for every group of 10 people availing for the same itinerary

- Buy one take one for couples who will be booking a schedule together

- Free breakfast meal for the birthday celebrant, with ID or birth certificate as evidence

IX. SWOT ANALYSIS

STRENGTHS

- Manageable size- Easy to find location- Promos are made with

a twist

WEAKNESSES

- New to business- Difficult to start

and raise funds

OPPORTUNITIES

- Around the Makati Area, meaning it will have a good first impression from other customer’s perspective

- Fresh in the eye of the people

THREATS

- Old famous travel agencies

- Other new travel agencies may copy our business

X. CONCLUSION

Adventure Time Travel Agency (ATTA) is a travel agency that wants to give the quality service to every individual they want to have and experience. Their mission is satisfaction and loyalty from the guest and the best experience every time they consult our company. We have special offers on our customers and also, we will be giving them special discounts that will surely satisfy them and make them return to us. We will be doing our best to promote our business in order to achieve a good and successful market.

A good business partnership and planning can help us achieve our goals. Setting our goals are important so we will be able to succeed. As a business, we will have a lot of competitors but we can be on par with them through our strategies and good planning that will empower our strength in the business industry, conquer our weaknesses and get along with the opportunities and threats.