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Business StudiesMarketing Project
Travel AgencyTravel Agency
Members: Calvin WongCalvin Wong Lawrence LauLawrence Lau
Anthony LauAnthony LauTam LamTam LamTerry TangTerry Tang
Introduction
• Increasing purchasing power• More people are willing to travel
countries they like• Looking for tours with higher
quality and better servicesy and better services• Enjoy a luxury trip
Objectives
• Create Brand image• Build reputation among the industry• Establish long-term business
relationship with channel members• Provide a new and tailor-made
experience of traveling to customers
Market Research
• Major competitors: Hong Thai, Wing On, Morning-Star (星晨 ), EGL Tours (東瀛遊 ), Sunflower (新華 ), Jetour, SKY Travel
• Prices of high class tours to the following places:
USA + Canada $14,000-$15,000
Europe $13,000-$16,000
South Africa $11,000-$13,000
Middle East $7,000-$8,000
South America South America $50,000-$60,000$50,000-$60,000
• Unfulfilled needs of customers– E.g. South America, Amazon EcotourismEcotourism
• Special trips– An eating/investment trip with
connoisseur– Pilgrimage tours (specialist in visiting holyholy
land/ mountain)
• In 2007 the overall expenses spent on spent on traveling by HK people = 107billions traveling by HK people = 107billions
Situation Analysis-SWOT AnalysisSituation Analysis-SWOT Analysis
• Strengths:– Business Class– Concentrate mainly on long distance toursdistance tours – High Quality Services and Tours– Experienced Tour guides– Front-line staff with language abilityability– Well-trained employees
– Lack of capital
– Lack of support from other channel membersmembers
– Lack of marketing expertise
– Brand name unknown
– Imperfect information of the markett
– Relationship with airline companiess
Weaknesses
Opportunities
– Unfulfilled customers’ needs– New tours, package
Threats
– Competitors– Market not yet saturated– Customers’ favor may change– Rising cost– Difficult to survive
Market Segmentation
• Demographic– It should be set up near the living placeplace of:
middle-to-high income group retired people
• Psychographic– aims to those:
• want to be different• enjoy high-class tours
Positioning
Super high-class• Grand image• Brand new traveling experience• High quality service• Focus on long-distance travel
Target Market
• People with high income• Retired people
– more leisure time for traveling– willing to spend a large sum of
money for traveling
• Company tours• The youth are excluded due to
their financial status and they tendd to have short-distance travels to have short-distance travels such as Taiwan and Japansuch as Taiwan and Japan
Product• Traditional Part:
– Four categories: a) America + Canada b) Europe c) Africa d) Middle East
America + Canada• Sightseeing:
– Eastern USA (Chicago, Washington, New York…)
– Western USA (Los Angeles, California…)
– CanadaCanada– South America (Brazil, Argentina, South America (Brazil, Argentina,
Chile…)Chile…)
Europe– Italy + England + France + Spain +
Germany + Portugal…– Sweden+ Denmark +Norway +
Finland + Switzerland …– Czech + Greece + Hungary +
Austria + Ukraine + Turkey … Africa
– South Africa, Middle Africa, Egypt Middle East
– Dubai, Saudi, Arabia, Israel, QatarDubai, Saudi, Arabia, Israel, Qatar
• Pilgrimage Tour– Location: Israel– Wailing Wall, Last Supper room, Swim
and Float in Dead Sea
• Ecotourism (生態遊 )– Travel around the rainforest by helium
balloons– Location: South America, Amazon,
rainforests…
• Foreign festivalsForeign festivals– Beer festival (Beer festival ( 啤酒節啤酒節 ) in Germany ) in Germany
Package
• Historical Trip– Location: Germany– Berlin Wall, Concentration camp,
Wasa Poland-Jewish Monument – A historical expertise provides
German English translations
• Skiing Trip– Location: Switzerland– Coaches and all skiing equipment
will be provided
• Features of our trips– at least one experienced and
professional leader and a local tour guide who can speak fluent Cantonese
– direct flight to destination, avoid transits which cause inconvenience
– five star hotels guaranteed– private sumptuous coaches– enough free time for travelers– extra entrance/sundry charges during uring
the trip are not included– 1 professional photographer for photo-1 professional photographer for photo-
takingtaking– for any travelers having their birthday for any travelers having their birthday
during the trip, 20% off discountduring the trip, 20% off discount– insurance acquiredinsurance acquired
Place
• Places to be considered: Wan Chai Tsim Sha Tsui Happy Valley
• Why Wan Chai?1. Only 1 large scale competitors
in the stated district
2. The people living nearby are mostly middle income group or above
3. At the middle of residential area area & business area
Price
• Price are set based on the market price
• Price range:Traditional tours: $10000-15000
Package tours: $15000-20000
• In Peak Season, price will be increased by 20%
• 10% discount offered to VIP members
• Extra discounts for VIP members traveling in their birth month
• Discount to children• Discount offered to customers who
sign up for the first time– $1000 discount
Promotion
• Advertising
• Personal Selling
• Publicity
Services Marketing MixMix
• People– Staff dresses in uniform in shops– Tour guides dress code: always
formal(e.g. No punk hairstyles; wear shirt, leather shoes)
• Process– Provide staff with notes on standard
procedures when serving customers – Require staff to memorize FAQs and
useful phrases (e.g. Thank you for joining our tour. We look forward to seeing you next time.)
– Ask customers to complete quiz to assess the quality of our tour
• Physical Evidence– Decoration concept of the shop :
Home sweet home– Use wood in designing the shop– Sofa, glass coffee table, large
variety of drinks
Relationship MarketingMarketing
• Provide VIP membership– Priority to make reservation
• Give discounts to VIPs joining packages
• Give discounts to children aged under 11
• Feedback in quizzes is discussed discussed every 2 weeks to ensure complaintscomplaints are handled efficientlyefficiently
Recommendationss
• Do regular research on:1. the popularity of each of the packageses
2. the major age groups of different packages
• Allocate more resources to the most popular packages
• Cater more the demands to the Cater more the demands to the major age groupsmajor age groups
• Evaluate content of tours regularlyEvaluate content of tours regularly
Contingency Plan
• Lower the price of the packages andand tours
• Eliminate those tours with least interestinterest
The EndThe End