Post on 04-Apr-2015
STA MARKETING PLAN
JAN 2011-DEC 2011
CONTENTS1.Scoping Statement-About STA & Customers.2.Mission and Vision Statements3.Corporate objective
4. E-marketing objectives5. Marketing objectives
6. Segmentation7. Positioning map8.Positioning statement9. STA Growth matrix Model10. Market Share11.Market Mix
12.Budgeting13.Gantt Chart-Budget14.Evaluation & Measurement15.Contingency plan16. Marketing Audit
# Porters five forces# Competitors Analysis# SWOT Analysis
17.Bibliography
STA MARKETING PLAN ( JAN-DEC 2011)
SCOPING STATEMENT
Sta is A global travel agency.Target customer students between
18 & 26 year.60 retail shops in UK. Call centre in Manchester. 600 outlet worldwide.Unbeatable flight deal for
students.
1. Students & youth market.2. 60 retail locations in campus &
high streets.3. 600 outlets world wide.4. Brand recognition by 64 %5. Word of mouth 50 %6. Customer loyalty 7. Global retailer8. Exclusive student deals as
compared to others in market.
1. E-marketing (on-line sales)2. Poor website mgt. As well as no
personalise3. Productivity is less as compare
to others ( 350k pound)4. No training of staffs5. Less experienced staff
1. Increase in the Internet penetration in the target market
2. UK government Target to Increase the number of students.
3. Olympics in 20124. Increased currency value5. PSW6. Increase interest in Eco-tourism
1. Suppliers going direct2. Different travel website3. Other low cost airlines4. Terrorism5. Natural disaster6. Other competitive threats7. New arrivals in market8. Economic crisis9. Terrorism
KEY ISSUES-STA
# Target more business through Online sales. # More Training has to be implemented to
staffs. # Upcoming university branches should be
located at visible / accessible places. # Improve the awareness of brand
recognition. # Improve the website attractiveness / user
friendly.
•A global travel company offering a unique price for students and youth by offering the best transportation product and delivering the excellent service through exceptional staff who undertand the customer needs through all domestic and international routes.
NEW MISSION STATEMENT
1. customers - Red2. Product - Green3.Technology - Violet4.Competitive advantage - Maroon5. Employee - Brown6.Service - Purple7.Brand Name - Black8.Geographic Market - White Adapted from Pearse & David
NEW STA VISION STATEMENT
•To be the world best travel agency group for students providing value for money and to improve the distribution channels according to customer needs and technology.
CORPORATE OBJECTIVES
1. To increase total revenue form 130m to 138m within a year.
2. To increase the online sales from 1% to 7% by the end of the year.
3. To provide training & development to all staff by 40% by providing them training certificates.
BALANCE SCORECARD
EXTERNAL INTERNAL
CUSTOMER
customer feedback mystery shopping
FINANCIAL
profitability return on capital
LEARNING & GROWTH
empowerment of employees
continuous improvement
INTERNAL PROCESS
reduce delivery cost lower manufacturing cost
Measuring Objectives-STA
MARKETING OBJECTIVES
1.Customer satisfaction – to
increase customer satisfaction rating up from 6.2 to 7.5 by December 2011
2.Brand awareness – to increase brand awareness from 45% to 61% by December 2011
3.Market share – to increase present market share up from 44% to 47.5% by December 2011
E-MARKETING OBJECTIVES FOR STA TRAVEL (2010-11)
• Increasing Online usage from 15% - 27.25%
• Increasing online revenue generated from 1% - 4.75%
• Escalating website attractiveness from 3.8 to 7.5
SEGMENTATION TREE FOR STA TRAVEL
STA MARKET SEGMENTATION
STUDENT
UK STUDENTS
INTERNATIONAL STUDENTS
YOUTH
STA
Flight Centers
Trail finders
On-line
POSITIONING FOR STA TRAVEL
Adapted from Ranchod A.Garau.C
Target
Low
Low
High
High
POSITIONING STATEMENT -STA
For students & youthsDo to buy travel ticketsBecause our product is offering discounted ratesThat will beneficial for the studentsBecause in terms of money (Special rates for tickets)
STA-ANSOFF MATRIX
PENETRATION1.INTRODUCTION OF LOYALITY CARD ,OFFERING DISCOUNTED FARE .2.PRICING STRATERGY3.INTERNET MARKETING
PRODUCT DEVELOPMENT1.GIVEN TO GROWTH STRATERGY WHERE BUSINESS AIM TO INTRODUCE NEW PRODUCT AND SERVICE.2.ONLINE RESOURCES
MARKET DEVELOPMENT1.NEED TO CAPTURE NEW GEOGRAPHICAL MARKETSUCH AS INDIA ,CHINA WHERE STA DOES NOT EXIT 2.MORE FOCUS ON ONLINE MARKET 3.NEED TO CREATE MULTI LANGUAGE WEBSITES FOR EASY ACESS FOR DIFFERENT ETHICS
MARKET DIVERSIFICATION
1.IT MEANS TO DIVERSIFIES YOUR CURRENT MARKET STILL IN PROCESS
Exi
stin
g M
arke
t
New
M
arke
t
Existing Product New Product
Adapted from Ansoff.H Igor
MARKET SHARE(BASED ON CUSTOMERS) Online
Providers
Flight Centres
STA
Trial Finders
MARKETING MIX-STA
Product / Price1.Discounted Flight ticket
2.Students Contract3.Unique price for Travelling
Physical evidence 1.Student ID card
2.Website3.Online booking
4.Logo & Trademark
Promotion / People1.Word of mouth
2.Exclusive student deal3.Contract with Airlines for
Special package4.Package with accommodation
Place / Process1.60 locations in UK
2.600 branches worldwide3.Call centre in Manchester
4.CRM.
STA
BUDGETING FOR STA TRAVEL
Estimated Marketing Budget
Yearly cost of Promotion over other Websites: 3,850,000.00
Yearly cost of promoting over the existing premises College, educational agencies etc tie-up process, initiating,
1,250,000.00Training and implementation cost:
2,500,000.00 Visa Services Initiation, implementation, promotion cost:
2,500,000.00 Take a GAP, Take a Vacation scheme Promotion cost
2,700,000.00Participation in educational exhibitions:
1,500,000.00
Total Cost: 14,300,000.00
Other Departmental costs of suggested plan
Purchase, Installation training and Implementation of new MIS: 1,000,000.00
Developing and maintaining CRM Forum: 200,000.00
Website restructuring and upgrading: 175,000.00
STA MARKETING GANTT CHART-BUDGET
Spending /Month
Website Promotion
Premises Promotion
Visa Product , &Training
Visa Implement & Promotion
GAP Promotion Educational Exhibitions
January 320850 104000 100000
February 320850 104000 1000000 300000 50000
March 320850 104000 1000000 300000
April 320850 104000 300000 300000
May 320850 104000 300000 100000
June 320850 104000 300000
July 320850 104000 300000 500000
August 320850 104000 500000 100000 500000
September 320850 104000 300000 500000
October 320850 104000 300000 500000
November 320850 104000 300000 500000 50000
December 320850 104000 300000 300000
Total 3,850,000
1,250,000 2,500,000 2,500,000 2,700,000 1,500,000
Adapted from Lizz Hill & O’sullivan
• Objective: Increasing customer satisfaction level from 6.2 – 7.5
• Key Performance Indicator: Customer Satisfaction Surveys
• Frequency of Evaluation: Monthly
• Objective: Increasing Revenue from 350m – 364m
• Key Performance Indicator: Revenue Report, Financial Audit
• Frequency of Evaluation: Annually
• Objective: Growing profit ratio 12.75% - 13.50%
• Key Performance Indicator: Monthly Revenue reports, Cash flow
• Frequency of Evaluation: Monthly
• Objective: Customer service quality standard from 7.2 – 8.3• Key Performance Indicator: Internal Audit• Frequency of Evaluation: Twice a year
• Objective: Increasing Online sales from 15% - 27.50%• Key Performance Indicator: Monthly Revenue reports• Frequency of Evaluation: Monthly
• Objective: Escalating website attractiveness from 3.8 to 7.5• Key Performance Indicator: Website Survey, Customer
Satisfaction Surveys• Frequency of Evaluation: Monthly
CONTINGENCY PLAN-STA
In the event that suggested marketing plan measures prove to be ineffective or below threshold following measures are suggested…
Event of Failure in Suggested Measure
Customer Service forum Further research in improvement measure
Visa Services Withdrawal
Online Promotion over other websites Research in other means of online promotion
Website Modification Consulting other technical expert firm
MARKETING AUDIT
Primary Key
Competitors
Flight Centres
Trailfinders
TacticsKnowledge staff Security, reliability, reputation Product range Retail network (face to face) Technology - Increase responsiveness On-Line marketing
Secondary
Key Competito
rLow cost airlines
Other on-line
BuyersCRM Improve communication (SMS, internet etc) Web site – on-line bookings Unique “bundled” products Unique student contract Special offers, loyalty programs Expert advice
SuppliersProvide valuable distribution and sales volume Joint strategic marketing plans(win/win) Co brand, co promotion(Brand stretch) IT – seamless integration to increase speed of distribution (late offers)
Barriers to New Entrants
Lifestyle Brand Technology Distribution channels Market knowledge Existing trade relationships Industry knowledge Exclusive student contracts
STA –Five force model
COMPET
ITOR
ANALY
SIS-
STA
Competitor’s StratergyLife style brand
Marketing knowledgeIndustyry knowllege technologyDisribution
channels ( concentrating
on-line)
Competitor
Flight centresTrail finders
Low cost airlinesOther on-line
business Competitor capabilitiesSelling travel
ticketsUser friendly
websitesSupport on
requestEffective call
centerRetail locations Discounted price
COMPETITOR ASSUMPTIONSGLOBAL BRAND600 LOCATION
TARGETING ONLY STUDENTSEXCLUSIVE
STUDENT RATESBRANCHES IN
UNIVERSITIES & HIGH STREETS
Competitor objective
To be the leading travel agency
Make more profitBrand awarenessTarget students
http://www.outsource2india.com/kpo/competitor-analysis.asp
SWOT Analysis -Strength
1. Students & youth market.2. 60 retail locations in campus & high
streets.3. 600 locations world wide.4. Brand recognition 64%5. Word of mouth 50%6. Customer loyalty7. Global retailer8. Exclusive student deals as
compared to others in market.
1.E-marketing (on-line sales)
2.Poor website mgt. As well as no personalise
3.Productivity is less as compare to others ( 350k pound)
4.No training of staffs5.Less experienced staff
WEANESSES
SWOT Analysis-Weakness
SWOT Analysis -Opportunities
Opportunities
1. Increase in the Internet penetration in the target market
2.UK government Target to Increase the number of students.
3.Olympics in 20124. Increased currency value5.PSW6.Eco-tourism
SWOT Analysis -Threats
1.Suppliers going direct2.Different travel website3.Other low cost airlines4.Terrorism5.Natural disaster6.Other competitive threats7.New arrivals in market8.Economic crisis9.Terrorism
1. Students & youth market.2. 60 retail locations in campus &
high streets.3. 600 outlets world wide.4. Brand recognition by 64 %5. Word of mouth 50 %6. Customer loyalty 7. Global retailer8. Exclusive student deals as
compared to others in market.
1. E-marketing (on-line sales)2. Poor website mgt. As well as no
personalise3. Productivity is less as compare
to others ( 350k pound)4. No training of staffs5. Less experienced staff
1. Increase in the Internet penetration in the target market
2. UK government Target to Increase the number of students.
3. Olympics in 20124. Increased currency value5. PSW6. Increase interest in Eco-tourism
1. Suppliers going direct2. Different travel website3. Other low cost airlines4. Terrorism5. Natural disaster6. Other competitive threats7. New arrivals in market8. Economic crisis9. Terrorism
KEY ISSUES-STA
# Target more business through Online sales. # More Training has to be implemented to
staffs. # Upcoming university branches should be
located at visible / accessible places. # Improve the awareness of brand
recognition. # Improve the website attractiveness / user
friendly.
BIBLIOGRAPHY
Kaplan, R. and Norton, D. (1996) „The balanced scorecard:translating strategy into action‟ Harvard Business School Press
Palmer.A(1998). principle of service marketing. Dorset: Andy Goss. Telephone converstion with STA trvael consultant Reference from Sta travel case study Positioning – Naresh K Malhotra (Marketing Research P-700) Strategy- Isobel Doole & Robin Lowe (International
Marketing Strategy) Marketing Objective- Malcolm Mcdonald (Marketing Plan P-
280) Marketing Segmentation - Malcolm McDonald (Marketing
Plan P-370) Adrian Palmer (Principles of Services Marketing) McGraw-Hill
Higher Education
WEB-REFRENCING
caci.com yahoo.com google.co.uk mediametrix.com ibm.com argos.co.uk rswww.com rightnowtechnologies.com marketingteacher.com
GROUP - 5
Thank You
SAROOTHAROANBOOSHIVOOMAIDOOSARIOOPOOJOODENOOODICKOOO
WE WILL MISS U JON TWOMEY…..
We all wish you a MERRY X-Mas N Happy 2011……………Muahhhhhhhhh