Business Project 6a Travel Agency (1)
-
Upload
swati-rastogi -
Category
Documents
-
view
222 -
download
0
Transcript of Business Project 6a Travel Agency (1)
-
8/3/2019 Business Project 6a Travel Agency (1)
1/29
Business Studies
Marketing Project
Travel Agency
Members: Calvin Wong
Lawrence Lau
Anthony LauTam Lam
Terry Tang
-
8/3/2019 Business Project 6a Travel Agency (1)
2/29
Introduction
Increasing purchasing power
More people are willing to travel
countries they like Looking for tours with higher
quality and better services
Enjoy a luxury trip
-
8/3/2019 Business Project 6a Travel Agency (1)
3/29
Objectives
Create Brand image
Build reputation among the industry
Establish long-term business
relationship with channel members
Provide a new and tailor-madeexperience of traveling to
customers
-
8/3/2019 Business Project 6a Travel Agency (1)
4/29
Market Research
Major competitors: Hong Thai, Wing On,Morning-Star (), EGL Tours (),
Sunflower (), Jetour, SKY Travel
Prices of high class tours to the followingplaces:
USA + Canada $14,000-$15,000
Europe $13,000-$16,000
South Africa $11,000-$13,000Middle East $7,000-$8,000
South America $50,000-$60,000
-
8/3/2019 Business Project 6a Travel Agency (1)
5/29
Unfulfilled needs of customers E.g. South America, Amazon Ecotourism
Special trips
An eating/investment trip with
connoisseur
Pilgrimage tours (specialist in visiting holyland/ mountain)
In 2007 the overall expenses spent ontraveling by HK people = 107billions
-
8/3/2019 Business Project 6a Travel Agency (1)
6/29
Situation Analysis-SWOT Analysis
Strengths: Business Class
Concentrate mainly on long distance tours
High Quality Services and Tours
Experienced Tour guides
Front-line staff with language ability
Well-trained employees
-
8/3/2019 Business Project 6a Travel Agency (1)
7/29
Lack of capital
Lack of support from other channelmembers
Lack of marketing expertise Brand name unknown
Imperfect information of the market
Relationship with airline companies
Weaknesses
-
8/3/2019 Business Project 6a Travel Agency (1)
8/29
Opportunities
Unfulfilled customers needs
New tours, package
-
8/3/2019 Business Project 6a Travel Agency (1)
9/29
Threats
Competitors
Market not yet saturated
Customers favor may change
Rising cost
Difficult to survive
-
8/3/2019 Business Project 6a Travel Agency (1)
10/29
Market Segmentation
Demographic
It should be set up near the living place of:
middle-to-high income group
retired people
Psychographic
aims to those:
want to be different enjoy high-class tours
-
8/3/2019 Business Project 6a Travel Agency (1)
11/29
Positioning
Super high-class
Grand image
Brand new traveling experience High quality service
Focus on long-distance travel
-
8/3/2019 Business Project 6a Travel Agency (1)
12/29
Target Market
People with high income
Retired people more leisure time for traveling
willing to spend a large sum ofmoney for traveling
Company tours
The youth are excluded due to
their financial status and they tendto have short-distance travelssuch as Taiwan and Japan
-
8/3/2019 Business Project 6a Travel Agency (1)
13/29
Product
Traditional Part: Four categories: a) America +Canada b) Europe c) Africad) Middle East
America + Canada
Sightseeing: Eastern USA (Chicago, Washington,
New York)
Western USA (Los Angeles,California)
Canada
South America (Brazil, Argentina,Chile)
-
8/3/2019 Business Project 6a Travel Agency (1)
14/29
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, Qatar
-
8/3/2019 Business Project 6a Travel Agency (1)
15/29
Pilgrimage Tour Location: Israel
Wailing Wall, Last Supper room, Swimand Float in Dead Sea
Ecotourism () Travel around the rainforest by helium
balloons
Location: South America, Amazon,rainforests
Foreign festivals Beer festival () in Germany
Package
-
8/3/2019 Business Project 6a Travel Agency (1)
16/29
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 equipmentwill be provided
-
8/3/2019 Business Project 6a Travel Agency (1)
17/29
Features of our trips at least one experienced and
professional leader and a local tour
guide who can speak fluentCantonese
direct flight to destination, avoidtransits which cause inconvenience
five star hotels guaranteed
private sumptuous coaches
enough free time for travelers
extra entrance/sundry charges duringthe trip are not included
1 professional photographer for photo-taking
for any travelers having their birthdayduring the trip, 20% off discount
insurance acquired
-
8/3/2019 Business Project 6a Travel Agency (1)
18/29
Place
Places to be considered:
Wan Chai
Tsim Sha Tsui
Happy Valley
-
8/3/2019 Business Project 6a Travel Agency (1)
19/29
Why Wan Chai?1. Only 1 large scale competitorsin the stated district
2. The people living nearby are
mostly middle income group orabove
3. At the middle of residential area
& business area
-
8/3/2019 Business Project 6a Travel Agency (1)
20/29
Price
Price are set based on the marketprice
Price range:
Traditional tours: $10000-15000Package tours: $15000-20000
In Peak Season, price will beincreased by 20%
-
8/3/2019 Business Project 6a Travel Agency (1)
21/29
10% discount offered to VIPmembers
Extra discounts for VIP memberstraveling in their birth month
Discount to children Discount offered to customers who
sign up for the first time
$1000 discount
-
8/3/2019 Business Project 6a Travel Agency (1)
22/29
Promotion
Advertising
Personal Selling Publicity
-
8/3/2019 Business Project 6a Travel Agency (1)
23/29
Services Marketing Mix
People Staff dresses in uniform in shops
Tour guides dress code: always
formal(e.g. No punk hairstyles; wearshirt, leather shoes)
-
8/3/2019 Business Project 6a Travel Agency (1)
24/29
Process Provide staff with notes on standard
procedures when serving customers
Require staff to memorize FAQs and
useful phrases (e.g. Thank you forjoining our tour. We look forward toseeing you next time.)
Ask customers to complete quiz to
assess the quality of our tour
-
8/3/2019 Business Project 6a Travel Agency (1)
25/29
Physical Evidence
Decoration concept of the shop :Home sweet home
Use wood in designing the shop
Sofa, glass coffee table, largevariety of drinks
-
8/3/2019 Business Project 6a Travel Agency (1)
26/29
Relationship Marketing
Provide VIP membership
Priority to make reservation
Give discounts to VIPs joining
packages Give discounts to children aged
under 11
Feedback in quizzes is discussedevery 2 weeks to ensurecomplaints are handled efficiently
-
8/3/2019 Business Project 6a Travel Agency (1)
27/29
Recommendations
Do regular research on:
1. the popularity of each of the packages
2. the major age groups of different
packages Allocate more resources to the
most popular packages
Cater more the demands to themajor age groups
Evaluate content of tours regularly
-
8/3/2019 Business Project 6a Travel Agency (1)
28/29
Contingency Plan
Lower the price of the packagesand tours
Eliminate those tours with leastinterest
-
8/3/2019 Business Project 6a Travel Agency (1)
29/29
The End