SERVICES MANAGEMENT PROJECT TOURS AND TRAVEL INDUSTRY COMPANY-SOTC GROUP MEMBERS: 08-706 Akash Arora...
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Transcript of SERVICES MANAGEMENT PROJECT TOURS AND TRAVEL INDUSTRY COMPANY-SOTC GROUP MEMBERS: 08-706 Akash Arora...
SERVICES MANAGEMENT PROJECT
TOURS AND TRAVEL INDUSTRYCOMPANY-SOTC
GROUP MEMBERS:08-706 Akash Arora08-715 Harsh Chauhan08-716 Bhaven Chheda08-717 Anuj Choudhary08-718 Bhavna Daswani08-726 Pramod Iyer08-728 Dipesh Jain08-739 Zececa Mehta
INDUSTRY OVERVIEW
• 10.8mn Indians travel abroad
• Growth rate of 10-12%
• South-east Asia is the most preferred area
• Reasonable hotel rates and weak dollar are the key drivers
• Establishment
• Kuoni India
• Best Outbound Tour Operator
COMPANY OVERVIEW
MARKETING MIX (7P’s)
TARGET MARKET
PRICE
PEOPLE
PROCESSPHYSICAL EVIDENCE
THE EXTENDED
MARKETING MIX
Product
Services they offer• Escorted tours
• Customized holidays
• Trade fairs
• SOTC sports
• Corporate tours
• Special tours – Marathi tours, Gujarati tours, Monalisa Tours
Price
• Cost Plus
• Competitive Pricing
• Perceived Value Pricing
Place
• FranchiseesOffices in all major cities of India
347 offices in India
• Internet
Promotion
• Electronic Ads
• Sales Promotion- EMIs
• Publicity/PR
• Word of mouth, personal selling, telemarketing
• Exhibitions/Trade Fairs
People
• Includes travel agents, tour operators, tour guides et al
• Locals are employed
• Exhaustive training is provided
• 2900 employees
Customer Enquiry/Reaching
the customer
Negotiating the
Terms
Explaining the details
Completion of customer
formalities and document
submission
-------------------------------- Line of Interaction--------------------------------
Air, hotel reservations as per needs
ItineraryArrange-
ments
Travel/Journeyto destination
Maintaining records and follow up through CRM
Itinerary
Confirmation
-----------------------------------Line of Internal Control/Records--------------------
Process
Contingency provisions
Walking the Talk
Return Journey
Physical Evidence
• Sales Ambience/website Brochures, photos Pens, files, caps etc.
• Consumption Facilities like flat beds Ambience of hotels Experience
SERVICES MARKETING TRIANGLE
Company
Employees Customers
TrainingMotivatingImbibing the values
4Ps
Employee skills
KNOWLEDGE GAP
• Feedback system exists for namesake
• Customers require hotels near the airports during travelling
• In case of evening flights, they need lunch which is not provided
• Inadequate response to customers
SERVICE DESIGN & STANDARD GAP
• Vague Itineraries
• SOTC does not always adhere to itineraries
• Travelling days are included in the tour and are not clearly communicated to the customer
• No proper contingency planning
SERVICE PERFORMANCE GAP
• No single tour guide
• Difficulty in coordinating with channel members
• Language barriers
SERVICE DELIVERY AND EXTERNAL COMMUNICATION GAP
• Promises of hotels are not kept
• “All inclusive” cost
CUSTOMER GAP
• Free days perceived as cost saving measures by the company