business project 6a travel agency (1)

8/3/2019 Business Project 6a Travel Agency (1)

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Business Studies

Marketing Project

Travel Agency

Members: Calvin Wong

Lawrence Lau

Anthony LauTam Lam

Terry Tang


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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


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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


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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


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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


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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


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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


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Opportunities

Unfulfilled customers needs

New tours, package


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Threats

Competitors

Market not yet saturated

Customers favor may change

Rising cost

Difficult to survive


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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


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Positioning

Super high-class

Grand image

Brand new traveling experience High quality service

Focus on long-distance travel


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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


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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)


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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


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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


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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


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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


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Place

Places to be considered:

Wan Chai

Tsim Sha Tsui

Happy Valley


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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


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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%


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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


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Promotion

Advertising

Personal Selling Publicity


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Services Marketing Mix

People Staff dresses in uniform in shops

Tour guides dress code: always

formal(e.g. No punk hairstyles; wearshirt, leather shoes)


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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


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Physical Evidence

Decoration concept of the shop :Home sweet home

Use wood in designing the shop

Sofa, glass coffee table, largevariety of drinks


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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


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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


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Contingency Plan

Lower the price of the packagesand tours

Eliminate those tours with leastinterest


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The End

business project 6a travel agency (1)

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