excursions unlimited (marketing plan)

7/28/2019 Excursions Unlimited (Marketing Plan)

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EXCURSIONS UNLIMITED (Pvt) liMARKETING PLAN


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''Current Situation''

Consumer Analysis:by Waleed Zafar


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Customer Needs -Building products consumers are looking for low maintenan

quality, and long lasting equipment. We want materials thawithstand the weathering of all climates, and fits successfuany weather. We are also looking for the service to be readiavailable and to the people who sell the service to have someducation on the subject. The need for the adventure at a gin composite is also key they are not necessarily looking forbut they do want comparable pricing to other skydiving firm

the market. Lastly they also want us to take a guarantee of matter the market the need for services like skydiving due tdepression tension and because of this fast moving life.


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Current/Potential Customers -

Mainly sportsmen of any age because they are more energetiadrenaline rush lovers. Youngsters who love adventurosports like hiking , scuba-diving etc .Basically people rangifrom 21 to 50 is our targetted customer age. with an average high income because the skydiving sport is not a cheap one.

We would like to break into the market of other adventuro

sports like scuba diving, hiking , bungee jumping etc.


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Market Research -

We are going to use a multiple target market approach becau

with skydiving we can also target students who are in univer. Office personnel who want some excitement in their lives.Reaching out not only to domestic markets but also beingavailable and progressive and pushing out productsinternationally.

We are going to target ages 21 and over, with a college degree, amedian income of 55,000 or more annually. If the household is a fnot just a couple or single person than the income will need to be

75,000. The best way to glean this information will be to start with qualita

research with the sportsmen to see where they go for some adrerush. Will also want to check with the sportsmen on what will mause of this service easiest for them if they wanted to apply itthemselves.

Lastly some secondary research should be done on the internetlooking at certain websites to see what people advertise and howservices we make can fit into their selling strategy.


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Maslows hierarchy of needs andskydiving :

Abraham Maslow explained why people are driven byparticular needs at particular times. He questioned why oneperson spends much time and energy on personal safety andanother person on gaining the esteem of others. Maslowthought that human needs are arranged in a hierarchy, fromthe most pressing to the least pressing. In his model lower-leveneeds such as psychological requirements and safety must besatisfied before higher-level needs such as self-actualizationare pursued. According to this hierarchical model, when a needis mostly satisfied it no longer motivates and the next higher

need takes its place. Extreme sport experience does involve anintense fear. However, rather than let the influence of fear takecontrol of the situation the extreme sport participant continuesto undertake their chosen sport. That is extreme sportparticipants face these intense fears, accept that control of thefuture is not always possible and move through these fears toundertake an action. It would seem that by taking this actiondespite the intense fears a person moves towards a greater

understanding of self (Brymer, 2005).


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Thus, skydiving sport stands on the top of the needs pyramid as it is related toboth esteem needs and self-actualization. And according to this hierarchy, theneed for enriching experiences is the last in the list of the human needs to satiwhich makes the marketing of skydiving more complicated.


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Thus, skydiving sport stands on the top of the needs pyramid as it is relato both esteem needs and self-actualization. And according to thishierarchy, the need for enriching experiences is the last in the list of thehuman needs to satisfy, which makes the marketing of skydiving more

complicated.


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Current Situation - Market AnalyBy Muhammed Nabeel Ashra
http://en.wikipedia.org/wiki/Industry_or_market_researchhttp://en.wikipedia.org/wiki/Industry_or_market_research


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Market Size And Estimated Market

TOTAL POPULATION: 15,386,364 (2010)

Formula for market share: Total population x Age% x Income% x Education % x O

Total market

15386364 x 66.75% x 21.56% x 18.149% x 75954 persons


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Characteristics and Different VariableTarget Market:

DEMOGRAPHIC VARIABLES: Age: Adults aged 18-45

Gender: Both male and female

Race/Ethnicity: There are not any restrict

any race. Income: People belonging upper middl

upper class


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PSYCHOGRAPHIC VARIABLES

Personality: Who are in need to boost upenergy levels.

Lifestyle: Upper middle and upper class


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BEHAVIORAL VARIABLES:

Benefits sought: coupons such as for 1discounts on a group of 5

Brand Loyalty: By offering a soothing cooperative environment.


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MARKET SEGMENTATION

Two target market segments

Sports clubs:

Individuals:


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INDUSTRY BACKGROUND

There are no companies in Pakistan that

providing skydiving.

We will be the first one to introduce skydi

business in Pakistan specifically in Karac

We will be the first one to create an indus

This will open opportunities for many othe

interested entrepreneurs to join this indus


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Porters Five Forces:

Buyer power high

Supplier power high

Threat of substitute products or services

Threat of new entrants low

Rivalry among existing competitors Low


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COMPETETIVE ANALYS

There is no existing business that is simil

service so it could be said that there are ncompetitors.

There are few sports such as Scuba-Divin

other.

These businesses are way behind in termexcitement etc.


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COMPANY ANALYSISMuhammad Nabeel Ashraf


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COMPANY ANALYSIS

OBJECTIVES

Excursions Unlimited (private) limitedas a brand that will keep into consideratio

dignity and respect of all its stakeholders

the obvious objective of profit maximizatio


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VISION STATEMENT

Rewarded with a smile by exceeding your expectat

MISSION STATEMENT

To provide the customers with the highest quality oadventure. We exist to attract and maintain customers.

adhere to this maxim, everything else will fall into pl

SLOGAN

Discover your dreams

OUR LOGO


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CORPORATE OBJECTIVES

Having trained, committed and loyal staff.

Importing air plane and parachute that help in pr

right secure package.

Making agreement with sports clubs and sports


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FINANCIAL OBJECTIVES:

A double digit growth rate for each future year.

A reduction of fixed overhead through disciplined g

Continue to decrease the variable costs associate

production of trips.


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MARKETING OBJECTIVES:

Maintain positive, steady growth each quarter.

Gaining feedback from the customers so as to

them much better value.

Experience a growth in new customers who ar

long-term customers.

To be recognized as the premier high-end hardtrip provider.

To make profit.


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LONG TERM OBJECTIVE:

To become the premier and pioneer skydiving


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SWOT ANALYSISMuhammad Moeed Kha


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INTERNAL STRENGTHS

Excursions Unlimited (private) limited is the

organized business in its related industry. Excursions Unlimited (private) limited is an

for family bonding where they create a memory

family and friends.

Employees and staff members are hardworking

their duties.


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INTERNAL WEAKNESSES

Our staff and trainers have no experience of tra

Karachi as we have newly opened the business Safety concerns about our service.

Limited investment from partners.


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EXTERNAL OPPURTUNITIES

Joint ventures with other skydiving companies t

international market. Expanding in other cities like Islamabad and m

northern areas of Pakistan. Market research ca

for localization and to cater to these markets ac

their culture and tastes.

Marketing of existing service in current and new

Difficult entry of new competitors.

Ideal climate of Karachi for outdoor activities


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EXTERNAL THREATS

Security due to law and order situation in Karach

Heavy tariffs and taxation. Laws, rules and regulations imposed by governm

Daily work routine and job burdens may divert the

people in skydiving as they would not find time fo


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MARKETING RESEARCH

Muhammad Moeed K


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MARKETING RESEARCH

Before opening the company, Excursions Unlimited (priva

conducted the survey about the target market of sky diving got tremendous response from our respondents. Our respo

showed their interest in sky diving but they would welcome

adventurous activity in Karachi.

Conveying a research was important for us because:

It revealed the specific class of people interested in skydivin

The scope of this business in Pakistan. What type of people are interested in skydiving?

What is the size of our target market?

What other adventurous sports our target market is interest

RESEARCH PLAN


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RESEARCH PLAN Sample size:

We conducted the survey from 150 individuals aged between 21years to 49

Survey Tools and Instrument:

A questionnaire was developed and used to collect data during the survey. version was used. We conducted survey through personnel interview and eminterview.

Our Respondents:We interviewed the sports players, and the individuals. Targeted respondenfrom middle and upper class.

Questionnaire Design:

Some questions for this instrument were based on the close ended questionothers were drawn from the respondents interviews (open ended). We askequestions. The comments and suggestions questions were also included.

Sampling Method:Simple Random Method was used for sampling


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MARKETING RESEARCH

DATA ANALYSIS:

We analyzed survey forms received from our responedited the data removing errors, visualized data throu

tables, pie charts, and bar graphs, apply statistical te

(hypothetical testing of gathered sample data), and v

findings through scatter graphs and linear graphs.

RESULT:

Result was delivered through research report.


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MARKETING MIXAmon Godfrey


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PRODUCT

We are introducing sky diving services in Karac

will be the only ones in the market offering the screating an industry in Pakistan where other pla

eventually join.


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COMPETITIVE ANALYSIS

We will start our business at the sea view Kara

the place where a lot of people go and hang outhere is no business that offers the same servic

can say that we have no competitors so we hav

chance of being ahead in the long run

Major weakness in this segment is the fact that

expensive to hire the experts and also the trainones will be costly for the firm because there ar

skydiving schools in Pakistan.


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MARKETING ANALYSIS

We will target primary market segments which

youth of Karachi and also the local extreme spoboth of them will be our main income generator

focus to develop visibility within the sports com

also generally among the youth of the city.


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PRICING

We considered a lot of factors when coming up with t

decision, such as

The expected company revenue

The target customers

The industry we are

The pricing decision is consistent with our marketing pricing method will be cost based. Since we will be th

company to with this service to set up shop in Karach

have to worry about competitors and we will skim the

before any other company sets shop.

PRICING


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The company is planning to set up the ticket price at app

5700 PKR per jump. The price would be affordable enou

targeted customers and it would also be our entry price i

Karachi market. We are determined to update the pricespossible so as to remain relevant in the business

We also intend to use promotional pricing where we will

price our products below the list price to create buying ex

use of discounts and special pricing might be used on sp

Since customers are sensitive of the price being paid for

they will get from our company we will put up measures

highest level of satisfactions are achieved

PRICING

PROMOTION


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PROMOTION

Our goal is to get as many customers as

as to be able to pass our break even and profit and for this we have developed a sp

marketing communication mix, which will

following promotional tools

PROMOTION


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ADVERSTING

We have employed the use of print media where we wimajor bill boards that are strategically located on avenu

have a huge traffic such as university road , main shara

..Etc, also plans are underway to list advertisements on

sites that are mostly frequented by the youth like face b

twitter. The management is also negotiating with energ

companies like Mountain Dew so as to sponsor our advon special TV shows such as Living on the Edge that

market seem to appreciate , thus creating awareness o

,also the development of the company website which is

will come in handy

PROMOTION

PRICING


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PRICING

SALES PROMTION

We intend to use promotional pricing as a tool tomore customers and to encourage the purchase

tickets by our target market. We will give free pho

to our customers when they purchase a ticket an

incentive might encourage the purchase of more

also we will provide them T shirt with our logo priOther incentives will also be developed.

PLACEMENT


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PLACEMENT

The company will use different avenues to sell itsthe consumer

Direct sale through our email address. Customerorder through emailing us at skydivekarachi@ho

Through our company offices ( 6th Floor, AdamjeChundrigar Road, Karachi)

Sports clubs signed up by us (Customs Hockey C

Moin Khan Cricket Academy) We will add channel partners across major distric

to improve our placement and also we are experselling tickets via TV adverts using easy paisa.


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IMPLEMENTATION:WALEED ZAFAR


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Personnel requirement: Skydiving instructors skydive for a living, assisting

students through the skydiving process. In additioto the proper certification and training, a passionfor skydiving is crucial to becoming an instructor.

Skydiving Instructor Job Duties

Skydiving instructors guide students through the

process of skydiving, assisting with several typesof skydiving jumps. Additionally, skydivinginstructors may be expected to prepare parachutesand to videotape jumps.


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Risk Management Plan Skydiving is a high risk sport and so each and every one of us will have to

recognize that fact and deal with it for ourselves. Lets also keep it in

perspective - driving on the road is a high risk activity yet many of us don't

acknowledge it as such and most of us couldn't do without driving. The issuethen will be about effective risk management, and the possibility of abstaining

completely always will be on our list of options. When we carry out your our

evaluation of a drop zone before we decide to book, thats part of our own

personal risk assessment and we are responsible for their safety.

Major things that will be considered are;

Instructor certifications and disciplinary matters

Review and update of the Operations Manual and associated

procedures

Negotiation and appointment of third party insurance


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Representation to the BD Army in legislation-related matters

Parachute Pilot approvals

Investigation of any accidents which are related to parachute

operations

Produce incident/accident statistics and take appropriate action to impr

these

Every time something has gone wrong in the sport over the past 30 year

more, the knowledge accumulated from the investigation has moved the

further and we have learned from our mistakes. It works well, although

would ever claim it to be perfect.


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Educational and Career Requirements for Skydiving

InstructorsWhile no formal education is required to become a skydiving instructor, the United State

Parachute Association (USPA) offers certification for various kinds of skydivingteachers and coaches-many drop zones (skydiving facilities) offer USPA-approvedtraining. The main prerequisite for USPA certification is personal skydiving experienDifferent drop zones may be looking for certification/experience with particular sortjumps, such as tandem jumps or accelerated free fall jumps. Some drop zones mayfine with certification from foreign or international skydiving organizations, such asBritish Parachute Association (BPA).

Skydiving Instructor Salary informationSkydiving jobs tend to be seasonal or part-time, and instructors are often hired asfreelance contractors rather than salaried employees. Instructors are generallypaid for each jump they supervise. An instructor can often earn around $40 perjump, and can earn more if they also prepare (pack) parachutes or videotapejumps. Though it's generally not a very lucrative career, the love of skydivingkeeps many instructors committed to what they do.


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FINANCIAL PLANNouman Badar Siddiqui (28

FINANCIAL PLAN


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FINANCIAL PLAN

CONTRIBUTION MARGIN ANALYSIS

FIXED EXPENSES FOR A MONTH (PKR) = 477000

PER UNIT VARIABLE EXPENSE (PKR) = 1800/acti

SELLING PRICE PER UNIT (PKR) = 5700/per

CONTRIBUTION MARGIN PER UNIT (PKR) = 3900

BREAK EVEN ANALYSIS IN UNITS = 122 units

TWO YEAR SALES AND EXPENSES PROJECTIONS (2013 and 2014)


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8607000

9519000

8442000

8730000

YEAR 2013 YEAR 2014

Sales Total Expenses

Projected units sold in 2013 and 2014 will 1510 and 1670 respe


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FINANCIAL PLAN

SOURCES AND USES OF CAPITAL:Our initial investments from all partners will be 2 million PKR

each partners)

USES OF CAPITAL (PKR)

Rent for Plane (105000 x 2months) = 210000

Equipment for sky diving (21600 x 25 sets) = 540000Office Equipments = 145000

Fuel for Plane = 200000

Others = 905000

Net Amount = 2,000,000


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FUTURE ACTION PLAN

PLANNED ACTIVITIES IN 2013

1st January : Excursions Unlimited (private) limited will start its

31st January: Inauguration of , Excursions Unlimited (private) website (outsourcing through interactive media ).

31st March: To achieve the Break even target of 366 units sell in

31st March:Set up our ticket selling booth to three premier sporin Karachi (UBL Sports Complex, Asghar Ali Shah Cricket Academ

Customs Hockey Club).


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PLANNED ACTIVITIES IN 2013

30th June: Targeted sales of approximately 2 million PKR i

quarter

31st December:Achieving double digit growth at the end o

31st December: To be the official sponsor of reality TV shoEdge

FUTURE (2014 AND ONWARDS)


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FUTURE (2014 AND ONWARDS)

Corporate Social Responsibility Hold fundraising events fo

Host seminars and luncheon with sports celebrities from the

sectors for sales promotion.

New market development expand our business to other ci

First we considering starting our business in Lahore.

Diversification Introduction of scuba diving sport at end of

excursions unlimited (marketing plan)

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