Situation Analysis- SWOT Analysis - PowerPoint

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					             Business Studies
             Marketing Project

              Travel Agency

Members: Calvin Wong
         Lawrence Lau
         Anthony Lau
         Tam Lam
         Terry Tang

• 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
• Create Brand image
• Build reputation among the industry
• Establish long-term business
  relationship with channel members
• Provide a new and tailor-made
  experience of traveling to
              Market Research
• Major competitors: Hong Thai, Wing On,
  Morning-Star (星晨), EGL Tours (東瀛遊),
  Sunflower (新華), Jetour, SKY Travel
• Prices of high class tours to the following
   USA + Canada $14,000-$15,000
   Europe            $13,000-$16,000
   South Africa      $11,000-$13,000
   Middle East       $7,000-$8,000
   South America $50,000-$60,000
• Unfulfilled needs of customers
   – E.g. South America, Amazon Ecotourism
• Special trips
   – An eating/investment trip with
   – Pilgrimage tours (specialist in visiting holy
     land/ mountain)
• In 2007 the overall expenses spent on
  traveling by HK people = 107billions
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
– Lack of capital
– Lack of support from other channel
– Lack of marketing expertise
– Brand name unknown
– Imperfect information of the market
– Relationship with airline companies

– Unfulfilled customers’ needs
– New tours, package

– Competitors
– Market not yet saturated
– Customers’ favor may change
– Rising cost
– Difficult to survive
         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

 Super high-class
• Grand image
• Brand new traveling experience
• High quality service
• Focus on long-distance travel
                Target Market
• People with high income
• Retired people
   – more leisure time for traveling
   – willing to spend a large sum of
     money for traveling
• Company tours
• The youth are excluded due to
  their financial status and they tend
  to have short-distance travels
  such as Taiwan and Japan
•   Traditional Part:
    – Four categories: a) America +
      Canada b) Europe c) Africa
      d) Middle East
   America + Canada
     • Sightseeing:
         – Eastern USA (Chicago, Washington,
           New York…)
         – Western USA (Los Angeles,
         – Canada
         – South America (Brazil, Argentina,
       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
• Pilgrimage Tour
  – Location: Israel
  – Wailing Wall, Last Supper room, Swim
    and Float in Dead Sea
• Ecotourism (生態遊)
  – Travel around the rainforest by helium
  – Location: South America, Amazon,
• Foreign festivals
  – Beer festival (啤酒節) in Germany
• 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 equipment
    will be provided
• Features of our trips
  – at least one experienced and
    professional leader and a local tour
    guide who can speak fluent
  – direct flight to destination, avoid
    transits which cause inconvenience
  – five star hotels guaranteed
  – private sumptuous coaches
  – enough free time for travelers
  – extra entrance/sundry charges during
    the trip are not included
  – 1 professional photographer for photo-
  – for any travelers having their birthday
    during the trip, 20% off discount
  – insurance acquired
•   Places to be considered:
       Wan Chai
       Tsim Sha Tsui
       Happy Valley
•   Why Wan Chai?
    1. Only 1 large scale competitors
       in the stated district
    2. The people living nearby are
       mostly middle income group or
    3. At the middle of residential area
       & business area
• Price are set based on the market
• Price range:
     Traditional tours: $10000-15000
     Package tours: $15000-20000
• In Peak Season, price will be
  increased by 20%
• 10% discount offered to VIP
• Extra discounts for VIP members
  traveling in their birth month
• Discount to children
• Discount offered to customers who
  sign up for the first time
   – $1000 discount

• Advertising
• Personal Selling
• Publicity
      Services Marketing Mix
• People
  – Staff dresses in uniform in shops
  – Tour guides dress code: always
    (e.g. No punk hairstyles; wear
    shirt, leather shoes)
• Process
  – Provide staff with notes on standard
    procedures when serving customers
  – Require staff to memorize FAQs and
    useful phrases (e.g. Thank you for
    joining our tour. We look forward to
    seeing you next time.)
  – Ask customers to complete quiz to
    assess the quality of our tour
• Physical Evidence
  – Decoration concept of the shop :
    Home sweet home
  – Use wood in designing the shop
  – Sofa, glass coffee table, large
    variety of drinks
          Relationship Marketing
•   Provide VIP membership
    –   Priority to make reservation
•   Give discounts to VIPs joining
•   Give discounts to children aged
    under 11
•   Feedback in quizzes is discussed
    every 2 weeks to ensure
    complaints are handled efficiently
•    Do regular research on:
    1. the popularity of each of the packages
    2. the major age groups of different
•    Allocate more resources to the
     most popular packages
•    Cater more the demands to the
     major age groups
•    Evaluate content of tours regularly
          Contingency Plan
• Lower the price of the packages
  and tours
• Eliminate those tours with least
The End