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Travel Agency Business Studies Marketing Project Travel Agency Calvin Wong Members: Calvin Wong Lawrence Lau Lawrence Lau Anthony Lau Tam Lam Terry Tang.

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Presentation on theme: "Travel Agency Business Studies Marketing Project Travel Agency Calvin Wong Members: Calvin Wong Lawrence Lau Lawrence Lau Anthony Lau Tam Lam Terry Tang."— Presentation transcript:

1 Travel Agency Business Studies Marketing Project Travel Agency Calvin Wong Members: Calvin Wong Lawrence Lau Lawrence Lau Anthony Lau Tam Lam Terry Tang

2 Introduction Increasing purchasing power More people are willing to travel countries they like y and better servicesLooking for tours with higher quality and better services Enjoy a luxury trip

3 Objectives 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 customers

4 Market Research Major competitors: Hong Thai, Wing On, Morning-Star ( ), EGL Tours ( ), Sunflower ( ), Jetour, SKY Travel Prices of high class tours to the following places: 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

5 Unfulfilled needs of customers Ecotourism –E.g. South America, Amazon Ecotourism Special trips –An eating/investment trip with connoisseur holy –Pilgrimage tours (specialist in visiting holy land/ mountain) spent on traveling by HK people = 107billionsIn 2007 the overall expenses spent on traveling by HK people = 107billions

6 Situation Analysis-SWOT Analysis Strengths: –Business Class distance tours –Concentrate mainly on long distance tours –High Quality Services and Tours –Experienced Tour guides ability –Front-line staff with language ability –Well-trained employees

7 –Lack of capital members –Lack of support from other channel members –Lack of marketing expertise –Brand name unknown t –Imperfect information of the market s –Relationship with airline companies Weaknesses

8 Opportunities –Unfulfilled customers needs –New tours, package

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

10 Market Segmentation Demographic place –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

11 Positioning Super high-class Grand image Brand new traveling experience High quality service Focus on long-distance travel

12 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 d to have short-distance travels such as Taiwan and JapanThe youth are excluded due to their financial status and they tend to have short-distance travels such as Taiwan and Japan

13 Product 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, California…) –Canada –South America (Brazil, Argentina, Chile…)

14 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

15 Pilgrimage Tour –Location: Israel –Wailing Wall, Last Supper room, Swim and Float in Dead Sea Ecotourism ( ) –Travel around the rainforest by helium balloons –Location: South America, Amazon, rainforests… Foreign festivalsForeign festivals –Beer festival ( ) in Germany Package

16 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

17 Features of our trips –at least one experienced and professional leader and a local tour guide who can speak fluent Cantonese –direct flight to destination, avoid transits which cause inconvenience –five star hotels guaranteed –private sumptuous coaches –enough free time for travelers uring –extra entrance/sundry charges during the trip are not included –1 professional photographer for photo- taking –for any travelers having their birthday during the trip, 20% off discount –insurance acquired

18 Place Places to be considered: Wan Chai Tsim Sha Tsui Happy Valley

19 Why Wan Chai? 1.Only 1 large scale competitors in the stated district 2.The people living nearby are mostly middle income group or above area 3.At the middle of residential area & business area

20 Price Price are set based on the market price Price range: Traditional tours: $ Package tours: $ In Peak Season, price will be increased by 20%

21 10% discount offered to VIP members 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

22 Promotion Advertising Personal Selling Publicity

23 Mix Services Marketing Mix People –Staff dresses in uniform in shops –Tour guides dress code: always formal (e.g. No punk hairstyles; wear shirt, leather shoes)

24 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

25 Physical Evidence –Decoration concept of the shop : Home sweet home –Use wood in designing the shop –Sofa, glass coffee table, large variety of drinks

26 Marketing Relationship Marketing Provide VIP membership –Priority to make reservation Give discounts to VIPs joining packages Give discounts to children aged under 11 discussed complaintsefficientlyFeedback in quizzes is discussed every 2 weeks to ensure complaints are handled efficiently

27 s Recommendations Do regular research on: es 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 the major age groupsCater more the demands to the major age groups Evaluate content of tours regularlyEvaluate content of tours regularly

28 Contingency Plan andLower the price of the packages and tours interestEliminate those tours with least interest

29 The End


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