STI COLLEGE - NOVALICHES

"ADVENTURE TIME TRAVEL AGENCY"

A Marketing Plan presented to

Tourism Management Department
STI College - Novaliches

In partial fulfillment
of the requirements for the subject
Principles of Marketing for the Service Industry
By:
Adamos, Cherry
Catanghal, Angelica
Cayetano, Jessica
Ebias, Trisha
Gutierrez, Faith
Ladera, Michelle
Ranes, Ronalyn
Salapang, Justin

Mr. Reynaldo R. Caballero

Instructor

April 2015

I.

BUSINESS OVERVIEW

"The Adventures will never end, it's Adventure Time!"

LOGO

Our company logo has a variety of symbolic meaning. Starting from the
sun that is the start of a new beginning, it creates a positive impact on the
perception of the business and it also catches the attention of the people.
The palm trees on the left side symbolizes the long life of the business
and the soothing ambiance for the customers at the same time.
The airplane and the cruise are the major modes of transportation for
travelling.

COMPANY PROFILE

ADVENTURE TIME TRAVEL AGENCY (ATTA) is a travel agency that

provides adventure and sports/travel packages to people travelling domestically
for local and international tourists. An opportunity for ATTA's success exists
because tourism is one of the major industries that generate income in the

Philippine economy. Also, the growth of the travel and tourism industry is
gradually increasing in the country. Therefore, it is poised to take advantage of
this growth and minimal competition with other travel agencies.

GOALS

To give customers their wants and needs for their satisfaction and loyalty.
People love to travel for short and long term periods of time. We aim to please
travellers and make sure that they will return to ask for our quality service

MISSION

To be one of the countrys famous providers of adventure travel to tourists

VISION

To connect adventure travel newcomers and experts with various service

providers, adventure activities, and accommodations that fit the clients desires,
budget and skills to maintain positive growth each year and experience an
increase in new customers who are turned into long-term customers

SITUATIONAL ANALYSIS

ADVENTURE TIME TRAVEL AGENCY (ATTA) offers very affordable yet

high standard tour packages and different services such as travel consultation,
pre-arranged tours, custom packages, reservations for lodging, rental cars, rail
passage, etc.
ATTA is a full service agency and sells standard travel agency goods and
services, including airfare and travel packages. Additional services include
assistance with passports, providing access to top-of-the-line equipment and
supplies, and a superior offering that includes access to better than average
terrain and activities, accommodations, and entertainment.
Much of ATTAs pricing is determined by market standards. ATTA will
attempt to maintain margins of 10% on all airline travel. ATTA will make every
effort to maintain a competitive pricing policy.

ATTAs distribution strategy will focus on the target market in Makati area
to which it will sell indirectly through travel agents. Secondary, ATTA seeks to
establish distribution capability on the Social Networking Sites. Doing so will
improve ATTAs ability to establish a national reputation.

II. CHANNEL MANAGEMENT

DISTRIBUTION OF THE SERVICE

The distribution of the product will be through indirect channels wherein
the firm sells products through a form of middle man who will sell them directly
to the customer in behalf of the business. The travel agents will serve as the
distributors of the products and services. Online ticketing services will also be
used to distribute these services.
LOCATION
The potential location of ATTA will be in a place that is accessible to most
people, which is around the NCR region. This company will be located at Ayala,
Makati near Bel-Air Makati, Metro Manila, and its land area is around 100 sq.
meters. There are two potential competitors of ATTA around this areaITravelPhilippines (23-0 Burgundy Corporate Tower, 252 Sen Gil Puyat Avenue,
Makati City, Metro Manila) and Study Connect International Services, Inc. Makati Office (Unit 1003 Philippine AXA Life Insurance Center, 1282 Senator Gil
Puyat Avenue, Makati City, Metro Manila.)

This is our first choice because it is known for successful businesses

being operated. This is also accessible for the customers.

CRITERIA FOR EVALUATING DISTRIBUTIONS

- Routinize decisions and work
- Finance the process for moving goods from the producers to
consumers
- Participate actively in the pricing process
- Minimize the number of transactions in the system
- Assist in the promotional aspects of marketing
- Serve as a channel of communication between the producers and
consumers

II.

MARKETING INFORMATION MANAGEMENT

COLLECTION OF DATA AND ANALYZING STRATEGY
We chose to create a travel agency for our business plan because this
applies to the knowledge we have acquired during our college taking up the
course of Tourism Management. As tourism students, we must learn how to
create itineraries for tours and how to compute for the tour costing per head.
This is also relevant to the development of the tourism industry.
INFORMATION OF CUSTOMER TRENDS
Since tourism is an income generator in the economy, it is a trend when it
comes to businesses. Also, customers tend to look for tour packages and not
spend too much time making their own schedules. They prefer to look for travel
agencies that can already handle their demands when it comes to creating
itineraries that best suit their wants and needs.
COMPETITION IN THE MARKET
ITravel Philippines: Located in 23-0 Burgundy Corporate Tower, 252 Sen
Gil Puyat Avenue, Makati City, Metro Manilaand started in 2009,
ITravelPhilippines commitment is to inspire and encourage travellers around the
world to visit and discover the wonders of Philippines. It is also their commitment
to make Philippines as one of the best tourist destinations in Asia and the world.
ItravelPhilippines is always glad to receive customers feedback and opinions
about the site, about Philippines or even life in general.
Strengths
-

Good location
Excellent supplier relationship

Weakneses
- A challenge to find employee
possess the necessary skills
customer-centric attitude
- Not much information about
company

Study Connect International Services, Inc - Makati Office: Located at

Unit 1003 Philippine AXA Life Insurance Center, 1282 Senator Gil Puyat Avenue,
Makati City, Metro Manila, it was founded on December 7, 2007 and registered
with the SEC (Security & exchange Commission) on March 19, 2008. Since then
they have gained more than 600 clients and the number is still increasing from
day to day proving itself true to its motto: We Deliver What We Promise.

Strengths
-

Continuously gaining more clients

Operated legally or with the
permission of the law

Weaknesses

-insufficient employees and facilitie

accompany all the customers.

- Pressured to provide a good quali

service to their customers by makin
twist or implementing new
tactics/techniques in the product/se
they are catering.

The target market will be the adventure enthusiasts, friends, lovers,

athletes and family. The direct competitors will be travel agencies near ATTA,
ITravelPhilippines and Study Connect International Services, Inc. The indirect
competitors will be the other stores in the malls which sell products and services
not in line with ATTA.
The business idea of creating ATTA in the industry might threaten other
travel agencies that will result to them improving their services and also
upgrading them to be on par with the competition among travel agencies.

IV. MARKETING PLANNING

TARGET MARKET

Sales

Adventure Enthusiasts
Friends (Ages 18 and
above)
Couples
Athletes
Family

The target market will be the following:

Adventure enthusiasts (19%) People who seek adventure are most
suited for this travel agency because it deals with sports and adventure tourism.
Friends ages 18 above (25%) Quality time for friends, especially
teenagers are welcome to contact the travel agency for their bonding to be set.
Couples (6%) For couples who want to strengthen their relationship,
travelling is a good way for it to become possible. Not only will their love grow,
but also their understanding with each other. We will also offer tour packages to
newlyweds, people who are engaged, etc.
Athletes (19%) This travel agency also caters an itinerary for a friendly
competition. For example, they will hold an event for sports competitions
wherein the athletes will participate into.
Family (31%) This is for reunions or family gatherings which aim to
strengthen the relationship of each family member from siblings to parents and
to the extended family.

V. PRODUCT AND SERVICE MANAGEMENT

MAINTAINING AND IMPROVING PRODUCTS AND SERVICES

Continuous innovations and developments

Getting feedbacks on the customers about the companys
unmet standards or needs
Creation of new and necessary services
Support service sales by providing accurate resource
estimates
Support balance between service demand and supply
Efficient management of the service product cost and revenues
Manage processes and best practices for the service

VI. PROMOTION AND ADVERTISING

Flyers will be distributed in public areas like malls schools. Commercials in

major channels will cost around millions. Since this is just a travel agency for
starters, it cannot afford that much amount.

PROMOTIONAL PROGRAMS

Our tools will be flyers, banners, tarpaulins, magazines, word- of- mouth
and the media (Social Networking Sites like Facebook, Twitter and Instagram.)

PROJECTED RESULTS OF THE PROMOTIONAL PROGRAMS

We are aiming for successful results through our promotional strategies

in our product because these are the cheapest yet effective means for them to
gain knowledge about our company and the benefits we can offer.

FUTURE PROGRAM FOR ADVERTISEMENT FOR THE NEXT 3

YEARS

If our business is a complete success, our plan is to extend ATTA

branches nationwide. There will be more banners in most-visited cities and
flyers in crowded areas like MRT and LRT.

VII. PRICING
PRICING STRATEGY

The pricing strategy will depend on the tour operators and of course the
travel agency itself. It will also depend on the partnership with other
companies who are involved in the itineraries that will be made by the tour
operators. Good-value pricing will be used as a pricing strategy which will
represent a way to attack the premium prices in the tourism industry.
PUERTO PRINCESA 6-DAY TOUR PROPOSED ITINERARY

DISCOUNTS
There will be quantity discounts on travellers when they have reached 50
people or more going for a specific tour package. This will serve as a
motivation for them to purchase our service in large volumes.
BREAKDOWN OF EXPENSES

EXPENSES

COST

Lease

P 60 000

Utility

P 50 000

Transportation (Bus rentals, air fare, etc.)

P 10 000

Accommodation

P 15 000

Food and Beverage

P 50 000

Others (Insurance, Legal Documents, Tips,

Promotions, etc.)

P 65 000

TOTAL CAPITAL

P 250 000

VIII. SELLING
In selling our products, we will use personal selling as a promotional tool, a personal
presentation by the firm's sales force for the purpose of making sales, which will be done
by travel agents.
CONCEPTS AND STRATEGY
-

Giving freebies for every group of 10 people availing for the same
itinerary
Buy one take one for couples who will be booking a schedule
together

Free breakfast meal for the birthday celebrant, with ID or birth

certificate as evidence

IX. SWOT ANALYSIS

STRENGTHS

WEAKNESSES
-

Manageable size
Easy to find location
Promos are made with
a twist

OPPORTUNITIES

New to business
Difficult to start
and raise funds

Old famous travel

agencies
Other new travel
agencies may copy
our business

THREATS
-

Around the Makati

Area, meaning it will
have a good first
impression from other
customers
perspective
Fresh in the eye of the
people

X. CONCLUSION
Adventure Time Travel Agency (ATTA) is a travel agency that wants to give the
quality service to every individual they want to have and experience. Their mission
is satisfaction and loyalty from the guest and the best experience every time they
consult our company. We have special offers on our customers and also, we will be
giving them special discounts that will surely satisfy them and make them return to
us. We will be doing our best to promote our business in order to achieve a good
and successful market.
A good business partnership and planning can help us achieve our goals. Setting our
goals are important so we will be able to succeed. As a business, we will have a lot
of competitors but we can be on par with them through our strategies and good
planning that will empower our strength in the business industry, conquer our
weaknesses and get along with the opportunities and threats.