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Marketing Plan
EXECUTIVE SUMMARY
In 2017 we are planning to focus on the following Key Target Market, a family of
four, as evidenced by the messaging, visuals, and content available on their
website.
Our Positioning Statement will be Marlin Travels all-inclusive to Mexico is the best
travel agency in Oakville that provides a family of four affordable price all-inclusive
package.
Our Marketing Objectives for 2017 are to increase number of families of four who
will buy an all-inclusive package to Mexico by 25% in the holiday season of the next
two years; to increase number of Marin Travel in Oakville by two to provide travel
insurance to increasing number of family of four within two years; to be recognized
as a number one travel agency in Oakville that sells all-inclusive package to Mexico
for family of four in the next two years by selling travel insurances.
We have chosen Six Key Strategies for 2017 which are Marlin Travel is in partnership
with Air Miles and a member of Transat A.T. Inc. as build on strengths. We will
minimize our weakness which is negative reviews when it comes to customer
service. We will exploit our opportunities in tourism and travel program in schools
and geographic awareness that exposes international culture and environments. We
will manage a threat which is competitors that offers an all-inclusive Mexico same
as Marlin Travel.
We are seeking a total budget of $145,200. This budget will include the following:
Price: The marketing team of Marlin Travel will offer easy ways to boost earnings or
miles under the Air Miles Reward Programs that will give client an affordable or even
a free all-inclusive trip package.
Packaging: The marketing team will create more of an all-inclusive packages with
the help of Air Transat, the companys airline, which will help reduce the cost of
booking flight with other carriers.
Marketing Plan
Marketing Plan
Contents
Situation Analysis....................................................................................................... 4
Marketing Environment Analysis............................................................................. 4
Location and Community Analysis..........................................................................4
Primary Competitor Analysis................................................................................... 5
Market Potential Analysis........................................................................................ 6
Service Analysis...................................................................................................... 7
Marketing Position and Plan Analysis Competitive Advantage................................7
SWOT Analysis........................................................................................................ 8
Marketing Strategy..................................................................................................... 8
Market Segmentation/ Target Market......................................................................8
Positioning Statement............................................................................................. 9
Marketing Objectives.............................................................................................. 9
Marketing Strategy................................................................................................ 10
Implementation Plan................................................................................................ 11
Bibliography............................................................................................................. 13
Marketing Plan
Situation Analysis
Marketing Environment Analysis
Demographic Trends
Economic Trends
Technology Trends
Marketing Plan
recreation centers where the young, adult and seniors can do different activities.
(For Residents, 2016)
Primary Competitor Analysis
Competitors are always part of the business that challenges every individual
in the company to strive hard in order to win the customers and keep them for life.
The three major competitors of Marlin travel agency are McTavish Travel, Adventure
House Travel, and Flight Centre Oakville.
The major threat comes from McTavish Travel an award-winning travel agency
that is owned and managed by Ross and Trish McTavish. McTavish Travel is one of
the largest independently owned and operated agencies in Canada. It has been
active for 40 years and currently located at Hopedale Mall. The agency is one of the
two humanitarian or mission-accredited agencies within Canada. It means the
company obtain contracts with large intercontinental carriers that gives special
fares to large charities, not-for-profit, humanitarian institutions and missionaries.
Just like the Marlin Travel agency, they focus on corporate, vacation, and Group
travel. By listening to their clients and solving solutions to reach the clients need
leads to their success. Some of its strengths and weaknesses are the following;
Strengths
Equipped with state-of-the-art
Weaknesses
It is challenging to look for the
the company.
Hard time to maintain the quality of
The second competitor of Marlin travel agency is the Adventure House Travel
and it is situated in North Service Road. The company is independently owned and
ran by Ron Dawick and he has been in the travel industry for over 40-year of retail,
airline, and tour operator travel management experience. The Adventure House
Travel Agency is specializing in corporate, leisure, and group travel. Its goal is to
provide customers with the effective travel solutions at the good possible price.
Marketing Plan
Strengths
Weaknesses
Weaknesses
Marketing Plan
information and travel videos. They have a wide array of destination choices in the
different regions in the world such as North America, Caribbean and Mexico, and
Europe. They offer personalize service and expert advice. Prices are very affordable
and it ranges from $700 to $1700 including tax, per person, and it vary on their
length of the consumers length of stay. An all-inclusive package to Mexico is usually
3 to 7 nights of stay. They are in partnership with Air Miles, a loyalty program that
offers incentives to customers. Consumers can also book online on Marlin Travels
website which is very accessible. (Sustainable Tourism, 2016)
The weakness of Marlin Travel in Oakville would be the negative reviews from
their clients when it comes to customer services. Also, theres only three travel
consultants in the agency where they have a high number of target markets.
Marketing Position and Plan Analysis Competitive Advantage
From highly personalized one-on-one service, to first-hand travel experience
at clients destination, Marlin Travels expert Travel Professionals go the distance figuratively and literally to ensure that clients have the best travel experience
possible. The marketing of Marlin Travel in Oakville is very effective. They are
included in Transat A.T. Inc. brochures. They regularly advertise their agency in
Oakville through the local newspaper, Oakville Beaver. They also have a TICO
sticker in front of their agency which is a proof that they are legal to operate and
sell travel services to consumers. Marlin Travel in Oakville is located inside Walmart
where they are also advertising the current promotions of the agency. Marlin Travel
has a Facebook page and YouTube site where they post news and updates about
their services. They update their website every week for the purpose of price
updates, new packages and promotions. (Marlin Travel, 2015)
SWOT Analysis
Strengths
Marlin Travel in Oakville is a TICO
registrant
It is a member of Transat A.T. Inc
Customers can book online or in
person
They are in partnership with Air
Miles that attracts loyal
customers
Weakness
Negative reviews when it comes
to customer service
Located right at the back of
Walmart
Low staff issues
The agency is closed when
Walmart is closed
Prices may vary on the travel
Marketing Plan
services
Focus on too many segments
Threats
Competitors offers an allinclusive Mexico same as the
company
Competitors are award-winning
travel agencies
Air Canada is priority than Air
Transat
The value of Canadian dollars is
lower than US dollars
Terrorism and zika virus are
blocking people to travel
Online travel agencies that offers lower
price
Marketing Strategy
Market Segmentation/ Target Market
The target market of Marlin Travel in Oakville is a family of four, as evidenced by the
messaging, visuals, and content available on their website.
Categories
Demographics
Family size
Occupation
Gender
Education
Geographics
Location
Population Growth Rate
Typical Breakdowns
Diverse
0-9: 10-19: 20-29: 30-39:
40-49: 50-59: 60-69: 70+
$40,000-$49,999:
$50,000-$74,999:
$75,000-$99,999:
$100,000-$149,999:
$150,000+
4
Professional: managerial:
blue Collar: white collar:
retired
Male: female
High school graduate:
college or university
graduate
Oakville
2.04%
Marketing Plan
Psychographics
Population Density
Climate
Region
Personality
Leisure interest, activities,
and hobbies
Media Habits
Technology usage
Behaviouristics
Frequency of purchase
Product loyalty status
Urban
Warm: wet: mild: cold
Ontario
Social: extroverted:
adventurous
Travel: arts:
entertainment: food:
environment: culture
Internet: Newspaper:
magazine: television:
radio
Laptop: desktop
computer: smartphone
Leisure: recreation:
socializing: work and
business
Relaxation: new
experience: comfort:
escape: fashion:
entertainment
Every few months:
annually
Some
10
Marketing Plan
The marketing team of Marlin Travel will offer easy ways to boost earnings or
miles under the Air Miles Reward Programs that will give client an affordable
or even a free all-inclusive trip package.
2. Build on a Strength
Marlin Travel is a member of Transat A.T. Inc.
Marlin Travel in Oakville will promote the agency with pride that it is a
member of Transat A.T. Inc. The marketing team will create more of an allinclusive packages with the help of Air Transat, the companys airline, which
will help reduce the cost of booking flight with other carriers.
3. Minimize a Weakness
Negative reviews when it comes to customer service
Marlin in Travel staff will take a seminar or program on how to be a good
representative of the company and how to manage customers. As the
increasing population of family of four in Oakville, Marlin Travel will add one
or two part time staff in order to accommodate the clients needs and wants
in their customized package.
4. Exploit an Opportunity
Tourism and travel program in schools
With an education or background in tourism and travel industry, Marlin Travel
staff will be able to create a customized travel products and services to the
market.
5. Exploit an Opportunity
Geographic awareness that exposes international culture and environments
Marlin Travel will use its electronic resources like Facebook and YouTube to
spread awareness in international culture and environments. Marlin Travel will
support sustainable tourism program that will maximize tourism positive
effects in the destination. Marlin Travel will create recycled products and will
sell it in their office. The agency will also sell travel services to clients that
goes to destination with sustainable tourism programs.
6. Manage a Threat
Competitors offers an all-inclusive Mexico same as the company
Marlin Travel will offer an all-inclusive Mexico with lower price but with
greater value. Marlin Travel will book its all-inclusive Mexico to its own airline,
Air Transat and will increase the miles received through its partner, Air Miles.
Implementation Plan
Marketin
g Mix
Activity
Who
When
Budgete
d Cost
Measurement of
Success
11
Marketing Plan
People
Price
Place
Promotion
As the
increasing
population of
family of four
in Oakville,
Marlin Travel
will add one
or two part
time staff in
order to
accommodate
the clients
needs and
wants in their
customized
package.
The marketing
team of Marlin
Travel will
offer easy
ways to boost
earnings or
miles under
the Air Miles
Reward
Programs that
will give client
an affordable
or even a free
all-inclusive
trip package.
Marlin Travel
will support
sustainable
tourism
program that
will maximize
tourism
positive
effects in the
destination.
Marlin Travel
in Oakville will
promote the
Ayomikun
Fisayo,
Human
Resource
Manager
October
6,2016
$600+
Commissi
on
Faraz Alavi,
Executive
Marketing
Officer
Septem
ber 24,
2016
$100 $500
Surveys After
purchase and we will
take feedbacks.
Jane
Luperte,
Director of
Marketing
and
Advertisem
ent
May 6,
2016
$80,000$100,000
Faraz Alavi
Novemb
er 1,
2016
$4,000$8,000
We have to put up
signs and boards on
the streets and put a
12
Marketing Plan
agency with
pride that it is
a member of
Transat A.T.
Inc.
Partnershi
p
Programmi
ng
Product
flyer in the
newspapers in
Oakville town. This
will help the agency
get targets easy and
also promote our new
office in Burlington.
We will make a
database of how
much all-inclusive
packages have been
sold every 6 months.
Marlin Travel
will offer an
all-inclusive
Mexico with
lower price
but with
greater
values. Marlin
Travel will
book allinclusive
Mexico to its
own airline,
Air Transat,
and will
increase the
miles received
through its
partner, Air
Miles.
We need to
develop new
programs for
our staff and
customers to
better
understand
the needs and
wants of our
customers.
January
Domenden,
Creative
Marketing
Assistant
All Year
around
$8,000$10,000
Ayomikun
Fisayo
April 1,
2016
$3,000 $5,000
With an
education or
background in
tourism and
travel
January
Domenden
October
26,2016
$1000
13
Marketing Plan
Packaging
industry,
Marlin Travel
staff will be
able to create
a customized
travel
products and
services to
the market.
The marketing
team will
create more of
an allinclusive
packages with
the help of Air
Transat, the
companys
airline, which
will help
reduce the
cost of
booking flight
with other
carriers.
Jane
Luperte
All Year
$10,000$20,000
Bibliography
Canada to Lift Visa Requirements for Mexico. (2016, June 28). Retrieved from Prime
Minister of Canada Justin Trudeau:
http://pm.gc.ca/eng/news/2016/06/28/canada-lift-visa-requirements-mexico
Demographics. (2016). Retrieved from Town of Oakville:
http://www.oakville.ca/assets/2011%20planning/2011CensusPopulationbyAge
.pdf
14
Marketing Plan
Economic Development. (2015). Retrieved from Oakville:
http://www.oakville.ca/assets/general%20-%20business/ecdevannualreport.pdf
For Residents. (2016). Retrieved from Oakville:
http://www.oakville.ca/residents/index.html
Marlin Travel. (2015). Retrieved from OTA Reviews: http://otareviews.com/marlintravel-reviews/
Retail Distribution. (2016). Retrieved from Transtat A.T. Inc.:
http://www.transat.com/en/about/retail.distribution.aspx
Saperstein, L. (2016). 2016 Tourism and Travel Marketing Trends. Retrieved from
The Experience Experts: https://theexperienceexperts.com/2016/01/2016travel-and-tourism-marketing-trends/
Statistics Canada. (2013, June 19). Retrieved from Canada.ca:
http://www.statcan.gc.ca/pub/66-201-x/2010000/part-partie1-eng.htm
Sustainable Tourism. (2016). Retrieved from Marlin Travel:
http://www.marlintravel.ca/travel-agencies/camrose/marlin-travel-42631/79sustainable-tourism-at-marlin-travel#sthash.rJS5GKHw.dpuf
Top Employers by Sector. (2016). Retrieved from Oakville:
http://www.oakville.ca/economicdevelopment/top-employers.html
Transit Facts. (2014). Retrieved from Oakville Transit:
http://www.oakvilletransit.ca/transit-facts.html
Trends in Oakville. (2010, June 2). Retrieved from Statistics Canada:
https://www12.statcan.gc.ca/census-recensement/2006/dp-pd/92-596/P12.cfm?
Lang=eng&T=CSD&PRCODE=35&GeoCode=24001&GEOLVL=CSD&TID=0
15