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Marketing Project
Travel Agency
Members: Calvin Wong
Lawrence Lau
Anthony Lau
Tam Lam
Terry Tang
Introduction
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
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
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
Special trips
An eating/investment trip with
connoisseur
Pilgrimage tours (specialist in visiting holy
land/ mountain)
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
Weaknesses
Lack of capital
Lack of support from other channel
members
Lack of marketing expertise
Brand name unknown
Imperfect information of the market
Relationship with airline companies
Opportunities
Unfulfilled customers needs
New tours, package
Threats
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
middle-to-high income group
retired people
Psychographic
aims to those:
want to be different
enjoy high-class tours
place of:
Positioning
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
Product
Traditional Part:
Europe
Africa
Middle East
Package
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 festivals
Beer festival ( ) 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
Place
Places to be considered:
Wan Chai
Tsim Sha Tsui
Happy Valley
Price
Price are set based on the market
price
Price range:
Traditional tours: $10000-15000
Package tours: $15000-20000
Promotion
Advertising
Personal Selling
Publicity
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
Recommendations
Contingency Plan
Lower the price of the packages
and tours
Eliminate those tours with least
interest
The End