Adventurous Horizon Travel Marketing Mix
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Adventurous Horizons
TABLE OF CONTENTS
EXECUTIVE SUMMARY
1.0 MARKETING OBJECTIVES
1.1 COMPANYS PROFILE
1.2 COMPANYS OBJECTIVES
2.0 MARKETING OPPORTUNITIES
2.1 SOCIAL TRENDS
2.2 TRAVEL PATTERNS
3.0 TARGET MARKET
3.1 MARKET PENETRATION STRATEGY
3.2 MARKET CHARACTERISTICS
4.0 THE SEVEN Ps
4.1 PRODUCT
4.2 PRICE
4.3 PLACE
4.4 PROMOTION
4.5 PROCESS
4.6 PEOPLE
4.7 PHYSICAL EVIDENCE
5.0 MARKETING MIX SUMMARY
5.1 RATIONALE
5.2 OPPORTUNITIES
5.3 EVALUATION
REFERENCE
APPENDICES
EXECUTIVE SUMMARY
This report will introduce one of the leading tour companies in the world: Adventurous Horizons. In order to keep its competitive edge, the company regularly launches innovative trips such as The Last Shangri-La. Pre evaluation has been conducted to forecast the demand and set realistic corporate objectives.
The company aims at a niche market with predominantly Socially Aware and Something Better type of consumers. Based on this segmentation, the company was able to identify three key insights into its target market: life satisfaction, quality expectations and high use of print media. With this analysis, a marketing mix was established. Product, price, placement, promotion, people, process, physical evidence have been structured in a coherent manner to surpass its customers needs and wants. Finally, a post evaluation checklist has been established to rate The Last Shangri-La tours viability.
In todays highly competitive environment, it is crucial for any businesses to have a clear mission supported by a consistent marketing mix.
1) MARKETING OBJECTIVES
Companys profile
Adventurous Horizons is a tour company specialised in adventure travels and cultural discoveries. The company has been established for the past 20 years and has gradually expanded its offices throughout the world, gaining a solid reputation amongst intrepid travellers.
After analysing the latest trends in the tourism industry, the marketing department has decided to launch a new excursion for 2008: a 10-day tour in the heart of Bhutan called The Last Shangri-La.
Companys objectives
Adventurous Horizons goals are to increase its profit margin year on year and to reinforce its position of specialist travel with off the beaten track destinations. By launching The Last Shangri-La in March 2008, the marketing department is hoping to achieve the following objectives:
* Increase the companys profit by 5% by December 2008.
* Surpass its customers needs and wants: a feedback survey will be drafted for this purpose. A benchmark of 90 % positive feedback has been set and will be reviewed in July 2008.
* Generate publicity: the media coverage is to be tightly monitored by way of counting press clippings and website visits for the next six months.
* Win the 2008 award for best Eco Tourist Tour Operator in Australia.
2) MARKETING OPPORTUNITIES
Seven months ago, the company implemented a survey to its existing clientele regarding which benefits were sought after the most when travelling. In addition to this survey, latest social trends and travel patterns have been identified.
◊ Social Trends
* Decline in traditional families: more divorce, later marriages and childless families leading to a growing number of one or two households (Rix, 2005).
Opportunities: more discretionary income available towards leisure such as travels. Also, The Last Shangri-La tour is an opportunity to meet other share-minded people; the camaraderie aspect could be another selling point for these particular households (singles).
* Increasing number of hours worked amongst managers and professionals (Rix, 2005).
Opportunities: need to check-out, escape through physical activities. To most consumers, travel equates to temporary freedom, escapism of commitments, obligations and formality.
* Time is becoming the new currency and people are happily trading money for it (Belch, 2004).
Opportunities: the tour covers all the holidays aspects and customers do not need to plan, organise and follow up on it. This is a strong selling point for time poor consumers.
* Increase of transient lifestyles: lust to collect as many experiences and stories as possible. Emerging need to break away from boredom, goods, possessions and move away from materialistic values (trendwatching.com, 2007).
Opportunities: more money spent on experiences such The Last Shangri-La offering opportunities to live a complete different lifestyle for a few days.
◊ Travel Patterns
* Increase of short trips experience: short breaks (one – two weeks) count for over 50% of the holidays – having one