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HTM 2121 TOURISM AND HOSPITALITY MARKETING
Ng Tak Fong Tracy 11134286DNg Wu Melody 11088299D
Pang Cho Yi Josie 11251185DTang Wai Yung Julia 11258501D
Wong Yat Lo Yvonne 11160766D
SEM006 Group DTRAVEL AGENT- LOCAL TOURSun Green Ltd
CONTENT
External environment of the company SWOT Analysis Competitor analysis Objectives Target market Marketing strategies and tactics Implementation milestone Budget Controls References
EXTERNAL ENVIRONMENTAL ANALYSIS Demographic trends
From 2007-2011, --population increases by 2.7% --real wage increases by 4.1%
No. of Mainland students in HK will increase in the future
Economic trends Global --Recovery --World GDP has increased by 2.7% in 2011 Hong Kong --GDP and CPI have an increasing trend Inflation
Subsidies & benefits will be provided
EXTERNAL ENVIRONMENTAL ANALYSIS Ecological trends
No. of fish pound, hiking paths & wetland decreases
Losing natural scenic spots
Technological trends Social networking & smartphones are popular
Can be used as our means of promoting
Social-cultural trends Environmental and conservation awareness: one of
the core belief and values in Hong Kong People aware more of the importance of the surrounding
environment
SWOT ANALYSIS
STRENGTHS
Comprehensive services offering
High quality tours High competiveness
COMPREHENSIVE SERVICES OFFERING
Transportation• Standard shuttle bus service• Comfortable and convenient
Catering• A variety of drinks• A nourishing meal
Insurance• Guarantee compensation
Safety• Trained & qualified tour guides• Immediate emergency treatment
HIGH QUALITY OF TOURS
Professional tour guides Educational activities Broaden their horizons Learn how to appreciate the nature Raise their environmental awareness &
being environmental friendly
HIGH COMPETIVENESS
Provide different packages Provide a tailor-made itinerary Cooperate with some green
organizations ( educational talks and workshops ) Build brand awareness and
differentiate the products
WEAKNESSES
Lack of brand awareness High pricing policy
LACK OF BRAND AWARENESS
A novice in the nature-based tour market
Low brand and image
Keen competition (E.g. Sunshine Company & HK Traveler High loyalty & good reputation)
HIGH PRICING POLICY
Limited budget + the need of ensuring high quality services raise tour price to cover the cost
High price decreases attractiveness of our tours
Short-term: market share can be maintained but profitability decreases
Long-term: profitability will be maintained
OPPORTUNITIES
Increasing income of families• Disposable income ↑, more willing to spend money
Technological help in promotion• Message can be spread out easily through
Internet
Increasing awareness of environmental protection
THREATS
Reducing natural scenic spots• Decreasing the variety of destinations for our
tours• More difficult to differentiate our products by
choosing a different destination
Strong competition• A challenge for a new company to enter the
market and compete
COMPETITION
COMPETITION- COMPETITOR ANALYSIS 4 main competitors:
• Sunshine Holiday Travel Ltd• Hong Kong Tours Limited• Traway Travel Limited• HK Traveler
After looking at the marketing mixes of four competitors, we can conclude that:• most competitors are not mainly focus on promoting the importance
of environmental protection (Only HK Traveler focuses more on that scoop)
After looking at the SWOT analysis, we can conclude that:• SunGreen Ltd has competitive advantages over the competitors
hold information talks with some local green organizations before tours
tours are focusing more on the environmental protection scoop
OBJECTIVES Work with 2 different green organizations and
schools in Kowloon District in first year and expand to New Territory next year
Fully cover the cost for primary students group tours at the end of first year while 90% of the cost can be covered for family tours
Generate 50% of the brand awareness within the business target market by the end of next year
Capture 20% of primary student groups from main competitors
Develop and introduce more than 8 routes for customers in second half year
TARGET MARKET
Market Demographics: • Focusing on the consumer market only
Particular segments:• Primary target : Primary school groups • Secondary target : Low-to-middle income
family with 1-3 children (aged below 8)
MARKETING STRATEGIES AND TACTICS (4PS)
MISSION
Give a chance for tourists to explore the nature & know the importance of environmental protection
Raise their environmental awareness
POSITIONING
We are positioning SunGreen as the most suitable partnership with school groups and families within this nature-based tour market
Focusing on the quality of service and the delivery of messages to customers
STRATEGY
Product differentiation• Workshops and talks will be provided for school groups• Interactive and educational activities for
family
PRODUCT
3 Tours: educational and meaningful Designed for enhancing parent-child
interaction The three tours are:
1.Geopark Hiking Tour2. Strawberry Garden Tour3.Green Trip
TOUR 1: GEOPARK HIKING TOUR
Tour Name Geopark Hiking TourTalk Topic (the message we deliver)
To promote landform and rock conservation
Itinerary Sai Kung Country ParkTarget customers
Primary student groups ( for senior students)
Group size Minimum 25Pick-up points School, arrange travel bus Duration Approximately 4 hours
Walking distance: 2-3 kilometers
Tour price HK$330-350
TOUR 2: STRAWBERRY GARDEN TOURTour Name Strawberry Garden TourTalk Topic (the message we deliver)
To promote organic farming and the importance of being environmental friendly
Target customers Primary student groups(especially for the juniors ) & family with children
Group Size Minimum 25Itinerary -Visit strawberry garden(learn how
to plant in a natural environment) -Experience the goodness of strawberries from the farm. -Make different kinds of desserts.
Tour Price $150-170 ($80/ pound of strawberries, no entrance fee)
TOUR 3: GREEN TRIPTour Name Green TripTalk Topic To enrich their understanding of
organic agriculture & promote the importance of recycling
Target customers
Primary student groups & family with children
Group Size Minimum 25Itinerary Section 1 Recycling paper making
Section 2 Bread makingSection 3 Practical farm workSection 4 Vegetable plot visit, Sprout making demonstration and farm produce purchase
Tour Price HK$158
PRICING
Use the competitor-based approach
Destination Price (per person) No. of customersSai Kung Country Park $330-350 30Strawberry Garden $150-170 25Hok Tau Village $158 25-30
Destination Price (per person) No. of customersSai Kung Country Park $300-330 * 30Strawberry Garden $200-230 * 25Hok Tau Village $150* 25-30
Main competitors: Sunshine Travel and HkTraveler(*The price does not include catering service)
SunGreen LtdWe set higher price, but provide better service
PROMOTION
March • Prepare for the Easter Holiday
Free talks• Guest speakers from Green Power and
Green Action After March
• Talks only given for schools who join our tour
PROMOTION
Green Student Leader Campaign• invest $10,000• select 20 students as green students • $500 awards for each student
PLACE
Send leaflets to primary schools
• Green Action• Green Power
Green group
• Groupon HK• BEECRAZY
Group Buying website
INITIAL SET-UP COSTLicense and other services from the Travel Agents Registry
-Application: $630-Renewal of license per month: $485-Total cost: $(630+485*11) = $5,965
Rental fee $4,800 per month (Office in Lai Chi Kok Cheung Kong Factory Building)
Office furniture $12,000
Telecommunication system $3,000
Fax, copying, printing machines $5,000
Total initial set-up cost $30,765
MARKETING BUDGET
OPERATING COST
Rental fee $4800 per month
Shuttle bus service -For the tour to Hok Tau Village in Fan Ling: $1400 (each round trip)-For the tour to Sai Kung Country Park: $1600 (each round trip)-Each shuttle bus can carry a maximum of 61 people
Tour guide monthly salary $18,000+commission (3 tour guides)
Insurance fee ( for company) $500 a year
Advertising expense $32500 + $300 per talk
MARKETING BUDGET
Month 1 2 3 4 5 6 7 8 9 10 11 12Market 1 (Primary School)
The total sales revenue of this market can cover 70% of our costs.
The total sales revenue can cover 90% of our costs.
The total sales can fully cover the costs.
Market 2 (Family with children)
The total sales revenue of it can cover 50% of our costs.
The total sales revenue can cover 70% of our costs.
SALES FORECAST
The End Thank You!!
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