Post on 16-Apr-2017
Marketing Plan
Uniqueness Travel Agent
HTM 2121 Tourism and Hospitality
Marketing
Chan Hoi Yi, Emily 10554711D
Chan Wan Lun, Janice 11354512D
Tai Yip Chung, Johnson 11516279D
Tsang Siu Hang, Steven 11566166D
Uniqueness Travel Agent
Mission To become the leader of the Asia Pacific Region
travel agent for businessObjectives To acquire 30 tours during the peak season of
2013 To achieve 150,000 net profit during the financial
year of 2013-2014 To maintain the cost within 70% of the total
revenue.
External Environment Analysis
Examine opportunities and threats Consists of:
Macro environment Demographic, Political, Economic, Social-Cultural,
Technological and Natural Micro environment
Suppliers, Marketing Intermediaries, Publics, Customers and Competitors
Macro Environment Analysis
1. Demographic Opportunities:
Huge market with continuous growth 41,921,310 visitors arrival in 2011, +16.4% (HKTB visitor arrival
statistics,2011) High spending MICE visitors with significant growth
1.43 million MICE visitor arrivals in 2010, +22.8% per capita spending of HK$8,475, +25.9% compare with
overnight visitors (HKTB annual report 2010/11, 2011) Mainland China is the dominant market
41.8% MICE visitors come from mainland China (HKTB annual report 2010/11, 2011)
Marketing strategies need to be developed for reaching them
2. Political Opportunities:
Streamlined VISA restriction for visitors to Hong Kong Visit Hong Kong for visa-free Over 170 countries or territories Frequent business travelers with APEC Business Travel Card
Threats: Travel agent license need to be renewed annually
Macro Environment Analysis
3. Economic Opportunities:
Rapid economic growth in China
Threats: Uncertainty in the USA and European economics Minimum Wage Ordinance in Hong Kong
Macro Environment Analysis
3. Social-Cultural Opportunities:
Increasing health conscious Half-day relaxation itinerary
4. Technological Opportunities:
Advancement and increase popularity of E-business Increase number of Smartphone users
491.4 million smart phones sold in 2011 (Brownlow, M., 2012)
Threats: Careful management on electronic word of mouth
Macro Environment Analysis
6. Natural Threats:
Heavy air pollution threaten visitors away A survey conducted with tour guides (Yung, C., 2006) 50% thought Hong Kong having heavy air pollution
Macro Environment Analysis
Micro Environment Analysis
1. Suppliers Opportunities:
Various high reputation suppliers in Hong Kong Car rental companies Michelin recommended dining restaurants Luxury brands
Threats: High dependence on multi-suppliers High negotiating cost incurred in the business
2. Marketing Intermediaries Opportunities:
Advantages from advancement in E-business Cost effective e-marketing
Threats: Heavy competition on e-marketing
First priority cannot be assured
3. Publics Threats:
Complains from environmental groups Limousines service
Micro Environment Analysis
4. Customers Opportunities:
Rich but time-conscious business travelers Offers luxury itinerary package yet with high flexibility to
satisfy the business travelers’ Threats:
Demanding and high expectation Pay for high quality service Any mistakes would bring dissatisfaction
Micro Environment Analysis
5. Competitors Opportunities:
None have single focus on business visitors Without local tours’ e-booking or reservations
services Co-production cannot be found
Allow alternation between choices Create their unique tours
Threats: Numerous retail outlets or cooperation with hotels
Highly accessible by customer
Micro Environment Analysis
Target Market
Extensive service
Expensive
MinimumService
Less Expensive
Fig.1
Fig.2
Target Market
Locals Visitors
Business Travelers (MICE)
Organizers
Participants
Individual
Group
The reason is …• Hong Kong is an international city Government support
Hong Kong Trade Develop Council (HKTDC) Host more than 110 exhibitions each year Attracting 62,000 exhibiting companies and 5 million visitors (TDC, 2012)
Visitors’ purpose of visiting by Major Market Areas Jan-Jun 2011(HKTB, 2012)
Tourism Expenditure Associated to Inbound Tourism Jan-Jun 2011 (HKTB, 2011)
Product
• 4 Tour Itineraries:
One day tour for dining and sightseeing One day tour for sightseeing, shopping
and dining One day tour for culture and dining Half day tour for relaxation
Price
Businessmen – high purchasing and spending power
High quality service in luxury approach Tangible resources enhance overall
satisfaction High cost prestige pricing
People
Financial Assistants
Tour guides
Drivers
Booth receptionist
s
Itinerary designers
Sales Representatives
Place
• Official website - E business
• Booths in Hong Kong Convention and Exhibition Centre and Hong Kong Asia World Expo
• Shanghai Jinjiang Tours Co., Ltd
Promotion• Advertising strategies HKTDC - Set up information counter in Expo Drive
Launching itineraries competition
Establish joint promotion with Shanghai Jinjiang Tours Co., Ltd
Advertisements on Hong Kong ECHO and E- Mice China business magazines
Uniqueness official website, Facebook account, Forum, Apps, Yahoo search engine
Promotion• Personal selling Strategies
Lucky draw session in HKTDC counter
Incentive programs
• Direct marketing strategies
Direct mailing and on-line retailing
Partnership
Hong Kong Trading Development Council
Shanghai Jinjiang Tours Co., Ltd
F&B partnership like Jumbo Kingdom, Grand Café etc
Fotomax
Dah Chong Hong Holdings Limited (DCH)
Paypal, VISA, Master
Revenue HK$
Tour 1-Tour for dining and sightseeing ($4500 per person x 3 person s per tour x 60 tours per year )
$810,000
Tour 2- Tour for sightseeing, shopping and dining($4500 per person x 3 person s per tour x 110 tours per year)
$1,485,000
Tour 3- Tour for culture and dining($4200 per person x 3 person s per tour x 40 tours per year)
$504,000
Tour 4- Tour for Relaxation (Half Day)($4300 per person x 3 persons per tour x 30 tours per year)
$387,000
Total Revenue $3,186,000
Less: Expenses
Promotion Expenses
-Website design $10,888
-Mobile app $36,000
-Competition prize $2,000
-Magazine •Hong Kong ECHO •E - MICE China
$57,600$115,200
-Yahoo Search Engine $24,000
-Miscellaneous $10,000
Total promotion expenses $255,688
BudgetOperation expenses HK$
-F&B ($1,800 per person x 3 person s per tour x 240 tours a year)
$1,296,000
-Spa ($1,750 per person x 3 persons per tour x 30 tours a year $157,500-HKTDC partnership $100,000-Office Rental (Bank Centre Mong Kok) ($20,480 per month) $245,760-Utility $18,700-Insurance $30,000-Car rental (HK $17,000 per month) $204,000-License free •Application free for a Travel Agents license•12month Travel Agents License fee ($485 per month ) •Business Registration Fee (1 year)
$630$5,820$450
Total operational expenses $2,058,860
Human Resource expenses
Salaries: Financial Department•Financial Assistant ($12,000 per month)Sales & Marketing Department •Product Executive ($11,000 per month)•Sales representative($15,000 per month)Operational Department •Tour guides ($15,000 per month)•Drivers ($13,000 per month)•Booth receptionist ($12,000 per month)
$144,000 $132,000$180,000 $180,000$156,000$144,000
Total Human Resource expenses $756,000Total Expenses ($2,870,548)
Net Profit (Total Revenue –Total Expenses) $215,452
Post-tour questionnaire Comprehensive information about their
satisfaction towards the tours, suggestion for the itineraries and identifies effective partnerships
Internal audits Reviewing monthly sales, checking monthly
website traffic and monthly budget control Website traffic Indicates the effectiveness of our e-marketing
strategies like Facebook/WeiBo promotion and Yahoo searching priority
Sales and budgets Strictly monitored to assure they are keeping
within estimated range and moving towards the objectives
Monthly control
Control
Brownlow, M. (2012). Smartphone statistics and market share . Retrieved March 5,2012 from http://www.email-marketing-reports.com/wireless-mobile/smartphone-statistics.htm
HKTDC.com - All Hong Kong Events, Retrieved March 18, 2012 from The Hong Kong Trading Development Council, Web site: http://www.hktdc.com/info/trade-events/ci/HK-upcoming/en/All-Hong-Kong-Events.htm
Hong Kong Tourism Board (2012, January). Visitor Arrival Statistics - Dec 2011. ,pp.1-22.
Hong Kong Tourism Board (2011, January). Annual Report 2010/11. , pp.52-59.
Tourism Expenditure Associated to Inbound Tourism Jan-Jun 2011 (2011). Retrieved March 20, 2012 from Hong Kong Tourism Board, Web site: http://tw.partnernet.hktb.com/pnweb/jsp/doc/listDoc.jsp?doc_id=140001&cat_id=6352&logs=yes&type=FREE
Visitors purpose of visiting by Major Market Areas Jan-Jun 2011 (2012). Retrieved March 20, 2012 from Hong Kong Tourism Board, Web site: http://tw.partnernet.hktb.com/pnweb/jsp/doc/listDoc.jsp?doc_id=141874&cat_id=6287&logs=yes&type=FREE
Yung, C. (2006). Air pollution puts tourism in jeopardy, poll reveals . Retrieved March1, 2012 from http://www.thestandard.com.hk/news_detail.asp?we_cat=4&art_id=14563&sid=7136726&con_type=1&d_str=20060320
Reference