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TABLE OF CONTENT

MARKETING DATA………………………………………………………..PAGE 3

THE ANALYSIS OF THE SURVEY…………………………..…..PAGE 3

THE ANALYSIS OF THE MARKET……………………………..PAGE 8

FINANCIAL DATA…………………………………………………..……..PAGE 11

SALES AND DISTRIBUTION……………………….……………………..PAGE 12

ADVERTISEMENT PLAN…………………………………………………..PAGE 14

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MARKETING DATA

ANALISYS OF THE SURVEY

Number of people surveyed: 10

Question no. 1

If you could choose a country to spend unforgettable, exotic Mediterranean holidays would it be: a)

Spain b) Turkey c) Italy d) Greece

To this question 7 out of 10 people answerd ‘Spain’, 2 decided to choose ‘Turkey’ and only one

‘Greece’.

Question no. 2

Have you ever been in Turkey?

Yes No

If your answer is ‘no’ go to the question 4

5 out of 10 people have been to Turkey.

Question no. 3

How many times?

1 2 3 4 5 or more

3 out of 5 people have been to Turkey more than once, two or three times. The rest visited this

country only once.

Question no. 4

Would you recommend Turkey as a country worth visiting?

Yes No

Everybody who has been to Turkey recommends it.

Question no.5

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Rate on the scale from 1 to 5 which element of turkish culture or beauty of nature interests you,

where 1 is total lack of interest and 5 is enormous curiosity.

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

5

1 2 3 4 5

1 2 3 4 5

The first picture was rated with a ‘5’ by most of the group (8 people). The rest (2 people) rated it with

a ‘4’.

The second picture has much lower ratings. Nearly everybody rated is with 3 (6 people) and 4 gave it

a ‘2’ mark.

Everybody found the third picture not to be interesting. Four people gave it a ‘3’, other three rated it

with a ‘2’ and the rest gave it a miserable ‘1’.

The fourth picture notes were very different. Some (2 people) rated it as ‘5’, other five of them gave

it a ‘3’ and the rest of them (3 people) gave it ‘1’.

The last picture notes were in the range from 3 to 5. Five people rated it with a ‘5’ mark, three with a

‘4’ and two with ‘3’.

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Question no. 6

What would you like to do when visiting Turkey?

a) relax on the beach b) sightseeing c) travel around the country d) go on theme trips

Everybody wants to ‘relax on a beach’. Five of them want to go for ‘sightseeing’ and ‘traveling around

the country’.

Question no. 7

Which part of Turkey would you like to visit?

a) metropolises (Ankara, Istanbul) b) seaside resorts c) countryside d) mountains

Everybody chose ‘Ankara’, 10 out of 10. Four people also chose ‘seaside resorts’.

Question no. 8

In which season would you like to visit Turkey?

a) summer holidays b) winter holidays c) autumn d) spring

Everybody agreed that ‘summer holidays’ and just three of the participants marked ‘spring’ besides

summer.

Question no. 9

Which mean of transport will be the most suitable and comfortable for you?

a) plane b) car c) bus d) train

Ten out of ten would take a plane.

Question no. 10

Which type of accommodation would you like to be offered?

a) all-inclusive hotel b) hostel c) host family d) camping place

Nine people want to go to Turkey to an all-inclusive hotel. Only one person is down for a host family.

Question no. 11

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How long would you like to stay in Turkey?

a) less than a week b) a week c) 2 weeks d) more than 2 weeks

According to the results a single stay should last from one to two weeks. The answers were equally

divided, five said ‘a week’ and the other five said ‘2 weeks’.

Question no. 12

Would you prefer to go there:

a) by yourself b) with your family c) with a group of friends d) with your boyfriend/ girlfriend

Everybody wants to go there with their friends. Ten out of ten chose such option. Two people would

also like to go with a boyfriend or a girlfriend.

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ANALYSIS OF THE MARKET

The research of competitive companies allows TURKISH TRAVEL AGENCY to recognize the market and

helps in making up the best offer directed to young people who just are about to get in the age of

maturity. After some months they would like to travel with their friends, visit foreign country and

check the accuracy of all opinions they have heard before about Turkey, Turkish mentality and their

traditions.

During analyzing the data of concurrent companies, it was established that each of the offer tested

includes price of flights, taxes, the transfer from airport to hotel and from hotel to airport and the

basic insurance. Every offer was checked for one person for one week period of time.

TUI TRAVEL AGENCY

The offer given by TUI travel agency is typical proposition for people want to just rest but not

necessary sightseeing. Offer is wide in its standard and price division. In their 140 offers to Turkey,

the cheapest hotel reserved in a standard of *** + with all inclusive alimentation costs 1410zł. The

most expensive hotel costs 7519zł however it is hotel of ****** standard with all inclusive

alimentation, private golf pitch and spa. None of those two offers does not considerate neither

optional excursion nor the touring trip around Turkey.

The price includes the basic insurance.

ITAKA TRAVEL AGENCY

Itaka company does not have hotels lower than of ****+ standard. The cheapest hotel costs 2765zł

with all inclusive alimentation. The most expensive costs 5240zł with a ***** standard and with ultra

all inclusive. There is no data about the optional excursions, thus it can be supposed they not

involved them in the price or they do not offer them at all. There is also no information about touring

trips with sightseeing the most important places in Turkey. There is possibility to buy an extra

insurance.

GTI TRAVEL

The GTI travel company in Poland offers a lot of hotels in Turkey where the cheapest and with the

weakest standard is *** with all inclusive where the price is 1343zł. The most expensive costs 4798zł

with all inclusive alimentation. They also do not give any data about optional excursions or touring

trips.

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ALFASTAR TRAVEL AGENCY

The company has 86 offers to Turkey. The cheapest one is in *** standard with HB alimentation

(breakfast and dinner) for the price of 1799zł. The most expensive hotel costs 6213zł with ultra all

inclusive alimentation. If it comes about the insurance, the ALFASTAR company offers the basic

proposition, which however not embraced the Asian part of Turkey. The solution is to take the

packet B which costs extra 64zł. That travel agency offers extra payed optional excurions which

diversity and amount is depend on the hotel’s setting, so do the price. For example, to 50eur for the

trip to Pamukale. Sightseeing the Rodos island costs 60E, Cappadocia- 115eur but for two days

expedition.

Moreover, ALFASTAR agency offers touring trips as well, which are marked as ***, **** and *****

standard level. Each of the trip has the same program and places visited, but the prices are different

from the 1999zł to 3449zł. The price includes airline tickets, transfer airport-hotel-airport, airport

taxes, air-conditioned shuttle bus or mini bus (depending on number of people), Polish-speaking pilot

care, insurance, accommodation in buildings 3 * HB (breakfast and dinner, non-alcoholic beverages

for an additional fee), VAT, a charge through the Strait of Dardanelles ferry.

Price does not include dinners, tickets to the visiting monuments and local guides - about 145eur for

person and 40eur per child, the visa fee (payable at the airport upon arrival in Turkey), optional

excursions and their own expenses.

Below there is the diagram which shows the ratio of the cheapest and the most expensive prices in

analyzed companies. The difference is huge, even about 6000zł in the case of TUI company, what is

obviously beneficial as the diversity of the offer. On the other hand, it has to be considered that offer

of those companies was directed to everyone, an in case when TURKISH TRAVEL COMPANY dedicates

their offer to young people, offers should be lower priced.

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CONCLUSION

The market is rather poor in any types of trips of non-relaxation profile. Agencies which direct their

offer to everyone, including families and retirees, does not have the satisfying offer for young people

who want to discover the particular country. The prices are frequently too huge for an average

eighteen-year-old. Humdrum offers in which it is not included any optional expedition or variety of

spending time. Only the ALFASTAR company is an appropriate example to give the TURKISH TRAVEL

AGENCY great dose of inspirations, but also by intrinsic and detailed information we as a company on

the start are able to learn on the others’ mistakes. The research of the concurrency shows that young

people are often not taken into consideration while planning new offers. TURKISH TRAVEL AGENCY

found out that data as beneficial gap, which should be filled thanks to TURKISH TRAVEL AGENCY. As

other companies, TURKISH TRAVEL AGENCY should include in the price: flights, airport taxes,

transports, accommodation, alimentation and insurance covering also Asia. It would be

advantageous to make up an interesting and extensive list of optional trips or to propose half-resting

and half-sightseeing offer.

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FINANCIAL DATA

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SALES AND DISTRIBUTION

Type of distribution our company is going to focus on is called an exclusive distribution.

This sort of distribution occurs when sale is presented on a certain teritory, runed by an only saler

and a producer rielies on a very few intermediares. In our case the place where our products - travels

to Turkey could be bought is only Lublin (city centre) and our official website -turkish-travel.com. We

also cooperate with one mediator only who is a manager of travelstravels.com international portal,

selling travels.

However, our distribution partially concerns also a selective type of distribution. It is because the

amount of people who can buy our products is limitted- for example only 40 people are able to go to

a certain journey to Istanbul, in a certain time.

There are some problems which could be faced by a distribution:

1. Spatial distance- it occurs because of the fact that the place of production is not the same as the

place of consumption. To provide a buyer the ability to buy a product in a convinient place for him, a

producer have to use some means of transport to cover the distance and offer the product in a place

where the client wants to buy it. It does not really concerns our company because we do not produce

material things which have to be transported to the place where they can be bought. We prepare our

travels in the office and we also sell them here. Neverthless, we also offer them to be bought online

on two of the websites so we have to some kind of send all the information there- to our website and

mediatory one. However, it is not a problem at all and it takes very little time thanks to emails and

fast file sending ways.

2. Time distance – it occurs because the time of buying the product (travels to Turkey) is not the

same as the time of its consuming. In our case the travels will be bought some months or weeks

before the actual time of the journey. However, we as the organisators will have to provide and

arrange everything before. It concerns transport to Turkey (reservation of tickets) and in Turkey

(providing autocars) or for example accomodation. The problem which is visible here is that to do

this we will need money. It would be taken from advances already paid by our customers who

decided to buy a travel or the budget of the company.

As said before our product, that is travels to Turkey, will be sold in the office designed specifically for

this target. The preferred option would be setting such an office in the centre of the city to ensure its

localization will not cause any problems for customers. Such a location will cost our company more,

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however we calculated that it would be more affordable to have an agency in an accessibe place. To

ensure the clients to be well-informed about TT travel agency we will use some kinds of

adverisement presented in the advertisement plan which is already done.

The second sale method will be the web page with whole travel offer described and with detail prices

mentioned. The main advantages of such a sale manner is a comfort of the client, saved time of both,

the customer and TT manager and the ease of conducting businesses. What is more, thanks to the

web page the company will be able to find a wide range of interested customers from every part of

the country, not only from Lublin and its neighbourhood.

We also have a contract with the manager of an international travelstravels.com Internet portal so

that our travels are prestented and available to be bought on their website. It one of the most

popular means of booking journeys in the world and a huge online collection of travels. Thanks to

this fact, our products will be more available, also for international customers.

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ADVERTISING PLAN

Our company as a new, not known and without any reputation is forced to prepare and conduct a

good advertisement. Nevertheless, our budget is not very big, therefore it all has to be well planned

and considered because entering the huge travel market is not an easy task.

First type of advertisement of our company will be a printed one. We will make leaflets designed by

our creative manager and leave them in the popular places in Lublin such as bars, post offices etc.

We will also distribute them on the streets during weekends (the biggest amount of people in town)

and directly to letter boxes in chosen housing estates. We resigned of putting flyers under windshield

wipers because it makes people annoyed and we want our company be associated with positive

feelings.

There are a lot of online ways of advertisement. We believe that this is a very effective area to

advertise our services because it is possible to influence people by different factors such as

presenting attractive photos, music and catchy slogans. Researchers conducted by GO.Gulf.com in

2012 showed that an average global Internet user spends 16 hours per month online and this

phenomenon is gradually growing. That shows that Internet is a very good way of advertisement

because it reaches a huge amount of people. What is more it is not expensive. Therefore, our

company will make advertisement in a sort of an online poster, presenting photos of Turkey and a

short writings about offers and prices located on the top of the page- see photo below. It will be

present on popular news webpages such as www.onet.pl but mainly those connected with Turkey

and travelling so that it reaches a certain type of users. If a customer is interested in our offer he or

she will be able to click on the advertisement and will be automatically redirected to our official

website. This advertisement will not be the one that its moving and it is showed in the middle of the

page because we reckon that it is quite onerous, importunate and not fully fair.

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Example location of our online advertisement.

Another step in the Internet which has to be made will be creating a facebook page of our travel

agency where all the offers and news will be published. Nowadays, this portal is one of the best ways

of advertising products because it directly reaches to the followers (people who liked our page) who

spent a lot of time there. It is mainly young people but not only. After collecting a certain amount of

“likes” (I assume after half a year after establishing our company we will have about 2000) it will be

driven by itself though likes added by customers. This process works as a “domino effect” because

when a person likes something on facebook all of their friends see this, and then like it etc. It is a very

effective way of advertisement and what is more it is absolutely free.

We will not make a TV advertisement because it is very expensive and time-consuming to produce it

and then broadcast. We are yet too small company to afford such an enterprise even though is one

of the most efficient ways to advertise a product or service.

We also resigned of booking a billboard because of its price and not such a big range of influence.