Australian Travel Agency Industry Project Proposal
Table of Contents
I. Executive Summary…………………………………………………………………….3
II. Background
Summary of the Marketing Audit………………………………………………….3
Ethical and Social Consideration…………………………………………………..4
Key Marketing Issues……………………………………………………………....5
Management Opportunity………………………………………………………….6
III. Project Objective and Research Objectives…………………………………………7
IV. Management Frameworks…………………………………………………………...7
V. Project Methodology………………………………………………………………….7
References………………………………………………………………………………...8
Appendices……………………………………………………………………………….9
Project Proposal
Executive Summary
The aim of the report is to identify the marketing issue on the basis of the marketing audit. The focus of the paper is limited to the Australian travel agency Adventure Tours. The purpose of the research is to investigate the gaps in knowledge with the use of frameworks and constructs and to critically assess the marketing issue. The summary of the SWOT analysis and 5Cs situation analysis has revealed that poor promotional and marketing techniques present the main marketing issue for Adventure Tours travel agency. The analysis of the results of marketing audit suggested that main threat for the organization comes from the virtual travel agents. Nevertheless, despite threats, the Internet technologies have also created opportunities or travel agencies.
The purpose of the paper is to identify the potential offered by the Internet capabilities. The project methodology employed both secondary and primary research methods. Management frameworks and tools have been used for marketing audit, assessment of the marketing issue, and for the marketing strategy development. The deliverable of the research is represented by a business project that will transform business and marketing strategy of the company under consideration. The project should be implemented within six months. Web-based marketing strategy and ethical promotion are the core ideas for business transformation.
Background
Summary of the Marketing Audit
The results of the marketing audit suggest that the travel agency has vital opportunities to develop its potential and to translate this potential into a huge demand for visitor’s experience. The 5Cs situation analysis has revealed that value proposition comes from the idea of delivering excellent traveling experience by providing the customers with the high-quality services. Adventure Tours provides services for all customer segments with a special focus on youth and families with children.
The development of the Internet technologies has changed the traditional distribution channels, thus, the agency has to take this factor into consideration when developing a marketing strategy. Formulation of a marketing strategy is also influenced by the factor of competition, which is quite strong and mainly comes from the rival firms and travel agencies from Asian countries. In addition, the customer purchase cycle and the pricing strategies have to be taken into the account in order to develop a robust marketing strategy.
The SWOT analysis had revealed that Adventure Tours has many strengths that can improve its capacity. The main threats come from external competition and changes in consumer demand that are related to the technological advancements. The main internal weaknesses are associated with poor promotion and inadequate marketing efforts. Nevertheless, the travel agency has all necessary capabilities to mitigate …
