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Business plan: travel agency "Active Travels"


Darbas anglų kalba. Verslo planas: naujos kelionių agentūros kūrimas "Active Travels". Executive summary. Introductory. Introduction. Problem Statement. Interpretation. Scope. Methodology and work process. Data Collection. Criticism of Analysis. Issue analysis. Opportunities. Threats. Brief concept description. Buying Behaviour Analysis. The relevant market. The buying center. Socio-Demographic variables. The buying decision process. Conclusion. Selection of target group. Age. Lifecycle. Income. Lifestyle. Conclusion. Marketing strategy. Objectives. Service Management System. Market Segment. Service Concept. Image. Promotion Activities. Sales goals. Advertising Objectives. Advertising Frequency. Message. Media. Newspapers. E-commerce. Direct Marketing. Service Delivery System. People (employees). Physical Evidence. Place. Productivity. Process. Culture and Philosophy. Action Plan. Budget. Budget Comments. Final Conclusion. References. Appendix 1.


In our project we have chosen to establish a new travel agency to serve the increasing market for family travels abroad. To try to avoid a strong competition among travel agencies, we want to offer a specific destination: a small town called Schruns in Austria. Our choice of this destination is based on our belief that Schruns is still yet unknown to the Danish travellers and at the same it has all the necessary facilities to support an active holiday experience.

Thus the main issue of this project is to assess whether it would be attractive to send Danish travellers to Austria in order to serve the increasing market for family travels abroad. To address this issue we will also have to consider the following partial problems:
• What will the core competence of the company be?
• Which type of customers should be attracted?
• What kind of actions should be taken into consideration?
• Will it be feasible for a travel agency to establish such type of business?

The ability to provide such a place as Schruns gives our company a niche in the market. This arises from key opportunities that this small town can offer: It can appeal to the tastes of a growing market; it does not yet have the problems of crowds; it has both summer and winter activities; agreements can be secured with local hotels before other competitors enter this niche.

However, with these benefits come also possible threats the firm must be wary of: slight changes in the Danish market for family travels abroad can have immense effects on our niche; if our package is too successful then, ironically, it could attract the attention of larger and more competitive firms; the uncertainty of the weather can cause problems; our firm depends on locals in Schruns and should they decide to not cooperate then dire consequences can arise; finally, we intend to enter a market where our competitors have more resources and valuable experience then we do.

To analyse our potential customer buying behaviour, we have looked at the following four aspects of our potential customers: the relevant market, the buying center, socio-demographic variables and the buying decision process. From this analysis we can conclude that Danish customers have complex buying behaviour, which means a high degree of involvement in the purchase. This only stresses the importance of keeping them satisfied which can in turn make effective marketing tools for us since they tell others of our service.

With this in mind we can therefore segment the market for families travelling abroad to identify our target group. Our result for this segmentation gives us a picture of our target group: they are between the ages of 30 and 65 years. They have an income between average and high. They have created families with or without children and lastly, will be fond of active holidays.

After identifying our target group it is then possible to formulate a Marketing Strategy for our firm. This will be based on the general goal of offering a new experience of spending leisure time to Danish travellers. This goal gives rise to more specific objectives:
1. To gain a niche n a travel market in Denmark
2. To sell comparatively low cost holidays to Schruns, Austria
3. To gain profit within the first year

In evaluating the feasibility of this project, it is necessary to look into the budget. This indicates that although the project can be described as feasible, however, this description is done by one being rather optimistic.

Bearing all this in mind we can therefore make the overall conclusion that it would not be too attractive to send Danish travellers to Austria in order to serve the increasing market for family travellers abroad. ...

Rašto darbo duomenys
Tinklalapyje paskelbta2006-05-31
DalykasVerslo planų kursinis darbas
KategorijaVadyba >  Verslo planai
TipasKursiniai darbai
Apimtis30 puslapių 
Literatūros šaltiniai19
KalbaAnglų kalba
Dydis192.73 KB
Viso autoriaus darbų2 darbai
Metai2005 m
Failo pavadinimasMicrosoft Word Business plan travel agency [speros.lt].doc

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