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Uniqueness Travel Agent 2

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TsangSiuHang

The document provides a marketing plan for Uniqueness Travel Agent. The plan includes an analysis of the external environment, target market identification, product details, pricing strategy, promotional activities, and projected budget. The target market is business travelers from mainland China visiting Hong Kong for MICE (meetings, incentives, conferences, exhibitions) purposes. Four tour packages are proposed focused on dining, sightseeing, culture, and relaxation. Promotional activities leverage partnerships with Hong Kong trade organizations and advertising in travel magazines and online platforms. The annual budget projects over $3 million in revenue and $2 million in expenses, resulting in an estimated $150,000 profit.

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HTM 2121 Tourism and Hospitality Marketing Marketing Plan Uniqueness Travel Agent 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 business Objectives 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
Macro Environment Analysis 1 . 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 1 . Economic Opportunities: Rapid economic growth in China Threats: Uncertainty in the USA and European economics Minimum Wage Ordinance in Hong Kong
Macro Environment Analysis 1 . Social-Cultural Opportunities: Increasing health conscious Half-day relaxation itinerary 2 . 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 1 . 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
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
Micro Environment Analysis 1 . Marketing Intermediaries Opportunities: Advantages from advancement in E-business Cost effective e-marketing Threats: Heavy competition on e-marketing First priority cannot be assured 2. Publics Threats: Complains from environmental groups Limousines service
Micro Environment Analysis 1 . 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 1 . 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
Target Market Expensive Fig.1 Minimum Target Market Extensive Service service Locals Visitors Business Travelers (MICE) Fig.2 Organizers Less Expensive 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, Tourism Expenditure Associated to 2012) 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
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 Caf辿 etc Fotomax Dah Chong Hong Holdings Limited (DCH) Paypal, VISA, Master
Milestone
Budget Revenue HK$ Operation expenses HK$ Tour 1-Tour for dining and sightseeing $810,000 -F&B ($4500 per person x 3 person s per tour x 60 ($1,800 per person x 3 person s per tour x 240 tours a year) $1,296,000 tours per year ) -Spa ($1,750 per person x 3 persons per tour x 30 tours a year $157,500 Tour 2- Tour for sightseeing, shopping and $1,485,000 -HKTDC partnership $100,000 dining -Office Rental (Bank Centre Mong Kok) ($20,480 per month) $245,760 ($4500 per person x 3 person s per tour x 110 tours per year) -Utility $18,700 Tour 3- Tour for culture and dining $504,000 -Insurance $30,000 ($4200 per person x 3 person s per tour x 40 -Car rental (HK $17,000 per month) $204,000 tours per year) -License free Tour 4- Tour for Relaxation (Half Day) $387,000 Application free for a Travel Agents license $630 ($4300 per person x 3 persons per tour x 30 12month Travel Agents License fee ($485 per month ) $5,820 tours per year) Business Registration Fee (1 year) $450 Total Revenue $3,186,000 Total operational expenses $2,058,860 Less: Expenses Human Resource expenses Promotion Expenses Salaries: -Website design $10,888 Financial Department Financial Assistant ($12,000 per month) $144,000 -Mobile app $36,000 Sales & Marketing Department -Competition prize $2,000 Product Executive ($11,000 per month) $132,000 -Magazine Sales representative($15,000 per month) $180,000 Hong Kong ECHO $57,600 Operational Department E - MICE China $115,200 Tour guides ($15,000 per month) $180,000 Drivers ($13,000 per month) $156,000 -Yahoo Search Engine $24,000 Booth receptionist ($12,000 per month) $144,000 -Miscellaneous $10,000 Total Human Resource expenses $756,000 Total promotion expenses $255,688 Total Expenses ($2,870,548) Net Profit (Total Revenue Total Expenses) $215,452
Sales Forecast
Control 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
Thank You
Reference 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 March 1, 2012 from http://www.thestandard.com.hk/news_detail.asp? we_cat=4&art_id=14563&sid=7136726&con_type=1&d_str=20060320

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Uniqueness Travel Agent 2

  • 1. HTM 2121 Tourism and Hospitality Marketing Marketing Plan Uniqueness Travel Agent Chan Hoi Yi, Emily 10554711D Chan Wan Lun, Janice 11354512D Tai Yip Chung, Johnson 11516279D Tsang Siu Hang, Steven 11566166D
  • 2. Uniqueness Travel Agent Mission To become the leader of the Asia Pacific Region travel agent for business Objectives 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.
  • 3. 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
  • 4. 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
  • 5. Macro Environment Analysis 1 . 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
  • 6. Macro Environment Analysis 1 . Economic Opportunities: Rapid economic growth in China Threats: Uncertainty in the USA and European economics Minimum Wage Ordinance in Hong Kong
  • 7. Macro Environment Analysis 1 . Social-Cultural Opportunities: Increasing health conscious Half-day relaxation itinerary 2 . 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
  • 8. Macro Environment Analysis 1 . 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
  • 9. 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
  • 10. Micro Environment Analysis 1 . Marketing Intermediaries Opportunities: Advantages from advancement in E-business Cost effective e-marketing Threats: Heavy competition on e-marketing First priority cannot be assured 2. Publics Threats: Complains from environmental groups Limousines service
  • 11. Micro Environment Analysis 1 . 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
  • 12. Micro Environment Analysis 1 . 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
  • 13. Target Market Expensive Fig.1 Minimum Target Market Extensive Service service Locals Visitors Business Travelers (MICE) Fig.2 Organizers Less Expensive Participants Individual Group
  • 14. 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, Tourism Expenditure Associated to 2012) Inbound Tourism Jan-Jun 2011 (HKTB, 2011)
  • 15. 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
  • 16. Price Businessmen high purchasing and spending power High quality service in luxury approach Tangible resources enhance overall satisfaction High cost prestige pricing
  • 18. Place Official website - E business Booths in Hong Kong Convention and Exhibition Centre and Hong Kong Asia World Expo Shanghai Jinjiang Tours Co., Ltd
  • 19. 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
  • 20. Promotion Personal selling Strategies Lucky draw session in HKTDC counter Incentive programs Direct marketing strategies Direct mailing and on-line retailing
  • 21. Partnership Hong Kong Trading Development Council Shanghai Jinjiang Tours Co., Ltd F&B partnership like Jumbo Kingdom, Grand Caf辿 etc Fotomax Dah Chong Hong Holdings Limited (DCH) Paypal, VISA, Master
  • 23. Budget Revenue HK$ Operation expenses HK$ Tour 1-Tour for dining and sightseeing $810,000 -F&B ($4500 per person x 3 person s per tour x 60 ($1,800 per person x 3 person s per tour x 240 tours a year) $1,296,000 tours per year ) -Spa ($1,750 per person x 3 persons per tour x 30 tours a year $157,500 Tour 2- Tour for sightseeing, shopping and $1,485,000 -HKTDC partnership $100,000 dining -Office Rental (Bank Centre Mong Kok) ($20,480 per month) $245,760 ($4500 per person x 3 person s per tour x 110 tours per year) -Utility $18,700 Tour 3- Tour for culture and dining $504,000 -Insurance $30,000 ($4200 per person x 3 person s per tour x 40 -Car rental (HK $17,000 per month) $204,000 tours per year) -License free Tour 4- Tour for Relaxation (Half Day) $387,000 Application free for a Travel Agents license $630 ($4300 per person x 3 persons per tour x 30 12month Travel Agents License fee ($485 per month ) $5,820 tours per year) Business Registration Fee (1 year) $450 Total Revenue $3,186,000 Total operational expenses $2,058,860 Less: Expenses Human Resource expenses Promotion Expenses Salaries: -Website design $10,888 Financial Department Financial Assistant ($12,000 per month) $144,000 -Mobile app $36,000 Sales & Marketing Department -Competition prize $2,000 Product Executive ($11,000 per month) $132,000 -Magazine Sales representative($15,000 per month) $180,000 Hong Kong ECHO $57,600 Operational Department E - MICE China $115,200 Tour guides ($15,000 per month) $180,000 Drivers ($13,000 per month) $156,000 -Yahoo Search Engine $24,000 Booth receptionist ($12,000 per month) $144,000 -Miscellaneous $10,000 Total Human Resource expenses $756,000 Total promotion expenses $255,688 Total Expenses ($2,870,548) Net Profit (Total Revenue Total Expenses) $215,452
  • 25. Control 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
  • 27. Reference 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 March 1, 2012 from http://www.thestandard.com.hk/news_detail.asp? we_cat=4&art_id=14563&sid=7136726&con_type=1&d_str=20060320

Editor's Notes

  • #26: Marketing control is essential to ensure effective marketing strategies for achieving companys overall objectives. Various evaluation methods have been developed to monitor the effectiveness of marketing strategies implemented for Uniqueness. Post-tour questionnaire will be distributed to the customers for gathering useful feedbacks. It provides comprehensive information about their satisfaction towards the tours, suggestion for the itineraries and identifies effective partnerships as they have to state through which means they know about and join our local tours. Apart from gathering information from customers, internal audits are vital. The internal audits include 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 are strictly monitored to assure they are keeping within estimated range and moving towards the objectives. Monthly control will be carried out as newly established business would have higher uncertainty and any inefficiency can be immediately recovered through adjusting the marketing components.