I have to create a comprehensive marketing plan for my start up company: Travel Today
A well known travel agency that has been serving customers for 25 years, has experienced a slow down of business over the last five years. They are of the belief that the internet has enabled customers to plan and book their own vacations. Their business development department has begun researching possible alternative new product/service offerings with the idea of re-capturing some of their lost customers.
This section will begin with an application of segmentation of the market of your selected company. Think about behavioral, psychographic, demographic, and geographic criteria that might help you in segmenting the market. Once you have completed the segmentation, identify the target market that your company will focus on including your rationale. It's important for the marketing manger to understand the competitive environment within the industry in which they operate compile a detailed competitive analysis looking at the top 3 or 4 competitors and differentiating each against your company. Finally, assemble and thoroughly explain a SWOT Analysis with a minimum of three elements under each area.