Marketing plan-eco tourism packages


Problem: Develop a marketing plan for A travel agency; it is introducing "eco tourism" packages. The target market is 30-45 years old. Use the following outline.

1. Executive Summary

- summary of the entire marketing plan

2. The Challenge

- brief description of product to be marketed, and associated goals such as sales targets and strategic goals.

3. Situational Analysis

- Company analysis:goals, focus, culture, strengths and weaknesses, market share
- Customer analysis: number, type, decision process, concentration of customer base
- Competitor analysis: market position, market share, strengths and weaknesses
- Collaborators: subsidiaries, joint ventures, distributors etc.
- Climate: PEST analysis of political & legal,economic, social & cultural and technological environments.

- SWOT analysis

4. Market Segmentation

5. Alternative Marketing Strategies

- list all other alternatives considered before reaching the recommended strategy.

6. Selected Marketing Strategy

- discuss why this strategy was selected
- marketing mix: 4 Ps price, promotion, place and product.

7. Short and Long term projections

- immediate effects, long-term results

8. Conclusion

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