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