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Marketing Strategy: Travel Today
The focus of Travel Today is to grow its business extensively through i) differentiating its services from those offered by competitors and ii) nurturing clients by understanding and tending to their specific travel needs. We intend to market our brands and services extensively so that clients are aware not only of our existence, but also of our ability to address their specific travel needs and deliver value for their money. Having been in existence for over two decades, we enjoy a more established reputation than most of our competitors. A recent audit into the company's operations revealed that business has been slow for us because of our slow response to changes in technology. Our competitors have built on this inherent weakness to draw competitive advantage. For this reason, our marketing strategy will be focused on three core areas -- offering competitive and reasonable prices to our clients; ii) increasing our presence in social media platforms and iii) delivering value for money by ensuring that the products and services we offer can adequately address the needs of our clients.
Product Strategy
Travel Today commits itself to easing the processes of travel planning and making traveling an easier and more convenient experience for clients. This it achieves through a range of service offerings that include identifying travel destinations for clients based on their needs and budget; making transport arrangements...
Our mission is to deliver value for money by ensuring that our clients receive the best airfare rates, hotel guides, hotel reservations, travel guides and package deals given their budget and travel needs. With the fast pace of globalization and trade liberalization, people will always find a need to travel, be it for leisure or for business purposes. Globalization and trade liberalization, therefore, present massive growth opportunities for Travel Today and other companies within the tours and travel industry. Another fundamental opportunity for growth of our brand is the U.S.' recent removal of sanctions against Cuba. This increases opportunities for tourism and opens up new business platforms for Travel Today over the next few years as clients seek to explore Cuba's viability as a business and tourist destination.
Well, there are many companies both locally and internationally that offer the same services as ours. However, differently from most of our competitors who just do it for the money, we strive to establish long-lasting relationships with our clients through differentiated products. First, our service offerings are designed to cater for traveler groups as opposed to individual travelers, and this makes us better-placed to cater…
Word-of-Mouth Referrals: the organization intends to retain face-to-face referrals as a primary form of promotion for its brand. The organization will offer initiatives such as discount facilities to clients who successfully refer new clients to the organization. Owing to its heavy reliance on word-of-mouth advertising, the organization will be keen to ensure that it maintains high levels of customer satisfaction by staying at par with changing client needs. Word-of-mouth referrals will also be a crucial way of monitoring customer satisfaction (Ferrell & Hartline, 2012)
Personal Selling: this is a promotional strategy where the organization uses its sales force (its people) to meet physically with the consumer and promote the brand through their specialist knowledge, appearance and attitudes (Ferrell & Hartline, 2012). We will make use of sales agents who will be sent regularly to conference facilities, business meetings, sporting events, and so on to solicit potential clients and obtain first-hand information on what they think of the organization's services in terms of meeting their travel needs. This, the organization reckons, will provide ample opportunities for obtaining first-hand insight on customer needs and expectations (Ferrell & Hartline, 2012). In cases where there is an opportunity of obtaining a large order, the organization's top management may go out personally to show the potential client just how much the organization values them.
Events: the organization will promote itself and its brand through expositions and trade shows both on the local and national fronts. This will create ample opportunities for us to not only make our brand known to potential clients, but also interact physically with clients
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Safety of participants; 2. Welfare of participants; and, 3. Quality of course offerings. Critical Issues The critical issue facing this enterprise is the need to provide a rigorous and challenging survival course while ensuring that its features are safe and that all participants will be able to complete the training with support and will find the experience empowering, exciting, satisfying and even fun. Marketing Strategy Mission The mission of the survival course instructions provided by the