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My Travel Marketing Strategy. Introduction There are many elements to
developing a marketing strategy. However, each element of a ...
... and personal experience on Email Marketing Strategy with AirAsia ... included the regular
online booking, travel agents booking ... From my personal point of view, the ...
... link and how they are targeted through marketing There are ... Recently people are able
to travel further afield due to ... in this report I have completed my aims and ...
... Ask thrice to yourself, "Can my hotel afford ... for developing, desiging and defining
the marketing strategy for your ... and zeal for lodging and travel industry has ...
... My love for traveling led me to believe that perhaps consulting ... "BCG's Travel and
Tourism ... while BCG focused on leadership, ABC focused on marketing and profits ...
Submitted by nathanmac on June 19, 2006
Category: Business
Words: 1971 | Pages: 8
Views: 359
Popularity Rank: 27,898
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Introduction
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There are many elements to developing a marketing strategy. However, each element of a marketing strategy should in essence add customer value to the products or services being offered. Indeed the main purpose of marketing management is to bridge the gap between the multiple divisions of an organization and the internal and external business environment. The marketing management is accountable for various activities such as product development, promotion, pricing and distribution decisions, as well as market segmentation and marketing research (Briggs, 2001).
The complexity in developing a marketing strategy is no less evident than in the tourism industry, one of the most highly competitive industries in the world. In the UK, holiday-makers take some 36 million overseas holidays each year. Of these, almost half are "packaged holidays" - where the consumer buys a complete package of accommodation, flight and other extras - all bundled into one price. This is a highly competitive market with a small number of large tour operators (including MyTravel, Thomson Holidays, First Choice, JMC) all competing hard for market share (Business Casebook, 2004). Effective tourism marketing will create competitive advantage for the tour operator by ensuring that their delivery is superior to their competitors (Jefferson and Lickorish, 1991).
This report focuses open the multiple factors that a marketing strategy of a company must encompass in order to provide maximum potential value to the customer. To illustrate the importance of these factors, the report will utilize the tour operator MyTravel to provide examples of why each of these strategic factors plays an important role. At the same time the structure of the report will be based upon Nigel Piercy's concept that marketing strategy processes fall into either defining, developing or delivering customer (Piercy, 2002).
Company Profile - MyTravel
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