Conclusion 18 1. Executive Summary The tourism industry has been experiencing huge growth over the last few years. This is due to the “advent of the borderless world” (Levy, 2012) and increasing reach of information about the royal places and scenic beauties throughout the world. Austin Travel is a travel agency which operates in Maryland, United States and is the only established travel agent in Maryland. It has already penetrated the lucrative market rapidly because people are now more attracted towards tourism. Austin travel has been planning a tour for two couples of Maryland to Paris. Before planning the tour, information about the two target markets are to be extracted in order to provide them with exactly what they want during their tour. A good research about: who are the customers, how did they find Austin Travels and the most important what they like about Austin travels and what they dislike will help the company to get the idea of the customer’s perception about the company. The customers are then divided into different segments according to the service requirements using the VALS concept for psychographic market segmentation (Kotler, Keller and Koshy, 2009). Market segmentation is planned in order to guide the travel agent in tailoring their services to satisfy the two target markets during Paris trip. The essay elaborates the plan that the travel agent will execute during the trip i.e. Schedule, daily meal and site seeing. 1.1 Company Background Austin Travels aims at providing individuals, couple and group of travelers with the comfort and leisure they want during a trip. They organize pre-arranged tours and custom packages catering to the clients need. They book the tickets for their clients and make reservations for lodging in well known hotels so that their clients are not faced with any difficulty and they also arrange for other important services that are needed during a trip. Austin travels has established itself as a premier travel company in Maryland. People of Maryland and its surrounding cities prefer to book their trip with them as they have made good reputation in the market by giving uninterrupted and proficient service to the customers. They are now aiming to expand their business by opening new stores in two to three cities of United States to attract more customers. They believe in knowing their customers before customizing tour for them. They judge their customers according to the psychographic market segmentation and then try to give exactly what each of them wants (Saren, 2006). Austin Travel has been introducing new packages for the couple and also for group. They are constantly trying to give their customers new ways of making their trips comfortable and safe. Austin Travel gives prime importance to the safety of their customers during the trip and also ensures that they administer their duties and responsibilities at their best. The marketing strategy of the company is based on ensuring the customers to know about their services to the respective target groups. The company ensures that the price is reasonable and is affordable for the common mass to have luxury holiday outside the country. The promotional strategy includes advertisements on television and small pamphlets which are circulated with the newspapers. Austin Travel also provides information about different packages in their website. The company intends to plan a trip for two couple to Paris for a week. They made the plan according to their requirements and thus made a detailed
Marketing of Service Products Table of Contents 1. Executive Summary 3 1.1 Company Background 4 1.2 Objective of the company 5 1.3 Services of Austin Travel 5 2. Target Market 6 2.1 Identification of needs of Couple A and Couple B 6 3. Market Segmentation 8 4…
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The management is expected to make sound, comprehensive decisions that are to be complemented by the internal and external environment that the organization is working on. A tactical strategy can be developed on the basis of a comprehensive situational analysis.
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1.0. Current Target Markets Demographics
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urces to achieve competitive advantage. As the consumer demands are ever changing, this industry has also constantly evolved over the years. Emergence of new entrants and constant innovation by the existing firms in this industry has induced tough competition (Ahmed 35-50).
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A tactical strategy can be developed on the basis of a comprehensive situational analysis. It is tremendously important that the strategy that is developed is harmonizes with the external environment and complements the external environment. Toyota Corolla in
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