This has been primarily due to the arrival of a borderless world and improved information broadcasting about the magnificent sceneries or destinations all throughout the world. The travel and tourism industry on a worldwide basis is on the point of being deemed as a profitable and rising industry. The objective of the paper is to create an effective marketing plan for a travel organization based in Sri Lanka which is planning to target the United Kingdom as an international market. The paper explains the strategic objectives to be made, to assess the internal and the external factors that affect the organisation, the marketing strategies and the marketing mix for the target market, the identification of the target market, a marketing budget for the business and the critical issues that can affect the intended new project. The paper explains the significance of global exposure of a business as well. Strategic Objectives Objectives are the goals that a company sets to achieve. Objectives are there in all levels in an organization from the top level to the bottom level or at the functional levels. Objectives can be explained in financial terms as well which signifies a company has to achieve the objectives by attaining financial growth. The financial objectives include profits, growth rate, total of the cash generated and value that lies within the business and the dividends paid. There are certain objectives that are important to achieve but are tough to determine. To accomplish the objectives the strategic objectives always demand a standard of measurement. Lack of standard to measure the objectives can create hindrances because the organisation will not be able to determine the growth. Strategic objectives are aimed at obtaining high profits for the business whereas other objectives are customer or public oriented (Dess & et. al., 2005). Measurable: Fulfilling of objectives requires having a pointer to determine the progress. The Sri Lankan travel company should have a measure to track the progress of the company in the UK market in terms of growth and consumer footfall. Specific: It gives a comprehensive significance regarding accomplishment of objectives. The company should have a specific objective to establish in the market. The specific objective would be to attain 10% increase in sales in the 1st year of service as well as to create awareness among the masses in the UK. Appropriate: The desired intentions must be within the objectives of the organization. As the company is making an expansion to the UK market, it should have a proper plan and objective. Realistic: The objectives should be feasible and has to be within the capabilities of the organization. The objectives and the processes of the Sri Lankan company should be realistic and feasible to attain the goals. Timely: The objectives must be achieved within a specified time period.
Travel and Tourism in Sri Lanka Executive Summary The report highlights a marketing plan that could be taken into account by a travel organization of Sri Lanka while commencing its operations in the lucrative business market of the United Kingdom. The discussion in the marketing plan includes the strategic objectives to be set, the demand of the people around the business area, the type of marketing mix that should help the organization, the appropriate marketing budget to start the operations, the critical issues that could affect the business, the promotional strategies and the analysis of the market to start a new business initially…
When looking at modern day advertisement of travel to locations which in Western standards are seen as exotic, this type of framework can be seen. In looking for examples of this type of advertising use of colonialism thinking, the websites for Sri Lanka and the Maldives reveal something of how their tourist bureaus use the Western aesthetics to connect with potential travelers, thus reinforcing the theories put forth in McClintock’s work.
People from the warm desert climates may seek out snowy, cool mountains to enjoy their recreation time. Tourism is a major industry that brings a lot of needed income into a lot of tourist destinations, to the point where some countries are heavily dependent on the income the tourism brings in.
As such, we will consider the global future in relation to the business world based on the current trends and market position in Sri Lanka. We will also compare our culture and Sri Lanka’s culture with a view of analyzing how the differences in the two cultures will influence ISSAC Corporation doing business in Sri Lanka.
At the same time, the conflict and the civil war, spearheaded by LTTE are showing no signs of ending or receding. Country's natural resources and defence mechanism are diverted into this conflict and welfare measures and national improvement had been at its barest minimum in last few years.
The 27.8 million overseas visitors who came in 2004 spent 13 billion in the UK. Total visits for 2004 are 27.8 million, a 12% increase compared with 2003, and an increase of 10% in spending to 13 billion. In 2004, the UK ranked sixth in the international tourism earnings league behind the USA, Spain, France, Italy and Germany.
This quantitative study has developed statistical measurements from 100 participants in creating a profile of how potential tourists think and what marketing strategies have the greatest potential for encouraging travellers to choose Sri Lanka for the near east experience. Sri Lanka has great potential as a spectacular experience for would-be travelers.
The most important character traits for the cabin crew member: emotional strength and maturity of thought and behavior, personal loyalty to the profession and colleagues, open-mindedness, respect for people, and lack of discrimination on any basis, the ability to deal with unexpected problems and willingness to accept responsibility.
The essay explains the strategic objectives to be made, to assess the internal and the external factors that affect the organization, the marketing strategies and the marketing mix for the target market, the identification of the target market, a marketing budget for the business and the critical issues that can affect the intended new project.
I decided to take it up thinking that the trip would be a leisurely one. Within one week I was off to Sri Lanka- my first travelling experience away from my family.
It was so quick that I had no time to learn about the place I was headed. However,
5 pages (1250 words)Essay
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