Increasing Market Share and Market Awareness at Go Car Tours Barcelona

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Prepared by E.Demirci
Barcelona 2010

EUSS Enginyera
Escola Universitària Salesiana de Sarrià a Barcelona (UAB-Spain)  Master of International Business and Marketing

Increasing market share and market awareness
at Go Car Tours Barcelona

General overview of market characteristics and market trends for sightseeing services in Barcelona, Spain.

Internal and external marketing analysis for Go Car Barcelona, an innovative service provider offering sightseeing tours in unique GPS-enabled motorized vehicles

Comprehensive marketing plan for Go Car Barcelona with specific promotional recommendations aimed at increasing market awareness and sales revenue.

Table of contents
Page No

Introduction…………………………………………………………………………………….1 Executive summary…………………………………………………………….........................1 I.Problem description…………………………...……………………………………...2 II.Internal analysis………………………………………………………...…………….2

1.Vision……………………………………………………………..……........2
2.Mission…………………..…………………………………….....................2
3.Values………………………………………………………..………….......3
4.Targets and objectives………………………………………..……………..3
5.Products and processes……………………………………………………...4
6.Management and organization …………………………………...………...5
7.Technological developments………………………………………………..5 III.External analysis……………………………………………………..………………6 1. Market definition and size………………………………………………….6 2. Market trends……………………………………………………..………...7 3. Current economic situation…………………………………………..……..7 4. Porter’s five forces analysis………………………………………………...8 A. The competitive environment…………………………………….........8 B. Threat of substitute products ………………………………………….10 C. Threat of new entrants……………………………………………........11 D. Bargaining power of suppliers…………………………………….......11 E. Bargaining power of suppliers………………………………..……….11 F. Conclusions……………………………………………………………11 5. Porter’s Diamond: Competitive Analysis ……………………………………....12 A. Infrastructure…………………………………………………………..12 B. Demand conditions…………………………………………………… 12 C. Competitive advantages ……………………………………………….13 D. Related and supporting industries…………………………………… ..13 E. Firm strategy, structure and rivalry…………………………………… 13 6. Conclusion……………………………………………………………….............16 IV.SWOT Analysis…………………………………………………………….………...16 V.Confrontation matrix………………………………………………………………….17 VI.General strategy to follow…………………………………………………………….18 VII General marketing objective………………………………………………………… 18 VIII.Marketing tactics…………………………………………………………..………….19 1. Marketing mix……………………………………………………………............19 A. Product………………………………………………………………………19 B. Price…………………………………………………………………………19 C. Place…………………………………………………………………………19 D. Promotion…………………………………………………………...……….20 a. Flyers……….…………………………………………………………..20 b. Newspaper……………….……………………………………………..20 c. Online advertising……………………………………………………..20 d. Bloggers…………………………………………………….………….20 e. Mouth to mouth…………………………………………………..........20 f. Personal selling………………………………………………….…….20 g. Press……………………………………………………………….......21 h. Fairs……………………………………………………………..…….21 i. Display promotion……………………………………………….........21 j. Additional promotions……………………………...…………………21 2. Marketing strategies…………………………………………..………………...21 A. The Treasure Hunt Tour…………………………………………...……….22 B. Wheelchair friendly Go Car………………………………………………..22 C. Wizz Air………………………………………………………...………….23 3. Estimations and forecasts of new strategies…………………………………….23 IX. Evaluation and conclusion ………………………………………………...….. .24 X. Recommendation………………………………………………………………..25

Appendix:
Table 1: Income of Go Car San Francisco ………………………………...……….………….3 Table 2: Most visited countries by international tourist arrivals………………………………6 Table 3: Porter’s five forces analysis………………………………………………..…………8

Table 4: International tourism receipts...
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