The purpose of this marketing plan is to analysis and identify the market plan of “We love Foreigner” which will be created by Translation call centre and information for tourism Service (TCCT) company. This service is an innovative and TCCT is the only one provider of this service in Australian Market. This call centre provides the service in six significance languages namely Japanese, Korean China, Spanish, Portuguese and France, called service language.
“We love Foreigner” provide diversify customer value depend on particular purpose of using it. However main customer value of this service are reducing miscommunication, creating good customer experience and more understanding in travel related information. The prospects customers are categorized into two groups, business entity and individual. These two groups create difference economic inflow to TCCT. Business entity will generate contract service revenue, which accounts 90% of total revenue in first two years and reduce to 70% after that, and individual customers will create income by purchasing translation card, accounts 10% of total revenue in the first two year and increases to 30% later on. Moreover, after the first year increasing 20% of total revenue is a reality expectation for each year.
Advertising and promotion are the most important factors to introduce this service to Australia market. Basic time farm of advertising and promotion period are distributed into three period that are pre-launching, first six months and second half of the first year. The promotion will be done not only in Australia but also in our major countries that use our service language. The objective of pre-launching is to increase service awareness. The first six months will carry on total revenue to break even point which is AUD 415,700.
Cooperation of market research and control will bring TCCT to key of successes which are understanding customers’ need and providing the best customer service. To reach these key, TCCT need strong internal marketing and also external market.
Table of Contents
1.“We Love Foreigner”; Service Overview4
3. Market Analysis5
3.1 Market target5
3.2 Market Segmentation5
3.3 Focus Segment and customer value5
4. SWOT analysis6
5. Key to success6
6. Market Strategy7
7.1 Market objectives7
7.2 Finance objective7
8. Market Mix7
9. Market Research8
10. Financial Analysis8
10.1 Break Even Point8
10.2 Sales Forecast9
12. Reference list10
Appendix A: Employment plan11
Appendix B: Break Even Point Calculation12
Appendix C: Pricing and Start up cost13
1.“We Love Foreigner”; Service Overview
“We Love Foreigner” is a translation and information for tourism call centre service which will be located multi culture cities of Australia such as Brisbane, Sydney and Melbourne. This service aims to be a communication connector between non-English speaking visitors and English native speakers that will carry on out come of reducing miscommunication and improvement in quality of service in travel industry.
Sources of income will be divided in two group of customers which are business entities ,revenue will be generate from contract service fee, and individual, TCCT will get income from selling translation card.
The business entities can use our service to improve their quality of service and increase value of their product for customers. For example hotel can reduce misunderstanding between their staff and customers which will be a result of higher customer satisfaction. In additional, the customers can also use our service to ask some traveling information in their own language that can count as extraordinary service of the hotel.
Individual user can buy TCCT translation card that they can use it as easy...