Strategic Market Plan Project

Strategic Market Plan Project
Group 21 – X Vacations

Table of Contents:

Executive Summary………………………………………………………………………………2
Company Mission ………………………………………………………………………………..3
Marketing Objectives ……………………………………………………………………………4
Research Analysis ………………………………………………………………………………..5
Customers ...……………………………………………………………………………....6
Company …………………………………………………………………………………7
Competitors ……………………………………………………………………………..10
Segmentation …………………………………………………………………………………....13
Strategic Marketing Plan …………………………………………………………………….…17
Targeting ……………………………………………………………………………..…17
Positioning ……………………………………………………………………………...19
Positioning Statement ………………………………………………………….19
Marketing Mix ………………………………………………………………………….20
Product ………………………………………………………………………….20
Price ……………………………………………………………………………..22
Place ……………………………………………………………………………..23
Promotion ………………………………………………………………………26
References ………………………………………………………………………………………28
Appendices .…………………………………………………………………………………….29

Executive Summary
X-Vacation is a company with an innovative solution for the average family vacation. With our services, eventually all over the world, we will be able to provide the ideal vacation scenario for all family members.
The company will have its roots in Orange County, but as soon as 2010 we hope to have contractual agreements with large hotel chains all over the world.   We want to provide a network of extreme sports activities. The best way to do this is through hotels all over the world
X-Vacation got its inspiration from a growing generation Y, a significant increase in participation in extreme sports, and the lack of competition.   Generation Y is a generation with power, many are still in high school, but they influence the way the money in a family is spent, and their interest in our services will skyrocket the companies success.
Currently our main competitors are PureVacation.com and Phuket-Travel. Neither of these are family friendly or work with hotels.... [continues]

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