Stratigic Marketing Plan - Tourism

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Strategic Marketing Plan

Table of contents

1. Executive summary………………………………………………………………………..1

2. Mission statement………………………………………………………………………….2

3. Goals and objectives……………………………………………………………………….2

4. Market segmentation strategy ……………………………………………………….3

4.1 Demographic segment………………………………………………………………………………………..3

4.2 Psychographic segment………………………………………………………………………………………5

5. Positioning strategy………………………………………………………………………..6

5.1 Identify possible competitive advantage…………………………………………………………….6

5.2 Select the appropriate competitive advantage……………………………………………………7

5.3 Propagating the selected market positioning………………………………………………………8 6. Strategic action plan……………………………………………………………………….8

6.1 Adventure Tours Marketing………………………………………………………………………………..9

6.2 Domestic Tours Marketing………………………………………………………………………………..12

7. Conclusion…………………………………………………………………………………….15

Reference list……………………………………………………………………………………16

1. Executive summary

This report developed a strategic marketing plan for Five Stars Tours tourist services. Marketing strategies have been employed by tourism firms in order to respond to current challenges, to gain competitive advantage and to improve their effectiveness. Strategic marketing has been defined as “an organization’s integrated mode of decisions that specify its crucial selections relevant products, markets, marketing activities and marketing resources to create, communicate or deliver the productions that provide value to customers in exchanges with the organization and thus enables the organization to achieve specific objectives (Varadarajan, 2010, p.128). This report research tourism industry, market, competition, business and customer demand, so in order to understand the economic and market environment in which Five Stars Tours conduct; indentify opportunities, strategic goal and objectives, and determine target market, make a strategic marketing plan effectively to meet the varying tourism market in Singapore.

Regard to the current situation of tourism industry in Singapore, Five Stars Tours confront a fierce business competition and suffer the severe ordeal due to the developed tourism and countless tourism firms in Singapore. This need the tourism firm to create value by extending its services and focus on serving emerging markets.

Product strategy is recommended to Five Stars Tours in this report; “Adventure Tour” is the ideal product that the tourism firm can develop.

In addition, as the tourism industry in Singapore developed rapidly in these several years, and play a critical role in Singapore. Five Stars Tours should enhance its development of domestic traveling.

Keywords: strategic marketing, competition, product strategy, adventure tour, domestic traveling

2. Mission statement

The tourism firm adhere “people-oriented” philosophy mission statement and to provide excellent service to its valuable customers, the domestic tours are comprehensive to fit all requirements. The “Adventure Tour” is to provide the customers with the highest quality outdoor adventure. Its existence is to attract and maintain customers.

3. Goals and objectives

The marketing strategy will focus on the need to provide quality services to target customers, in the process fully satisfy their needs.

With regard to the objective in the next 12 months, the marketing operation planned to promote the awareness of the services in the various market segments that be targeted. This is particularly for the tourism firm to seek the establishment of a distinct advantage in an increasingly competitive market in the next 12 months. Marketing materials should be professionally done in order to reflect the expected image and reputation of the tourism firm.

Five Stars Tours publicize its new product adventure tour and spread its diversity of products as well as the domestic tours. Promoting the new experiences of the tourism firm that is enjoyable and...
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