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All Italia Adventure Travel Marketing Plan

Presented by

December 2nd, 2008

Table of Contents

Mission Statement3

Executive Summary3

Situation Analysis4
Market Planning6
• Market Strategy7
• Market Objectives7
• Financial Objectives8
• Target Markets8
• Description of Product9
• Service Offering9
• Strategy10
• Marketing Mix11
1. Product11
2. Place12
3. Price12
4. Promotion12
• Market Research13
• SWOTT Analysis13
Implementation and Control of the Marketing Plan14
Financial Analysis16
• Break-even Analysis17
• Marketing and Sales Budget Forecast18

All Italia Adventure Travel Marketing Plan

Mission Statement
All Italia Adventure Travel (AIAT) is a travel agency that specializes in Italian adventure travel. We provide consulting and custom travel arrangements and packages. AIAT's mission is to become the foremost provider of adventure travel to people looking outside of the norm for a more exotic adventure. AIAT's employees and owner are outdoor adventure and travel enthusiasts, as well as seasoned travel-industry professionals. AIAT seeks to connect adventure travel newcomers and veterans with service providers, adventure activities, and accommodations that fit the client's desires, budget, and skill level.

Executive Summary
All Italia Adventure Travel (AIAT) will begin operations in March, 2009 and provide adventure, sport, culinary, wedding, vineyard/travel packages to people around the world looking for adventure in Italy. The founders and employees of AIAT are experienced travel-industry professionals and passionate about the activities AIAT will promote and offer. An opportunity for AIAT’s success exists because the international tourism and travel industry is growing 4% and adventure travel 10% annually. Further, the adventure travel market is growing at least 12% annually and almost no all-exclusive providers who specialize solely in custom Italian travel. AIAT is poised to take advantage of this growth and specialized services with an experienced staff, easy to navigate website, and effective management and marketing. These health-conscious adventurous individuals, couples, and groups interested in popular adventures such as skiing, kayaking, trekking, cooking vineyard tours, Etruscan sites etc., are AIAT's primary customers. AIAT's target market is an exploitable niche and AIAT will provide a specialized and custom service. Prices will be competitive with the existing market. The estimated sales for the company for the first year of operations are $534,607, increasing 10% annually for the next two years.

The travel industry is thriving in today’s on-line retail market. Opening a new and exciting adventure travel agency is not new but our concept is. Italy is a top resort destination and has millions of visitors per year. There is not a single web site devoted to Italian adventure travel from experts that have lived there and are natives to the land. This is a unique concept in which we are able to bring our clients the best prices and adventures customized to their specific needs and requirements.

Situational Analysis
According to the Department of Commerce, the U.S. travel and tourism industry is the nation's third largest retail industry in 2001 now travel remains the largest online retail category, growing from $63 billion in 2005 to $119 billion in 2010. Revenues from travel have increased approximately 100% in the last decade with U.S. travel agencies producing over $100 billion in revenues each year. Adventure travel, a segment of the travel and tourism industry, is growing at least 10% per year. More than 50% of the U.S. adult...
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