marketing plan of a tourism company

Topics: Marketing, Customer service, Travel agency Pages: 13 (3135 words) Published: April 16, 2014

Marketing and Sales Management
MBA 750

Green Meadows Travel and Tourism
< Marketing Plan>

Dr. Mamoun Akroush

1- Executive Summary and brief history

Green Meadows Travel & Tourism founded in 1995 under the ownership of Naori Group, it is a multiple function company offering a wide range of travel and tourism related services using two different business modules; by which it  provides  services to the public on behalf of suppliers such as airlines, car rentals, hotels, and package tours. In addition, they use their vast inventory of travel products to supply other travel agencies, tour operators and other travel businesses and to power B2C & B2B websites.
Green Meadows Travel & Tourism locates in Jordan and it has offices in Amman, Aqaba, Irbid and in the West Bank, with a 50 employed staff members. The Company is a general sales agent for some of the leading airlines in the region, as well as one of the largest tour operators and hotel reservation wholesalers, it is considered one of the leading tour operators in Jordan and Levant Region. Wholesale Module

They are representing several International and Regional Airlines such as Air Algerie, Eva Air, Fly Dubai, Oman Air, Syrian Air and Virgin Atlantic in Jordan and sometimes in the region; whom operating together more than 30 genuine flights a week carrying more than 200,000 passenger per year; 30% of it sold in Jordan.

In addition to their first and only B2B online reservation system in the Arab World that have recently launched and is recording daily growth. The system is dynamically interconnected with the most active online reservation companies and hotel chains in the world covering more than 150,000 hotels in more than 700 cities all over the world.

Retail Module

They are one of the largest retail companies in Jordan with several branches; offering all the travel related services such as but not limited to:

Reservations & Ticketing with the entire Airlines of the world Hotels' Reservations in more than 700 cities all over the world Airport Transfers in most of Airports in the world
Sightseeing Tours in most of the cities in the world
Car Hire in more than 350 locations in the world
Events Management and Incentive Groups
Packages and Honeymoon Packages
Cruises at the most prestigious Cruise ships in the world
Meeting and conferences organizations

Recently they have launched the first and only online reservation system in Jordan and the entire region that allowed all their customers from any place on the world to book and issue their travel services and pay for it by credit cards. The online system is also available on smart phones as a mobile application.

In our study, we were aiming to investigate, analyze and understand Green Meadowss Travel & Tourism Marketing Plan: situation analysis, marketing strategy, financial position. However, unfortunately, we were unable to get information about the financial situation of the company as the company’s management refused to provide any, and considered it to be confidential information. However, we understood that the company is in a sound financial situation, which was shown through the age of the company (18 years), and the airlines and products it represents. It also has a healthy cash flow, since one of its most selling divisions, which is the General Sales Agency for Fly Dubai, has a 100% cash selling policy because of the airline’s low cost strategy.

2. Situation Analysis

2.1 Market Summary
The tourism market is split between B2B market (wholesale) and B2C market (retail market) whilst the services included in each are still similar to include flights, hotel, car rental and other booking and reservation services but the difference stands with the margins as wholesalers take better prices and have easier payment procedures than the end users. However, Green Meadows is trying to understand their...
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