E Marketing Plan
Table of Contents
Introduction 2
Situation Analysis 2
Environmental Analysis 2
SWOT Analysis 3
E-Marketing Strategic Plan 4
Segmentation and Targeting 4
Differentiation 5
Positioning 5
E-Marketing Objective 5
E-Marketing Strategy 6
Implementation Plan 7
Evaluation and Budget 9
Introduction
Mitsui Travel is an independent and privately owned full service travel agency, which specialized in assisting customers who are planning to travel to Japan (Mitsui Travel 2014). Located in Sydney since 1977; Mitsui offers variety of Japan-related pre-planned tour packages, ski packages, rail pass, and accommodation. However, the major aspect of Mitsui’s service lies on its flexibility and expertise in terms of building a personalized itinerary for individual and family who plan to travel to Japan (Mitsui Travel 2014).
The travel agency industry- where Mitsui operates in- has been dramatically changed due to the significant rise of online tourism (Dixit et al. 2006). The advancement of Internet has resulted in a rapid rise of direct bookings and reservations aided by the invention of specialist software and GDS sites (Bergin-Seers et al. 2006). Consequently, this phenomenon gave rise to the significance of electronic-marketing (E-marketing) for travel agencies around the world. With a clear E-Marketing plan, any travel agent- including Mitsui- can better integrates Internet into their traditional business method. Hence, the purpose of this report is to establish an E-Marketing plan for Mitsui which focused on Japan as the primary travel destinations.
Situation Analysis
Environmental Analysis
With regards to legal environment, the major issues that arose for online travel retailer is the closure of licensing and Travel Compensation Fund (TCF) requirement as of mid to late 2015. (Australian Consumer Law 2014). TCF was first established to protect Australian consumers if a licensed travel agent either becomes insolvent or unable to financially reimburse customer when
Introduction 2
Situation Analysis 2
Environmental Analysis 2
SWOT Analysis 3
E-Marketing Strategic Plan 4
Segmentation and Targeting 4
Differentiation 5
Positioning 5
E-Marketing Objective 5
E-Marketing Strategy 6
Implementation Plan 7
Evaluation and Budget 9
Introduction
Mitsui Travel is an independent and privately owned full service travel agency, which specialized in assisting customers who are planning to travel to Japan (Mitsui Travel 2014). Located in Sydney since 1977; Mitsui offers variety of Japan-related pre-planned tour packages, ski packages, rail pass, and accommodation. However, the major aspect of Mitsui’s service lies on its flexibility and expertise in terms of building a personalized itinerary for individual and family who plan to travel to Japan (Mitsui Travel 2014).
The travel agency industry- where Mitsui operates in- has been dramatically changed due to the significant rise of online tourism (Dixit et al. 2006). The advancement of Internet has resulted in a rapid rise of direct bookings and reservations aided by the invention of specialist software and GDS sites (Bergin-Seers et al. 2006). Consequently, this phenomenon gave rise to the significance of electronic-marketing (E-marketing) for travel agencies around the world. With a clear E-Marketing plan, any travel agent- including Mitsui- can better integrates Internet into their traditional business method. Hence, the purpose of this report is to establish an E-Marketing plan for Mitsui which focused on Japan as the primary travel destinations.
Situation Analysis
Environmental Analysis
With regards to legal environment, the major issues that arose for online travel retailer is the closure of licensing and Travel Compensation Fund (TCF) requirement as of mid to late 2015. (Australian Consumer Law 2014). TCF was first established to protect Australian consumers if a licensed travel agent either becomes insolvent or unable to financially reimburse customer when
References: Australian Consumer Law. 2014. “National Travel Reform - FAQs for Travel Agents.” Australian Consumer Law. Accessed March 31, http://consumerlaw.gov.au/content/Content.aspx?doc=travel/Travel_FAQ.htm Bergin-Seers, Sue, Barry O’Mahony, and Regina Quiazon Breman, Patricia. 2012. “Customer’s Use of Social Media.” Strategic Business Insights. Accessed March 31, http://www.strategicbusinessinsights.com/about/featured/2012/2012-03-socialmedia.shtml#.Uz-vByjvLQI Dixit, Manoj, Rakesh Belwal, and Gurmeet Singh Elliott , Sharyn, and David Waller. 2010 . Marketing. Qld, Australia : John Wiley & Sons Gonzalo, Frederic Google. 2014. “What is Google Adword.” Google. Accessed April 3, http://www.google.com.au/intl/en/adwords/faq/what_is_adwords.html Hartwell, Sharalyn Majumdar, Anne. 2014. “Aussie numbers to Japan keep on rising.” Travel Weekly. Accessed April 2, http://www.travelweekly.com.au/news/aussie-numbers-to-japan-hit-new-highs Mitsui Travel.2014.”About Mitsui Travel.” Mitsui Travel Nelios. 2014. “Social Media Marketing for Tourism Industry. Nelios. Accessed April 1, http://www.nelios.com/tourism-social-media-marketing-76.htm Orr, Aleisha Strauss, Judy, and Raymond Frost. 2014. E-Marketing. Essex, UK : Pearson Education Wallace, Louise