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Strategic Market Plan Project

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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. With X-Vacation we are either conveniently located within your hotel or we can get you a discount if you book through us.

The segmentation of our market leads us to two main focus groups. First we have families and second adrenaline junkies. Because of this our marketing mix is modifies to appeal to the experienced extreme sports player, and the player who stumbles upon it. We offer competitive prices, and a variety of activities ranging from trekking to base jumping.

The best way to attract the sports fanatics will be to place our services on the internet, and to reach the families we will use brochures, and offices in all hotels we are associated with, but we also need to make our name well known and trusted by parents, and for that we will use the media.

X-Vacation will be a well known name, revolutionizing vacations as we know them.

Company Mission

Our mission is to offer extreme sports activity packages to hotels. These packages then can be offered to the guests of these hotels. We will provide a variety of packages which will assist the consumer in experiencing the surrounding areas in adventurous ways that they never imagined. We promise to uphold the values of safety, customer care, and the unity of family through enjoyable activities.

Marketing Objectives

As an establishing company, our main objective is to become one of the most used extreme sports vendors for hotels by bringing affordable activity packages for each specific region. Our objectives are as follows:

 Have a contractual agreement with 50% of the hotels in Orange County, California by June 2007

 Have contractual agreements with five large chain hotels groups at their Southern California locations (Hilton, Marriott, Hyatt, Sheraton, etc.) by the end of 2007

 Have contractual agreements to extend services with three of the hotel chains to all California locations by June 2008

 Increase awareness of company to hotels by 30% by June 2009

 Look into expanding our market nationally by 10% towards the end of December 2008

 Consider expanding market internationally by 2010

Research Analysis

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