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STS Tours ... taking you around the world ... taking you around the world <ul><li>Presented by: Mark W, Amaan F, Annaelisa...
Agenda <ul><li>Company Background </li></ul><ul><li>Environmental Analysis </li></ul><ul><li>Critical Issues </li></ul><ul...
Company History <ul><li>Started in 2001 </li></ul><ul><li>Group Tours Worldwide </li></ul><ul><li>Customized tours, not pr...
Market Conditions <ul><li>1USD = 1CAD - 20% increase from 2009 </li></ul><ul><li>Food and gas costs increase flight costs ...
Competitive Analysis <ul><li>EF Tours </li></ul><ul><ul><li>low cost, minimal customization </li></ul></ul><ul><li>Meridan...
Competitive Analysis <ul><li>Explorica </li></ul><ul><ul><li>average cost, customizability available </li></ul></ul><ul><u...
Company Situation <ul><li>Stagnant growth (fluctuating) </li></ul><ul><li>Require a communications plan to contact seconda...
Critical Issues <ul><li>Improve the communication plan for future strategy to achieve long-term growth </li></ul><ul><li>I...
Historical Factors <ul><li>Communications plan + response rate </li></ul><ul><ul><li>minimal advertising </li></ul></ul><u...
Organizational Analysis <ul><li>Promotional spending </li></ul><ul><ul><li>varies based on sales, more sales, less promo <...
Organizational Analysis <ul><li>Communication - market awareness </li></ul><ul><ul><li>small scale advertising </li></ul><...
Organizational Analysis <ul><li>Communications - market response </li></ul><ul><ul><li>$145.5 million market size (seconda...
Alternatives <ul><li>Status Quo </li></ul><ul><ul><li>Continued cost management = 5-10% ^ profit </li></ul></ul><ul><ul><l...
Alternative - Increase Online Presence <ul><ul><li>Website </li></ul></ul><ul><ul><ul><li>Search engine optimization </li>...
Alternative - Banners <ul><li>Search engine marketing banners </li></ul><ul><ul><li>1. example: Google adwords </li></ul><...
Alternative - Increase Online Presence <ul><li>Facebook </li></ul><ul><ul><li>Base information on profile, pictures </li><...
Alternative - Increase Online Presence <ul><li>Youtube </li></ul><ul><ul><li>own video footage, video footage from pleased...
Alternative - Increase Awareness at Secondary Schools <ul><li>Presentations at schools </li></ul><ul><ul><li>presentations...
Alternative - Increase Awareness at Secondary Schools <ul><li>Measuring: </li></ul><ul><ul><li>Brand development index </l...
Recommendation <ul><li>Rent new location </li></ul><ul><ul><li>Support new employee & business growth </li></ul></ul><ul><...
Implementation Timeline
Controls <ul><li>Comparison of Yearly Incomes </li></ul><ul><li>Quote Requests </li></ul><ul><li>Active Tours </li></ul><u...
Conclusion
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STS Tours

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  • MARK
  • MARK
  • MARK
  • AL
  • AL
  • AMAAN
  • AMAAN
  • MARK
  • MARK
  • MARK
  • MARK
  • MARK
  • AL
  • AL
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  • AMAAN
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  • Transcript of "STS Tours"

    1. 1. STS Tours ... taking you around the world ... taking you around the world <ul><li>Presented by: Mark W, Amaan F, Annaelisa H </li></ul>
    2. 2. Agenda <ul><li>Company Background </li></ul><ul><li>Environmental Analysis </li></ul><ul><li>Critical Issues </li></ul><ul><li>History of Issues </li></ul><ul><li>Organizational Analysis </li></ul><ul><li>Alternatives </li></ul><ul><li>Recommendation </li></ul><ul><li>Timelines and Controls </li></ul>
    3. 3. Company History <ul><li>Started in 2001 </li></ul><ul><li>Group Tours Worldwide </li></ul><ul><li>Customized tours, not price-focused </li></ul><ul><li>Family run & part-time employees </li></ul><ul><li>Business partners in foreign areas </li></ul>
    4. 4. Market Conditions <ul><li>1USD = 1CAD - 20% increase from 2009 </li></ul><ul><li>Food and gas costs increase flight costs </li></ul><ul><li>Decrease in tourism rates in 2009 </li></ul><ul><ul><li>forecasted increases for 2011/2012 </li></ul></ul><ul><li>Internet bookings increase </li></ul><ul><ul><li>group bookings must be done over telephone </li></ul></ul>
    5. 5. Competitive Analysis <ul><li>EF Tours </li></ul><ul><ul><li>low cost, minimal customization </li></ul></ul><ul><li>Meridan Tours </li></ul><ul><ul><li>high cost, fully customizable, cadillac </li></ul></ul>
    6. 6. Competitive Analysis <ul><li>Explorica </li></ul><ul><ul><li>average cost, customizability available </li></ul></ul><ul><ul><li>use of social media </li></ul></ul><ul><ul><li>interactive website </li></ul></ul><ul><ul><li>http://www.youtube.com/watch?v=tFMaGFXDMwU </li></ul></ul><ul><li>Student Travel Abroad </li></ul><ul><ul><li>lowest cost, no customization, grouping individuals </li></ul></ul>
    7. 7. Company Situation <ul><li>Stagnant growth (fluctuating) </li></ul><ul><li>Require a communications plan to contact secondary schools </li></ul><ul><li>Weak online presence </li></ul><ul><li>Goals: </li></ul><ul><ul><li>$5 million revenue per. year </li></ul></ul><ul><ul><li>Retire in 10 years </li></ul></ul>
    8. 8. Critical Issues <ul><li>Improve the communication plan for future strategy to achieve long-term growth </li></ul><ul><li>Increase potential client response rate within the secondary school market </li></ul><ul><li>Increase effective online company presence </li></ul><ul><li>Refine the promotional strategy to uniquely position the business within the market </li></ul>
    9. 9. Historical Factors <ul><li>Communications plan + response rate </li></ul><ul><ul><li>minimal advertising </li></ul></ul><ul><ul><li>1.2% response rate (action) rate - 200 mail/2-4 clients </li></ul></ul><ul><ul><li>rely on referrals </li></ul></ul><ul><li>Promotional strategy </li></ul><ul><ul><li>shotgun, no competitive advantage in advertisment </li></ul></ul><ul><li>Online presence </li></ul><ul><ul><li>website very difficult to navigate </li></ul></ul><ul><ul><li>no other social media tools used </li></ul></ul>
    10. 10. Organizational Analysis <ul><li>Promotional spending </li></ul><ul><ul><li>varies based on sales, more sales, less promo </li></ul></ul><ul><ul><ul><li>no man-power to handle both </li></ul></ul></ul><ul><ul><li>year-on-year growth +25%,....+25% </li></ul></ul><ul><ul><li>industry profit margin .02%, STS 3% </li></ul></ul><ul><ul><ul><li>control of costs to maintain profitability </li></ul></ul></ul><ul><li>Internal efficiency = external expansion </li></ul>
    11. 11. Organizational Analysis <ul><li>Communication - market awareness </li></ul><ul><ul><li>small scale advertising </li></ul></ul><ul><ul><ul><li>now $7.60/ad, est. $2.45/ad </li></ul></ul></ul><ul><ul><ul><li>225% more cost overall, but 750% audience </li></ul></ul></ul><ul><ul><li>2 years since last website update </li></ul></ul><ul><ul><li>have no social media to build awareness </li></ul></ul><ul><ul><li>customer has willingness to search </li></ul></ul><ul><ul><ul><li>not present = not searched </li></ul></ul></ul>
    12. 12. Organizational Analysis <ul><li>Communications - market response </li></ul><ul><ul><li>$145.5 million market size (secondary schools) </li></ul></ul><ul><ul><ul><li>STS - .73% market share </li></ul></ul></ul><ul><ul><li>$760 average acquisition cost, est. $121.60 </li></ul></ul><ul><ul><ul><li>based on past and suggested advertising initiative </li></ul></ul></ul><ul><ul><li>strong loyalty base </li></ul></ul><ul><ul><ul><li>75% return, 25% trial (per year) </li></ul></ul></ul><ul><li>High costs due to inefficient marketing and potential to obtain many more customers </li></ul>
    13. 13. Alternatives <ul><li>Status Quo </li></ul><ul><ul><li>Continued cost management = 5-10% ^ profit </li></ul></ul><ul><ul><li>No growth </li></ul></ul><ul><li>Hire New Employee </li></ul><ul><ul><li>Part-time </li></ul></ul><ul><ul><li>No support for growth, only for busy season mgmt </li></ul></ul><ul><li>Full-time </li></ul><ul><li>Potential to increase by 11 tours by answering quotes </li></ul><ul><li>Covers 82.5% of cost </li></ul><ul><li>Supports long-term growth initiatives </li></ul>
    14. 14. Alternative - Increase Online Presence <ul><ul><li>Website </li></ul></ul><ul><ul><ul><li>Search engine optimization </li></ul></ul></ul><ul><ul><ul><li>Welcoming front page </li></ul></ul></ul><ul><ul><ul><li>Easier to navigate </li></ul></ul></ul><ul><ul><ul><li>Add follow on Facebook, Twitter, YouTube, etc. </li></ul></ul></ul><ul><ul><ul><li>Contact information better accessible </li></ul></ul></ul><ul><ul><ul><li>Regular updates </li></ul></ul></ul><ul><ul><ul><li>Fix contact form and tour list </li></ul></ul></ul><ul><ul><li>Measuring : view counts, visitor count, number of clicks </li></ul></ul>
    15. 15. Alternative - Banners <ul><li>Search engine marketing banners </li></ul><ul><ul><li>1. example: Google adwords </li></ul></ul><ul><ul><li>Pops up with relevant search word </li></ul></ul><ul><ul><li>Company makes it’s own adds </li></ul></ul><ul><ul><li>Banners can be edited often </li></ul></ul><ul><ul><li>Easy to measure </li></ul></ul><ul><ul><li>Pay only for click-throughs </li></ul></ul><ul><li>Banner trade </li></ul><ul><li>Also different social media banners available, focus on Facebook banner option </li></ul><ul><li>Measuring: Number of impressions, click-through rate,cost per thousand impressions </li></ul>
    16. 16. Alternative - Increase Online Presence <ul><li>Facebook </li></ul><ul><ul><li>Base information on profile, pictures </li></ul></ul><ul><ul><li>Status messaging with news, updates and information </li></ul></ul><ul><ul><li>Answering customer questions </li></ul></ul><ul><ul><li>Measuring with likes, followers </li></ul></ul><ul><ul><li>Social mention, icerocket.com, etc. </li></ul></ul><ul><li>Twitter </li></ul><ul><li>Shorter messages </li></ul><ul><li>Especially good with fast response and feedback </li></ul><ul><li>Measure: followers, tweets and trends </li></ul><ul><li>Tweetstats and trendistic </li></ul>
    17. 17. Alternative - Increase Online Presence <ul><li>Youtube </li></ul><ul><ul><li>own video footage, video footage from pleased customers </li></ul></ul><ul><li>Flickr </li></ul><ul><ul><li>Pictures featuring travel targets </li></ul></ul><ul><li>Invite happy customers share their own experiences in social media with videos, pictures and stories </li></ul><ul><ul><li>creates reference feedback </li></ul></ul><ul><ul><li>Increases presence and number of mentions online </li></ul></ul><ul><li>Consumer Generated Data most often more relevant to customers when making decisions than own marketing </li></ul>
    18. 18. Alternative - Increase Awareness at Secondary Schools <ul><li>Presentations at schools </li></ul><ul><ul><li>presentations in classes, assemblies, professional development days </li></ul></ul><ul><li>Scholarship/bursaries </li></ul><ul><li>Book donations </li></ul>
    19. 19. Alternative - Increase Awareness at Secondary Schools <ul><li>Measuring: </li></ul><ul><ul><li>Brand development index </li></ul></ul><ul><ul><li>Marketing penetration </li></ul></ul>
    20. 20. Recommendation <ul><li>Rent new location </li></ul><ul><ul><li>Support new employee & business growth </li></ul></ul><ul><li>Hire new Employee </li></ul><ul><li>Traditional Marketing </li></ul><ul><ul><li>Revamp brochure/flyer Ad </li></ul></ul><ul><ul><li>Phone call follow up </li></ul></ul><ul><ul><li>In-school advertising </li></ul></ul><ul><ul><li>Tour booklets </li></ul></ul><ul><li>Tourism Booklet Distribution </li></ul><ul><li>Bursary Program </li></ul><ul><li>Website management </li></ul><ul><li>Social media addition </li></ul>
    21. 21. Implementation Timeline
    22. 22. Controls <ul><li>Comparison of Yearly Incomes </li></ul><ul><li>Quote Requests </li></ul><ul><li>Active Tours </li></ul><ul><li>Group Sizes </li></ul><ul><li>Canadian Market Share </li></ul><ul><li>Evaluation of Repeat Customers </li></ul><ul><li>Website Hits </li></ul><ul><li>Fans, Followers, Likes, Mentions, etc. </li></ul>
    23. 23. Conclusion
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