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A Business Plan For Tourism & Life Style Sector  of Kerala !
 

A Business Plan For Tourism & Life Style Sector of Kerala !

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A Model Business Plan for the Tourism & Life Style Sector of Kerala .

A Model Business Plan for the Tourism & Life Style Sector of Kerala .

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    A Business Plan For Tourism & Life Style Sector  of Kerala ! A Business Plan For Tourism & Life Style Sector of Kerala ! Presentation Transcript

    • FISAT BUSINESS SCHOOL BUSINESS DEVELOPMENT PLAN
    • KERALA TOURISM & LIFE STYLE GREEN LEAF TOUR PROVIDERS . By, Kurien Joseph Jimish .K . Joseph Rahul . S Binu Mol Shaji Rahul Raj A Journey through Greenery
    • Contents
      • Executive Summary
      • Objective
      • Management team
      • Mission
      • Keys to Success
      • Company summary
      • Tourism Industry in Kerala
      • Market Growth
      • Tourism Market
      • Market Needs
      • Market Opportunities
      • The Competition
      • Target Segments
    •  
    •  
    • EXECUTIVE SUMMARY
      • Growth of tourism across the world is spectacular .
      • Last 10 years, tourism industry has recorded a growth of over 10%
      • UNWTO predicts :
      • by the year 2020 India will have over 1500 million International arrivals.
      • An opportunity in tourism sector especially in Kerala exists for the following reasons
      • KERALA’s ethnic and mesmerizing beauty
      • KERALA’s wide range of tourist spots / remarkable locations : Prompts customers to revisit
      • KERALA’s magical Ayurvedic treatments & climate.
      • The traditional culture of KERALA .
      • Typical celebrations and dance forms
      • Our primary clients are :
      • individuals, couples and affinity groups of high-net-worth, budget class & health conscious people who travel for leisure at least once per year, seeking the ultimate travel experience , wildlife lovers , ayurveda experience etc..
      • Competitive advantage
      • Providing smaller exclusive package tours & giving personal attention .
      • To broaden market share and increase brand recognition, the luxury tour packages initially will be offered at slightly below market rate.
    • OBJECTIVE’S
          • To provide world class service. To have worldwide customers and develop a brand name.
          • Facilitate customer retention, maintain mind-share of Green Leaf resellers and increase pricing power.
          • Establish and maintain strategic alliances with service providers nationally, internationally, and with travel professionals.
          • Produce the highest levels of client satisfaction in the industry & most number of repeat customers.
          • To provide the packages according to the need of the client with world class service.
    • MANAGEMENT TEAM & KEY PERSONNEL’S
      • Members include
      • Kurien Joseph (Managing Director )
      • MBA in Marketing & Finance , Yield Management Expert ( IATA Certified ) 5 years experience
      • Rahul S (Chief Travel Officer )
      • MBA in Operations & Travel ( IATA/FIATA )
      • Jimish K Joseph, (Audit Analyst & Chief Relationship Manager )
      • MBA in Fincance & Marketing ( 6 sigma certified )
      • Rahul Raj (Chief Financial Officer)
      • MBA in Finance & Operations ( 8 years work exp )
      • Binu Mol Shaji (HR Manager)
      • Masters Degree in Human Resource ( Performance Management expert )
    • MISSION
      • To provide unique, Budget, luxury tours and travel experiences, for all groups of customers, this result in their satisfaction, evidenced by repeated bookings as well as favorable word-of-mouth comments.
      • To assure them that the choice made by them is the best.
      • Keys to Success
      • Attractive and unique tour packages.
      • First class Accommodation and services. Well trained and multi linguistic guides and drivers.
      • Packages are designed according to the need of customers & even the helicopter facility is provided for saving time.
      • Communicate the unique aspects and quality of GREEN LEAF offerings through personal interaction, media and other branding activities. Customer retention through A-class service and follow ups.
      • Convince people about the economic viability of Heli Tourism & transportation
      • We want the Green Leaf brand to be synonymous with service and luxury. We want our clients to say, "I travel with Green Leaf!"
    • COMPANY SUMMARY
      • GREEN LEAF is a full service travel agency that specializes in travel (Medical, Adventure & pilgrimage tourism) and provides business travelers with professional service.
      • Green Leaf Journeys is a luxury tour company which specializes in providing the ultimate in fully-arranged, small, private tours (escorted).
      • We will also cater to budget, health conscious & leisure travel markets .
      • Green leaf provides trained and multi linguistic guides and drivers who have the full knowledge about the location.
    • CORPORTATE OFFICE
      • GREEN LEAF TOUR PROVIDERS
      • 34/12 Near to Casino Air Catering
      • Nedumbassery
      • Ernakulam
      • OUR BRANCHES
      • BANGLORE, CHENNAI, DELHI, MUMBAI, U, K, MALAYSIA, DUBAI.
    • TOURISM INDUSTRY IN KERALA
      • Kerala is acclaimed by the National Geographic traveler as one of the ten paradises of the world.
      • Certified by the London financial Times as the choice of smart travelers and as the Mecca of Ayurveda by Geo Saison.
      • Kerala has about 300 hotels, with a room inventory of about 10,000 classified rooms.
      • There would be another 10,000 rooms in the unclassified hotels, guest houses, home stays and other informal accommodation
      • Market Growth
      • The state has seen 11.3 per cent growth in tourist traffic in recent years.
      • .Kerala rank 4 th among states in the number of IATA approved booking agencies for the sale of airline tickets
    •  
    • TOURISM MARKET
      • The four primary leisure travel groups are:
      • Adventure, Special-Interest, Honeymoons & Sightseeing Trips.
      • High-Income Travelers.
      • Budget-Conscious Travelers.
      • Families, Students & Seniors.
      • FURTHER CLASSIFICATTION
      • Special-Interest (Medical tourism), Honeymoons, and Sightseeing Trips.:
      • Young, active "trustafarians:" this group of people tend to be younger than the other target segment. This group has a lot of disposable income, but not because they earn it, but because they have wealthy parents
    • Market Opportunities
      • Our market study confirms that India is likely to be the largest destination market for medical tourism in the world and Kerala stands the top in pyramid.
      • We also found out that inadequate travel guides and professional care is missing with majority of tour operators in the state.
      • We also find the scope of Heli tourism in the state of Kerala (for both domestic and international tourists).
      • Marketing Objectives
      • 1. Maintain positive, steady growth each quarter.
      • 2. Experience a growth in new customers who are turned into long-term customers.
      • 3. To be recognized as the premier hard adventure, Medical Care & Leisure trip provider
    • COMPETITIVE ANALYSIS
      • We will differentiate ourselves from our competitors by offering the most extensive material available from the most up-to-date, well-informed staff.
      • Clients will return for our service, knowledge and competitive prices.
    • FACTOR My Business Strength Weakness Competitor A Competitor B Importance to Customer Products Travel & Tourism Leisure , Heli Tourism& Adventure Medical & pilgrimage Tourism Huge Investment Leisure & Ayurveda tourism Leisure & Medical tourism Our Products are customized to meet all demands Price Customized Nominal rates To ensure quality , price is kept high customized High Our Prices are in par with quality Service Excellent Professional tour managers Lack of Expertise Good Excellent We provide excellent round the clock support Location strategic Near to Airport Office space availability Away from Airport Excellent Customers can drop into our office very easily Sales Method Personal relationship Direct contact expensive Indirect method Direct Method Strong bond of Relationship is build Advertising Travel Magazines Travel Mart Not frequent Not frequent Good Frequent Brand quality Image Good Excellent
    • SWOT ANALYSIS
      • STRENGTHS
      • Excellent staff who are highly trained
      • High customer loyalty among repeat customers
      • Highly experienced Management team
      • Ideal Location
      • Wide Network of branchers
      • Medical Tourism
      • Heli Tourism
      • WEAKNESSS
      • Start-up and the odds are stacked against small start-up companies. 
      • Limited Personnel
      • A challenge to find employees who possess the necessary skills and customer-centric attitude.
      • The struggle to continuously offer new and exciting trips
      • OPPORTUNITIES
      • Growing market that has yet to be adequately addressed.
      • • Growing number of young professionals with the recent dotcom boom.
      • Increase in the aging polpulation
      • Increazse in Trustafarians.
      • THREATS
      • A slump in the economy will affect the travel industry.
      • • An increase in terrorist acts, recession, and harthals will chill International perception of safety when traveling,
      • • The entrance of other service providers into Green Leaf niche.
    • MARKETING MIX
      • Pricing
      • Green Leaf does not compete on price, we compete on service. Additionally, the target market is not price sensitive.
      • Distribution
      • Green Leaf services will be distributed throughout the Kerala and the world,
      • Advertising and Promotion
      • magazine advertisements as well as the direct mail.
      • Customer service
      • Obsessive customer attention is the mantra
      • TRANSPORTATION SYSTEM
      • We will use all principal travel systems, including Planes, trains, buses, and where appropriate, taxis.
      • . Our main attraction is the heli tourism using helicopters at cheap rate for plying between various pre designated travel destinations of historic and strategic importance.
      • GUARANTEES & WARRANTIES
      • Our clients will be protected financially against either our own or our tour operator’s failure.
      • Risks Associated with Growth
      • Losing touch with customers
      • Loss of clientele to other providers
      • Quality of services diminished
      • New businesses
    • OUR SPECIAL PACKAGES & PRODUCTS
      • View Splendid Kerala Packages
      • (Historic Kerala, Paradise of Kerala, Backwaters of Kerala, Scenic Kerala,)
      • Adventure Tourism
      • (Camping, Hiking, scuba diving, trekking, Sailing, Kayaking,Biking trips)
      • Home stays
      • In Kumarakom, Allepy backwaters, Cochin, Trivandrum, Munnar, Thekkady, Gavi etc
      • Heli Tourism
      • Using a fleet of Bell430 helicopters (10 passengers) for carrying tourists to various historic and tourist spots.
      • Medical Tourism
      • The Company’s services will include the following:
      • Help with procuring a medical visa;
      • Booking travel to the country where the services will be provided;
      • Airport pick up and drop off;
      • Consult Green Leaf on with appropriate specialists;
      • Pre-operation care & accommodation
      • Booking into the hospital for the operation
      • Accommodation for post-operation
      • Arrangements for post-operating care in the foreign country;
      • Book travel home from the country where the services have been provided;
      • Arranging emergency insurance coverage for any unexpected serious adverse events arising from the surgery that means prolonged hospitalization and/or a medical flight back to respective countries.
      • Arranging Travel insurance.
    • Rent a Car Services We also have tie up with Leading Kerala rent a car services. Free Service of Para Medic & Support assistants Free Camp ( By own event Management team to make the trip Memorable ) Free goodies
    • MARKET RESEARCH Source: Global Stats. Corp. Updated forecast for the years 2000 and 2010 (millions) 1975 1995 1996 2000 2010 Average Annual Growth rate (%) 1990 - 2010 Europe 153.8 338.2 347.4 397 525 3.1 East Asia/Pacific 8.7 84.5 90.1 122 229 7.6 Africa 50.0 110.1 115.5 138 195 3.7 Middle East 4.7 18.7 19.4 25 37 4.6 America’s 3.6 11.3 15.1 14 21 4.9 South Asia 1.6 4.5 4.5 6 11 6.7 World Total 222.3 567.4 592.1 702 1019 4.1
    • FEW OF OUR MOST DEMANDING PACKAGES AT A GLIMPSE (1 night Cochin, 2 Nights Munnar, 1 night Periyar, 1 Night Kumarakom, 1 Night Houseboat, 2 Nights Kovalam & 1 Night Kanyakumari) Packages Up to 30 DEC From 01 Jan Cochin Hotels Munnar Hotels Periyar Hotels Kumarakom Hotels Alleppey Houseboats Kovalam Hotels Kanyakumari Hotels Superior 39000 41800 Hotel Mermaid-Executive Room Sterling Resort – Std Room / Forest Haven - forest View Room Sandra Palace- Deluxe room Kumarakom Lagoon-deluxe room Houseboat in Kerala Sagara beach resort Singaar International Std room Deluxe 41200 49000 Emerald Standard Great EscapeExecutive room/Deshadan -Dxe Ranger Woods-Wild View Room Kalathil Resorts- canal view Houseboat in Kerala Issola Di Cocco-STD room Singaar International Std room Sup. Deluxe 48800 58800 HotelEmarald-Dxe Room Tea Valley Resorts-Executive Wild Corridor Deluxe villa Back Water Ripples Houseboat in Kerala Travancore Heritage beach groove Indian Hermitage
    • BACKWATERS OF KERALA Nights Athirappally +1 Night House boat Tour Cost: Per couple in INR Packages Up to 30 SEP From 01 OCT Athirappally Hotels Alleppey Houseboat Rs 28000 32200 Rain Forest-Luxury Room Houseboat in Kerala
    • AYURVEDA & BACKWATER TOUR Duration:   6 Days / 5 Nights Destinations Covered:   Cochin, Chamundi Hill Ayurveda Resort, and Kumarakom 1night Cochin + 3Nights Chamundi hill Ayurveda resort +1 Night Kumarakom Tour Cost: Per couple in INR Packages Up to 30 DEC From 01 JAN Cochin Hotels Ayurveda Resorts Kumarakom Hotels Superior 29,000 33000 Mermaid-Executive room Chamundi Hill Palace –Deluxe Room Kumarakom Lagoon-Deluxe Room Deluxe 30,500/- 35000 Emarald Standard Chamundi Hill Palace –Deluxe Room Kalathil Resorts- canal view Sup. Deluxe 32000/- 37000 Emarald -Dxe Room Chamundi Hill Palace –Deluxe Room Back Water Ripples
    • Other Tour Packages in Kerala
      • Kumarakom Houseboat Tour
      • Kerala Houseboat Tour
      • Kerala Exotic Tours
      • Kerala Beach and Wildlife Tours
      • Cochin Munnar Houseboat Tour
      • Kerala Honeymoon Vacations
      • Ayurveda and Backwater Tours
    • PILGRIMAGE TOURISM
      • Arrangement for pilgrimage to holy places like sabarimala temple, Guruvayoor temple, Malayattoor church etc.
      • Special package tours in connection with festival seasons during Onam, Christmas, traditional festivals etc.
      • : eg : SABARIMALA PACKAGE (Rs 24, 000 per head ) KOCHI- PAMBA - KOCHI
      • Day1 Chottanikkara, Vaikom, Ettumanur, Erumeli, Pamba, Sabarimala Day2 Drop at Kochi Air Port/Railway station.
      • Visit/ Stay at Farm tourism, Resorts & Ayurvedic Health Resorts.
      •  
    • OPERATIONAL PLAN
      • Prospective tourists > visiting our website > selecting package >online web interface support from our 24*7 help desk >after evaluation selecting the best alternative > Online Payment >Feedback from > E flight ticket send along with a unique customer id no.
    • On Reaching Airport
      • Tourist group reaches airport
      • Our travel guides will verify the customers after cross checking with unique id no given earlier
      • Will escort them to nearest hotel for rest
      • Escorting to our office to explain them the tour package details and itinery
      • A professional tour manager is assigned the duty to assist the group
      • Group members can choose from two option of travel via long routes (Car or Heli taxi)
      • To make the trip memorable, tourist groups will be requested to attend customized camps /events (salsa, Kathak, beach camp, nature camp) along with goodies free of cost.
    • Specific guide lines for MEDICAL TOURISM
      • Our Para Medic expert along with travel manager will be present in the airport
      • Verifying the documents along with unique id no.
      • Escorting to nearest hotel (depending on the situation of patient)
      • Our Para medic expert will escort the patient to our office
      • As with regards to the nature of illness, patient is transferred to pre arranged hospital/clinic.
      • On reaching the clinic, our Para medic expert will hand over the treatment sheet records along with our analysis to the doctor.
      • Doctor Admitting the patient.
      • Post Operation
      • Patient is brought back to the hotel
      • Escorted to Office and various travel plans are explained
      • Along with the help of our travel guide and Para medic experts the best travel plan is selected.
    • HELI TOURISM
      • Daily Chopper service from Cochin to Munnar in BELL 430 (10 passengers)
      • Domestic as well as international passengers can make use of the air taxi.
      • Nominal rates are charged.
      • Per Passenger Rs 3000
      • Time taken to reach the destination will be 45 minutes.
      • ADVANTAGES
      • Unnecessary travel time can be saved
      • Keeping the passengers feel fresh (without any tiredness)
      • An opportunity to have an aerial of view of scenic beauty of Kerala.
      • Chopper service from Cochin to Allepy is also available
      • Special chopper taxi can be arranged on the request made by tourists to various destinations.
    • ADVENTURE TOURISM
      • Depending up on the needs of tourists, adventure trips are planned.
      • Those who are interested in Kayoke and rafting are taken to the Athirappily water falls
      • Those are interested in wildlife adventure are taken to the wildlife of Vayanad.
      • Those who are interested in trekking are also taken to Vayanad
      • Hiking & Biking , Backwater Biking & Canoeing 
      • Wildlife Tours , Parachute Gliding
    • HOME STAYS
      • Tourists are also given a rare opportunity to stay with the traditional village families of Kerala.
      • Precisely in Allepy, Cochin, Trivandrum,
      • They will be provided with a cab and tour assistant
      • During the period of home stays they will have a unique opportunity to witness the traditional Kerala Kathakali, Kalaripayatu, and with special emphasis of teaching the basics of Yoga.
      • We are also arranging special cooking class about Kerala foods to the interested tourists.
    • BUSINESS STRATEGY
      • MARKETING & SALES PLANNING
      • Customer Incentives
      • “ Word of Mouth the most effective Tool for promotion “
      • Hence we will provide incentives to the tour packages for tourists via referrals.
      • Event specialist press advertising only brings in one out of seven clients.
      • Advertising and Promotion
      • Public relations
      • Disseminating regular flow of press releases based on stories regarding our destinations . Customer feedbacks etc
      • We will employee a freelance public relations adviser
      • Internet Web site .
      • The most convenient way for us to have a global presence at the outset.
      • We will purchase space in the Leading Govt portals : eg “ Incredible India.
      • Customer relations
      • . We will keep records of every sales contact.
      • By having superior information on our clients and prospects, we intend to offer a truly personalized service
      • We will use this data to encourage our customers to recommend our services to friends, relatives, colleagues, and employers
      • We will also be using a “ contact management” system that will allow us to monitor the effectiveness of different promotional strategies and of different marketing messages.
    • STRATEGY FOR ACHIEVING GOALS
      • Extensive public relations campaign
      • Recruit well-trained, enthusiastic staff
      • Deliver superior product knowledge
      • Provide high quality customer service
      • Create library of tools/reference materials for clients
    • STAFFING
      • All staff will have job descriptions, a career and training history file, and a record of employee reviews.
      • Psychometric Aptitude Test for new staffs
      • New staff will then spend time with each member of Green Leaf team ( Job Rotation )
      • All staff will undergo full product training, and will spend at least four weeks a year onsite at key travel destination
      • Our dress code will be unique which will definitely reflect the effect of professionalism
    •  
      • We will encourage people inquiring about vacation to give us feedback on:
      • Our ability to handle their inquiry
      • The amount of time from the client’s first inquiry to the date of actual travel
      • The client’s reactions to the vacation in terms of whether it meets their expectation
      • We hope to promote out of season services through frequent customer contact and through our own publication, most likely a magazine of some Sort.
    • FUTURE SERVICES
      • Green Leaf may develop business in additional segments of the luxury travel market, i.e. tours with an architectural, music festival, golf or local festival emphasis.
      • . The long-term goal of Green Leaf is to establish itself as an internationally recognized provider of top-medical, adventure & Heli tourism travel
    • FINANCIAL OBJECTIVES
      • A double digit growth rate for each future year.
      • A reduction of fixed overhead through disciplined growth.
      • Continue to decrease the variable costs associated with the production of trips.
      • Our services are seasonal. Recurring revenue will be dependent upon successful trips involving a Variety of activities offered year-round
    • IMPORTANT ASSUMPTIONS
      • The financial plan depends on important assumptions.
      • The company assumes a slow-growth economy, without major recession.
      • The company assumes of course that there are no unforeseen changes in public
    • PROSPECTIVE INQUIRIES & SALE OF VACCATIONS FOR COMING YEAR Q1 Q2 Q3 Q4 Total INQUIRIES THROUGH PROMOTION 30 40 50 80 70 ONLINE INQUIRIES 40 60 75 85 130 TOTAL INQUIRIES 70 100 125 165 460 VACCATION SOLD 32 60 80 95 267
    • AN OVERVIEW OF THE INFLOW OF TOURISTS TO KERALA VIA GREEN LEAF   NO OF TOURIST GROUPS LEISURE MEDICAL ADVENTURE TOTAL REVENUE INDIVIDUALS@ AVG Rs 30,000 36 30 10 76 22,80,000 FOUR MEMBER GROUP @ Avg Rs 60,000 10 30 20 60 36,00,000 SIX MEMBER GROUPS @ Avg 80,000 18 20 15 53 42,40,000 EIGHT MEMBER GROUPS @Avg 90,000 23 30 25 78 70,20,000 TOTAL 87 110 70 267 1,71,40,000
    •  
    •  
    • LIABILITIES AMOUNT ASSETS AMOUNT SHARE CAPITAL KURIEN’S CAPITAL RAHUL’S CAPITAL SURAJ’S CAPITAL JIMISH ‘S CAPITAL BINU SHAJI’S CAPITAL RESERVES & SRUPLUS P&L A/C SECURED LOANS SBI BANK LOAN FEDERAL BANL LOAN UNSECURED LOANS CURRENT LIABILITIES & PROVISIONS CREDITORS 80,00,000 80,00,000 80,00,000 80,00,000 80,00,000 18,92,900 10,00,000 50,00,000 NIL 3,39,59,000 FIXED ASSET LAND AND BUILDING TRADE MARKS FURNITURE MOTOR VEHICLES INVESTMENTS CURRENT ASSETS & LOANS AND ADVANCES DEBTORS CASH IN HAND CASH AT BANK MISCELLANEOUS EXPENDITURE 2,20,00,000 4,51,900 19,00,000 1,50,00,000 50,00,000 2,00,00,000 1,00,00,000 75,00,000 81,85,19,00 81,85,19,00
    • COST SHEET VEHICLES OWNED BY GREEN LEAF 5 INNOVA @ Rs 10 Lakhs 50,00,000 10 INDICA @ Rs 4.5 Lakh 45,00,000 1 BUS @ 30 LAKH 1 VOLVO MINI BUS @ 25 LAKH 55,00,000
    • HIRE CHARGE SHEET VEHICLE RATE PER KM RATE PER DAY INDICA Rs 7.50 - INNOVA Rs 10 LANCER Rs 1800 ACCORD Rs 5000 BENZ C CLASS Rs 8000
      • Normal cars
      • Rs 2000 ( avg ) * 300 working days = Rs 6,00,000
      • Luxury cars
      • Rs 10 ,000 * 100 working days = Rs 10,00,000
      • TOTAL : = Rs 16,00,000
      • HELI COPTER
      • Capacity : 600 Ltrs
      • Aviation Fuel Rate : Rs 71 per Ltr
      • Anticipated Usage of Aviation Fuel per week : 800 Ltrs