Mba Marketing Management Fly Castaway Marketing Plan 31 May 2010 Final
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Mba Marketing Management Fly Castaway Marketing Plan 31 May 2010 Final

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Transcript

  • 1. Syndicate 5
    Marketing Plan
    FlyCastaway
  • 2. Agenda
    Executive Summary
    Situation Analysis
    Marketing Strategy
    Financials
    Controls
  • 3. FlyCastaway – Executive Summary
    Returns
    Investment
    Required
    How will it be Achieved
    What is to be Achieved
    • Regain and maintain positive, strong growth each quarter (notwithstanding the seasonality of the business)
    • 4. To achieve a steady increase in market penetration
    • 5. To re-establish the organisation in the Seychelles by creating a land based operation on Farquhar and/or Providence. Once the organisation has achieved this, they can look at setting up some other smaller operations.
    • 6. Increase service offerings to include products through retail
    • 7. New offices/Retail shop and land based operations in Seychelles
    • 8. Specific advertising campaigns and sales promotion
    • 9. Streamline & focus on “moments of truth”
    • 10. A focus on physical evidence such as a DVD of photographs and video footage to capture “moments of a lifetime”
    • 11. Delivering constantly higher quality than its competitors
    • 12. Upgrade of website
    • 13. Development of retail channel
    • 14. Increase in marketing spending over the next three years
    • 15. Increase in percentage of Marketing spend versus sales from a current base of 6% to 11%
    • 16. Achievement of target, 70% of local fly fishing market
    • 17. Growth of FlyCastaway Brand
    • 18. Creation of loyal clientele base
  • Agenda
    Executive Summary
    Situation Analysis
    Marketing Strategy
    Financials
    Controls
  • 19. FlyCastaway - Company
    • FlyCastaway (FCA) specialises in guiding groups of dedicated anglers to various exotic destinations in Africa and the Indian & Atlantic Ocean Islands around the continent.
    • 20. With almost 200 years of fly fishing and guiding experience behind them, the FCA team has been responsible for “opening up” some of the most highly acclaimed fly fishing destinations in the world.
    • 21. The company was formed 7 years ago by Arno Matthee, Gerhard Laubscher and Keith Rose-Innes, after spending years guiding at various destinations throughout the world, they decided to combine their efforts to form what has become the leading fly fishing guiding outfitter in the world.
    • 22. Today the company employs a further nine guides which travel from one destination to the next making anglers angling dreams come true along the way.
    • 23. The diversity of the team and the broad variety of experience between them makes FlyCastaway one of the most exciting and professional fly-fishing teams in the market today. 
    • 24. Many contributions have been made to fly fishing books, magazines and television shows locally and abroad by the members with their constant cutting edge techniques.
    • 25. FCA are constantly exploring new destinations and developing new techniques, all to insure that their clients sample the finest fishing available on planet Earth.
  • FlyCastaway’s Recipe for SuccessThe best guides, at the best venues, during the best time of the year
    Strategic objectives:
    • To be regarded as the finest fly fishing guiding team in the world
    • 26. Dominate the Indian Ocean Flats fishing market
    • 27. Develop three land based operations in which FCA is a minority shareholder (Seychelles, St Brandon's (Mauritius) and Tanzania / Zambia)
    • 28. To be at the best venue during the best part of the year along with one of the most experienced guides in the world
  • FlyCastaway – Service Offerings
  • 29. FlyCastaway – Customers
    FCA provides the fly-fishing community with a comprehensive fly-fishing service. The organisation seeks to fulfill the long term benefits that are important to its customer base which include:
    • A quality trip: the best guides, at the best venues, during the best time of the year.
    • 30. Value for money: excellent fishing and great hospitality.
    • 31. A wonderful experience: lifestyle enhancement.
  • FlyCastaway – Competitor Analysis
    • Very segmented market with lots of small competitors which dilute FlyCastaway’s market share
    • 32. Two main competitors for FCA:
    • 33. Tourette Fishing (Durban business that operates in Tanzania)
    • 34. Alphonse Island (Land based Seychelles Operation)
  • FlyCastaway – Competitors Analysiscont..
  • 35. FlyCastaway – Macro Environment
    • Economic Slowdown
    • 36. Exchange Rates
    • 37. Natural and healthy resources
    • 38. Regularities concerned with fishing territories
    • 39. The internet
    • 40. Social Media
    • 41. Political Unrest
    • 42. Crime levels
    • 43. Obtaining visas
    • 44. Language Barriers
  • FlyCastaway – SWOT Analysis
  • 45. FlyCastaway –Market Size, Market Growth and Market Share
    Specific Market Shares
    Total South African Market Size and Growth
  • 46. Agenda
    Executive Summary
    Situation Analysis
    Marketing Strategy
    Financials
    Controls & Implementation Plan
  • 47. FlyCastaway - Marketing objectives
    Product: Increase service
    offerings to include products through
    retail
    • Regain and maintain positive, strong growth each quarter (notwithstanding the seasonality of the business)
    Place: New offices/Retail and
    land based operations in Seychelles
    Price: Perceived value pricing
    • To re-establish the organisation in the Seychelles by creating a land based operation on Farquhar and/or Providence. Once the organisation has achieved this, they can look at setting up some other smaller operations
    Promotion: Advertising, PR,
    sales promotion & direct marketing
    Process: Streamline & focus
    on “moments of truth”
    People: Internal advertising
    through best guides with international
    experience
    Physical Evidence: DVD of
    photographs and video footage to
    capture “moments of a lifetime”
    • To achieve a steady increase in market penetration
    Productivity & Quality:
    Delivering constantly higher quality
    than its competitors
  • 48. Fly-Fishing Market Segmentation & Positioning Map
    Positioning Map
    Strategic Target Segmentation
  • 49. FlyCastaway – Marketing Mix (8P’s)
    Product
    • Focus on a retail channel by setting up a FlyCastaway shop
    • 50. Additional service - photography course as part of CampFlyCastaway
    Place
    • Retail
    • 51. Land-based operations
    • 52. New unexplored territories
    Price
    • Premium to be considered as they are market leaders and offer an “experience/trip of a lifetime”
    • 53. Perceived quality of service
    Promotion
    • Advertising – Top Billing & Website
    • 54. Sales Promotion – Competition & Gifts
    • 55. Direct Marketing – Internet
    People
    • Internal advertising – best guides with international experience
    • 56. Service providers/partners – choose carefully who they associate with
    Process
    • Streamline operations
    • 57. Focus on “moments of truth”
    Physical Evidence
    • Constant reminder of the “experience/catch/trip of a lifetime”
    • 58. DVD with photographs and video footage
    • 59. Guides gazette and box of flies
    Productivity & Quality
    • Constantly deliver a quality service higher than its competitors
  • Agenda
    Executive Summary
    Situation Analysis
    Marketing Strategy
    Financials
    Controls & Implementation Plan
  • 60. FlyCastaway – Financials
    SAMPLE
  • 61. Agenda
    Executive Summary
    Situation Analysis
    Marketing Strategy
    Financials
    Controls & Implementation Plan
  • 62. FlyCastaway –MarketingControls and Implementation Plan
    The purpose of FlyCastaway’s marketing plan is to coherently package the newly developed marketing activities for the organisation and to guide the company in achieving them.
    The following areas will be monitored to track performance:
    • Revenue: monthly and annual
    • 63. Expenses: monthly and annual
    • 64. Customer satisfaction: through surveys and constant feedback from clients
    • 65. Development of new services: Ongoing
    SAMPLE