Analysis of marketing strategies of selected travel agents Presented by: Puneet kaur MBA-IB
Textile is one of India’s oldest industry. It is the second largest employment generator . The industry uses a wide variety of fibres . India contributes to around 12 percent of the world's production of cotton yarn and textiles Indian Textile Industry
India covers 22 percent of the global market.
India is known to be the third largest manufacturer of cotton across the globe.
India claims to be the second largest manufacturer of yarn and textiles in the world.
SPORTKING INDIA LTD.
HISTORY Sportking India Ltd. Was Incorporated on 15-02-1989 & promoted by Sh. Raj Kumar Avasthi & his family members.
Other Companies of Sportking Group M/s. Sportking Knitwear’s Classis Wears Pvt. Ltd. M/s. Aradhan Knitwear’s M/s. Sportking Exports Namokar Capital Services Pvt. Ltd.
Markets USA: target stores, JC Penny, Hagger, Li and Fung, Mother Works, Costoc, Urban Outfitters, C.A.G., HMX Sportswear and Walt Disney. EUROPE: George and Tom Tailor.
Domestic : Pantaloon, Shopper’s Stop, Lifestyle, Pepe Jeans, Max (Dubai and India), Pyramid, Big Bazaar, Westside. They also have a license for the manufacturer of Walt Disney branded garments for India. Conti….
Classic Wears Pvt. Ltd.
Classic Wear Ltd. was established in the year 1987 in Noida. Shifted from Noida to Ludhiana in the year 1988 having a change in name “Classis Wears Private Limited”. Presently it is situated at Village Meharban, Rahon Road, Ludhiana. Presently Classic Wears is a leading manufacturer of Knitwear for gents, ladies and kids in Northern India Production capacity of 1, 50,000 pcs.
Business Philosophy ‘TO GROW’
Quality policy is: “TO MEET THE COMMON PEOPLE NEEDS”
MISSION Sportking group is committed to add value to the socio economic growth through excellence and adapting to the state of the art technology in both business and education. Our group is dedicated to deliver superior values to its customer, shareholders, employees and society.
VISION To create a learning space of International Repute for professional Excellence in Fashion and Business.
SWOT Analysis Of Classic Wears Pvt. Ltd. Strengths Established brand Name ‘Sportking’. One of the oldest known fabric manufacturers. Most experienced technical manpower. Dyeing and spinning units are in the nearby area.
WeaknessesFluctuations in the international prices of the integrants of the acrylic fiber.Do not have enough retail outlets.Less advertisement of the brand.OpportunitiesBetter utilization can be made with new machines.Can go directly to the end users through exclusive showrooms.Improvement in distribution chain-number of dealers and retail shops in the urban and semi urban areas.
Threats The concern is facing competition from existing and upcoming units in the industry.Fluctuations in the prices of raw materials.Low quality cheaper products available in the market of local brands.
Financial Analysis Ratios analysis is a technique of analysis and interpretation of financial statements. It is the process of establishing and interpreting various ratios for helping in making certain decisions.Liquidity ratio: A class of financial metrics that is used to determine a company's ability to pay off its short-terms debts obligations.
Absolute Cash Ratio
Debtor turnover ratio
Creditor turnover ratio
History The word tourism was used by 1811 and tourist by 1840. In 1936, the League of Nations defined foreign tourist as "someone traveling abroad for at least twenty-four hours". Its successor, the United Nations, amended this definition in 1945, by including a maximum stay of six months.
India’s tourism industry is experiencing a strong period of growth, driven by the burgeoning Indian middle class, growth in high spending foreign tourists, and coordinated government campaigns to promote ‘Incredible India’. Current scenario
A travel agency is a retail business, that sells travel related products and services to customers, on behalf of suppliers, such as airlines, car rentals, cruise lines, hotels, railways, sightseeing tours and package holidays that combine several products. Travel agency
How do travel agency work? commission
General Sales Agents for Foreign Travel Companies. Business and Commercial Travel Agencies. By Class. Cargo Travel Agencies. Online Travel Agencies. Multi-Destination and Niche Agencies. Types of agents
Growth Growing at the average annual rate of 4 %.
Tourism in India The largest service industry in India, with a contribution of 6.23% to the national GDP and 8.78% of the total employment in India. The tourism industry in India generated about US$100 billion in 2008 and that is expected to increase to US$275.5 billion by 2018 at a 9.4% annual growth rate.
Types of tourism in India Adventure tourism Wildlife tourism Medical tourism Pilgrimage tourism Eco tourism Cultural tourism
Analysis of marketing strategies of selected travel agents
Objectives of study
To find out the travel agency which provides better product.
To find out the most preferred agency by the customers.
To analyse the marketing strategies of the selected agents.
Need of the study This study is not conducted, before this no such research is conducted in Ludhiana region. Another reason of conducting this research is to know whether travel agencies have been affected by the upcoming trend of online availability of agents. This research was also conducted to know what kind of travel is prevailing in Ludhiana.
Research Methodology Research comprises defining and redefining problems, formulating hypothesis or suggested solutions, collecting, organizing and evaluating data; making deduction and reaching conclusion; and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis.
Research Design: Descriptive research design Sampling: Universe: It is the infinite number of respondents. All the travel agents. Population: It is the part of universe from which the samples for conducting the research is selected. All the travel agents in Ludhiana.
Sample Size :5 respondents. Sampling Technique: Convenience of time and place. Methods of Data Collection: Primary : Questionnaire. Secondary Data: Internet.
Research Design: Descriptive research design Sampling: Universe: It is the infinite number of respondents. All the customers traveling through travel agencies. Population: It is the part of universe from which the samples for conducting the research is selected. All the customers traveling through travel agents in Ludhiana.
Sample Size :5 respondents. Sampling Technique: Convenience of time and place. Methods of Data Collection: Primary : Questionnaire Secondary Data: Internet company brochures
Limitations of the study Some of the respondents did not bothered to answer all the questions. The travel agents were not revealing their marketing strategy. The study is restricted to Ludhiana region. There may be wrong or biased responses from the respondents.
Data Analysis and Interpretation
Table 1: Shows kind of package provided by the agents N=5
Table2: Shows the time of offering package N=5
Table3:Shows the competition strategies of the selected travel agents N=5
Table4:Shows whether travel agents provide special services to their customers or not N=5
Table5:Shows factors while choosing any location and setting up of an agency N=5
Table6:Shows whether selected travel agencies have branches or not N=5
Table7:Show promotional strategies of an agent N=5
Table8:Shows current market position of the selected travel agents N=5
Table9 shows the purpose of people visiting travel agencies N=5
Table10:Shows the kind of service Provided by travel agents N=5
Table11 Shows their mode of charging payment N=5
Table12 Shows the speciality of the selected travel agents N=5
Table1:Shows whether customer prefer travel agency or not N=89
Table2 Shows the frequency of visiting travel agency by the customer N=89
Table3 Shows ways to choose travel agency N=89
Table4 shows most preferred destination by the customers N=89
Table5:Shows the kind of agents preferred by the agents N=85
Table6:Shows kind of services people avail from travel agents N=89
Table7:How much time does customer prefer to spend at travel agencies? N=89
Table8:Shows frequency of visiting travel agency by the customer N=88
Table9(a):Shows travel agency keeps in touch with customers, liked by customers N=89
Table9(b):Do customers like to inform them about their new offers by travel agencies? N=87
Table 9(c):Shows behavior of customers towards the receiving info about pros and cons of trip N=87
Table9(d):Shows whether customer likes that the travel agents take full initiative in planning the whole trip N=87
Table10(a):Shows the necessity of accomodation as an aspect of journey N=89
Table10(b):Shows the necessity of transport as an aspect of journey N=87
Table10(c):Shows the necessity of entertainment as an aspect of journey N=89
Table10(d):Shows the necessity of safety as an aspect of journey N=86
Table10(e)Shows the necessity of insurance as an aspect of journey N=82
Table10(f):Shows the necessity of other additional features as an aspect of journey N=15
Table11:Shows the rating of quality of travel agencies N=89
Table12:Shows the preference of customers for choosing travel agents in Ludhiana N=89
Table13:Shows satisfaction of customers from the opted agencies N=89
Analysis and Findings
It has been analyzed that in Ludhiana mostly there is personal and business tourism.
As compared to others Thomas cook and sagger world holidays provide good and variety of the products.
Thomas cook and sotc are the most preferred brand names in Ludhiana.
Pan express ltd compete on the basis of price in the market whereas all other 4 agencies compete on the basis of quality and prices both.
Internet is the most widely used sources by the travel agencies to promote their agencies. All the selected travel agents provide special packages and offers to retain their old customers. Pan express ltd (Ajanta airlines has been at the 3rd position in the market), whereas thomas cook and sotc has leading in this field since last 5 years. Customers in Ludhiana still prefer to go to an agent and get their travel packages designed, despite of entering of online system in the market.
Customers are satisfied from the services of the chosen travel agents. Internet is the most preferred source of advertisement by the travel agents. Pan express ltd and royal travels do not use internet to promote their agency, whereas other Agents prefer internet and newspaper the most as well as the magazines. Emi system is yet not the mode of payment to the travel agents
As per the research Thomas cook and sotc are the most preferred agents. it has been analyzed no other kind of tourism prevails in Ludhiana other than business and personal. quantified results shows that 30% people in Ludhiana now go for online agents, whereas still 70% people go for travel agents. although many new travel and large number of travel agents are coming up Thomas cook, sotc and Ajanta airlines ltd have managed to carry constant and growing position in the market. people in Ludhiana are more towards leisure and business trips. Conclusion