Uniqueness Travel Agent

1. HTM 2121
Tourism and Hospitality Marketing
Marketing Plan
Uniqueness Travel Agent
Chan Hoi Yi, Emily 10554711D
Chan Wan Lun, Janice 11354512D
Tai Yip Chung, Johnson 11516279D
Tsang Siu Hang, Steven 11566166D

2. Uniqueness Travel Agent
Mission
∗ To become the leader of the Asia Pacific Region travel agent
for business
Objectives
∗ To acquire 30 tours during the peak season of 2013
∗ To achieve 150,000 net profit during the financial year of
2013-2014
∗ To maintain the cost within 70% of the total revenue.

3. External Environment Analysis
∗ Examine opportunities and threats
∗ Consists of:
∗ Macro environment
∗ Demographic, Political, Economic, Social-Cultural,
Technological and Natural
∗ Micro environment
∗ Suppliers, Marketing Intermediaries, Publics, Customers
and Competitors

4. Macro Environment Analysis
1. Demographic
∗ Opportunities:
∗ Huge market with continuous growth
∗ 41,921,310 visitors arrival in 2011, +16.4% (HKTB visitor arrival statistics,2011)
∗ High spending MICE visitors with significant growth
∗ 1.43 million MICE visitor arrivals in 2010, +22.8%
∗ per capita spending of HK$8,475, +25.9% compare with overnight visitors
(HKTB annual report 2010/11, 2011)
∗ Mainland China is the dominant market
∗ 41.8% MICE visitors come from mainland China (HKTB annual report 2010/11, 2011)
∗ Marketing strategies need to be developed for reaching them

5. Macro Environment Analysis
1. Political
∗ Opportunities:
∗ Streamlined VISA restriction for visitors to Hong Kong
∗ Visit Hong Kong for visa-free
∗ Over 170 countries or territories
∗ Frequent business travelers with APEC Business Travel Card
∗ Threats:
∗ Travel agent license need to be renewed annually

6. Macro Environment Analysis
1. Economic
∗ Opportunities:
∗ Rapid economic growth in China
∗ Threats:
∗ Uncertainty in the USA and European economics
∗ Minimum Wage Ordinance in Hong Kong

7. Macro Environment Analysis
1. Social-Cultural
∗ Opportunities:
∗ Increasing health conscious
∗ Half-day relaxation itinerary
2. Technological
∗ Opportunities:
∗ Advancement and increase popularity of E-business
∗ Increase number of Smartphone users
∗ 491.4 million smart phones sold in 2011 (Brownlow, M., 2012)
∗ Threats:
∗ Careful management on electronic word of mouth

8. Macro Environment Analysis
1. Natural
∗ Threats:
∗ Heavy air pollution threaten visitors away
∗ A survey conducted with tour guides (Yung, C., 2006)
∗ 50% thought Hong Kong having heavy air pollution

9. Micro Environment Analysis
1. Suppliers
∗ Opportunities:
∗ Various high reputation suppliers in Hong Kong
∗ Car rental companies
∗ Michelin recommended dining restaurants
∗ Luxury brands
∗ Threats:
∗ High dependence on multi-suppliers
∗ High negotiating cost incurred in the business

10. Micro Environment Analysis
1. Marketing Intermediaries
∗ Opportunities:
∗ Advantages from advancement in E-business
∗ Cost effective e-marketing
∗ Threats:
∗ Heavy competition on e-marketing
∗ First priority cannot be assured
2. Publics
∗ Threats:
∗ Complains from environmental groups
∗ Limousines service

11. Micro Environment Analysis
1. Customers
∗ Opportunities:
∗ Rich but time-conscious business travelers
∗ Offers luxury itinerary package yet with high flexibility to satisfy the
business travelers’
∗ Threats:
∗ Demanding and high expectation
∗ Pay for high quality service
∗ Any mistakes would bring dissatisfaction

12. Micro Environment Analysis
1. Competitors
∗ Opportunities:
∗ None have single focus on business visitors
∗ Without local tours’ e-booking or reservations services
∗ Co-production cannot be found
∗ Allow alternation between choices
∗ Create their unique tours
∗ Threats:
∗ Numerous retail outlets or cooperation with hotels
∗ Highly accessible by customer

13. Target Market
Expensive
Fig.1
Minimum
Target Market Extensive Service
service
Locals Visitors
Business Travelers (MICE)
Fig.2
Organizers Less Expensive
Participants
Individual
Group

14. The reason is …
• Hong Kong is an international city
∗ Government support
∗Hong Kong Trade Develop Council (HKTDC)
∗Host more than 110 exhibitions each year
∗Attracting 62,000 exhibiting companies and 5 million visitors (TDC,
2012)
Visitors’ purpose of visiting by
Major Market Areas Jan-Jun 2011(HKTB, Tourism Expenditure Associated to
2012) Inbound Tourism Jan-Jun 2011 (HKTB,
2011)

15. Product
• 4 Tour Itineraries:
∗ One day tour for dining and sightseeing
∗ One day tour for sightseeing, shopping and dining
∗ One day tour for culture and dining
∗ Half day tour for relaxation

16. Price
∗ Businessmen – high purchasing and spending power
∗ High quality service in luxury approach
∗ Tangible resources enhance overall satisfaction
∗ High cost  prestige pricing

17. People
Itinerary
Financial our guides designers
Assistants
Sales
Drivers Representatives
Booth
receptionist

18. Place
• Official website - E business
• Booths in Hong Kong Convention and
Exhibition Centre and Hong Kong Asia
World Expo
• Shanghai Jinjiang Tours Co., Ltd

19. Promotion
• Advertising strategies
∗ HKTDC - Set up information counter in Expo Drive
∗ Launching itineraries competition
∗ Establish joint promotion with Shanghai Jinjiang Tours Co., Ltd
∗ Advertisements on Hong Kong ECHO and E- Mice China business magazines
∗ Uniqueness official website, Facebook account, Forum, Apps, Yahoo search engine

20. Promotion
• Personal selling Strategies
∗ Lucky draw session in HKTDC counter
∗ Incentive programs
• Direct marketing strategies
∗ Direct mailing and on-line retailing

21. Partnership
∗ Hong Kong Trading Development Council
∗ Shanghai Jinjiang Tours Co., Ltd
∗ F&B partnership like Jumbo Kingdom, Grand Café etc
∗ Fotomax
∗ Dah Chong Hong Holdings Limited (DCH)
∗ Paypal, VISA, Master

22. Milestone

23. Budget
Revenue HK$ Operation expenses HK$
Tour 1-Tour for dining and sightseeing $810,000 -F&B
($4500 per person x 3 person s per tour x 60 ($1,800 per person x 3 person s per tour x 240 tours a year) $1,296,000
tours per year ) -Spa ($1,750 per person x 3 persons per tour x 30 tours a year $157,500
Tour 2- Tour for sightseeing, shopping and $1,485,000 -HKTDC partnership $100,000
dining
-Office Rental (Bank Centre Mong Kok) ($20,480 per month) $245,760
($4500 per person x 3 person s per tour x
110 tours per year) -Utility $18,700
Tour 3- Tour for culture and dining $504,000 -Insurance $30,000
($4200 per person x 3 person s per tour x 40 -Car rental (HK $17,000 per month) $204,000
tours per year)
-License free
Tour 4- Tour for Relaxation (Half Day) $387,000 •Application free for a Travel Agents license $630
($4300 per person x 3 persons per tour x 30 •12month Travel Agents License fee ($485 per month ) $5,820
tours per year) •Business Registration Fee (1 year) $450
Total Revenue $3,186,000 Total operational expenses $2,058,860
Less: Expenses Human Resource expenses
Promotion Expenses Salaries:
-Website design $10,888 Financial Department
•Financial Assistant ($12,000 per month) $144,000
-Mobile app $36,000 Sales & Marketing Department
-Competition prize $2,000 •Product Executive ($11,000 per month) $132,000
-Magazine •Sales representative($15,000 per month) $180,000
•Hong Kong ECHO $57,600 Operational Department
•E - MICE China $115,200 •Tour guides ($15,000 per month) $180,000
•Drivers ($13,000 per month) $156,000
-Yahoo Search Engine $24,000 •Booth receptionist ($12,000 per month) $144,000
-Miscellaneous $10,000 Total Human Resource expenses $756,000
Total promotion expenses $255,688 Total Expenses ($2,870,548)
Net Profit (Total Revenue –Total Expenses) $215,452

24. Sales Forecast

25. Control
∗ Post-tour questionnaire
∗ Comprehensive information about their satisfaction
towards the tours, suggestion for the itineraries and
identifies effective partnerships
∗ Internal audits
∗ Reviewing monthly sales, checking monthly website
traffic and monthly budget control
∗ Website traffic
∗ Indicates the effectiveness of our e-marketing
strategies like Facebook/WeiBo promotion and Yahoo
searching priority
∗ Sales and budgets
∗ Strictly monitored to assure they are keeping within
estimated range and moving towards the objectives
∗ Monthly control

26. Thank You

27. Reference
Brownlow, M. (2012). Smartphone statistics and market share . Retrieved March 5,
2012 from http://www.email-marketing-reports.com/wireless-mobile/smartphone-statistics.htm
HKTDC.com - All Hong Kong Events, Retrieved March 18, 2012 from The Hong Kong Trading Development
Council, Web site: http://www.hktdc.com/info/trade-events/ci/HK-upcoming/en/All-Hong-Kong-Events.htm
Hong Kong Tourism Board (2012, January). Visitor Arrival Statistics - Dec 2011. ,
pp.1-22.
Hong Kong Tourism Board (2011, January). Annual Report 2010/11. , pp.52-59.
Tourism Expenditure Associated to Inbound Tourism Jan-Jun 2011 (2011). Retrieved March 20, 2012 from Hong
Kong Tourism Board, Web site:
http://tw.partnernet.hktb.com/pnweb/jsp/doc/listDoc.jsp?doc_id=140001&cat_id=6352&logs=yes&type=FREE
Visitors purpose of visiting by Major Market Areas Jan-Jun 2011 (2012). Retrieved March 20, 2012 from Hong Kong
Tourism Board, Web site: http://tw.partnernet.hktb.com/pnweb/jsp/doc/listDoc.jsp?
doc_id=141874&cat_id=6287&logs=yes&type=FREE
Yung, C. (2006). Air pollution puts tourism in jeopardy, poll reveals . Retrieved March
1, 2012 from http://www.thestandard.com.hk/news_detail.asp?
we_cat=4&art_id=14563&sid=7136726&con_type=1&d_str=20060320