SEM 003 Group 4Yung Che Ho Marco11065982DChan Ching Ching Tiffany11080550DChoi Po Yee Boey11123861DTam Chun Ho Jeffrey1122...
Competitor AnalysisOpportunities and ThreatsObjectivesTarget MarketMarketing Mix Strategies and Programs (4Ps)Implem...
RMB 58 to 348 include many famous   destinations   Most of our competitors try to cut the   budget    tour guide salary ...
   Government interest and support in tourism industry   Economic prosperity of Chinese residents   30.2% Increase in M...
   Enforcement of the minimum wage    ordinance   Cross-Border Self-Driving Tour   Imported inflation                  ...
Periwinkle Travel-   A flower representing happy memories-   Has a strong vitality and lifespan     Mission statement    “...
   Provide long lasting romantic experience    during the trip, as well as unforgettable    memories post-trip   Emphasi...
   Licensed Travel Agency   Well-trained tour guides and tour escorts   Co-operate with China-based travel    agents to...
• Segmenting4 Target Vacation Segments by the Hong KongTourism Board1) mid-career families with children,2) middle-aged co...
   Targeting:      - Mainland middle-aged couples      - afford to pay for the premium services      - well educated     ...
 1-day educational based tours Suitable for both same-day visitors  and overnight tourists 2 types of tours - cultural ...
12
13
Our tour guides would:   provide basic information about the destination   lead games during the transportation time to ...
 Introduce  destination background games during transition time Qualification of = Mandarin and                   = Fir...
   based on the competitors’ market price   premium established according to the    value-added services   ecological t...
Sell tours through the China-based travel agencies in Mainland and give them back 10% commission        reduce operation c...
Advertising (Cheap/free channels)   Company website   social media (Weibo, Tudou, forums)   print publications   Appli...
19
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   Sales            22
   Expenses               23
•Enable operations on the right track in achievingobjectives•Evaluations: Conducted every two months(especially February: ...
25
                               References (1)   Absolutechinatours.com Ltd, (2012). Hong Kong Culture. Retrieved March 2...
                                      References (2)    Hong Kong Tourism Commission, (2011). Visitor Information. Retrie...
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Final of final final version of marketing

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Final of final final version of marketing

  1. 1. SEM 003 Group 4Yung Che Ho Marco11065982DChan Ching Ching Tiffany11080550DChoi Po Yee Boey11123861DTam Chun Ho Jeffrey11227877DTam Ling Fei Sharon11151979D 1
  2. 2. Competitor AnalysisOpportunities and ThreatsObjectivesTarget MarketMarketing Mix Strategies and Programs (4Ps)Implementation MilestoneMarketing BudgetMarketing Control 2
  3. 3. RMB 58 to 348 include many famous destinations Most of our competitors try to cut the budget  tour guide salary  “Zero-charge Tour Groups”Set competitive Price ,Product and Service 3
  4. 4.  Government interest and support in tourism industry Economic prosperity of Chinese residents 30.2% Increase in Mainland inbound tour registration The sufficient supply in ecological sources Cultural diversity of East meets West culture of HK IT development enhancing promotions through social media (e.g. Weibo and applications for smart phones) 4
  5. 5.  Enforcement of the minimum wage ordinance Cross-Border Self-Driving Tour Imported inflation 5
  6. 6. Periwinkle Travel- A flower representing happy memories- Has a strong vitality and lifespan Mission statement “Through our value-added services and with our greatest solicitude, Periwinkle Travel would like to be recognized as an outstanding Hong Kong travel agent providing the best and long-lasting unforgettable experience for our customers.” 6
  7. 7.  Provide long lasting romantic experience during the trip, as well as unforgettable memories post-trip Emphasize SERVICES Attain customer satisfaction in our unique services To increase the Mainland visitors’ awareness of the company name, products and services At least 15% customer retention 7
  8. 8.  Licensed Travel Agency Well-trained tour guides and tour escorts Co-operate with China-based travel agents to sell our tours and promote the tours 8
  9. 9. • Segmenting4 Target Vacation Segments by the Hong KongTourism Board1) mid-career families with children,2) middle-aged couples3) young office ladies and4) young office men 9
  10. 10.  Targeting: - Mainland middle-aged couples - afford to pay for the premium services - well educated - similar cultural background - 34% of the Mainland tourist population traveling with their spouses or partners Positioning: - Services differentiation 10
  11. 11.  1-day educational based tours Suitable for both same-day visitors and overnight tourists 2 types of tours - cultural and ecological tours Quota for each tour: 20 tourists 11
  12. 12. 12
  13. 13. 13
  14. 14. Our tour guides would: provide basic information about the destination lead games during the transportation time to provide chances for visitors to know each other Pass the Statement of Proficiency in Putonghua & the Certificate in First Aid Our company would: provide monthly updated booklets that would describe and suggest some must-seen destinations, shops and must-try food and hotels with detailed transportation information 14
  15. 15.  Introduce destination background games during transition time Qualification of = Mandarin and = First aid skills Booklets 15
  16. 16.  based on the competitors’ market price premium established according to the value-added services ecological tour: $400 cultural tour: $420 discounts (10% off) for repeated customers and couples 16
  17. 17. Sell tours through the China-based travel agencies in Mainland and give them back 10% commission reduce operation cost- payment can be settled via online payment or by phone resolve the distance problem 17
  18. 18. Advertising (Cheap/free channels) Company website social media (Weibo, Tudou, forums) print publications Applications for smart phones Sales promotion 10 percent discount 18
  19. 19. 19
  20. 20. 20
  21. 21. 21
  22. 22.  Sales 22
  23. 23.  Expenses 23
  24. 24. •Enable operations on the right track in achievingobjectives•Evaluations: Conducted every two months(especially February: Valentines’ Day)•Evaluation questionnaires: improve service quality & increase staff morale•Promotion programs: study the trend of sales•External Environment Changes 24
  25. 25. 25
  26. 26.  References (1) Absolutechinatours.com Ltd, (2012). Hong Kong Culture. Retrieved March 20, 2012, from http://www.absolutechinatours.com/china-travel/Hong-Kong/Hong-Kong- Apple Inc., (2012). Retrieved March 20, 2012, from http://www.apple.com/hk/ Au, K.Y.Y, (2008). An analysis of the potentiality and marketing strategies of nature-based tourism in hong kong. School of Hotel and Tourism Management. The Hong Kong Polytechnic University. ExpatFlats, (2012). Hong Kong Geography. Retrieved March 20, 2012, from http://www.expatflats.com/ Inflation.eu, (2012). Inflation China – current Chinese inflation, Retrieved March 20, 2012, from http://www.inflation.eu/inflation-rates/china/inflation-china.aspx Lai, K.Y., (2008). Comparison of the travel motivation of mainland chinese tourists to revisit between hong kong and macau. School of Hotel and Tourism Management. The Hong Kong Polytechnic University. Ho, S.Y., (2006). Marketing Cultural and Heritage Resources for Optimal Cultural Tourism Development: The Case of Hong Kong. The Hong Kong Polytechnic University. Hong Kong Trade Development Council, (2012). Company Information. Retrieved March 20, 2012, from http://www.hktdc.com/sourcing/hk_company_directory.htm?companyid=1X074ZKJ&locale=zh_TW Hong Kong Tourism Board, (2011a). Touring. Retrieved March 20, 2012, from http://www.discoverhongkong.com/eng/local- tours/tour-guide.html Hong Kong Tourism Board, (2011b). Vacation overnight visitors. Retrieved March 20, 2012, from http://partnernet.hktb.com/pnweb/jsp/doc/listDoc.jsp?doc_id=137529&cat_id=6281&logs=yes&type=FREE Hong Kong Tourism Board, (2012a). Market Summary December 2011 – Mainland China. Retrieved March 20, 2012, from http://partnernet.hktb.com/pnweb/jsp/doc/listDoc.jsp?charset=en&doc_id=141669 Hong Kong Tourism Board, (2012b). Nature Tours. Retrieved March 20, 2012, from http://www.discoverhongkong.com/eng/local-tours/outdoor.html 26
  27. 27.  References (2) Hong Kong Tourism Commission, (2011). Visitor Information. Retrieved March 20, 2012, from http://www.tourism.gov.hk/english/visitors/visitors_ind.html Next Media Interactive Limited, (2011). A number of large travel agencies, tactics coping with the minimum wage, predicting a half number of tour escorts would be forced to become part time labor. Retrieved March 20, 2012, from http://public.kayman.hk/appledaily/20110419.html#15180884 Immigration Department, (2011). Annual Report 2009-2010. Retrieved March 18, 2012, from http://www.immd.gov.hk/a_report_09-10/eng/ch1/index.htm#b4_8 Kotler, P., Bowen, J. & Makens, J., (2010). Marketing for Hospitaliy and Tourism (5th ed), Upper Saddled River, NJ: Pearson Prentice Hall Makepolo.com, (2012). Beijing to Hong Kong One day tour. Retrieved March 20, 2012, from http://china.makepolo.com/product- detail/100149561984.html Maslow, A.H., (1943). A Theory of Human Motivation. Psychological Review, 50, 370-396. McKercher B, (2009). Non-travel by Hong Kong Residents. International Journal of Tourism Research. 11(6): 507 – 519. National Bureau of Statistics of China, (2011). China Statistical Database, Retrieved March 20, 2012, from http://www.stats.gov.cn/tjsj/jidusj/ Reisinger, Y. & Turner, L., (1998). Cross-Cultural Differences in Tourism: A Strategy for Tourism Marketers, Journal of Travel & Tourism Marketing, 7:4, 79-106 State Administration of Foreign Exchange, (2011). Data and Statistics, Retrieved March 20, 2012, from http://www.safe.gov.cn/model_safe/tjsj/rmb_list.jsp?id=5&ID=110200000000000000 Sunshine Holiday Travel Ltd, (2012). domestic tour. Retrieved March 20, 2012, from http://www.shtravel.com.hk/index.php?option=com_content&task=view&id=20 Travel Industry Council of Hong Kong, (2011a). The Voice of TIC. An analysis of cases involving mainland tours, 2011(4), 3-7. Travel Industry Council of Hong Kong, (2011b). The Voice of TIC. Industry statistics at a quick glance, 2011(4), 16. Travel Industry Council of Hong Kong, (2012). Find a Travel Agent. Retrieved March 20, 2012, from http://www.tichk.org/public/website/en/agents/search.html?k_class=org.tichk.Agent"ing=company_name_eng%2Ctrade_name_eng&cat_b101%2Cb102 %2Cb103%2Cb104%2Cb105%2Cb106%2Cb107%2Cb108%2Cb109%2Cb110%2Cb111%2Cb112&cat_b201%2Cb202%2Cb203%2Cb204%2Cb205%2Cb 206%2Cb207%2Cb208%2Cb209%2Cb210%2Cb211%2Cb212&cat_b301%2Cb302%2Cb303%2Cb304%2Cb305%2Cb306%2Cb307%2Cb308%2Cb309% 2Cb310%2Cb311%2Cb312&cat_b401%2Cb402%2Cb403%2Cb404%2Cb405%2Cb406%2Cb407%2Cb408%2Cb409%2Cb410%2Cb411%2Cb412&cat_b5 01%2Cb502%2Cb503%2Cb504%2Cb505%2Cb506%2Cb507%2Cb508%2Cb509%2Cb510%2Cb511%2Cb512&k_license_number&t_company_name_eng %2Ctrade_name_eng&t_company_name_chi%2Ctrade_name_chi&k_b206=Y 27 Transport Department, (2012). Land-based Cross Boundary Transport. Retrieved March 18, 2012, from http://www.td.gov.hk/en/transport_in_hong_kong/land_based_cross_boundary_transport/index.html

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