Green Revolution Travel will establish its headquarters in Bangkok in 2013 and open 6 regional offices by 2015, becoming a leading eco-tour operator in Thailand. The company founders have advanced degrees and aim to benefit local communities economically while protecting the environment. The company will focus on developing sustainable tourism practices, increasing awareness of responsible travel, and donating funds raised from customers to local projects. Green Revolution Travel plans to use a market segmentation strategy and 4Ps marketing approach to promote its mission of ethical and authentic tourism experiences.

1. Green Revolution

19. Business planning

24. Business planning

26. Table 1 Market Segmentation SEGMENTATION BASE SELECTED SEGMENTATION VARIABLES Geographic Region Europe, North America , Australia City Size Major metropolitan areas, small cities, towns Density of area Urban, suburban, rural Climate Temperate, hot, humid, rainy Demographic Age Under 20, 20 – 40 , 41 – 60 , upper 60 Sex Male, female Marital status Single, married, divorced, widowed Income Under $25,000, $25,000-$50,000, $50,000 -$100, 000 and over $ 100, 000 Education Some high school, high school graduate, some college, college graduate, postgraduate Occupation Professional, blue-collar, white-collar, agricultural, military, governmental official

27. Table 1 Market Segmentation (Con.) SEGMENTATION BASE SELECTED SEGMENTATION VARIABLES Psychological Needs-motivation Shelter, safety, security, affection, sense of self-worth Personality Extroverts, introvert, novelty seeker, innovators Attitudes Positive attitude, negative attitude Lifestyle Low-involvement, high-involvement Socio- cultural Cultures American, European , Australian culture Religion Catholic, Protestant, Jewish, Moslem, other Social class Lower, middle, upper Family life cycle Unmarried, young married, full nesters, empty nesters

32. Business planning