Local Tours Travel Agency is launching guided hiking, biking and walking tours in and around Hong Kong targeting international and local students and young people with low disposable incomes. The agency will offer a variety of trails at different price points and lengths. Marketing efforts will include theme packages, student discounts, distributing flyers at universities and schools, and utilizing websites, blogs and Facebook. Competitors include Walk Hong Kong and Hong Thai Travel Agency. The agency projects $203,300 in profit in the first year from sales of $229,700 through December to November. Marketing performance will be monitored through employee and customer feedback, sales reviews, and adjustments will be made as needed.

1. Local Tours
Travel Agency
Group A: Emma Wilkie
Lee Su Jin
Tee Le Lyng
Samson Leung

2. Content
 Mission
 BusinessObjectives
 Competitors’ Analysis
 Target Market
 Marketing Mix
 Marketing Budget
 Marketing Controls

3. Mission
 Toprovide hiking, biking and walking
tours within and around Hong
Kong, allowing young people the chance
to escape from hectic city life and
experience exercise in a fun and different
way.

4. Business Objectives
 Build young, exciting brand image
 Establish a unique service tailored to our
target market
 Build customer loyalty to establish
sustainable business

5. Competitors’ Analysis
Walk Hong Kong
 Product form competition
 Product: guided walking, urban walking, hiking tours
 Price: HKD 450- HKD 900 per person
 Promotion: company websites, Hong Kong Tourism
Board website
 Place: email, online booking

6. Competitors’ Analysis
Walk Hong Kong
Strength Weakness
1. Recruit foreign talents 1. Language barrier
2. Lower cost, higher efficiency 2. Lack of seasonal promotion
for online distribution channel
3. Smaller group tours, more
personal service

7. Competitors’ Analysis
Hong Thai Travel Agency
 Product category competition
 Product: one-stop booking hub
 Price: local tours: HKD 169- HKD 319 (administrative
fee not included)
 Promotion: TV programs, press conference,
Facebook page
 Place: online enquiries and booking

8. Competitors’ Analysis
Hong Thai Travel Agency
Strength Weakness
1. Strong brand image 1. Too many varieties of services
2. Highly-skilled workforce 2. Difficult to transform
3. Good relations with business 3. Huge expenses on quality
partners management

9. Target Market
 International
and local students and
young people
 Low disposable income
 Technologically- oriented
 Large potential market : 68,317 students

10. Marketing Mix
 Product
- Guided hiking, biking and walking tours
- Added value: convenience and information
- Varieties of tours: adventurous tours, themed tours
- Familiarization tours provided upon request
- Differentiation to attract target market

11. Marketing Mix
 Price
- Lower price range
- Different price levels for varying length and difficulty

12. Easy Trails
Trail Length Time Price
Ma On Shan Country Trail 4.5km 2 hours + $150
travel
Lung Ha Wan Country Trail 2.3km 2 hours + $150
travel
Hok Tau Reservoir Family 2.5km 1 hour + $150
Walk travel
Ma Shi Chau Nature Trail 1.5km 1.5 hours + $150
travel

13. Medium Trails
Trail Length Time Price
Lau Shui Heung Country Trail 4.4km 2 hours + $200
travel
Tai Tan Country Trail 6.7km 3 hours + $250
travel
Islands Nature Heritage Trail 7km 3 hours + $250
- Mui Wo Section travel
Yuen Tsuen Ancient Trail 12.5km 5 hours + $300
travel

14. Difficult Trails
Trail Length Time Price
Chi Ma Wan Country Trail 18.5km 8 hours + $400
travel
Plover Cove Reservoir 15.5km 7 hours + $400
Country Trail travel

15. Marketing Mix
 Promotion
- Theme packages
- Student Account Program
- Discount rates for students

16. Marketing Mix
 Place
- Distribute flyers on university and high
school areas
- Word-of-mouth
- Websites, blogs and Facebook page

17. Sales forecast
Month Dec-Feb Mar-May Jun-Aug Sept-Nov
Income $72900 $67500 $126900 $132300
Expenses
Blog/Facebook $3000 $0 $0 $0
Online $64000 $96000 $32000 $0
Advertisement
Flyers $0 $0 $1300 $0
Total Expenses $67000 $96000 $33300 $0
Profit $5900 ($28500) $93600 $132300
Total Profit in Year 1 = $203300

18. Marketing Control
 Progress Measurements:
-Meetings to gain employees’ feedbacks
-Questionnaires on customers’ satisfaction
and referral source
- Periodic review on sales performance
 Adjustments:
- award and incentive scheme
- continuous revaluation of trails

19. Thank you