Marketing Plan for Deserved Break Orlando Tour Planning Service

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Deserved Break
Marketing Plan
Seyed Makan Ayoughi
MKTG-522
July/August, 2014 Term
Professor Lou Pearsall
Keller Graduate School of Management of DeVry University
Orlando, FL

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Contents
Market Summary................................................................................................................................3
SWOT Analysis .................................................................................................................................6
Strengths........................................................................................................................................6
Weaknesses ...................................................................................................................................7
Opportunities.................................................................................................................................7
Threats...........................................................................................................................................8
Competition .......................................................................................................................................8
Product/Service Offering.....................................................................................................................9
Keys to Success................................................................................................................................10
Critical Issues...................................................................................................................................10
Mission Statement ............................................................................................................................11
Marketing Objectives:.......................................................................................................................12
Target Market:..................................................................................................................................12
Financial Objectives: ........................................................................................................................13
Positioning.......................................................................................................................................14
Marketing Strategy ...........................................................................................................................16
Marketing Mix .................................................................................................................................17
Pricing Strategy ............................................................................................................................17
Product ........................................................................................................................................18
Place............................................................................................................................................18
Promotion Strategy .......................................................................................................................19
Marketing Research..........................................................................................................................20
Control and Implementation ..............................................................................................................21
Marketing Organization ....................................................................................................................22
Contingency Plan .............................................................................................................................23
Conclusion.......................................................................................................................................24

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MarketSummary
Our target market is families, groups and single individuals whom are planning to visit Orlando,
FL or those that are already in the Orlando, FL area. These individuals do not like the hassle of
finding transportation, hotels, or a place to rest and enjoy by themselves or with the family at a
convenient price.
Ages: From 35 to 45 years old.
According to Forbes (http://www.forbes.com/places/fl/orlando/), Orlando is the most visited city
in the U.S. It is the home of Universal Studios Florida, SeaWorld Orlando, Walt Disney World,
and many other attractions. Of course, it is treasured for its theme parks, but it is also visited for
its shopping opportunities for every budget, world-class resorts, all-season golf courses, and very
good dining opportunities. Additionally, there are the fun downtown areas of Orlando itself and
multicultural adjacent towns in Central Florida.
Moreover, the following chart of http://corporate.visitorlando.com/research-and-
statistics/orlando-visitor-statistics/visitor-volumes/ shows the incessant growth of the tourism in
Orlando from 2010 to 2012, classifying tourists by Domestic and International.

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Then, we have a chart of the international visitor classification:

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Additionally, the following chart with 2013 data:
All of the mentioned attractions are the pillar of Orlando's tourism industry! Based on that fact
and on the information illustrated on the previous charts, we are sure the market for our service is
going to keep growing. Each year the number of tourists has been rising and the projection for
this year is a 4.4 percent increase in international travelers in relation to 2013. Furthermore,
during the last two years, Brazilian tourism has incremented significantly! According to a report
launched during the second semester of 2013 by the U.S. Department of Commerce's Office of
Travel & Tourism Industries, South American travel to Orlando increased 45% from one year to
another and around 639,000 Brazilians came to Orlando in 2012. That was much higher than the
450,000 to 500,000 travelers a year that Orlando's tourism promoters had projected.
In addition, it is very important to take into account that even though domestic tourism looks
greater in numbers, international tourists tend to remain in Orlando 30% (days) longer and spend
43% ($) more. With this being said, we are going to promote our service among national and
international tourists, focusing on or paying especial attention to South American travelers.
Mainly because their most recent tourism trend is visiting Orlando, FL more and more each
season and setting their priorities for going to shop, visiting theme parks, renting cars, staying in
good hotels, spending time and having fun with their partners, family and friends.

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SWOT Analysis
Strengths
 Varied customer base: Even though our biggest effort is going to be focused on our
specific target, the variety of our clients will diminish our dependency on one specific
segment of our market.
 Strong technological basics: Our Web site is going to be always in constant
improvement, being its best feature the ability of helping our customers satisfies their
needs of planning their trip quickly and conveniently.
 Employees with a variety of skills: With experienced and proactive employees we can
cultivate our long-term plans to achieve the goals of our company. Our staff has to be
kind, intelligent, smiley, innovative, and responded to our attempts of making them part
of our corporate culture. Extensive training on customer service and business policies
will be provided to all employees. Also, we are going to have multilingual staff to satisfy
our multicultural costumers.
 Completely new and useful differentiated service: We are offering a 24/7 customer
service which is going to be develop by attentive personal able of planning any available
activity at the hour that our clients need it, even a baby care service from 4:00pm to
4:00am with our allied Nanny Poppinz.
 Well thought alliances: We have been stablishing alliances with hotels, rental cars, food
places, and with Nanny Poppinz in order to give better services and prices to our
customers.
 Excellent location: Our office is going to be located on the International Drive, near to
all the most visited attractions of the Orlando area, which allows us to be closer of the fun
and new tourists and have more knowledge of new trends.
 Widespread advertising and marketing: Promoting both our company’s name as well
as our service, we are going to develop an intensive marketing campaign with strong
objectives and strategies. Billboards, flyers, business cards and other marketing will be
used to promote the business, but most of all word of mouth will be our main marketing
tool.

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Weaknesses
 Inexistent reputation: As we are still a new company with a new service, we are
unknown in the market. However, this weakness is going to be addressed with our
aggressive marketing plan. We will need to have open houses and marketing specials to
reach out to our projected client/customer base.
 New processes and workers: At the beginning could be hard to teach our employees to
develop our procedures and processes with quality and commitment to our product and/or
service. We will be using the technique of continuous improvement by writing, reading
and applying the procedures and instructions as the International Organization for
Standardization (ISO) does. Our personnel are always going to have some freedom of
taking their own decisions to keep our clients happy.
 Few financial resources in comparison to our competitors: Also, as we are new in the
market, we are going to increase our revenue progressively in order to growth and
eventually have a good profit. We have to market ourselves to investors, stakeholders to
receive the funding necessary to support the program and business.
Opportunities
 Growing rate of tourism in Orlando: If our marketing plan is successful we always
going to have market for our service. There will always be tourism in Orlando, FL so the
growth of the business will be phenomenal compared to other cities or states.
 Government interest in tourism: As tourism in Orlando is increasing significantly each
year and more and more money and employment is coming from tourism, our
government is extremely open to hear offers that could help bring more tourists. This fact
is a great opportunity to ask loans and get the permits to establish our business. Because
we will be a small business, looking into the Small Business Association (SBA) will be a
main focal point to help grow the business for the expansion.
 Global tourism trends show that nowadays the tourists want a more enriching
experience than if they take 'sun and sea' trips: Orlando is a very dynamic city which
allows us to plan vacations with different types of activities to all the family. Our services
will focus mainly on the Orlando, FL market, but are willing to branch out for our clients
to other markets if they need help with booking marvelous vacations. By opening

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ourselves up to different markets will generate more revenue, promote our company, as
well as, give us a more reputable name for investors to believe in our services and
products.
 Partnering with smaller competitors: If there is the case that a small competitor is
offering a service that we are not, at the beginning partnering would give us an advantage
because we would be able to refer customers to each other and book the vacation plans.
Instead of having a customer look somewhere else they know they could be taken care of
all at once within our company’s.
Threats
 Growing competition: The current increasing of tourism may have an effect in the
number of agency travels in the market, growing their number and experience quickly.
That is why we are going to maximize all of our strengths, highlight our differentiation in
order to stand out, and exceed our costumers expectation by creating a personal
relationship with them. Competition is always a big threat and the fact that many other
people are looking to offer similar services
 New regulations: We are going to be very attentive to any new regulation in the market
in order to not take us by surprise.
 Not knowing the current market and trends: We have to make sure all employees
know what is being offered in the current market from competitors. If we do not know
this information our customer base could be slim to none, simply because the competition
offered a better deal.
 Insufficient customer base: Not having enough customers to sustain the business and
generate revenue to remain open. This could be from competitors, marketing issues and
inexistent reputation.
Competition
Since we are going to be new on the block, many of our competitors have seniority in the
business. Therefore, Deserved Break has to gain customer satisfaction and trust in order to start
getting businesses. One Stop Travel and Expedia Travel caters to renting a car, getting hotels,
the beach, and cruising for their guests for example. It is true we are going to have many

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competitors in this touristic area, but it is also true that these companies are chosen by clients
comparing the services they are offering. So, even though there more than 500 agency travel
serving in the Orlando area, just few of them are really popular in the market, such as Great
Escapes Travel, Superior Cruise & Travel, and VIP World Travel. However, they do not offer a
complete service, some of them offer ticketing and hotel reservations, another organize tours and
handle car rental services, and others offer transport to touristic places, the tours associated with
those places, and cruises. As we said previously, global tourism trends show that nowadays the
tourists want a more enriching experience than if they take 'sun and sea' trips and Orlando allow
us to satisfy that expectation or even exceed it. In today’s world, costumers are looking for a
company which offers all the services they require with best price and easy to access anytime,
that’s why Deserved Break, with the correct Marketing Plan can lead the market in a short time.
Product/Service Offering
This service is going to supply something that no one else is supplying by this time! A one-stop
shop for tourists! Preparing the perfect vacations could be exhausting and full of different kind of
errands. Our service will satisfy the necessity of no hassling, worrying, and getting upset or
disappointed by planning yourself your visit to Orlando. By choosing Deserved Break, we will
make sure that our guests have something fun to do and a good place to rest or dine at any time.
Yes! Any time! That is going to be one of the main reasons for what our travel agency is going
to be the preferred by tourist! We are going to offer them very dynamic vacations that no other
agency can. Immediately, the customers tell us what he or she needs concerning hotels, flights,
visas’ paperwork, places to visit, transportation, cruises, night out or even babysitting, the
company will be there to assist them with a 24/7 service.
As many parents would like to take one or more nights out during their family vacations, we
have an alliance with a nanny company named Nanny Poppinz, placed at 7512 Doctor Phillips
Blvd, STE 50, Orlando, which is a certified agency with a service of 24/7 child care. As a result
of this convenient alliance, we offer our customers a child care service from 4:00pm to 4:00am at
their hotels or houses to help them go out to have fun nights!
(http://www.nannypoppinz.com/agency/nanny_childcare_services_west_orlando_florida.html)

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We also offer a convenient complete online service in which our customers can plan their entire
vacation by adding any available service to their Shopping Carts, including visas’ paperwork,
flights, tickets, hotels, transportation, tours, and any other available service. Also, they can check
all the prices and pay online. (http://www.deservedbreaktravels.com)
Keys to Success
The keys to Deserved Break success will be done by clever market segmentation, applying them
advertising and direct personal selling. In addition, we have to achieve and enhance strategic
alliances with several firms; including hotels, lodges, and travel agencies in Orlando and in other
cities, among others. Moreover, we need to always exceed the expectations of our customers, not
only by offering wholly pleasant, relaxed, and educational travel tours but also by creating a
relationship with them and setting a lot of remarkable memories. Furthermore, as a new business
we will need to aggressively promote our agency and the services we are providing to be
progressively at the top of our potential clients options.
Additionally, we need to have a well-written mission statement with our goal and ambitions and
inculcate it in our employees. Therefore, our staff has to be very proactive, kind and capable of
taking good decisions in order to keep our customers happy.
Also, we need to promote our useful and pioneering Web site.
Critical Issues
 Employees with a variety of skill. They have to be kind, intelligent, smiley, innovative,
and responded to our attempts of making them part of our corporate culture.
 Developing our Web site at the point that we can exceed the expectation of getting this:
Planning our clients’ entire vacation by adding any available service to their Shopping
Carts, including visas’ paperwork, flights, tickets, hotels, transportation, tours, and any
other available service. Also, they can check all the prices and pay online.
 Making alliances with Google in order to be in its first page.
 Advertising our webpage in many famous websites around the world.
 Linking with other companies around the world to get more and better costumers.

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MissionStatement
Deserved Break is committed to offer personalized travel packages, based primary on our
clients’ travel needs, with extraordinary attention to detail, 24/7 service, value for cost, and
skilled and technological attention; always with a system of continuous improvement and
helping our community’s economy to grow.
Why?
Because none of our competitors offers all of this in one service. Having this mission
statement and accomplishing it successfully guaranties our company a good place in the market
by being extraordinary over our competition. After searching our rivals’ services, we realized
none of them has 24/7 attention, for example! Therefore, this feature has to be part of our
mission statement. Moreover, a skilled service is one of the critical issues when we are talking
about travel business! Employees have to be kind, intelligent, smiley, innovative, and responded
to our attempts of making them part of our corporate culture. Additionally, we mentioned
“technological attention” because one of our differentiated services is a well-developed Web site
at the point that we can exceed the expectation of getting this: Planning our clients’ entire
vacation by adding any available service to their Shopping Carts, including visas’ paperwork,
flights, tickets, hotels, transportation, tours, and any other available service; also, checking all the
prices and pay online. All those services are available because we truly want to have adaptable
sets to each client. In addition, in Deserved Break we believe that continuous improvement is
important because it pursues to improve our services and processes, obtaining, as well, better
competitive position. This is going to be accomplished by continuously improving quality,
productivity, and innovation. Last but not least, we are very sure the type of businesses like ours
is a huge help to Orlando by bringing more tourists to impulse our economy and making better
residents’ lives.
How to give our employees meaning?
When we hire each one of our workers we are going to teach them our mission statement and
give them sense of how their efforts will contribute to the lives of the clients and community
they will influence somehow. After a week we are going to ask them our mission to see if they

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understand it at least with their own words, if not we are going to reinforce the information until
we get our objective. Also, we will have the mission on boards in the office and as screensaver of
all the computers.
Marketing Objectives:
 Achieve 70% of product awareness among our target audience within the first year of
operation. This awareness growth is going to be reflected in an increase in sales of 30%.
All of this is going to be reach by advertising, promotions, discounts, and vacation
packages; applying our marketing mix.
 Maintaining the frequency of a repeat customer at least by 5%. Also, increasing sale
bookings by the repeat customer by 35% for summer season bookings, turning them into
long-term costumers. We are going to achieve this by offering a membership with loyalty
discounts and promotions.
 Increase customer satisfaction and reduce the number of complaints by achieving at least
95% of excellent customer service ratings each month. To get this result we need to
always exceed the expectations of our customers by being completely punctual, creating
a relationship with them, taking notes of their likes and interests to use them in our favor,
being always polite and kind, and creating remarkable memories to them.
 To be renowned as the principal high-end hard adventure trip supplier with a 24/7
service, by applying the actions we explain during our marketing strategies and
marketing mix.
TargetMarket:
Our target market is:
 Families and groups who are planning to visit Orlando, FL, from South America, with
ages between 35 to 45 years old, with kids.
 High earnings, health conscious people: this group is usually professionals, with a regular
income over $70,000. They work hard, but when they have time off, they take energetic

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vacations. They are willing to spend more money on a vacation to get more personalized
attention.
Why?
Even tough, South America is the second most important region from which people come
to Orlando, we didn't chose domestic tourists (who represent the highest rate of tourism) because
they tend to plan their own vacations and remain here fewer days than Hispanic tourists.
Moreover, we are going to focus our marketing efforts in groups with kids because we have an
alliance with a nanny company named Nanny Poppinz, which allows offering our customers a
child care service from 4:00pm to 4:00am at their hotels or houses to help them go out to have
fun nights. Also, we will make sure that our guests have something fun to do and a good place to
rest, dine or dance at all time with our 24/7 service.
FinancialObjectives:
 Achieve a sales target of $350,000 before the end of the fiscal year by progressively
increasing our product awareness by 70% among our target audience. All of this is going
to be reach by advertising, promotions, discounts, and vacation packages; applying our
marketing mix.
 Attain constant growth of 10-15% revenue in each year of operation. As a new business
we will need to aggressively promote our agency and the services we are providing. Also,
it is vital for us to maintain our clients by unforgettable experiences, a membership with
discounts, and special deals.
 Make 30-35% profit on cost, by reaching and improving strategic alliances with
numerous companies as hotels, lodges, and travel agencies in Orlando and in other cities,
among others
If we service 500 people in a month by an average cost of $700.00 from matching our
competitor’s price, Deserved Break should have a sale of approximately $350,000.00. From the
graph below determine how Deserved Break revenue will generate.

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Statistics:
 “Orlando welcomed 57 million people last year of 2013 to set a third-consecutive record
high, the area's main visitors bureau announced this week. That included 52.9 million
U.S. visitors and an estimated 4.1 million international travelers, for a 3.3 percent overall
increase compared with 2011, Visit Orlando said.”
 “Convention center officials say they expect attendance to exceed the 5,100 people who
came in 2010 — the last time Orlando hosted the event. The conference's estimated
economic benefit — in the short term — is about $11.8 million.”
 “The event — to be held from May 30 to June 3, 2015 — will likely attract more than
6,000 tourism industry representatives, many of them travel package buyers and tour
organizers.”
Positioning
After doing a small research about the opinions our audience already have about travel agencies,
we found out they believe that when a price is too low, the service would not be so good. Also,
quoting that there are always “small letters” about the services that no one says until the service
is being offered. In addition, our target has an unsatisfied necessity of having night outs for
adults, dinners, or doing any last-minute change wherever they want during their vacation with
Language
16%
Childcare
7%
Transportation
13%
Visas
5%Flight
12%
Cruise
10%
Hotels
16%
Tour
8%
Theme parks
13%
Generate revenue
year 1

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no previous plan or payment. That is why, as we said in our Marketing Mix, we are going to
promote and then demonstrate our target that we are different from our competitors, being able to
satisfied their necessities and exceed their expectations by being completely transparent when
talking about our promotional prices and every topic about our service, taking into account all
their personal needs and likes, and offering:
 24/7 service to organized any plan required during our client’s vacations.
 A late-night-babysitting service.
 Access to any available service for our consumers to create their ideal plan. We truly
want to have adaptable sets to each client.
 A one-stop shop for tourists.
 A complete online service in which our customers can plan their entire vacation by
adding any available service to their Shopping Carts, including visas’ paperwork, flights,
tickets, hotels, transportation, tours, and any other available service. Also, they can check
all the prices, pay online, and make questions.
Moreover, after realizing all the needs of our market, the advantages we have, and the costs we
will have in order to cover all those necessities with high quality, we decided that our target
market has to be health conscious people with high earnings; this group is usually professionals,
with a regular income over $70,000. They work hard, but when they have time off, they take
energetic vacations. They are willing to spend more money on a vacation to get more
personalized attention. Therefore Deserved Break will be positioned in the high price - high
quality group of our market, as is shown in the chart below in which Deserved Break is the blue
spot.
Price
Quality
High price, Low quality High price, High quality
Low price, Low quality Low price, High quality

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Marketing Strategy
Deserved Break Company uses different marketing programs and it is able to effectively plan
and respond to changing conditions over time to compete in Orlando Tourism industry market.
The core element of our strategy is offering an added value, which makes us unique, of what the
market offers. In terms of marketing we intend to make our company´s name and service
synonymous of excellence and to be in the customers´ mind whenever they think of traveling.
Our company is committed to establish long-term relationship with our clients. The following are
some of our marketing programs that support our company’s strategic plan:
- Communicating with other travel and tourism agencies will help the company get
more customers. This communication will be from the marketing executive in our office
and starts when the company launch and communicate with them through phone
numbers, email and if it is needed to sign the contract by visiting their branch.
- Kids Care (Nanny Service) which makes DeservedBreak Company unique in
market is an advantage to attract tourists with small kids who want to enjoy night
life of Orlando without their kids. Our company has a contract with a nanny company,
which is the best in Orlando in the business, and whenever our customers request the
service we can take care of their kids by the specialists.
- Reasonable pricing method in relation to the high quality of our service is a
competitive advantage for our company to be famous in early years and compete
with other companies. Our company is decreasing the prices of the market by 5% in
early years to be famous along the customers, so they know our company better and
attract more users. These prices are cheaper because the tourist companies increase the
prices by 20% at least. Our analysis shows that 15% is enough to cover our expenses and
make less profit in early years of the business.
- Powerful website for customers to choose every service in their vacation and pay for
them online is an advantage that makes it easy for clients who plan their vacation in
an easy way. Our website is implemented by one of the best website designer of Orlando
and it is linked to our bank account in order to receive money online. All requests from
customers who order online will go to our sales department to review and confirm it with

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hotels and the areas that the visitor wants to go to. This website has 24/7 service by the
company that implemented the website for us.
- Online marketing in social media website, search engine optimization, and different
banners in famous website grant an easy access for people who are planning to visit
Orlando. Our marketing group is responsible for the advertisement in different social
media websites. There is a person who has to support our online ads and identify the most
famous websites in different countries each day and request them to publish our
company’s banner in their website. Our company is willing to pay 2% of its sales each
month to advertisement in order to get more customers.
- Joining exhibitions in different South American countries would make better
relationship with people and other tourism companies in those countries. Our
marketing group identifies different international travel and tourism exhibition and
provide them to the company´s CEO to approve the prices and expenses of the exhibition.
This information that goes to the CEO has the average amount of people who visited that
exhibition in past years.
- Our 24/7 services will allow our customer to have fun, visit different places and
theme parks, dine and dance all the time they are in their vacation. Our company
hires some customer representatives that can facilitate our clients to contact us through
the phone and request services they need. Our customer representatives forward their
request to the tour guide to provide them with our best services anytime.
In Deserved Break Company staffs will be trained in the professional field of our service while
the initial marketing and training expenses will be relatively high as we seek to become known
on the market. As our market share increases and capital is generated, further marketing
programs and the expansion of those in existence at the time, will be undertaken to ensure
market development.
Marketing Mix
Pricing Strategy
 The price of our service will be entirely decided depending of the market’s prices; we
will not make up costs to set our prices.

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 Since our services are going to change depending on the needs of our clients, we will not
have a unique price for every consumer. The price is going to be determined by the
services added to the plan chosen.
 Our prices are going to be set capturing the value that our clients place on a service or
destination; depending on the season, weather, activities, or even the country of origin of
our consumers.
 Because we are a new company with a new service, we plan to start a penetration pricing
strategy, ensuring that potential consumers will not be afraid by our prices, until our
services are valued and fully operative. However, this will require our costs are discreetly
kept in order to our financial goals are successful.
Product
Our plan is going to be based mainly on notifying potential customers of the presence of our
services and inform our target market the advantages of choosing them, demonstrating that we
are different from our competitors. The main benefits to promotion are:
 A one-stop shop for tourists.
 Access to any available service for our consumers to create their ideal plan. We truly
want to have adaptable sets to each client.
 24/7 service to organized any plan required during our client’s vacations.
 A late-night-babysitting service.
 A complete online service in which our customers can plan their entire vacation by
adding any available service to their Shopping Carts, including visas’ paperwork, flights,
tickets, hotels, transportation, tours, and any other available service. Also, they can check
all the prices, pay online, and make questions.
Place
Internet is going to be our main place because it decreases channel costs and attracts many
customers with faster and easier buying process. However, our multi-channel structure is going
to be formed by others places.

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 Internet: Our Website http://www.deservedbreaktravels.com is going to be available
from the beginning of our operations for our clients to select the services they need,
organized all their vacations according to their wants, and online.
 Phone calls: We will have an international number for our costumer’s to contact us,
made questions, select their plans, and pay by phone.
 Direct payment: We are going to be available at our offices for our consumer to visit us
and acquired the services face-to-face.
Promotion Strategy
Deserved Break is a very new company that needs to leverage its presence; therefore we are
going to use full-color-quality brochures and advertising material such as pens and hats. Also, we
are going to use the following strategies:
 Online Advertisement: The progressing growing of the Internet as an information
source gives us a good chance that we have to take and maximize. We are planning to use
all the facets of the social networks progressively to spread the word of our services,
treating each of them with a unique style. Therefore, since the beginning, we will use
Instagram, Twitter, YouTube, Facebook, and Google+. Also, continuously updating our
interactive website http://www.deservedbreaktravels.com.
 We are going to have a specialist to design our arts and handle our social
media.
 We are going to make public some demonstrating videos of our destinations
and experiences offered.
 For Facebook and Instagram we are going to publish photos with a lot of blue
in them (with sea or sky).
 We will provide our clients with remarkable and unique experiences they
would like to share with everybody, turning them into wonderful content easy
to share. On Instagram, our consumers and their followers can easily share
their travel pictures with their Facebook and Twitter accounts.
 We are going to make viral hashtags like #yourdeservedbreakexperience.

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 Eventually, through all of our digital media we are going to find ways to
stablish dialogues to our customers with questions, doing contests through
photos, or giving tips to plan their vacations and what they should bring when
they come to Orlando.
 Depending on the season, in order to make viral our information, we are going
to offer our clients a 10-20% off in one or two services added to the next visit
if they publish 2 or more pictures with our hashtags in our Instagram or
Facebook user.
 The publications in Facebook and Instagram will be daily.
 YouTube, at least weakly.
 Printed Advertisement: We are going to have articles in magazines, with not only the
information of our company and services but also with Orlando information and what to
do here. Deserved Break will also be advertised through colorful and well done brochures
with a lot of features of our services and posters with great images and information; all of
this will be mainly targeted at potential clients and placed or made available at strategic
points, as airports, lodges, hotels, among others (of course with the consent of the
respective authority.) Those publications are going to be updated each three or six
months, depending on the season. Moreover, we would like to find a place to publish a
special article in the Orlando Sentinel to present our brand.
 Personal Selling: Of course, when people call to our offices, we will have personal
selling to stablish a relationship to our potential customers and explain the benefits we are
offering, this is going to be vital because we are new in the market. Also, Deserved Break
is going to have the option of personal interviews at our office or online.
Marketing Research
At the beginning of our marketing plan progress, several focus groups were used to know
deeply our customers’ desires and necessities for having night outs for adults, dinners, or doing
any last-minute change wherever they want during their vacation with no previous plan or
payment and having high-end hard adventure trip. These groups were held at a focus group
facility because they had one-way mirrors so our managers could listen to consumers' feedback

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about their products and services. The groups were formed by 10 people. Having focus groups
allows us to compare and pick through our services, packages, and offerings to the best and most
consumer friendly to drive sales. They also provided valuable understanding about the choices
and the decision making process of our target.
A supplementary source of active marketing research is a feedback method founded on a
recommendation card system. The recommendation card has 7 statements that the clients are
asked to evaluate in terms of a certain scale; also, including three open questions that let the
consumer to write productive criticism. Deserved Break will work hard to implement reasonable
suggestions in order to improve their service offerings as well as show their commitment to the
customer that their suggestions are valued. All the surveys are going to be applied to a 100% of
the client groups we received. During the first year of operation, the data is going to be analyzed
monthly. If everything goes as expected, during the second year it will be analyze each three
months.
Last but not least we have competitive analysis. Deserved Break is continuously studying our
competition to be aware of any variation in service or business model modifications. There is
going to be an employee capacitated to do just this important job for our company. He also has to
present reports every month. All of this taking into account that we have the important obstacle
that we are new in the market with just initial investment. Our marketing research is going to
keep growing in accordance to the growth of our business. To start, the first year is going to be
invested $50,000 in marketing research.
Control and Implementation
The tourism in Orlando has been increasing quickly since 2009. Taking this into account, our
marketing program is going to be expanded appropriately. However, before taking any other
action to grow it, we need to do periodically evaluation reports of our marketing programs to
guarantee we are aligned with our planned objectives. Therefore, the following areas will be
supervised to measure performance and forecast a final result:
 Monthly and annual reports of revenue to measure if we are getting the $350,000 we
projected.

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 Monthly and annual report of expenses to measure if our revenue is in accordance to our
objective, making 30-35% profit on cost.
 Monthly and annual report of profit to confirm we are making 30-35% profit on cost.
 Trimester and annual report of sales to determine if they are growing 10-15% each year
of operation.
 Annual report of where our customers are from. This is going to lead us to improve our
marketing plan of the following year.
 Reports of customer satisfaction. During the first year, it is going to be generated every
three months; if everything goes as expected, the following years is going to be generated
every six months. We are going to have surveys for our clients to fill it the very last day
of their vacations; those surveys are going to be registered on our survey system to
constantly generate reports. We expect to have 95% of satisfaction.
 Report of timing to solve cases. We are going to have a system to register every customer
service case or complaint to follow it and solve it with a maximum time of 24 hours or
less depending on what kind of problem is.
 Semester and annual report of strategic alliances growth because this is going to help us
maintain as lower as possible our cost per service; we expect a 10% of increasing every
semester. Also, a report of partner satisfaction; expecting a 90% of satisfaction because
the more satisfied our partners are the better they are going treat our consumers. This also
helps us to get better benefits from our alliances.
Marketing Organization
To develop all these reports and analyze them, Deserved Break is going to need the following
requirements:
Technology:
 A program for the computer to register all the accounting data and sales.
 A program to record the data of our clients and partners.
 A program to record surveys.
 A program to record the partner and customer service cases and complaints.

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23
 A link between all those programs to excel for the managers to analyze the data.
Personnel:
 The annalist of customer service is going to record the surveys, complaints, and the data
of our clients and partners. Also, our commercial manager is going to generate and
analyze these reports.
 Our accountant is going to generate the accounting reports.
ContingencyPlan
Too low numbers in the financial indicators
due to less than expected customers.
Increase publicity and customer satisfaction.
Profit percentage higher than 30-35%. Offer promotions and discounts for big parties
and online booking.
Business not growing at 10-15% rate. Change publicity methods and reduce
employees
Customers satisfaction under 95% Listen to customers’ suggestions and act
immediately.
Not able to solve customer´s service cases in
less than 24 hours.
Constantly offer workshops that increase
employees’ ability to deal with common cases
and hire people with more experience in the
area.

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Conclusion
By following this plan, Deserved Break will meet its financial goals and will grow 60 percent
over the first five years. By offering products and services that our competitors fail to provide,
with a combination of years, industry experience, and excellent customer service, we will move
Deserved Break to the top spot in the market. We will achieve 70% of product awareness among
our target audience within the first year of operation, maintain the frequency of a repeat customer
at least by 5% and increase customer satisfaction and reduce the number of complaints by
achieving at least 95% of excellent customer service ratings each month. This will be reached by
advertising, promotions, discounts, vacation packages, surveys and focus groups applied
throughout our marketing plan.
Given that tourism in Orlando has been increasing quickly since 2009, our marketing program is
going to be expanded appropriately; also, generating an exciting opportunity for shareholder to
participate in a company with unlimited growth potential.

Marketing Plan for Deserved Break Orlando Tour Planning Service

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