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Marketing Final Report
Marketing Final Report
Calvina Chow (#95383071)
Lawrence Chung (#20694055)
Ryan Gill (#27854058)
Mark Gunther (#25554056)
Cameron Kuhn (#50603059)
Kaki Leung (#63577043)
Kenneth Poon (#24853079)
Table Of Contents
Table Of Contents 2
Executive Summary 4
Industry Analysis 5
Industry-Company Fit 5
Political and Regulatory Constraints 5
Economic Situation 5
Socio-Cultural Considerations 6
Competitive Environment 6
Technological Innovations 6
Consumer Analysis 6
Customer Attributes 6
Customer Segmentation 7
Customer Issues and Attitudes 7
Distribution Channels Analysis 8
Competitive Analysis 8
Direct Competitors 9
Indirect Competitors 9
S.W.O.T. Analysis 10
Strengths 10
Weaknesses 10
Opportunities 11
Threats 11
Primary Objective 12
SMART Objectives 12
Recommended Target Market 13
Recommended Positioning 14
Recommended Marketing Strategies and Programs/Tactics 15
Strategy 1: Develop an Effective Promotion Plan – Promotion 15
Strategy 2: Improve the Efficiency of Current Distribution Channels - Distribution 16
Strategy 3: Develop a Domestic Travel Program – Product/Promotion 18
Benefits 19
Monitors and Controls 20
Contingency Plan 20
Appendixes 22
Appendix A: Distribution Channels 22
Appendix B: Porters Five Forces 23
Appendix C: Competitive Matrix 24
Appendix D: Positioning 25
Appendix E: Survey Questions & Results 26
Appendix F: S.W.O.T. Diagram 28