Orbitz Marketing Plan "Fly For Change"

E M I L Y B R E I D YM A R I A H C A R R A W A Y

F R A N K M A D R I G A LD I A N N E P A N L I L I O

A L E J A N D R O S A N T O SL E S T E R A N D R E W U Y

" F L Y F O R C H A N G E "

C O M P A N Y O V E R V I E W

C H I C A G O , I L L I N O I S& O V E R 1 5 0 0E M P L O Y E E S

W E P R O V I D EB O O K I N G S / D E A L S

F O R F L I G H T S , H O T E L S ,C R U I S E S , C A R

R E N T A L S , V A C A T I O NP A C K A G E S , T R A V E L

I N S U R A N C E A N DM O R E .

O R B I T Z M A I N T A I N SA G L O B A L P R E S E N C E ,

Y E T M O S T O F O U RR E V E N U E S D E R I V E

H E R E I N T H E U N I T E DS T A T E S .

T R A D I N G A R E A H E A D Q U A R T E R S W H O A R E W E ?

“OUR MISSION IS TOREVOLUTIONIZETRAVEL THROUGHTHE POWER OFTECHNOLOGY"

M I S S I O N S T A T E M E N T

SOURCES OFREVENUE

COMPETITIVE REVIEW

SWOT ANALYSIS

"WE PLAN TO GROW ORBITZ BYEXPANDING THE COMPANY FROM THETRAVEL BOOKING INDUSTRY TO THE TOTALTRAVEL INDUSTRY BY IMPLEMENTING OUROWN TRAVEL PRODUCTS THAT WILLELIMINATE THE RELIABILITY OF SUPPLIERAGREEMENTS FOR OUR OWN REVENUE . TODO THIS , WE WILL INTRODUCE OUR OWNORBITZ BRANDED DOMESTIC AIRLINE TOEXPAND AND CAPITALIZE ONOPPORTUNITY IN A BIGGER INDUSTRY ."

S T A T E M E N T O F O P P O R T U N I T Y

REVENUE OFCOMMERCIAL AIRLINESWORLDWIDE FROM 2008TO 2016 (IN BILLION U.S.

DOLLARS)

ANNUAL GROWTHOF TRAVEL

EXPENDITURE INTHE U.S. FROM 2011

TO 2020

I N D U S T R Y O F O P P O R T U N I T Y

1. OPERATIONSGOAL

2. AWARENESSGOAL

- WE PLAN TO SPREADAWARENESS OF OUR

NEW AIRLINE TO 60% OFOUR BROAD TARGETMARKET OF U.S. ADULTRESIDENTS WHO HAVETRAVELED AT LEASTONCE IN THE LAST 12MONTHS (74 MILLION)AND GET AT LEAST 2%TO BOOK FLIGHTS WITHUS BY SEPTEMBER 1,

2017.

3. SALES GOAL

S.M.A.R.T. GOALS

S M I T H & W E S T O N | W H O W E A R E

CHAIN RATIOMETHOD

S M I T H & W E S T O N | W H O W E A R E

TARGET SEGMENTATION " T R A V E L C A L L S O N N O A G E ; B U T I T D O E S C A L L F O R A G O O D

A T T I T U D E , A D V E N T U R E , A N D F U N . "

DemographicGeographicPsychographicBehavioral

TOTAL PRODUCTDIAGRAM

1.) On - FlightEntertainmentSeat Screens

2.) Seat Zones

PRODUCT FEATURES

PRODUCT FEATURES

3.) Joint - Venturewith Graze

4.) FunAttendants

1.PERSONALSELLING

2. SALESPROMOTION

- FREE FIRST TIMEFLYERS

3.DIRECT MAIL

PROMOTION

- AIRPORT BOOTH & ON -FLIGHT

- GOODY BAG &BROCHURE

4. PUBLICRELATIONS

- FLY FOR CHANGECAMPAIGN

5. ONLINEMARKETING

PLACE

PRICING

IMPLEMENTATIONCALENDAR

L E T U S K N OWW H A T Y O U T H I N K

O R B I T Z . C O M