STA-Group 5

STA MARKETING PLAN

JAN 2011-DEC 2011

CONTENTS1.Scoping Statement-About STA & Customers.2.Mission and Vision Statements3.Corporate objective

4. E-marketing objectives5. Marketing objectives

6. Segmentation7. Positioning map8.Positioning statement9. STA Growth matrix Model10. Market Share11.Market Mix

12.Budgeting13.Gantt Chart-Budget14.Evaluation & Measurement15.Contingency plan16. Marketing Audit

# Porters five forces# Competitors Analysis# SWOT Analysis

17.Bibliography

STA MARKETING PLAN ( JAN-DEC 2011)

SCOPING STATEMENT

Sta is A global travel agency.Target customer students between

18 & 26 year.60 retail shops in UK. Call centre in Manchester. 600 outlet worldwide.Unbeatable flight deal for

students.

1. Students & youth market.2. 60 retail locations in campus &

high streets.3. 600 outlets world wide.4. Brand recognition by 64 %5. Word of mouth 50 %6. Customer loyalty 7. Global retailer8. Exclusive student deals as

compared to others in market.

1. E-marketing (on-line sales)2. Poor website mgt. As well as no

personalise3. Productivity is less as compare

to others ( 350k pound)4. No training of staffs5. Less experienced staff

1. Increase in the Internet penetration in the target market

2. UK government Target to Increase the number of students.

3. Olympics in 20124. Increased currency value5. PSW6. Increase interest in Eco-tourism

1. Suppliers going direct2. Different travel website3. Other low cost airlines4. Terrorism5. Natural disaster6. Other competitive threats7. New arrivals in market8. Economic crisis9. Terrorism

KEY ISSUES-STA

# Target more business through Online sales. # More Training has to be implemented to

staffs. # Upcoming university branches should be

located at visible / accessible places. # Improve the awareness of brand

recognition. # Improve the website attractiveness / user

friendly.

•A global travel company offering a unique price for students and youth by offering the best transportation product and delivering the excellent service through exceptional staff who undertand the customer needs through all domestic and international routes.

NEW MISSION STATEMENT

1. customers - Red2. Product - Green3.Technology - Violet4.Competitive advantage - Maroon5. Employee - Brown6.Service - Purple7.Brand Name - Black8.Geographic Market - White Adapted from Pearse & David

NEW STA VISION STATEMENT

•To be the world best travel agency group for students providing value for money and to improve the distribution channels according to customer needs and technology.

CORPORATE OBJECTIVES

1. To increase total revenue form 130m to 138m within a year.

2. To increase the online sales from 1% to 7% by the end of the year.

3. To provide training & development to all staff by 40% by providing them training certificates.

BALANCE SCORECARD

EXTERNAL INTERNAL

CUSTOMER

customer feedback mystery shopping

FINANCIAL

profitability return on capital

LEARNING & GROWTH

empowerment of employees

continuous improvement

INTERNAL PROCESS

reduce delivery cost lower manufacturing cost

Measuring Objectives-STA

MARKETING OBJECTIVES

 1.Customer satisfaction – to

increase customer satisfaction rating up from 6.2 to 7.5 by December 2011

2.Brand awareness – to increase brand awareness from 45% to 61% by December 2011

3.Market share – to increase present market share up from 44% to 47.5% by December 2011

E-MARKETING OBJECTIVES FOR STA TRAVEL (2010-11)

• Increasing Online usage from 15% - 27.25%

• Increasing online revenue generated from 1% - 4.75%

• Escalating website attractiveness from 3.8 to 7.5

SEGMENTATION TREE FOR STA TRAVEL

STA MARKET SEGMENTATION

STUDENT

UK STUDENTS

INTERNATIONAL STUDENTS

YOUTH

STA

Flight Centers

Trail finders

On-line

POSITIONING FOR STA TRAVEL

Adapted from Ranchod A.Garau.C

Target

Low

Low

High

High

POSITIONING STATEMENT -STA

For students & youthsDo to buy travel ticketsBecause our product is offering discounted ratesThat will beneficial for the studentsBecause in terms of money (Special rates for tickets)

STA-ANSOFF MATRIX

PENETRATION1.INTRODUCTION OF LOYALITY CARD ,OFFERING DISCOUNTED FARE .2.PRICING STRATERGY3.INTERNET MARKETING

PRODUCT DEVELOPMENT1.GIVEN TO GROWTH STRATERGY WHERE BUSINESS AIM TO INTRODUCE NEW PRODUCT AND SERVICE.2.ONLINE RESOURCES

MARKET DEVELOPMENT1.NEED TO CAPTURE NEW GEOGRAPHICAL MARKETSUCH AS INDIA ,CHINA WHERE STA DOES NOT EXIT 2.MORE FOCUS ON ONLINE MARKET 3.NEED TO CREATE MULTI LANGUAGE WEBSITES FOR EASY ACESS FOR DIFFERENT ETHICS

MARKET DIVERSIFICATION

1.IT MEANS TO DIVERSIFIES YOUR CURRENT MARKET STILL IN PROCESS

Exi

stin

g M

arke

t

New

M

arke

t

Existing Product New Product

Adapted from Ansoff.H Igor

MARKET SHARE(BASED ON CUSTOMERS) Online

Providers

Flight Centres

STA

Trial Finders

MARKETING MIX-STA

Product / Price1.Discounted Flight ticket

2.Students Contract3.Unique price for Travelling

Physical evidence 1.Student ID card

2.Website3.Online booking

4.Logo & Trademark

Promotion / People1.Word of mouth

2.Exclusive student deal3.Contract with Airlines for

Special package4.Package with accommodation

Place / Process1.60 locations in UK

2.600 branches worldwide3.Call centre in Manchester

4.CRM.

STA

BUDGETING FOR STA TRAVEL

Estimated Marketing Budget

Yearly cost of Promotion over other Websites: 3,850,000.00

Yearly cost of promoting over the existing premises College, educational agencies etc tie-up process, initiating,

1,250,000.00Training and implementation cost:

2,500,000.00 Visa Services Initiation, implementation, promotion cost:

2,500,000.00 Take a GAP, Take a Vacation scheme Promotion cost

2,700,000.00Participation in educational exhibitions:

1,500,000.00

Total Cost: 14,300,000.00

Other Departmental costs of suggested plan

Purchase, Installation training and Implementation of new MIS: 1,000,000.00

Developing and maintaining CRM Forum: 200,000.00

Website restructuring and upgrading: 175,000.00

STA MARKETING GANTT CHART-BUDGET

Spending /Month

Website Promotion

Premises Promotion

Visa Product , &Training

Visa Implement & Promotion

GAP Promotion Educational Exhibitions

January 320850 104000 100000  

February 320850 104000 1000000 300000 50000  

March 320850 104000 1000000 300000  

April 320850 104000 300000 300000  

May 320850 104000 300000 100000  

June 320850 104000 300000  

July 320850 104000 300000 500000  

August 320850 104000 500000 100000 500000  

September 320850 104000 300000 500000  

October 320850 104000 300000 500000  

November 320850 104000 300000 500000 50000  

December 320850 104000 300000 300000  

Total 3,850,000

1,250,000 2,500,000 2,500,000 2,700,000 1,500,000

Adapted from Lizz Hill & O’sullivan

• Objective: Increasing customer satisfaction level from 6.2 – 7.5

• Key Performance Indicator: Customer Satisfaction Surveys

• Frequency of Evaluation: Monthly

• Objective: Increasing Revenue from 350m – 364m

• Key Performance Indicator: Revenue Report, Financial Audit

• Frequency of Evaluation: Annually

• Objective: Growing profit ratio 12.75% - 13.50%

• Key Performance Indicator: Monthly Revenue reports, Cash flow

• Frequency of Evaluation: Monthly

• Objective: Customer service quality standard from 7.2 – 8.3• Key Performance Indicator: Internal Audit• Frequency of Evaluation: Twice a year

• Objective: Increasing Online sales from 15% - 27.50%• Key Performance Indicator: Monthly Revenue reports• Frequency of Evaluation: Monthly

• Objective: Escalating website attractiveness from 3.8 to 7.5• Key Performance Indicator: Website Survey, Customer

Satisfaction Surveys• Frequency of Evaluation: Monthly

CONTINGENCY PLAN-STA

In the event that suggested marketing plan measures prove to be ineffective or below threshold following measures are suggested…

Event of Failure in Suggested Measure

Customer Service forum Further research in improvement measure

Visa Services Withdrawal

Online Promotion over other websites Research in other means of online promotion

Website Modification Consulting other technical expert firm

MARKETING AUDIT

Primary Key

Competitors

Flight Centres

Trailfinders

TacticsKnowledge staff Security, reliability, reputation Product range Retail network (face to face) Technology - Increase responsiveness On-Line marketing

Secondary

Key Competito

rLow cost airlines

Other on-line

BuyersCRM Improve communication (SMS, internet etc) Web site – on-line bookings Unique “bundled” products Unique student contract Special offers, loyalty programs Expert advice 

SuppliersProvide valuable distribution and sales volume Joint strategic marketing plans(win/win) Co brand, co promotion(Brand stretch) IT – seamless integration to increase speed of distribution (late offers) 

Barriers to New Entrants

 Lifestyle Brand  Technology  Distribution channels Market knowledge Existing trade relationships Industry knowledge Exclusive student contracts

STA –Five force model

COMPET

ITOR

ANALY

SIS-

STA

Competitor’s StratergyLife style brand

Marketing knowledgeIndustyry knowllege technologyDisribution

channels ( concentrating

on-line)

Competitor

Flight centresTrail finders

Low cost airlinesOther on-line

business Competitor capabilitiesSelling travel

ticketsUser friendly

websitesSupport on

requestEffective call

centerRetail locations Discounted price

COMPETITOR ASSUMPTIONSGLOBAL BRAND600 LOCATION

TARGETING ONLY STUDENTSEXCLUSIVE

STUDENT RATESBRANCHES IN

UNIVERSITIES & HIGH STREETS

Competitor objective

To be the leading travel agency

Make more profitBrand awarenessTarget students

http://www.outsource2india.com/kpo/competitor-analysis.asp

SWOT Analysis -Strength

1. Students & youth market.2. 60 retail locations in campus & high

streets.3. 600 locations world wide.4. Brand recognition 64%5. Word of mouth 50%6. Customer loyalty7. Global retailer8. Exclusive student deals as

compared to others in market.

1.E-marketing (on-line sales)

2.Poor website mgt. As well as no personalise

3.Productivity is less as compare to others ( 350k pound)

4.No training of staffs5.Less experienced staff

WEANESSES

SWOT Analysis-Weakness

SWOT Analysis -Opportunities

Opportunities

1. Increase in the Internet penetration in the target market

2.UK government Target to Increase the number of students.

3.Olympics in 20124. Increased currency value5.PSW6.Eco-tourism

SWOT Analysis -Threats

1.Suppliers going direct2.Different travel website3.Other low cost airlines4.Terrorism5.Natural disaster6.Other competitive threats7.New arrivals in market8.Economic crisis9.Terrorism

1. Students & youth market.2. 60 retail locations in campus &

high streets.3. 600 outlets world wide.4. Brand recognition by 64 %5. Word of mouth 50 %6. Customer loyalty 7. Global retailer8. Exclusive student deals as

compared to others in market.

1. E-marketing (on-line sales)2. Poor website mgt. As well as no

personalise3. Productivity is less as compare

to others ( 350k pound)4. No training of staffs5. Less experienced staff

1. Increase in the Internet penetration in the target market

2. UK government Target to Increase the number of students.

3. Olympics in 20124. Increased currency value5. PSW6. Increase interest in Eco-tourism

1. Suppliers going direct2. Different travel website3. Other low cost airlines4. Terrorism5. Natural disaster6. Other competitive threats7. New arrivals in market8. Economic crisis9. Terrorism

KEY ISSUES-STA

# Target more business through Online sales. # More Training has to be implemented to

staffs. # Upcoming university branches should be

located at visible / accessible places. # Improve the awareness of brand

recognition. # Improve the website attractiveness / user

friendly.

BIBLIOGRAPHY

Kaplan, R. and Norton, D. (1996) „The balanced scorecard:translating strategy into action‟ Harvard Business School Press

Palmer.A(1998). principle of service marketing. Dorset: Andy Goss.  Telephone converstion with STA trvael consultant Reference from Sta travel case study Positioning – Naresh K Malhotra (Marketing Research P-700) Strategy- Isobel Doole & Robin Lowe (International

Marketing Strategy) Marketing Objective- Malcolm Mcdonald (Marketing Plan P-

280) Marketing Segmentation - Malcolm McDonald (Marketing

Plan P-370) Adrian Palmer (Principles of Services Marketing) McGraw-Hill

Higher Education

WEB-REFRENCING

caci.com yahoo.com google.co.uk mediametrix.com ibm.com argos.co.uk rswww.com rightnowtechnologies.com marketingteacher.com

GROUP - 5

Thank You

SAROOTHAROANBOOSHIVOOMAIDOOSARIOOPOOJOODENOOODICKOOO

WE WILL MISS U JON TWOMEY…..

We all wish you a MERRY X-Mas N Happy 2011……………Muahhhhhhhhh