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Marketing Plan for Eco-Tourism

Develop a marketing plan for A travel agency; it is introducing "eco tourism" packages. The target market is 30-45 years old. Use the following outline.

1.Executive Summary
- summary of the entire marketing plan

2. The Challenge
- brief description of product to be marketed, and associated goals such as sales targets and strategic goals.

3. Situational Analysis
- Company analysis:goals, focus, culture, strengths and weaknesses, market share
- Customer analysis: number, type, decision process, concentration of customer base
- Competitor analysis: market position, market share, strengths and weaknesses
- Collaborators: subsidiaries, joint ventures, distributors etc.
- Climate: PEST analysis of political & legal,economic, social & cultural and technological environments.

- SWOT analysis

4. Market Segmentation

5. Alternative Marketing Strategies
- list all other alternatives considered before reaching the recommended strategy.

6. Selected Marketing Strategy
- discuss why this strategy was selected
- marketing mix: 4 Ps price, promotion, place and product.

7. Short and Long term projections
- immediate effects, long-term results

8. Conclusion

Appendix

Solution Preview

The Challenge
- brief description of product to be marketed, and associated goals such as sales targets and strategic goals
A travel agency is introducing "eco tourism" packages. The target market is 30-45 years old.
The packages would confirm to the goal of eco tourism that is travel agency will promote responsible travel to natural areas that conserves the environment and improves the well-being of local people." This means that the travel agency and its employees who will implement and participate in eco tourism activities will follow the following principles:
· Minimize impact
· Build environmental and cultural awareness and respect
· Provide positive experiences for both visitors and hosts
· Provide direct financial benefits for conservation
· Provide financial benefits and empowerment for local people
· Raise sensitivity to host countries' political, environmental, and social climate
· Support international human rights and labor agreements .
The company will strive to achieve a sales goal of 36 million dollars within a period of 3 years. During the first year itself the travel agency will achieve the goal of at least 12 million dollars.

3. Situational Analysis
- Company analysis:goals, focus, culture, strengths and weaknesses, market share
- Customer analysis: number, type, decision process, concentration of customer base
- Competitor analysis: market position, market share, strengths and weaknesses
- Collaborators: subsidiaries, joint ventures, distributors etc.
- Climate: PEST analysis of political & legal,economic, social & cultural and technological environments.
- SWOT analysis
The environment is one of the primary concerns of the travel agency, which will offer travel to relatively undisturbed areas. As the tourism product is often dependent upon the environment, negative impacts upon that resource will be minimized. The company is aware that even the most environmentally conscientious tourist will have some degree of impact on the environment and so the agency and its personnel should therefore attempt to minimize that impact. The agency and its managers will attempt to identify an environmental carrying capacity and will ensure that its packages will not exceed that capacity but a major difficulty of this technique is that it "implies the existence of fixed and determinable limits to development and that if one stays below those threshold levels no changes or deterioration will occur"
The target market for the new package would be executives of the age group 30-45. These would be people would be interested in the environment and would be willing to take some hardship to enjoy a holiday in natural surroundings such that nature is not harmed. The strengths of this campaign is that there is a new found awareness of not harming the environment and being eco friendly. The strong points would ...

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