Harvey World Travel
Harvey World Travel
Marketing Plan
Table of Contents
1. Executive Summary 5
2. Situation Analysis 6
2.1. Current market situation 6 2.1.1. Market Analysis 6
2.2. Customer analysis 6
2.3. Product Analysis 6
2.4. Industry and Competitor Analysis 7
2.5. Economic Analysis 7
2.6. Swot Analysis 8 2.6.1. Strengths and Weakness 8 2.6.2. Opportunities and Threats 8
2.7. Key Issues 8
2.8. Critical Assumptions 9
2.9. Analytical models 9
3. Marketing Objectives 10
3.1. Objectives 10
3.2. Set Objectives 10
4. Marketing Strategy 11
4.1. Positioning 11
4.2. Marketing Mix 11
5. Action Plan 12
5.1. Plan Co-ordination 12
6. Budget 13
6.1. Sales 13
6.2. Cost of sales 13
6.3. Gross Margin 13
6.4. Marketing costs 13
6.5. Profit after marketing 13
7. Controls 14
7.1. Performance requirement to achieve objective 14 7.1.1. Operational controls 14 7.1.2. Sales Volume Controls 14 7.1.3. Marketing cost controls 14 7.1.4. Strategic Controls 14
Executive Summary
It is evident from HWT’s vision and corporate objectives that they are striving to dominate the travel Industry.
HWT is Australia’s leading retail travel franchise group with financial strength and business transparency unparalleled in the franchise sector. HWT extensive franchising experience, technological leadership, travel expertise and purchasing power enable them to deliver significant market advantage to their franchise network. Growing their franchise system is integral to their strategic vision. Importantly, a HWT franchise permits one to be in business by themselves but having a strong support and leadership of HWT expertise. A HWT franchise offers features and benefits that are designed to help secure financial success in the retail travel industry.
In order to meet these objectives they are pursuing a Market-Development strategy according to Ansoff’s product grid. They are using current product in new markets, for e.g in 1997 they entered the Southern African market to
Marketing Plan
Table of Contents
1. Executive Summary 5
2. Situation Analysis 6
2.1. Current market situation 6 2.1.1. Market Analysis 6
2.2. Customer analysis 6
2.3. Product Analysis 6
2.4. Industry and Competitor Analysis 7
2.5. Economic Analysis 7
2.6. Swot Analysis 8 2.6.1. Strengths and Weakness 8 2.6.2. Opportunities and Threats 8
2.7. Key Issues 8
2.8. Critical Assumptions 9
2.9. Analytical models 9
3. Marketing Objectives 10
3.1. Objectives 10
3.2. Set Objectives 10
4. Marketing Strategy 11
4.1. Positioning 11
4.2. Marketing Mix 11
5. Action Plan 12
5.1. Plan Co-ordination 12
6. Budget 13
6.1. Sales 13
6.2. Cost of sales 13
6.3. Gross Margin 13
6.4. Marketing costs 13
6.5. Profit after marketing 13
7. Controls 14
7.1. Performance requirement to achieve objective 14 7.1.1. Operational controls 14 7.1.2. Sales Volume Controls 14 7.1.3. Marketing cost controls 14 7.1.4. Strategic Controls 14
Executive Summary
It is evident from HWT’s vision and corporate objectives that they are striving to dominate the travel Industry.
HWT is Australia’s leading retail travel franchise group with financial strength and business transparency unparalleled in the franchise sector. HWT extensive franchising experience, technological leadership, travel expertise and purchasing power enable them to deliver significant market advantage to their franchise network. Growing their franchise system is integral to their strategic vision. Importantly, a HWT franchise permits one to be in business by themselves but having a strong support and leadership of HWT expertise. A HWT franchise offers features and benefits that are designed to help secure financial success in the retail travel industry.
In order to meet these objectives they are pursuing a Market-Development strategy according to Ansoff’s product grid. They are using current product in new markets, for e.g in 1997 they entered the Southern African market to