This assessment will cover following questions:
- Sky line Travels is travel management industry in UK. How internal and external factors influence the performance of Sky Line Travels organisation.
- What is the marketing strategy and how it contributes in targeting the consumer base?
- Analyse the marketing mix in context to Sky Line Travels industry.
- Discuss Michael Potter theory and its relevancy in the marketing management of the organisation.
1) Executives summery
This report has cover case study of the Sky line Travels company which provides international tours. This report has been make marketing plan of the company and also include the back up plan.
Marketing management is the organizing, paining, implementing, of the marketing polices tactics designed and strategies to create and satisfy the demand for the company product offering or services as a means of generating an acceptable profit Marketing Management is important for any business, because: Understand the customer needs. Improving the product and/or service to satisfy customer needs. Expand the technique to reach potential customers. Provide the right tools at the right time.
This report will take case study of Sky line Travels , it is one of the top tourism company in UAE. This company is one of the top leading, and they were established in 1991 by the Khalid Juma al Majid in UAE. This company is specialize in the international air travel services , worldwide hotel reservations, ground handling as well as travel consultancy for the optimum benefits of their customers. This report will situational analyses of the company which will conclude stakeholders analysis, porter's five analysis and company overview. It will use Pestle and Swot analysis to find the opportunities and issues. This report will make marketing objectives and include marketing strategy . This report will also analysis target market and provide brief information about target market through market study It will provide marketing mix of the Sky line company . This report will analysis marketing metrics with marketing strategy so company I the end of this report will provide contingency plain which is known as back up plan for the company.
2) Situational Analysis
Customer – Stakeholder analysis
A stakeholder is a person , group or organization which can impact on the Sky line Travels (Marinchak, Forrest and Hoanca., 2018). Participation of the stakeholders in the decision-making process of this company is necessary for the sustainable tourism development. There are numbers of stakeholders who can impact indirectly or directly on the tourism development and planning. The role of stakeholders in the Sky line Travels are following-
- National government -The national government has role in the tourism development. They play tourism activities on the national levels. Planing at the national level Sky line Travels required the proper polices being implemented. Roles of national government include maintaining infrastructure such as railways, ports, roads etc.
- Tourist -Travelers which are most important stakeholder of the Sky line Travels company. Travelers include business travels and , visitors to the tourism destination , sites attraction perhaps the most important stakeholders. Tourists visit attractions; spend money; and may promote the attractions through word of mouth and social media if their experience is positive.
- Local people -Local people are also stakeholders of the company because the helps to develop tourism. They can have legitimate concerns and may resist any tourism development. Therefore, they need to be involved in the companies decision-making process where appropriate.
- Employees -employees of the company run the activities in the workplace and helps to provide good experience to the guest of the company.
- Other stakeholders -There are many other stakeholders of the company who are connected with the company's tourism plan for example – finance, professional working in company, trade unions of employees etc.
Competitors – Porter's five
Threat of new entrants
New entrants in the tourism industry are threat for the Sky line because there are many other companies who are providing tours and offers I n their tours which is increasing threat for the company (aker, and Parkinson., 2016). It is important for the company to provide tours in lowers prices to take competitive advantages. They should use lower pricing strategies which can help them to take competitive advantages in company can increase in their profitability.
barging power of supplier
all most every countries in the customer service industry buy their raw material from the numerous suppliers. Suppliers in the domination position can decrease the margins corporate travel management limited can earn in the market. The powerful suppliers in the customer services sector use their negotiation power to extract higher prices from the firms in Consumer Services field. The overall impact of higher supplier bargaining power is that it lowers the overall profitability of Consumer Services.
Bargaining power of buyer
customers demand for the travel plans which are available in the law prices. If other companies will over same traveling plan in the low prices then customers will prefers the other, so they have to bargain with the customers. They can provide law prices packages if they have good relations with hotels , travels etc. this means bargaining power of the customers are high and this is important for the company to make good relationship with the hotels and other services which have collaboration with the Skyline company, so they can add some value in and achieve their objectives in the business.
Threat of substitute product and services
product and services of this tourism industry is similar and it is depend on the customers which destination they want6ed to go and their geographic and cultural conditions also affect. Company can take competitive advantage by making traveling plan for the tourist which can satisfy their needs and it should be with lower prices and range,
Rivalry among the existing competitors
Competition in this industry is to high because there are many tourism companies who provide traveling to the people with lower prices but Skyline is one of the top company and provide international traveling plan so company have good reputation and pressure of competition is very law on them,(Lambert and Enz., 2017). They make good reputation which is advantages for this company, and they are able to gain competitive advantages in the traveling industry.
Skyline is one of the top tourism company in UAE. This company is one of the top leading and they were established in 1991 by the Khalid Juma al Majid in UAE. This company is specialize in the international air travel services , worldwide hotel reservations, ground handling as well as travel consultancy for the optimum benefits of their customers. They provide lower price tourism plan which attract the customers and local UAE tours are also available for the customers.
3) marketing opportunities and issues
PESTEL analysis of Skyline tourism
Skyline company is targeting people from the market for its own UAE so they have to follow rules and regulation of the UAE country. UAE government has made their own polices and regulation related to the tours and tourism and Skyline company also have to pay taxes to the UAE government from their profit.
UAE has exceptionally high GDP per capita which has huge impact on the company, and they can earn profit in this country and unemployed in this country is too much. Which has good opportunity for the v Skyline company because people will ready to work with them in lower salaries so company can ear more profit.
People in U Skyline UAE are mostly reach and they used to go to the international tours so it is important for the Skyline company to attract those people through the cheap prices and better tourism packages. People are in UAE attracts with the culture and their own culture is highly attractive so it will be more easy for the Skyline t attract people with the cultural tours.
Skyline company is having their own Website on the internet which provides varieties of tourism packages to the tourist. They can attract people from the UAE through the once tourism and their application because people in UAE used to spend their most of the time on internet, they can also use digital marketing tool to aware people about their company and it will help this company to make new customers, and they can take competitive advantages in the UAE countries.
This country has rather a hot, dry condition, which can effect in many different things. For example, productiveness might be slightly lower, agricultural is not so easy, and air conditioners have the potential to sell well. People in the UAE like to go on the places where its cold and green (Pencarelli and Forlani., 2018). Skyline company should provide porsus to places where its cold and greenery which can attract those people, and they can make profit.
Skyline company has to follow all the legal rules of the UAE county and there are 7 different countries in the UAE and they have their own different rules and regulation which is important for the Skyline company to follow and cooperate their government.
SWOT Analysis of Skyline tourism
- Skyline tourism is one of the top tourism company in the UAE country and this company is from UAE country so it will for them to attract people from their own country for the Tourism.
- Skyline tourism have good relation with the hotels and transportation, so they can provide discount in their traveling packages.
- Skyline tourism does not look for the promotion of their company like others which is affecting on their profitability and other competitors are overtaking this company.
- Prices of the travels packages are costlier than the others so people priffer other traveling companies more than Skyline tourism so this is an weakness for this company.
- Increase in the promotional activates can help them to attract more customers, and they gain competitive advantages.
- UAE countries can be good opportunity for the Skyline tourism because people in this country are more concerned about tourism.
- Digital marketing campaign can create opportunities
- Competition in this industry can be threat for the Skyline tourism and it is increasing day by day.
- Prices of the accommodation is increasing which is affecting on the traveling packages.
- To Increase the profitability by the 20 % till the end of 2021
- To Expand business of Skyline tourism in the UAE country's
- To Promote tourism among the people and encourage them to take international trips through the digital marketing promotion.
- To gain competitive advantages through power prices tour packages.
4) Marketing strategy
Marketing strategy is basically the strategy which is being used by organizations for promoting its products as well as services and taking the brand message to the wider audience. Marketing strategy basically consist of three variables which becomes a determining factor for organization to decide that who will be the customers, what will be marketing strategy, what will be target market etc.
Segmentation is basically the process of segmenting the customers and differentiating then on the basis of their age, needs, behaviour, demands, educational level etc. In short, this is procedure of dividing the customers into varied groups on the numerous variables for promoting the products as well as services. Skyline basically segments its customers on the basis of their demography as well as their behaviour and attitudes (Cortez and Johnston., 2017). Skyline mainly promotes its products and services to the customers who have a great interest in traveling and spend a huge amount periodically on traveling to different locations. Besides this, the company mainly targets people of young age as well as adults between the age group of 30 to 50. Company promotes its products and services to the adults who have retired and mainly focuses on living relax life by traveling to different locations.
The marketing strategy of Skyline is highly imperative. Marketing is basically the way and manner in which organizations take their brand message to the wider audience and attracts them. Skyline basically promotes and markets its products and services by using both online and offline channels. Within the online channels, Skyline primarily makes the use of social media and television for reaching out the customers. Company uses social media for attracting its customers for the products and services and frequently posts the various ideas and events attended by them on websites like Instagram, Facebook etc. This helps them to increase brand awareness among people. Besides this, within the offline channel company makes use of word-of-mouth for attracting the customers and along with this seek the support of various charitable events for increasing customer engagement. Skyline attends various charitable events in order to increases its network and attract the customers.
Positioning is basically the perception of consumers towards the specific brand or product in comparison to the competing brands and products. In nutshell, this is mainly establishing image as well as identity of product in order to increase its brand recognition. Skyline mainly positions its brand on the basis of its quality and makes use of quality positioning. Skyline travels generally provides a high quality services to their customers like best deals, prompt customer services, comfortable rental cars etc at much affordable prices. Thus, this company increases its brand awareness and recognition by offering quality and comfortable services to their customers. In comparison to its competitors, Skyline travels provides a great flexibility within their mobile application to customers by enabling them to easily search for various aspects.
5) Target Market
Target market of the Skyline tourism is UAE countries and this in because all the 7 countries in the United Arab Emirates. Company will expand their business more in those countries and aware people about the brand through digital marketing. People in those countries are reach, and they have enough money to spend and take international traveling packages. People in this country are reach because most of the crud oil produced by the UAE countries, and they provide crud oil to the whole world (.Baker and Saren, M. eds., 2016). Competition I the country is very law show they can expand their business successful and increase their profitability in this market. It will be more easy for them to create trust and gain trust of this country's people because Skyline tourism company is from UAE and place where they are operating their business have good reputation and now they want to expand their business in other UAE countries. This country has rather a hot, dry condition, which can effect in many different things. For example, productiveness might be slightly lower, agricultural is not so easy, and air conditioners have the potential to sell well. People in the UAE like to go on the places where its cold and green. Skyline company should provide porsus to places where its cold and greenery which can attract those people, and they can make profit. Skyline company is having their own Website on the internet which provides varieties of tourism packages to the tourist. They can attract people from the UAE through the once tourism and their application because people in UAE used to spend their most of the time on internet, they can also use digital marketing tool to aware people about their company and it will help this company to make new customers, and they can take competitive advantages in the UAE countries. They will run their campaign in the other UAE country so people can be aware about the company, and they also provide educational tours and business tours to the people because most of the people are doing their business, and they need to visit other countries to deal and education tours can also create opportunities, and they can attract schools and colleges. This will help them to attract customers, and they can take competitive advantages in the all other UAE countries and show their name as one of the top emerging tourism brand in the United Arab Emirates. It will also affect on profitability of the Skyline tourism.
6) Marketing Mix
Porter's generic competitive strategies
According to the () A company relative position within their industry determines whether a company profitability is above or the bellow the industry average. A fundamental basis of the above or bellow the industry average the fundamental basis of the above average profitability in the long run is sustainable competitive advantages. There are two types of competitive advantages which Skyline tourism can take ; low cost or diversification.
Cost leadership- In the cost leadership sets the lower cost of their product to take competitive advantages (Iankova and et.al.,2019). Skyline tourism is able to provide lower cost tourism plan to their tourist because of their good relationship with the Hotels and transportation. They give them huge discount which in use for the Skyline tourism. Company. They provide offers to their customers in the accommodation and traveling which are included in the plan so tourist get tourism packages in the low price range.
Differentiation- Skyline tourism. Provide all types of truism plans to their customers such as business, educational, adventurous, cultural etc. which covers all kind of age group people. Other companies doesn't provide all type of tours to the people so Skyline tourism. Company have competitive advantages of this.
Marketing Mix of Skyline tourism
Skyline tourism company is tours and travel company, and they are using BCG matrix to design their product . This helps this company to long term strategic planning , to helps their business to get continuous overgrowth, and they can show their presence in the market. Dogs – In the category they provide tours where people choose business tours. People who go for the business take this tours but very few people, so they put this kind of tours in this category. Question marks – they provide tours to the people in UAE all types of tours and demand of the people for the international tours are high but this companies market shares are in the UAE countries are very law which can be covered by the companies. Stars products with the high market s with the high market shares. Cash caws – products in the low growth with the high market share (Baker and Parkinson., 2016). It is important for the Skyline tourism company to put their product in the dog and question to take competitive advantages. They can earn more profit in this those segment, and they can take competitive advantages.
Skyline tourism have good opportunities in the UAE market because they can increase their market shares in those countries . Marketing team of this company will research the other country of the UAE and understand what people are demanding for what are their interest in tourism. To reach customers in the UAE countries company will use digital marketing tools which will helps them to find potential customers who can ate their international tours and other international business and educational tour's. Most of the people in the UAE country are using internet and it will be more easy for the Skyline tourism company to attract customers, and they can get customers in the UAE market. Skyline tourism will run their campaign in the UAE country, and they will attract students who are looking for the educational tours. T they will provide tours on the places where they can get better learning and education.
Price of their tourism plan will be low, and they will use competitive pricing strategy in the UAE market, so they can attract customers and take competitive advantages in the market. In the competitive pricing strategy they will provide law price international packages and offer to the customers sop they can show their presence in the UAE market, and they take competitive advantages. To provide lower price in the packages company They will run their campaign in the other UAE country so people can be aware about the company, and they also provide educational tours and business tours to the people because most of the people are doing their business, and they need to visit other countries to deal and education tours can also create opportunities, and they can attract schools and colleges. This will help them to attract customers, and they can take competitive advantages in the all other UAE countries and show their name as one of the top emerging tourism brand in the United Arab Emirates. It will also affect on profitability of the Skyline tourism. Competitive strategy will help them to0 take competitive advantages in this company can show their presence in the market.
Promotion of the tourism will be done by marketing team of the Skyline tourism they will use various tool to promote their company in the United Arab Emirates so they can take competitive advantages in the market. They will use digital marketing tools in which they will run campaign to attract customers who will buy their traveling packages (Kireev and et.al.,2016). Their target will be people according to the traveling plan,. For the educational tours company will target students group mean age group between 15 and 22 and other will be according to their age group, so they can get potential customers. They will also promote on the other platforms such as you tube and other tools which will also a best way to get traffic on the company's website. This campaign will be run under the United Arab Emirate's country, so they can get customers, and they can increase their company more in the market. Promotion will increase their growth in the market, and they will also show their presence in the market. this is mainly establishing image as well as identity of product in order to increase its brand recognition. Skyline mainly positions its brand on the basis of its quality and makes use of quality positioning. Skyline travels generally provides a high quality services to their customers like best deals, prompt customer services, comfortable rental cars etc at much affordable prices. Thus, this company increases its brand awareness and recognition by offering quality and comfortable services to their customers.
7) Marketing Metrics – Review and control
There are many strategies for the review and control the marketing strategy of the Skyline travels. It is important for them to review and control the activities according to their plan. Here are some controlling strategies for the company -
A key performance indicator is used to measure value which demonstrates that how effectively a Skyline travels is achieving key business objectives. Companies use KPI's at the multiple levels to evaluate their success at reaching the targets. High level of key performance indicators may focus on he process in the companies department like marketing, promotion and companies HR. this will help this company to control and review the companies process, and they can see their plan to expand their business in the UAE country is properly working or not, and they can also measure their success percentages through the Key performance indicators.
A balance scorecard is a proper strategic management performance metric which is used to find out the different internal business function and their result outcomes. Balanced scorecards are utilized to activity and supply feedback to organization. Data collection is crucial to give quantitative outcome as managers and administrator gather and see the message and use it to make better decisions for the company (Pencarelli and Forlani., 2018). This will help this company to measure the performance and control the business various functions It was first introduced in 1992 by David Norton and Robert Plan, who took previous metric performance measures and adapted them to include non financial information. Skyline travels can use this technique and achieve success in the market where they want to expand their business. They can find what problems in their plans and they can able to see their process is working properly or not and according to this they can make strategies if they are facing any problem, and they can solve through the strategies. goals and measurement that are immediately related to to the company's buyer , focus on client satisfaction. To answer the question: How do our customers see us? It is always important to take a step outside and view your company or organisation from your customers view point for this company have to understand what they need from this company and how Skyline travels company can give what they want.
8) Contingency plan
Business back up plan serves as the Plan B for any business and should be created with the foresight of unexpected events which may come in the way. The strategy of the formulation of a business backup should be done carefully so that it can really serve the purpose later on It is important for the Skyline travels to have their own back plan because they can fail to expand their business in the United Arab Emirates. There are many problems which can create barriers for the Skyline travels, so they should have proper back up plan if they fail to run their business according to their marketing strategy. If they fail to achieve their objectives than company will use other plan to give their best towards the markets where they are already having good market, so they can cover from the loses and they can able to overcome. It will be important for the company to focus on the other markets where they are successful than they should expand their business in the UAE countries. They can also use other marketing strategy as a back up plan such as celebrity advertisement. In this marketing they will invite one of the celebrity to advertise their company on the television so people in the United Arab Emirates. Mostly this promotional marketing g plan work and helps to9 advertise the product. They can take competitive advantages through the celebrity so there followers can take tours fro this (Hüttner., 2018). They will also provide the chance to spend some time with the celebrity so this will enable them to use their company for the travel and it will also increase their reputation in the market, and they can also show their presence in the market and give good competition to the other companies who have good market shares in the United Arab Emirates and successful their back pl;an will work to expand their business in this resign. hey can also use other marketing strategy as a back up plan such as celebrity advertisement. In this marketing they will invite one of the celebrity to advertise their company on the television so people in the United Arab Emirates. Mostly this promotional marketing g plan work and helps to advertise the product. They can take competitive advantages through the celebrity so there followers can take tours from this.
Also Read :- Managing Principles of Marketing
This plan will help Skyline travels company to expand their business in the other countries of the United Arab Emirates, so they can take competitive advantages and increasing their growth in the international market. This will also help this company to gain customer loyalty and attract customers to take traveling plan from the Skyline travels. This plan will also provide satisfaction to the customers through the lower price of the traveling plan so customers will able to take international trip in lower prices, and they can also gain competitive advantages through this plan and show their presence in the market of the United Arab Emirates countries. This will also help this company to gain customer loyalty and attract customers to take traveling plan from the Skyline travels.
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