1 / 15

E-Marketing Plan By: Beth Malmborg

E-Marketing Plan By: Beth Malmborg. Industry Overview Company Overview/History SWOT Analysis Market Opportunity Analysis Demand Segment Supply Objectives Strategy Evaluation Plan. Outline. Industry Overview.

conlan
Download Presentation

E-Marketing Plan By: Beth Malmborg

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. E-Marketing Plan By: Beth Malmborg

  2. Industry Overview Company Overview/History SWOT Analysis Market Opportunity Analysis Demand Segment Supply Objectives Strategy Evaluation Plan Outline

  3. Industry Overview • People are now able to book their own flights and vacations while being able to jump from website to website in order to find the best deal. Among the most popular online travel agencies are Travelocity, Orbitz, Expedia, and Priceline. • What makes this industry so strong is the growing amount of people as well as companies, using the internet. The internet is a great deal faster than finding a traditional travel agency.

  4. Industry (cont.)

  5. Since their launch in 1996, Travelocity has won many award in both the travel and internet categories of their business. Among these awards are the Stevie Award for Best New Product of Service. The award was in recognition to Travelocity’s TotalPriceSM, which offers comprehensive pricing information for rental car reservations with just one mouse click. Travelocity was also named the “World’s Leading Travel Internet Site” for the eighth consecutive year in a row in 2004. Company Overview • Travelocity is a leading provider of travel services. They market and distribute travel related options through their website and websites owned by their suppliers and distribution partners. Online, customers can access offers, and pricing information about airlines, hotels, car rental companies, cruise lines, vacation and last-minute travel packages, and other travel-related information. For business travelers, there is Travelocity Business. www.travelocity.com

  6. Company History • Travelocity received the highest overall ranking in the Online Customer Respect Study, conducted by the Customer Respect Group, in 2003. Travelocity received a rating of 9.2 out of 10 – the highest overall among all travel sites. • Travelocity was named winner in the Transportation category at the Computerworld Honors 21st Century Achievement Awards in 2002. This award recognized Travelocity as an innovative company leading the global information technology revolution. • Travelocity won the Best Online Distributor award at the 2002 Air Transport www.travelocity.com

  7. Strengths: Award winning in online services Easy to use web site Increasing revenues Recent acquisition of lastminute.com (Europe) Weaknesses: Seasonal Traveling Increasing customer acquisition costs SWOT Analysis Opportunities: • Increasing travel demand • Repeat customers • Business Travelers Threats: • Many online competitors • New innovations of competitors www.travelocity.com

  8. Demand for Business Travel is growing, and revenues are increased since the launch of the Travelocity Business segment. This allows business to book trips quickly and receive deals on them. The Travelocity TotalTrip segment and Last Minute Packages has increased its packages revenues $48million since its launch in 2003. MOA: Demand www.travelocity.com

  9. MOA: Segment • Both the Business and Packages segments target consumers who want quick, easy, cheap transactions and don’t want or have the time to spend on travel agents. These groups of consumers need online programs to do their business. www.travelocity.com

  10. MOA: Supply “The Travelocity Guarantee assures that when you book with Travelocity and encounter any problem with your booking, we'll work with our partners to make it right.” Travelocity offers the best guarantee for travel than any other online travel agency. They concentrate their advertising on this guarantee and it assures people of a worry free vacation. At least when it comes to the Travelocity end of the bargain. The thought of not having to worry about something going wrong with hotel reservations is enough to make many customers go through Travelocity. www.travelocity.com

  11. Objectives • Increase International transactions by 5% from the 2004 ytd totals. • Increase revenues 10% from 2004. • Reduce acquisition costs from $14million to $ 10million. www.travelocity.com

  12. Strategy • In order to increase the international transactions, Travelocity acquired lastminute.com, this made them the leading online travel agency in Europe. They need to concentrate more advertising in that area and make consumers aware of this acquisition. • To increase revenues, Travelocity needs to spend time trying to cut costs, this way they can stay competitive with their prices. • The main cost to be cut would be in the selling, general and administrative area. The largest cost being the customer acquisition. There has been an increase in advertising in order to acquire new customers. With the advertising being based on their guarantee, this could help retain customers and decrease the need for so much advertising, therefore decreasing the cost. www.travelocity.com

  13. Financials www.travelocity.com

  14. Implementation Plan • Increasing international business with lastminute.com • Increasing business travel with Travelocity Business. • Increase customer retention with Travelocity Guarantee • Increase online transactions with easier website www.travelocity.com

  15. Evaluation Plan • Travelocity should evaluate their progress through their finances. Right now they have a negative operating income and if they can get a positive operating income, then they should look into what they have done to change that. www.travelocity.com

More Related