Who does not know all the successful and unsuccessful start-ups in the online business sector? This market is hotly contested and changing rapidly. This is especially the case with regards to social and community platforms like Facebook or MySpace.
New entries have to have a very good business concept and a sophisticated marketing strategy to survive in this business.
TravelAdviser.net is a new entrant. It is their vision to provide an economically successful international travel information network with the main aim of investing in local communities in developing countries.
By starting a business, a vision of the future of the company is essential. However, the choice of the marketing strategy can determine success or defeat.
On the following pages, different possible marketing strategies for TravelAdviser.net will be analysed. Furthermore, one strategy will be chosen to develop a successful marketing mix and plan.
By analysing current promotion and communication activities, recommendations for a successful e-marketing campaign will be given.
Inhaltsverzeichnis (Table of Contents)
- Terms of Reference
- Review
- The TOWS Matrix
- Strategic Options
- Strategic Choice
- The aspect of suitability
- The aspect of acceptability
- The aspect of feasibility
- Implementation & Marketing Mix
- Marketing Mix
- Product
- Price
- Promotion
- Place
- People
- Process
- Physical Evidence
- Marketing Control
- Marketing Mix
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The main objective of this marketing plan is to develop a successful marketing strategy for the launch of TravelAdviser.net, a new international travel information network aiming for economic success while investing in local communities in developing countries. The plan analyzes various marketing strategies, selects the most suitable one, and details its implementation through a comprehensive marketing mix.
- Market penetration strategy for initial growth.
- Development of a unique and high-quality online platform differentiating it from competitors.
- Leveraging cost advantages through outsourcing to Sri Lanka.
- Building customer loyalty through innovative features and a tiered membership system.
- Implementing a creative and cost-effective promotional campaign.
Zusammenfassung der Kapitel (Chapter Summaries)
Chapter 1: Terms of Reference introduces TravelAdviser.net, its vision, and the need for a sophisticated marketing strategy in the competitive online travel market. Chapter 2: Review provides a situational analysis, outlining the company's mission, objectives (including reaching 5 million viewers and 250,000 members by the end of 2009), resources, target market, and key competitors (TripAdvisor and WAYN).
Chapter 3: The TOWS Matrix uses a TOWS analysis to evaluate strategic options based on TravelAdviser.net's internal strengths and weaknesses, and external opportunities and threats. Chapter 4: Strategic Options evaluates various growth strategies: market penetration, market development, focus, and product development. Market penetration is identified as the most suitable short-term strategy.
Chapter 5: Strategic Choice details the chosen market penetration strategy, emphasizing competitive positioning, customer loyalty, and the potential for future expansion through market development or focus strategies. The suitability, acceptability, and feasibility of the chosen strategy are assessed. Chapter 6: Implementation & Marketing Mix outlines the implementation plan, focusing on the marketing mix (product, price, promotion, place, people, process, physical evidence) and marketing control.
Schlüsselwörter (Keywords)
The primary keywords and focus topics are: TravelAdviser.net, online travel information network, market penetration, marketing mix, competitive analysis, customer loyalty, user-generated content, e-marketing, growth strategy, market development, Sri Lanka, TripAdvisor, WAYN, social media marketing, AIDA model, competitive pricing.
- Quote paper
- Thomas Punzel (Author), 2008, Marketing Plan for the launch of traveladviser.net, Munich, GRIN Verlag, https://www.grin.com/document/122107
