Adventure Hire Company Marketing Plan

Running Head: ADVENTURE HIRE COMPANY 0
Marketing

ADVENTURE HIRE COMPANY 1
Contents
Introduction................................................................................................................................3
Summary of adventure hire products and services....................................................................3
Adventure hire organizational objective....................................................................................3
Risks highlighted and returns highlighted in the selection process...........................................4
SWOT analysis...........................................................................................................................4
Gap Analysis..............................................................................................................................4
Marketing Mix (People, processes and physical evidence).......................................................5
Identification of target market segmentation.............................................................................6
Recommendations of marketing strategies................................................................................6
Measurement of marketing performance...................................................................................6
Plan marketing tactics................................................................................................................7
Work schedules......................................................................................................................7
Accountability........................................................................................................................8
Coordination and monitoring mechanism for scheduled activities........................................8
Coordinate and monitor the responsible owner from the other department of organization..8
Coordination of data from external agency............................................................................9
Mechanisms for ensuring promotions are legal as well as ethical.............................................9
Explain how the tactics provide for on-going review of performance against objectives and
budgets.......................................................................................................................................9
Marketing plan for adventure hire Company...........................................................................10
Marketing strategy and objectives........................................................................................10
Conclusion................................................................................................................................12
References................................................................................................................................13

ADVENTURE HIRE COMPANY 2
Introduction
Adventure Hire company is a business based on WA. The essential and main business of
this company is to provide the vehicle to the entire tourist. It will cover the several locations.
In recent time, it also essential to undertake the SWOT analyse for knowing its opportunities
and threats that are available outside as well as strength and weakness available inside of the
organization. In this report, discussion is carried on the marketing tactics plan that will
explain how the tactics will cover the legal and ethical requirements. Besides this, a
marketing plan is also presented in the end with the help of marketing plan and marketing
scorecard.
Summary of adventure hire products and services
Adventure Hire company is business that hire the vehicles to customers. It mainly
deals in hiring various kinds of vehicles to the entire tourist who comes for adventure. It
provides services in various areas such as covering Part to the West and Esperance. Besides
this, it also provides its services in the region from Perth to Meekatharra, Kalbarri, and back
to Perth. In addition to this, it mainly provides services to the overseas visitor who comes into
WA for their adventure trip. To these visitors, it provides the survival kits also in order to
keep safety with them. However, the main focus in given on the vehicles that are used to
bring the adventure in their trip.
Adventure hire organizational objective
The main organizational objective of Adventure Hire is to provide the best services to
the visitors who are coming from outside and want to enjoy the trip. Besides this, it also has
objective to increase its market and customer base in the upcoming years by providing best
products and services to customers. It also has objective to retain the customers for long time
by availing its product as well as services (Noe, Hollenbeck, Gerhart & Wright, 2017).
Besides this, it has also some monetary and measurable objectives that are required to be
achieving in the certain time frame.

ADVENTURE HIRE COMPANY 3
Risks highlighted and returns highlighted in the selection process
It is true that Adventure Company hire the vehicles to customers. Therefore, it might
possible that visitor hire those vehicles in the remote areas in which more chances of damage
to the vehicle presents. Therefore, damaging of vehicle is the potential risk associated with
the hire company. In terms of returns, it might possible that it get the bad reputation due to its
visitors. In addition, there is also the possibility of vehicles being worse in some of the
remote areas. In addition, the risk of uncertain return is also included with the adventure hire
company.
SWOT analysis
Strength- It has wide range of vehicles to serve the visitors. It is serving well to all the
visitors in their adventure trip. By ensuring the better customer service in its company, it can
increase its strength in several areas (Bull et al, 2016).
Weakness- It does not have strong brand presence over the visitors. It can lead to down
falling in the visitors as well as brand reputation of Adventure hire Company (Rossi, Lipsey,
& Henry, 2018).
Opportunities- the “survival kit” that it is offering offers several opportunities to the
adventure hire company to market its products in other market segment. Besides this, it can
also add several new services in order to tap the market.
Threat- Increasing competition and changing demand of customers in the top most threat for
the company. Besides this, the damage to its business reputation due to its visitor can also
become the threat for company to grow further. Due to this, it is required to keep the strong
base of its strategy (Phadermrod, Crowder & Wills, 2019).
Gap Analysis
It means the difference in the actual performance of employees with the desires
performance (Ennew, Reed & Binks, 2013). By performing the performance gap analyse, it
will figure out how much allocation of resources are needed in order to improve the
performance. By stating the specific target goals according to goals of company, it will
analyse the recent business processes. By making a template of two columns that will be
divided in current state and future state, it will analyse the gap in the skills and position of the
organization.