SWOT Analysis of ACA Travel Agency

Running head: BUSINESS PLAN
Business plan
Name of the Student
Name of the University
Author note

2BUSINESS PLAN
1 Executive summary
The report focuses on maintaining a business plan on ACA Travel Agency, located in
Chatswood, New South Wales. A SWOT analysis is presented that highlights mostly the
opportunities and threat in the market of ACA Travel Agency. The objective of the company
is to provide excellent quality service to the customers. The budget set for the company is
about AUD$500,000 and the breakeven point is set at 3.02 years. The promotional tools
required for the proper service of the company includes the premium and economy services
for the customers.

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Table of Contents
2. General business description.......................................................................................................8
Company description...................................................................................................................8
Officeholders...............................................................................................................................8
Structure.......................................................................................................................................8
Product overview.........................................................................................................................9
Mission........................................................................................................................................9
Vision...........................................................................................................................................9
Company goals..........................................................................................................................10
3. Location.....................................................................................................................................10
About Chatswood......................................................................................................................10
Things to do in and around Chatswood.....................................................................................11
Distance from ACA Travel Agency..........................................................................................11
Property and facility information...............................................................................................11
Advantages and disadvantages of the location..........................................................................12
4 SWOT analysis of the organization............................................................................................12
Strengths....................................................................................................................................14
Weaknesses................................................................................................................................15
Opportunities.............................................................................................................................15
Threats.......................................................................................................................................16
5 Target market:.............................................................................................................................16

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6 Licenses, insurance and legal requirements:..............................................................................17
Licensing:..................................................................................................................................17
Insurances:.................................................................................................................................17
Legal Requirements:..................................................................................................................17
7 WH & S......................................................................................................................................18
Advantages of WHS in workplace............................................................................................18
Fair employee recruitment.........................................................................................................19
Consumer protection..................................................................................................................20
Contract and receipts.................................................................................................................20
8 Communication and consideration:............................................................................................21
Communication:........................................................................................................................22
Management:.............................................................................................................................22
Managers:..................................................................................................................................22
Customers:.................................................................................................................................23
Key stakeholders:.......................................................................................................................23
Suppliers:...................................................................................................................................24
Investors:....................................................................................................................................24
Society:......................................................................................................................................24
8 Communication consideration:...............................................................................................24
Stakeholder category:............................................................................................................24
Data theft:..............................................................................................................................25

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Cost:.......................................................................................................................................25
9 Production plan:..........................................................................................................................25
Key Prouction issues:................................................................................................................25
Steps of production planning:....................................................................................................26
Contingency plans:....................................................................................................................27
11. Risk management.....................................................................................................................36
13. Key Performance Indicator (KPI)............................................................................................37
14. Policies and procedures...........................................................................................................38
Financial....................................................................................................................................38
Human Resource........................................................................................................................38
Purchasing..................................................................................................................................38
Recordkeeping...........................................................................................................................38
Total Quality Management........................................................................................................39
15 Record keeping:........................................................................................................................39
WHS risk mangement:...............................................................................................................39
Employee documents:................................................................................................................40
16. Company staffing.....................................................................................................................40
17. Finance.....................................................................................................................................40
Important Assumptions..............................................................................................................40
Start-up cost...............................................................................................................................41
Profit and Loss Statement..........................................................................................................41

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Cash Flow Statement.................................................................................................................42
Break even.................................................................................................................................43
18 Marketing..................................................................................................................................44
Purpose of Marketing Plan........................................................................................................44
Marketing Strategy....................................................................................................................44
Product...................................................................................................................................44
Price.......................................................................................................................................46
Place.......................................................................................................................................46
Promotion..............................................................................................................................47
Marketing Objectives.................................................................................................................47
Tactics........................................................................................................................................47
Affordable pricing.................................................................................................................47
Behavior driven marketing message......................................................................................48
Website personalization.........................................................................................................48
Highly targeted market segmentation....................................................................................48
Target Market............................................................................................................................49
Advertising and Communication...............................................................................................50
Newspaper and Magazine Advertisement.............................................................................50
Mass Media Advertisement...................................................................................................51
Social Media Advertisement..................................................................................................51
Pricing........................................................................................................................................51

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Marketing Plan per Year............................................................................................................52
Marketing Budget......................................................................................................................52
Bibliography..................................................................................................................................55

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2. General business description
Company description
ACA Travel Agency provides premium and economic quality services to people in
the locality. The company was established in Australia in the year 1999. The company was
first set up in Chatswood in the New South Wales. The company was started by Robert with a
starting capital of about AUD$50,000. Robert’s friends, Samuel and Adam were the investors
of the company. The company even rented a loan of 6% from ANZ to stabilise the financial
condition of the company. In this regard, the officeholders of the company can be identified
that have contributed greatly for the cause of the company.
Officeholders
The major officeholders that have helped in setting up the company consist of Robert
and his two friends Adam and Samuel. The initial funding for the company was provided by
Robert who had developed the company in New South Wales keeping in mind the success of
travel agency in the country. The ownership of the company was based upon the signing of a
legal contract set up between the owner and the investors. The company was registered under
the guidelines mentioned in the ASIC and relevant fees were paid based on the legal laws
governing the company.
Structure
ACA Travel Agency is registered under the Registration of the Company Act. There
are mainly two ways of registering a company. One method is by establishing contact with a
private service provider and the other is by lodging a paper form with the assistance from the
ASIC (Asic.gov.au 2018). ACA Travel Agency selected Registered Company business to