Liberty Travel Marketing Plan

This marketing plan report provides a comprehensive analysis of Liberty Travel, a retail travel and cruise company. It begins with a company and product description, outlining Liberty Travel's history, operations, and core offerings (Exclusive Vacation Packages and Services). The report then details the company's mission statement, SMART goals (both financial and non-financial), competitive advantages, and a SWOT analysis identifying strengths, weaknesses, opportunities, and threats. A situational analysis explores external factors (social, economic, technological, competitive, and regulatory) and assesses their impact as opportunities or threats. Finally, a consumer analysis identifies the target market (demographically, geographically, and psychographically), highlights the key differentiators of Liberty Travel's products, and examines key influencing factors, such as the marketing mix (4Ps). The report concludes with a reference list. The document is structured with chapters and tables to clearly present the information.

Running Head: Marketing Plan
MARKETING PLAN

Marketing Plan 2
Table of Contents
I. Company and Product Description (Chapter 1)...........................................................................3
II. Mission/Goals/Competitive Advantage/SWOT Analysis (Chapter 2) a. Mission statement.....3
III. Situational Analysis - (Chapter 3).............................................................................................5
IV. Consumer Analysis (Chapter 4)................................................................................................6
Reference List:.................................................................................................................................9

Marketing Plan 3
I. Company and Product Description (Chapter 1)
a. Company and Product Description
Liberty Travel of United States operates as a retail travel and Cruise Company from its
headquartering at New Jersey, United States. The company was established in 1951 and in 2016
the company had more than 125 stores located in fourteen states and 2,200 employees in total.
Liberty Travel uses to offer travel and tour packages to its customers. The core product of the
company is Exclusive Vacation Packages and Services which let people enjoy an enriching
experience of travel with some special amenities along with some unique services specially
designed for connecting with people and places tourists use to visit (libertytravel.com, 2018).
II. Mission/Goals/Competitive Advantage/SWOT Analysis (Chapter 2)
a. Mission statement
To provide customers an enriching experience of travel with some special amenities
along with some unique services.
b. List of three non-financial goals and three financial goals by using S.M.A.R.T
S (Specific) M (Measurable) An (Attainable) R (Relevant) T (Timely)
To provide
optimum
customer
satisfaction
By measuring
customer base
and comparing it
with the previous
customer base
By providing
unique travel
products at
affordable price
and resolving
customers’ query
and grievance
Delivering
optimum
satisfaction to the
customers has a
significant
impact on the
company's
growth
6 months
To redesign
existing travel
products and
introduce
attractive travel
products
By gauging the
increment in the
number of
customers
By redesigning
existing travel
products and
introducing new,
unique and
luxurious travel
products
Designing new
and unique travel
products is
important to
diversify the
existing range of
travel products
3 months
To create loyal
employees
By measuring
employee
retention
By providing
employee
motivation,
bonuses,
amenities and
Creating loyal
employees is
vital for
improving
productivity and
6 months

Marketing Plan 4
allowing them to
participate in
decision making
reducing the cost
of recruitment
Table 1: Non-financial Goals of Liberty Travel
(Source: Created by the researcher)
S (Specific) M (Measurable) An (Attainable) R (Relevant) T (Timely)
To improve sales
volume
By gauging sales
growth
By providing
new and
affordable travel
products
Assisting a
company to
experience
market growth,
improving sales
volume is highly
significant
5 months
To increase
profitability
By measuring the
profit trend and
its volume
By generating
more revenue
For staying in the
competitive
market for long-
run, profitability
required to be
increased over
the years
8 months
To reduce total
costs
By comparing
previous half-
yearly total cost
with current half-
yearly total costs
By applying
waste
minimisation
mechanism,
recycling, and
cost-cutting
For improving
profit volume,
and ensuring
optimal
utilisation of
resources, total
costs must be
reduced as much
as possible
6 months
Table 2: Financial Goals of Liberty Travel
(Source: Created by the researcher)
c. Competitive advantage
Liberty Travel gains competitive advantages from its unique services attached to its
Exclusive Vacation Packages and Services that designed for connecting travellers or tourists with
the people they meet and places they visit.

Marketing Plan 5
d. SWOT Analysis
Strength (S)
 Customer service
 Efficient employee base
 Well-maintaining revenue generation
annually
 Unique services and travel products
 Strong culture
Weaknesses (W)
 Lack of control over operating costs
 Lack of employee motivation
 Pressure from competitors like Go Mo
Places, Collette, French-Events,
Flagship and more (owler.com, 2018)
Opportunities (O)
 Customers preference to avail luxurious
travel packages
 Steady growth in the tourism sector
worldwide
Threats (T)
 Tough competition from competitors
companies
 Rapidly changing demand of customers
 The increasing trend in fuel cost
III. Situational Analysis - (Chapter 3)
a. External factors
External
Factors
Trend
Social 1. The movement towards healthful lifestyles and products
2. Population shift from to suburbs and small towns
3. Increasing interest in new and varied forms of amusement and
entertainment
Economic 1. Increase in the standard of living and per capita income
2. Increase in personal savings
3. Economic growth
Technological 1. The increasing use of wireless messaging technologies
2. The growth of smart and power saving products
3. Greater interest in mobile marketing
Competitive 1. The emergence of fast and responsive network corporations
2. More international competition from the emerging countries
3. Increasing focus on workers empowerment for improving their
performance in the different field of occupation
Regulatory 1. Reduced emphasis on antitrust regulation (competition law)
2. Greater concern on privacy and collection of personal information
3. New legislation to strengthen protection on intellectual property
b. Description of each trend as an opportunity or a threat for Liberty Travel
Social

Marketing Plan 6
1. It is an opportunity to Liberty Travel which is required for catching customer attention
2. It is helpful for gaining more customers from small towns and suburbs
3. Increasing interest in new and varied forms of amusement and entertainment is the
biggest opportunity for increasing customer base
Economic
1. It is an opportunity for Liberty Travel because it helps to instigate travel hunger of people
and will make them avail the travel products offered by the company
2. It could be a threat as the tendency of increasing personal savings often restricts people to
enjoy entertainment through travelling
3. Economic growth of the US is helpful for Liberty Travel to enhance its economic
performance (Camisón & Forés, 2015).
Technological
1. It is an opportunity as it provides effective communication with others while travelling
2. This trend act as an opportunity to save operation costs
3. Mobile marketing is able to assist Liberty Travel to promote its product in an easy and
fast manner
Competitive
1. It is an opportunity as it ensures fast and hassle-free business operations
2. This trend will be a threat to the company as it creates huge pressure on its overall
business
3. It is an opportunity as it ensures employee retention and their enhanced performance
Regulatory
1. This trend protects consumers from companies predatory business practices and ensures
them fair competition
2. It is an opportunity for Liberty Travel as ensures privacy and protection of personal
information of tourists
3. The trend of protecting intellectual property is an opportunity for Liberty Travel as it
provides enhanced security to the IPs of the company (Baker, 2014).
IV. Consumer Analysis (Chapter 4)
a. Customer identification
The primary target market of Liberty Travel along with its characteristics is as follows –

Marketing Plan 7
Demographic  People fall in the age group of 20 to 75
years
 Male and female both
Geographic  Local and regional customers
 Urban customers
Psychographic  Standard lifestyle
 Middle to upper-class people
 Positive attitude towards life (Pyo,
2015).
b. The main point of difference in travel product of Liberty travel with competitors
 Exclusive Vacation Packages and Services to allow travellers to enjoy an enriching
experience of travel with special amenities and unique services developed for connecting
with the people and places tourists use to visit.
c. Identification and explanation of the key influences
Marketing mix: It would influence Liberty Travel’s travel products, pricing of those
products, distribution channel, and promotional activities (Londhe, 2014).

Marketing Plan 8
Figure 1: 4Ps Marketing Mix and its Influential Factors
(Source: Created by the researcher)
Advertisment
Sales promotional tools like
discount coupons, seasonal offers
Social media publicity
Online booking of travel
packages
Seasonal offers
Discounts
Special offers
Brand
Unique services
Added special amenities
Product Price
PromotionPlace

Marketing Plan 9
Reference List:
Owler.com. (2018). Liberty Travel's Competitors, Revenue, Number of Employees, Funding, and
Acquisitions. Retrieved on 15th November 2018 from
https://www.owler.com/company/libertytravel
Pyo, S. (2015). Integrating tourist market segmentation, targeting, and positioning using
association rules. Information Technology & Tourism, 15(3), 253-281.
Londhe, B. R. (2014). Marketing mix for next-generation marketing. Procedia Economics and
Finance, 11, 335-340.
Baker, D. M. A. (2014). The effects of terrorism on the travel and tourism industry. International
Journal of Religious Tourism and Pilgrimage, 2(1), 9.
Camisón, C., & Forés, B. (2015). Is tourism firm competitiveness driven by different internal or
external specific factors?: New empirical evidence from Spain. Tourism
Management, 48, 477-499.
Liberty Travel. (2018). Home. Retrieved on 15th November 2018 from
https://www.libertytravel.com/