Business Plan and Stresses Upon the Target Market | TheFly Travel Agency Ltd | Industry, Customer, and Operational Analysis

Running Head: MBA 0
FLY TRAVEL AGENCY LTD.
MBA
2/5/2019

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Contents
Introduction...........................................................................................................................................2
Overview of the organization................................................................................................................2
Mission..............................................................................................................................................3
Vision................................................................................................................................................3
Business standards.............................................................................................................................3
Customer and Industry analysis.............................................................................................................4
Objectives of the organization...........................................................................................................4
Services.............................................................................................................................................4
Customers analysis............................................................................................................................4
Industry analysis................................................................................................................................5
Customer of the organization.............................................................................................................8
Competition of the organization........................................................................................................8
Internal business strength and weakness............................................................................................8
Business Differentiation and Marketing Mix.........................................................................................9
Business differentiation.....................................................................................................................9
Competitive edge...............................................................................................................................9
Marketing strategy of FTA..............................................................................................................10
Sales strategy of FTA......................................................................................................................11
Operational strategy.............................................................................................................................12
Business Operational Model............................................................................................................12
Resources........................................................................................................................................13
Processes.........................................................................................................................................13
Management....................................................................................................................................14
Financial analysis................................................................................................................................15
Financial model...............................................................................................................................15
Administrative & Operating Expenses of FTA................................................................................15
Selling expenses..............................................................................................................................16
Financial expenses...........................................................................................................................17
Break-Even Analysis.......................................................................................................................17
Cash-Flow Management..................................................................................................................18
References...........................................................................................................................................19
Appendices..........................................................................................................................................23

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Introduction
The Fly Travel Agency Ltd is an organization that offers airline service flights, Travel, and
tour services to private individual and commercial for all their travel needs such as
reservation, booking, and guidance, etc. They are specialized in Air ticket sales from the
West African region, Banjul international airport, and the rest of the world. In addition, they
also focus on Airline related services, hotel reservations, and Arrangement and flight
reservations for embassies. In this report, the discussion has been concentrating on a business
plan and stresses upon the target market along with today competitive and dynamic market.
The first part is the overview of the company, which is defining mission and vision statement.
The second part is industry and customer analysis, which will discuss potential objectives,
customer, and PESTEL analysis. The third part will discuss achieving competitive advantage,
marketing, and sales strategy. The fourth part is operational analysis, which discusses the
business operational model and management structure, and the last part is evaluating the
financial budget (Ahmad, 2017).
Overview of the organization
The Fly Travel agency (FTA) is an organization, which offer travel services along with
providing hotel accommodation, organizing tours, flight tickets, conferences, and Airport
transfers. It is the experienced and finest experts in the tour business in the Gambia with
effective, efficient, productive, and full-service agency. It delivers low valued service to its
customers with a range of good quality services such as air ticket sales, hotel reservation
internationally that satisfy the demands and needs of customers, flights support service, as
well as planning international destinations with effective airfares. In a pursuit to offer good
quality services at a quite low-priced rate to its customers, they should maintain its core
standards of transparency, teamwork, excellence services, integrity, and pro-active response
to customers’ needs, and hospitality to assist in realizing their overarching objectives in the
tourism industry of Gambia (Paramonova, 2016).
They offered their services to IATA authorize licensee, agent for main international airlines,
embassies, organizations, and private individuals. They attain the goal to deliver the effective,
high quality, and efficient tour and travel services to all its customers in a suitable manner.
They should generate a sustainable market existence that will maintain short and long-term

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success. In accomplishing these goals, fly travel agency ltd. is committed to building
marketing strategies, which will encourage towards an extensive range of customers in the
Gambia to provide the services successfully (Handyastuti, 2016).
Mission
They should deliver tailored quality services to our clients and satisfying their needs,
demands, and preferences with a reasonable price served by our friendly and devoted
personnel. We are also intending to seek our services to satisfy the needs of the customers
(Camilleri, 2016).
Vision
Fly Travel Agency Ltd. aims to motivate the tour and travel industry of the Gambia by
delivering efficient and high-quality services to our clients (Yeh, Ku and Ho, 2016).
Business standards
Fly Travel Agency Ltd. should achieve its mission and vision statement and develops the
process to serve the basis for directing philosophies and principles that will motivate its
operations and builds relationships with its customers.
 Integrity and Truthfulness- Fly Travel Agency Ltd. maintains a standard code of
ethics, keeping honesty, and co-exist with our values.
 Customer Centric- Fly Travel Agency Ltd. is maintained to satisfy the exclusive
desires of our customers both intrinsic and extrinsic by adapting their preferences.
 Quality Management- They should generate objectives within the underlining
operational values and attaining profitability through positive behaviour.
 Accountability and Transparency- They should take responsibility for both individual
and team decisions by generating goals and objectives (Waguespack and Curtis,
2015).
Customer and Industry analysis
Objectives of the organization
The objectives of Fly Travel Agency Ltd. are described below-
 To generate a reasonable market existence that will maintain short-term and long-term
profitability and success.

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 It influences the growth and advancement of the travel and tourism industry in the
country.
 It delivers efficient and productive services to all its customers (Mokhtaruddin et al.,
2018).
Services
The Fly Travel Agency Ltd. delivers a full range of tour services to all our visitors in the
Gambia with professional competencies to carry out with an extensive diversity of tour
services. They are concentrating in the Air Ticket sales from West African Sub Region,
Banjul International Airport, flight reservations for travel insurance, airline services, hotels
booking, and rest of the world (Fleischer, Tchetchik and Toledo, 2015). The services deliver
are as follows-
 Flight tickets
 Transportation
 Hotel accommodation
 Organizing tours and conferences
 Airport transfer
Customers analysis
The Fly Travel Agency is poised to deliver quality services to its customers, which are Child
Fund International, Peace Corporations, Global education center, MRC etc. They are
providing at an affordable rate in order to meet the needs of customers. Among its main
customers, the majority are from the government agency such as Child Fund International,
and other government sectors. These customers are loyal among Fly Travel Agency Ltd. and
are frequent travelers, which initiates to attract and promote its services by having the best
customer experience. They are focussing upon the principles and values of customers and
placing their services on top of its agendas by always satisfying their demands and needs.
They are managing and safeguarding that customers’ needs and preferences are well catered
(Smyrni and Smirni, 2017).

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Industry analysis
A PESTLE analysis is a framework to monitor the macro-environmental factor that might
have a profound impact on the performance of the organization. It evaluates the fundamental
aspects of the external environment facing the industry to examine it completely as they have
no control over other factors. By considering this, Fly Travel Agency Ltd. has to embrace
some of these external alterations if it really needs to succeed in the tour and travel business
in the Gambia.
 Political factors-
 Political factors are probably associated with the level of intervention of the
national and local government in the economic environment. It is stated as
other stakeholders such as protests & pressure groups, non-government
institutions, and community play a significant part in policy making in the
Gambia. Fly Travel Agency Ltd. should cooperate with these institutions so
that it can contribute effectively to the social goals as well as corporate
goals.
 Taxation policies- It is stated that over the past few decades Fly Travel
Agency Ltd. has to get advantage from lower taxation policies through the
hemisphere. It has resulted in increased spending in the research &
development and high-profits. The increasing inequality in the Gambia has
led to a transformation in the taxation policies.
 Regulatory practices- Fly Travel Agency Ltd have maintained various
regulations in the different market. Over the past years, the Gambia and
other developing economies have operated in the local market.
It is a threat to the industry as tariff levied on the tour and travel agencies,
political impasse in the preceding year, and government policies on tour and
travel agencies impacted the industry adversely so then it is a threat to the
industry (El-deen, Hasan and Fawzy, 2016).
 Economic Factors-
 Economic factors involve economic performance, taxation rate, interest
rate, exchange rate, consumer disposable income, labour market conditions,
and inflation rate. The effectiveness of Fly Travel Agency Ltd. in the