Analysis of Strategies for Footstep Historical Tours in Global Tourist Market

This report analyzes the strategies and positioning of Footstep Historical Tours in the global tourist market. It discusses the company's use of technology, marketing plan, and recommendations for implementing IT projects.

NEW BUISNESS
VENTURE

TABLE OF CONTENTS
TABLE OF CONTENTS.................................................................................................................2
INTRODUCTION...........................................................................................................................3
Analysis of strategies of company and its position in global tourist market..............................3
IT based marketing plan..............................................................................................................6
Recommended time scale for implementing IT project..............................................................9
Gantt chart.................................................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
A new business venture is referred to as the starting up of a new business or entering in
new filed which the company was earlier not using. This can also be like introducing a new
product or a new service (Cosenz and Noto, 2018). The business environment is very changing
and the business cannot provide the same product and services whole of the business life. Thus,
it is very essential for the company to try some new things and goods and services and try to
innovate new ideas and techniques. Thus, the present report is based on company Footstep
Historical tours which was established by Judith and Roger in the year 1983 and which was
established because of their interest in visiting different historical sites and the battlefields.
In this highly competitive world there are many different types of changes taking place in
the business environment and it is very crucial for the company to adapt to these changes in
proper and effective manner. This is because if the company will not adapt to these changes then
the company might lose its competitive position. Thus, in the present case Footstep Historical
tour is trying to get advance in the field of IT and for this they have consulted a new IT firm
Inter- Net to try to modify the company in field of new IT developments. Hence, for this first
company will analyse the different strategies used by company to maintain its global position.
Further the development of an IT based marketing plan will be made for the development of
information technology within the company. In the end the timescale will be recommend that
these changes can be made in how much time (Bjerke and Gaddefors, 2017).
Analysis of strategies of company and its position in global tourist market
The company Footstep Historical Tours is a company which is related to travel and
tourism sector as this company arranges for the tours and travel for the people who love to travel.
This company was set up in the year 1983 by Roger and Judith as their hobby was travelling to
the historical places. Both Roger and Judith was professor at the university and were in the field
of teaching but as their hobby was historical tours so they ended up in starting Footstep
Historical Tours.
But as the company operates in the global business environment where the competition is
very high and intense it is very necessary for the company to work in effective manner (Aaboen
and et.al., 2017). This is because of the fact that if the company will not work in accordance to
the latest changes then the consumer will not like the services being provided by Footstep

Historical Tours. Thus, it is very necessary for the company to have a good and secured position
in the global market.
In words of Umrani, Doudpota and Ahmed (2016) the major strategy to be adapted by
Footstep Historical Tours is to arrange for all the resources required to operate in the highly
global competitive world. This is because of the fact that the resources are very scarce and it
needs to be utilised in proper manner. Hence, for this it is very necessary for Footstep Historical
Tours to optimally utilise all the resources in such a way that it is left for future use as well.
But in against of this Ahamat and Chong (2020) argues that the major strategy to be
adapted by Footstep Historical Tours for gaining a competitive position in the global market is
the use and adaption to the latest technological changes taking place in the global market. This is
very important because the use of technology help the company in increasing the efficiency of
the company and its practices. Also, the use of technology will help the company in sharing the
inf0ormation with other companies and to the consumers relating to their packages and offers
made by the company to the consumers. This will also help the company in keeping the records
and personal information of the consumer safe and secure so that it will not be misused by the
other competitors and companies.
In against of this Fatma and et.al., (2020) articulates that the major strategies for securing
good and effective position within global market is the proper use of marketing strategy
overseas. This is important because the marketing refers to as the promotion of the goods and
services which the company providing to its consumers. This is very important because there are
many different companies which deals in same product and services. Hence, it is required to
company to make effective use of marketing and different strategies of marketing. At the global
level the marketing is very important to sustain the market and to get a competitive position in
the market.
Thus, for gaining a competitive position the most important thing for Footstep Historical
Tours is to decide for the segment for which they will mainly provide their services and this can
be done with help of model of STP that is segmenting, targeting and positioning.
Segmenting- this is referred to as the differentiating the different types of consumers in
single group on basis of some common characteristics like age, gender, occupation, behaviour
and many other segments (André, Cho and Laine, 2018). But the major segment chosen by
Footstep Historical Tours is the demographic segment and under this the major segment is the

age and the income status of the person. This is majorly selected because of the fact that the old
age people will be more attracted towards the historical monuments and architecture. Thus, the
package of Footstep Historical Tours will be more preferred by older people (Cummings and
Vaaler, 2019).
Targeting- this refers to as the fact that out of the selected segment some of the people
are targeted or majorly focused. This is majorly because of the reason that it is not necessary that
every person like the packages being provided by company. Thus, the company target some of
the consumer and their requirement. In the case of Footstep Historical Tours the major target is
the older people and the mature people and people who have more of money. This target is being
selected because of the fact that the older people have more interest in the historical places and
monuments and architecture.
Positioning- this is referred to as the ability of the product or service in creating the
position within the minds of the consumers. This can be created with help of some distinct
features of product or service being provided by the company. Hence, this will give a
competitive advantage to the company over other competitors and this will increase the
profitability of the company (Hsu, Chuang and Wang, 2019). The Footstep Historical Tours for
creating a good position in mind of consumer used the technique of giving consumer choice
greater preference. Thus, this satisfies the need and requirements of the consumers and they like
the goods and services of Footstep Historical Tours to a great extent.
SWOT analysis- another major strategic analysis of Footstep Historical Tours can be
done with help of SOWT analysis. This SWOT analysis is a tool which helps the company in
analysing their strength and weakness of the company and the opportunities and the threats
present in the external environment. This help the company in analysing the opportunities in
market and the strength that whether the company will be grab the opportunity or not and if yes
then making the strategies for the opportunity. On the other hand, in case of threats the company
makes the strategies in order to reduce the threat and convert them into strengths so that the
different opportunities can be grabbed by the consumers (Hamilton, 2019). The SWOT analysis
of Footstep Historical Tours is as follows-
Strength Major strength of the Footstep
Historical Tours is that it has strong
Weakness
 Major weakness of the Footstep
Historical Tours is that it takes time to

client base. This client base includes
loyal and trustworthy consumers. Due
to the reason that consumers are loyal
and honest towards the company,
hence, the company also provide
quality services to those consumers.
This is done to make the consumer
happy and satisfied.
build consensus among family
members. Moreover, they all do not
think professionally in the specific
situation (Covin, Garrett and
Bouncken, 2018). Thus, this can create
conflicts among the family members
and this may have a negative influence
over the consumers and the reputation
of company may decline.
Opportunity
 Online marketing and online
availability of product is the one of the
main approach that is commonly used
by the business firms now a day to
elevate client base. Thus, by going
online firm can explore opportunities
that are available in the market. This is
a major opportunity to be used by the
company as this will increase the
number of consumer for the company.
Threat
 One of the major threats is that doing
online marketing of the business is not
an easy task. Firms have to spend
thousands of dollars to get better results
on online marketing. Initially better
results are not obtained in easy way.
Hence, there may be a situation where
firm spend heavy amount online and
failed to get better results initially.
IT based marketing plan
The marketing plan is referred to as the plan which is made for the company in order to
assist the company in marketing its product and services in the market. This marketing plan
guides all the employees of the company that how they have to work and what efforts are to be
applied in marketing the goods and services in the international market. In the present case of
Footstep Historical Tours the plan of company is to launch their travel business on online
platform with help of technology (Kimiagari and Montreuil, 2018). The marketing plan intended
for Footstep Historical Tours for launching its business online is as follows-
Initiating company’s own website- this is the first step wherein the company makes a
website for the company in order to attract new consumers and to retain the existing consumers.

This website is very important for the online business as this will help the consumer in gaining
knowledge relating to the goods and services being offered by the company (Tan and et.al.,
2019). This website needs to be very attractive so that the new consumer look at the website and
like the goods ands services of the company. This will take a time of around 2 months because
this is a long process as first some IT developer will be hired and the website will be developed.
Starting a B2C business with help of online medium- this is the next step of the IT
marketing plan wherein Footstep Historical Tours will start the new venture by selling the goods
and services through the online medium to the consumers. This model is known as the B2C
model wherein the business directly sells the goods and services to the consumer. Here no
involvement of intermediary or the wholesalers is involved and this result in decrease in cost of
company as the intermediary will not charge their commission (Christensen, Bartman and Van
Bever, 2016). This will take time of approximately 4- 4.5 months because the company has to set
up a system which will deliver to the place of the consumer. With this model of B2C method the
consumer will order the plan with just one click over the phone and the order what they require
and it is the responsibility of Footstep Historical Tours to deliver the goods and services to the
consumers.
Development of advertisement strategy- in this stage the company will make some of the
strategies for making the plan for the marketing of the goods and services. This is necessary
because of the fact that in this modern and highly competitive world the company has to
advertise by giving more advertisement over social media. This is the latest method of
advertising in which the makes advertisement and displays it with help of different social media
platforms. Also, this is very helpful in covering a large market share and to capture and attract
more consumers (Rahman and et.al., 2016).
Budget
Activities Amount
Initiating company’s own website The major amount is required at this stage of
marketing plan as here all the research work is
done and the website is created. The budgeted
amount here is $160 approximately.
Starting a B2C business with help of online
medium
This is also an expensive step in the marketing
plan because here the company has to invest in

the installation of delivery system to the
deliver the goods and services to the
companies. This involves amount of
approximately $50 per month.
Development of advertisement strategy This is also a stage wherein high cost is being
involved. This is majorly because the
advertisement is done all over the globe and
this involves a lot of money. The budgeted
advertisement expense for Footstep Historical
Tours is around $100
Monitoring and evaluation- this is the last stage of the IT marketing plan which is the
most crucial step. This is majorly because of the reason that if the plan will not work in the
intended manner then this will impact the profitability of the company (Krotov, 2017). Hence the
monitoring of the activities will ensure that what the company has thought is being done in the
same manner. Thus, for this the company sues the technique of setting standard and in this
strategy the company first set some standards that is the standard performance that the employee
has to perform at least up to that level. Hence, if the employees will not work in accordance with
the standard then it is clear that the company will not attain the goals in the intended manner.
Another major technique of monitoring which can be used by Footstep Historical Tours is the
benchmarking under which the company compares its performance with the other companies
working in the same business.
Hence, in the end it can be said that for success of the company the most important thing
is the marketing. This is majorly because of the reason that if the marketing will not be effective
then the consumer will not be able to know well about the goods ands services being provided by
the company. If the consumer will not know about this then the consumer will not like to go to
Footstep Historical Tours for their needs and demand. Thus, this will decrease the market and
sales of the company. Hence, for this the most important thing is the effective use of the
marketing strategies and plan (Shahriar and Shepherd, 2019). This is pertaining to the fact that
the effective use of marketing strategies will help the company in utilising all the resources in

effective and efficient manner and this increases the productivity and profitability of the
company.
Recommended time scale for implementing IT project
In the end it can be said that the proper and effective use of marketing plan is very necessary for
the company in gaining success (Xi and et.al., 2018). This is because of marketing will not be
handled in effective manner then the company will not get success and will not earn a good
amount of goodwill for the company. Thus, for this and the development of the plan of launching
the business with help of e- commerce some of the major recommendations of improvement are
as follows-
The first and foremost recommendation for company is to hire a good person for the
work of market research. This is necessary because of the reason that the company works in the
world which is very dynamic and ever changing in the nature. Thus, there are many different and
frequent changes taking place in the environment which can impact the business in either
positive or in negative manner. Thus, it is very important for Footstep Historical Tours to
manage the study of these changes in the market and to identify that whether the changes has any
impact over the operation of company or not have to adapt to these changes.
Another major recommendation for the company is that first the company must adapt a
system of test and trial for the website. Under this method the company must first make the
website and try it for once and if it gets popularity then it must go over global market. For
instance the company must first try the website in either home country or by selecting a
particular set of consumer. If it gets successful in that particular market then the company must
try it all over the world.
One more major recommendation for the company is that the IT department of Footstep
Historical Tours must work much hard and must continuously see for the changes taking place in
the technological sector. This is necessary as this will help the company in tracking the fact that
whether the company is using the latest techniques of working or not (Matsheke and Dhurup,
2017).
Also it is recommended to Footstep Historical Tours to use the software of ERP that is enterprise
resource planning. This is business management software which will help Footstep Historical
Tours to use the system for the integrated application in order to manage the whole business and

its activities. This includes the feature that all the information relating to all the business function
and activities are recorded in this software and can be used for future reference.
For the purpose of handling the IT marketing plan it is recommended to Footstep Historical
Tours to install the IT infrastructure for assisting the implementation of new technology within
the company. This includes the hardware requirement of 64 bit Operating system which will
faster the speed of working. Also, this will involve the storage devices and the network
connectivity so that all the data is stored on the hardware and is kept safe.
Time plan
This is referred to as the time which is taken in order to plan and implement the plan into
action. It is advisable to the company that they must take in order to complete the task.
Marketing plan Timeline
Analysis of business 10 days
Audience 20 days
Goals 2 days
Strategies and creativity 40 days
Technology 30 days
Benchmarking 1 day

Gantt chart

CONCLUSION
In the end it is summarised from the above discussion that at time of new business venture there
are many different things which the company must take into consideration. This is because
opening a new business is a tough task and involves a lot of formalities and steps. Thus, the
present report focused on developing new business venture by Footstep Historical Tours. This
venture was a B2C business model with help of online or e- commerce business. Thus, for this
the present report first identified the position of company in the global market and the strategies
being used by them like STP and SWOT analysis. Further the marketing plan for the IT project
of Footstep Historical Tours was discussed like initiating a website, launching business model of
B2C and developing budget and monitoring of the whole plan.

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