Strategic Analysis of Footsteps Historical Tours in the Global Tourist Market

This report provides a strategic analysis of Footsteps Historical Tours and its position in the global tourist market. It also includes an IT-based marketing plan for the company to become a successful online travel business.

NEW BUSINESS
VENTURE

INTRODUCTION
New business venture basically means that company is starting
something new. They are coming up with innovative and creative products-
services by analysing needs and demands of consumers. Present study is
based on case study of Footsteps tour. It is a family owned joint venture
business. Organization is serving travel services from past 20 years. Report
will lay emphasis on a strategic analysis of “Footsteps Historical Tours”; the
company and its position in the global tourist market. It will also focus on IT
based marketing plan that will assist company in being best online travel
organization. Assignment will also Recommend a timescale for Footsteps
Historical Tours to implement the IT project.
MAIN BODY
Strategic analysis of “Footsteps Historical Tours”; the company and its
position in the global tourist market.
Introduction and Background
Footsteps historical Tours were established in year 1983. They were
working as teachers before starting this company. This business was result of
their passion and hobby (Cosenz and Noto, 2018). Footsteps were really
interested in attracting travellers who are mature and who have keen
interest in culture, history and traditions of who are looking for a holiday
which is both relaxing and stimulating. They provide services to explore,
Lincoln Edinburgh and York. In this company also provides travellers with
food and accommodation services. They were engaged in providing all these
amenities at really affordable place and prices. Company also organizes
themed holiday like Queen Mary’s footsteps a tour of historical places where
Mary queen of Scots was imprisoned. They also have a daughter Isabel who
studied in USA and now she is returning to UK so that she can expand her
family business. Company has strong consumer base and also they have
customer loyalty, but now they are thinking to expand their business by
penetrating market.

Strategic Analysis
Judith and Roger have skills and abilities to change their hobby and
passion into business venture. They also have an effective idea which was
converted into successful organization. Whole family was engaged in working
to expand the business by penetrating market and also they were thinking of
diversifying it. Izzy was thinking of bringing advanced technology so that
tasks can be managed efficiently and also making us of technology can lower
down the burden of Judith. In order to expand their business, they were
thinking of developing an app by which travellers can avail booking online.
They were also engaged in developing their website so that consumer
feedback can be taken on it. This will assist them in overcoming the gaps
faced by them during expansion of business. Current strategy of Footsteps is
to target mature people who have high taste about culture and tradition.
They are also thinking of attracting single people who are rich as only they
will be able to pay for luxurious single weekend.
IT based Marketing Plan that will enable company to trade as a successful
on-line travel business
Executive Summary
This marketing plan is going to show some marketing strategies by
which Footstep family business can make itself more beneficial. Marketing
mix is one of the best marketing strategy which does not only help
companies but also help to customers in getting details of company about its
products, pricing strategy, place which is being discussed. Further, it will also
focus on strategic analysis in order to know company's own strengths,
weaknesses, opportunities and threats for making itself able to make a
strong online presence. Advanced technology or digital marketing also plays
a vital role such as artificial intelligence, automation, coding facilities etc.
Vision: Vision of Footsteps family business is “To make everyone or tourists
able to increase their travel experience at affordable prices”.

Mission: Mission statement of Footsteps family business is “To make a strong
position in the market by increasing the rate of customers satisfaction and
retention”.
Objectives: There are some short-term and long-term objectives which
Footstep company wants to accomplish and for which they developed this
business such as:
• To increase understanding of the social/cultural relationship that gave
rise to historical event rather profit maximization.
• To make this business the best in terms of online travel upto 2021.
• To maximize customers satisfaction by 20% as compare to last year.
Situational analysis
Situational analysis helps an organization in identifying all internal and
external factors which can hurt and impacts on its business activities in both
positive and negative manner (Clarke, Friese and Washburn, 2016). Before
making a plan about expanding business, situational analysis works as the
key of the success because with its help, Footsteps company can identify its
own capabilities, target market, weaknesses and other external factors.
1. Marketing mix: Marketing mix is one of the main important and effective
strategy which helps company in identifying suitability of their products and
services for their target market and with current market trends (Kotler and
et.al., 2017).
Product: Footsteps is known for its qualitative as well as affordable
travel services to customers via online platforms. People involved in this
business have effective and excellent knowledge about history so they offer
excellent travel services like: Guide to customers, tell them about historical
places and story behind that places. They also help customers in making
them aware about the importance of the culture of that place as well as
nearby hotels, adventurous places. It saves time as well as cost of
customers. By providing all services online now, this business is increasing
customers' experience. They also arrange dinners for customers in an
outstanding historic inns and restaurants (Wu and Li, 2018).

Price: Footsteps family business provide travel services, guide facilities
and other at affordable prices. The best policy which is being used by this
company in order to attract wider range of customers and keep them stay
with the company for the long run is premium pricing policy. After analysing
its services and their prices with competitors' it makes changes in its prices
and keep them lower. By making an effective use of advance technology, it
is now offering opportunity to its customers to book their tickets and services
online.
Place: In the context of place, it is stated that this family business is
operating or providing services in Edinburgh, New York and some others.
Now it wants to expand its business and provide its services in other
countries by making an effective online presence. With the help of social
media platforms it can reach to global customers and can attract them
towards buying online services. So, it can be said that it provides both online
and offline services.
Promotion: It is one of the important step and factor of marketing mix.
Footsteps mainly focuses on promotional activities in order to make people
aware about its online presence and outstanding services. With the help of
Instagram, Facebook as well as Twitter they promote services by uploading
pictures and successful story. With this help, customers can get details of the
history of historical places, cultures. It is also stated that this family business
has ability in researching and now it is providing automation services (Jindal
and et.al., 2019).
2. SWOT analysis
Strengths:
 The main strength of this company is it provides qualitative services at
affordable prices.
 They arrange dinners for customers and provide additional services to
them.
Weaknesses
• Lack of resources is one of the main weakness.

• Financial instability to invest in technologies.
Opportunities
• Opportunity to make strong online presence and approach wider range
of customers.
• Effective research ability helps them in retaining customers for the
long run.
• Increase sales and taking competitive advantage by making online
presence is other opportunity.
Threats
• Competition is one of the main threat for Footsteps company.
• Lack of passion and rude behaviour of one of the business man can
decrease sales.
So, from the above discussed analysis, it can be said that company has
several opportunities and can expand its business by making an effective
use of its own strengths and removing weaknesses (Gürel and Tat, 2017).
Budget
Monitoring and controlling:
Monitoring and controlling is the last but not the least step of
marketing mix. It plays an important role because with its help and
performing this function, company can measure effectiveness of its
performance. It can also make changes in its strategies by evaluating and
knowing the difference between planning and actual performance. There are
several tools are available for controlling and monitoring by which Footsteps
can measure its performance such as KPI, ROI, feedbacks etc. Key
performance indicator is one of the best and effective measurement tool
(Slayton and Jaeger, 2018). By making an effective use of this tool, Footsteps
can identify its actual position and all those areas in which it lacks. There are
several areas in which it needs to be effective such as Marketing, research,

sales, customer services. So, with the help of KPI, it can know its
performance and effectiveness of performance in each area. The main aim of
using this tool is to make changes in strategies and ways of performing
activities accordingly. With its help it can increase its skills and can
accomplish its all objectives.
IT inexperience of the current business owners and recommend suitable
hardware and software
Judith and Roger are making use of outdated method. They are doing all
the task manually which is increasing their burden. According to recent
market trend their method is really hectic and increasing pressure on them.
In order to expand their business, they must be involved in making use of
updated technology like digital marketing. They can develop website of their
company. This can enable them to make consumers aware about exciting
offers which organization is bringing. On the website they can also take
consumers feedback. This can assist Footsteps tours in making their services
more quality focused (Umrani, Doudpota and Ahmed, 2016). Company can
also develop their own app that can make it easier for travellers to book
tickets online. Footsteps can also install Customer relationship management
software that can enable them to infeed to all details related to employees
and consumers. They can make changes in company according to it. Apart
from that tour operator can also take help from third party sites such as Go-
Ibibio, in order to increase their consumer base. Registration on these
websites will help them in reaching out those customers who are visiting
their source which is generally more than what they are getting from their
sites. They can also install data base management system. This system will
assist Judith and Roger to enhance data security and also there will be better
data integrity. Also Footsteps when expanding their market will require more
resources.
Like for example they will have to install at least that PC’s, WI-FI and LAN
network. For making use of digital market techniques, Footsteps will also
require installation of new software system like Google Analytics, Google

AdWords to measure the performance and attract more people. They can
also develop app in which company provides details about the places where
they want to visit. Also features can be developed in app which notify
travellers about exciting offers that company is bringing to them. Some of
the people don’t want to have guide with the, so in order to enhance their
knowledge they can develop a feature in app which guides them about the
place which they are visiting and also tells them about history and culture of
place. Many other features can be put by Footsteps like for instance app has
a feature which reminds client about their flight bookings, restaurants and
café which they can explore, adventure which can be taken by them. Also
maps can be installed in app that can assist travellers in reaching out the
destination. All these features can help Footsteps in growing and will make
them best online travel business.
Recommend a timescale for Footsteps Historical Tours to implement the IT
project

CASE STUDY QUESTIONS
What ways do Roger and Judith Iron ridge conform to images of typical
entrepreneurial figures?
Roger and Judith opened Footsteps 20 years ago in 1983. Previously they
worked as teachers, they left that job after their years and started a touring
business. Basically they started this business as they have keen interest in
visiting battlefields and keen historical sites. The business was giving them
an opportunity to pursue their much-loved hobby as well as giving them a
living. They both converted their passion and hobby into successful joint
venture family business. This conform their images to be atypical
Entrepreneur. Roger also have various entrepreneurial traits like he knew
importance of providing quality service to consumers. While working
together both of them have divided their work according to their interest.
Like Roger was engaged in doing research, he tries to provide travellers with
live experience when they are visiting the historical sites. On the other hand,
Judith performs all financial transaction of company.

Ways in which business and family roles overlap in the Footsteps
Roger was a reluctant entrepreneur, he was busy doing all the research
work and had no time for his family (Birley and Stockley, 2017). He has a
snobbish attitude and is impatient. Judith feels that all the work related to
day to day activities of business was done by her and She really felt
unsupported at early stages. Roger’s contribution in family was not up to
mark. Judith also wants to invest her time outside the work too, so that she
can come up with more new ideas to make their business grow and provide
ultimate benefit to Footsteps. Roger did not paid attention to his daughter
Izzy, they did not share a close relationship as Roger was fully engaged in his
research work. So Izzy became close to his mother.
Strength and weaknesses of the Footsteps family members
Strength and weakness of Roger-
Roger has abundant knowledge related to new business ideas, He
absorbs himself in the research side of the historical tours, meticulously
investigating historical accounts, facts, relationships and occurrences in
order to give the historical tours customer a ‘living experience’ of historical
happenings.
Roger has certain weaknesses too like he was not involved in applying
various business practices to manage business. He was not interested in
Logistic and organizing side to manage Footsteps. He also does not have
command of over his language and is impatient. Roger was also ruthless,
because of which many travellers so not like to do booking through him. So
he needs to change that.
Strength and Weakness of Judith
Judith was an effective organizer and also act well as a mediator. She
was engaged in managing all administrative work of company. Judith was an
easy going person. She was also polite which has assisted in growing her
business.
On the other hand, Judith found it really difficult to delegate work, she
has a habit of interfering in work of employees who was working with her. So

this attitude of Judith makes employee to leave the organization. Also she
was weak in doing research work, for this she has to be dependent on Roger.
Judith was also unable to understand the scientific term used by her
daughter to expand business.
Strength and Weakness of Isabella-
Izzy has studied in USA and worked over there for 6 years, so she has
appropriate management skills which can take family business ahead. She
was also good in project management. She also has effective communication
skills which will help company in building up client base.
Izzy also had some weakness like she was unable to manage stress of
corporate life which made her leave job in USA.
Opportunities and constraints for this business
Judith and Roger has the opportunity to expand their business online. In
order to grow they can either penetrate market or can also diversify it.
Making online presence and availing booking through it can assist them in
building goodwill of business. This is the reason that they asked Izzy to
handle all operations of business. By making use of updated technology such
as artificial intelligence, automation, new hardware and software they can
reduce the manual work. This will save their lot of time and they could invest
it in something more productive which can assist them in growing. Family
members are also taking help from Max who have worked in airline
company.
He can assist Footsteps tours in starting their own app by which
travellers can book online tickets (Chavez, 2016). This will attract more
travellers from USA who wanted to visit UK. They also thought to promote
products and services of Footsteps by using online marketing channels. Max
also provided an idea of launching his dating app idea here too. It can also
become an opportunity for Footstep to grow. Both of them made Roger and
Judith understand about opportunities which can help them in converting
their business form small to large scale. It will assist them in building

consumer base and will also attract new and potential consumers towards
them.
Evidence for strategic planning and thinking within the business
All the family members were engaged in planning, so that they can grow
their business. They were thinking to penetrate their market in order to
attract new consumers. Companies main focus was to attract young adults
as they tend to travel more. In order to expand their market, Footsteps tours
is also thinking of expanding their market through E-commerce and seeking
help from internet so that they can build up their consumer base. By this
they are thinking of increasing their profitability as well as revenue. They
have appointed Maze who is expertise in field of E-commerce. They have a
plan to develop an app in which they can assist travellers to book tickets
online. They are also thinking of developing website through it they can take
consumer feedback. Whole family is working towards increasing quality of
their services. Making use of advancing technology is really necessary for
their growth. Advance technology will also assist them in marking their
presence in global market. They will also be able to grow and create wide
consumer base.
Aspects of entrepreneurship in the Footsteps
Roger and Judith both has left their job to start their new business. They
have full passion and enthusiasm towards their work. Both of them have
different working patterns and has divided their work. Rodger was efficient in
doing research part while Judith was fully engaged in doing administrative
work. They have clear vision, skills and abilities to meet out the goals and
objectives of business (Shahriar and Shepherd, 2019). Izzy also have good
project management skills; she was proficient in handling client base. Also
she has various new ideas which can support Footsteps in expanding their
business. Also they were engaged in providing high quality of services so
that they can build up their client base. Also whole family is engaged in
taking risk by installing

Government policies that has developed to support emerging small firms
such as Footsteps?
Government is providing significant assistance to SME’s so that they can
grow and enhance UK’s economy. IT transformation programme involves
modernising our technology infrastructure, including making greater use of
cloud services. They are engaged in providing entrepreneurs strong right of
property and also strong system of bankruptcy. They are also reducing the
time which is required to take funds. Government is also providing small and
medium sized business with a strong platform so that they can make use of
updated technology which can assist their business to grow.
They are engaged in providing companies with adequate resources at
low cost. Also government is organizing campaigns to motivate enterprises
so that they can bring up new and innovative products and services. They
are also organizing seminars in order to enhance knowledge of people
related to artificial intelligence and automation which they can use in their
business. It can assist emerging entrepreneurs in making use of AI, that can
help them in growing. Laws and policies are also made related to immigrants
so that they can come up in country and start their business with new and
innovative ideas.
CONCLUSION
From the above study it has been summarized that company in order to
grow has implemented their new app by which travelers can avail tickets
online and also can get information about the exciting offers that has been
provided by firm. It has also analyzed the benefits of using new hardware
and software which has supported them to reduce their manual work. This
has helped Footsteps in investing their time in more productive aspects. Firm
has also promoted their business by making use of online channels so that
they can reach out large range of travelers. They have targeted young adults
and trying to enhance their experience. Company is trying to enhance their
quality of services so that they can grow and increase their market share. It

has also been analyzed that company has made use of data base
management system and customer relationship management software.

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