Strategic Analysis of Footsteps Historical Tours in the Global Tourist Market

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”.