SEO Expert for Desklib: Title, Meta Title, Meta Description, Slug, Document Type, Type of Assignment, Summary, Subject, Course Code, Course Name, College/University

This document provides SEO expert suggestions for Desklib, an online library for study material. It includes title, meta title, meta description, slug, document type, type of assignment, summary, subject, course code, course name, and college/university.

Portfolio for Bon
Voyage Travel
Agency

INTRODUCTION
Marketing refers to the activity which an organisation undertakes to promote buying and
selling of product or services (Chaffey and Ellis-Chadwick, 2019). It include advertising, selling
as well as delivering products to customers or other business firm. In addition to this, marketing
includes all the actions which an business firm undertakes for attracting customers as well as also
for maintaining relationship with them. This report is based on Bon Voyage which is travel and
tourism industry organisation offering personalised holiday services to customers.
PORTFOLIO PAGE 1 (Market Research)
Market research is the procedure of determining the viability related to latest products or
services by conducting research with potential customers directly. In addition to this, market
research allow an organisation to discover target market and get opinion as well as feedbacks
from consumers related to their interest within product or services. In simple term it can be said
that process of gathering, analysing and interpreting information related to the market about
products and services is known as market research.
Bon Voyage Travel Agency will conduct market research for identifying changes which
occur in behaviour of consumers due to alternation in marketing mix elements. It involve 6 steps
explanation of these are as follows :-

(Source: Market Research Process, 2020)
Illustration 1: Market Research Process

 Define the problem - Bon Voyage Travel Agency have to first define the problem
which they need to solve. Because it will help them in overcoming with the issue in
effective manner.
 Develop research plan – After identifying problem research plan will design which help
them in finding solution of research problem.
 Collect the information – Manager of respective travel company will gather data from
different sources for finding solution of research problem in effective manner (Dost and
et. al., 2019). But researcher may face difficulties in gathering information because
respondents may be biased or unwilling to give correct answer.
 Analyse the information – After collecting information next step is to organize it so that
outcomes will gain. It is important to organise information in appropriate manner because
without proper organising information their will be chances of negative outcomes.
 Present the findings -Research findings will be shown to top level management. Then
they will focus on it and analyse within effective manner for taking further step.
 Make the decision – When findings present to the top level management of company on
the basis of that findings decision will be taken which employees have to follow.
3. Questionnaire Design
Questionnaire is research tool which include set of questions which utilise for gathering
information from respondents. It is mix of both open and closed ended questions. Below mention
are open ended question which Bon Voyage Travel Agency will ask their customers to fill for
getting proper outcomes.
Questionnaire
Q1. Are you satisfied with the services of Bon Voyage Travel Agency?
 Yes
 No
Q2. Why did you choose Bon Voyage Travel Agency over other travel agents?
 Recommendation
 Personal experience
 Advertising
 Price

Q3. Which method do you use for ordering from Bon Voyage Travel Agency?
 Online
 Telephone
Q4. Which model of travel you choose?
 Bus
 Air travel
 Personal transportation
Q5. What is your first consideration at the time of purchasing holiday package?
 Price
 Attraction of location
 Recommendation from friends or family
 Advertising
Q6. How often do you book your travels with Bon Voyage Travel Agency?
 Rarely
 Occasionally
Q7. How do you plan your trip?
 By yourself
 Travel agent
Q8. Where do you like to stay?
 Resorts
 Expensive hotel
 Economy hotel
Q9. Do you have membership with any travel agency?
 Yes
 No
PORTFOLIO PAGE 2 (Marketing Mix -Product)
A product is the item which company offered for sale it can be services or any item (Goh
and et. al., 2019). For Bon Voyage Travel Agency product is travelling related services which
they are offering to customers. Travel organisation is part of service industry for them products

are intangible. It is important for company that products should be relevant and users must have
immediate utilisation of it. In addition to this, every product made at a cost and sold at price.
Product price charged totally depended on market. Quality, marketing as well as on the basis of
targeted segment. Respective organisation is using product differentiation as their marketing
strategy for new services. Company is serving new product named as “Voyage special” which is
an personalise service in that customers can book their own hotels, destinations, food and many
more by virtual reality.
It is important for an organisation to conduct marketing of their offerings because without
this it will become difficult to approach customers and attract them towards their offerings
(Kotler and et. al., 2017). Along with this, through marketing mix company will be able to
understand their customers taste and preferences.
Product life cycle – It is divided into four stages i.e., introduction, growth, maturity and
decline. Product life cycle concept utilised by management and marketing professional for
deciding when company have to increase advertising, reduce price, expand to new market as well
as redesign packages. Explanation of these in relation of Bon Voyage Travel Agency new
product “Voyage special” are as follows :-
(Source: Product life cycle stages, 2020)
 Introduction – It is first stage in which product released into the market. Respective travel
agency have to ensure that marketing and promotion activities are high at introduction
stage. Company is investing most in promoting the products and getting it into customer's
hands.
Illustration 2: Product life cycle Stages

 Growth – In second stage company have strong growth in their sales as well as profit
(Kumar, Shankar and Aljohani, 2019). Within growth stage it is essential for Bon
Voyage Travel Agency to invest more money in promotional activities.
 Maturity – In this stage product get established and manufacturer aim is to maintain
market share which build by them. Travel agency can made any modification if require in
their products because it will help them in gaining competitive advantages.
 Decline – In last stage market of product start getting shrink which simply known as
declining stage. It is because consumers started switching towards different type of
products.
PORTFOLIO PAGE 3 (Promotion)
Promotion is set of activities which create by organisation for communicating its
products, brand or services to the user. In simple term, it is idea of making people aware, attract
as well as induce for purchasing products. It is essential for an organisation to know that which
promotional strategy will be suitable for them and help in promoting their products as well as
services within market area. Major benefit company have through promotional marketing mix as
they can attract large number of customers from market area. Along with this, it will become
easy for them increase sales as well as their profitability.
Promotional strategy – This strategy designed by marketers in organisation to inform,
persuade and also for influencing users opinion (Matic And et. al., 2019). There are several form
of promotional techniques which company use. Bon Voyage Travel Agency using social media
tools such as Facebook, LinkedIn, Twitters etc. as their promotional strategy because it will help
them in grabbing attention of several people from market area.
Marketing communication – For communicating with existing and potential customers
Bon Voyage Travel Agency is using social media tools i.e., Facebook, LinkedIn, Twitters and
many more.
PORTFOLIO PAGE 4 (Place)
Place decisions outlines that where an business firm sell their products or services and
how it will deliver to market. An business executives goal is to get their product in front of
consumers most likely to buy them. Thus, for company it is necessary to select such place which
will be in approach of people easily and grab attention of others from market area. In addition to

this, for company it is essentials to known about the concept of place because it help them in
locating their store at appropriate place which will be in approach of people easily.
Place management – It is the procedure through which company can make place better.
Place management is programmes which utilise for improving location or for maintaining
achieved desired standards of operations (Roberts, Kayande and Stremersch, 2019). This
approach undertaken by every type of organisation private, public, voluntary or its mixture. For
an business firm place management is important as it help them in locating their new product and
services at appropriate location. Bon Voyage Travel Agency is locating is their store in
Southampton. This location will help them in attracting customers and also in serving them
within appropriate manner.
Marketing function in Supply chain – Supply chain management traditionally focus on
sourcing components, material, other supplies as well as distribution. Within this process
marketing play important role as it balance procurement by providing important demanded
information as well as also by building relation which assist in improving efficiency of supply
chain operations. By involving marketing in supply chain of Bon Voyage Travel Agency its
become easy for them to serve their customers on time and fulfil their needs as well as wants.
PORTFOLIO PAGE 5 (Price)
Price is the cost which consumers have to pay for specific products or services. It is
important for marketer to link price with real as well as perceived value of product and they
should have to consider seasonal discount, supply costs, competitors price and many more.
Within some situation, business executives rise price of products for making it like luxury or also
lower the price so that consumers can try it. Bon Voyage Travel Agency is using price
penetration strategy for attracting customers towards their new products by offering them lower
price during its initial offerings. By using this pricing strategy company will be able to aware
number of customers about their new products. It is essential for company to set price of their
products after analysing each and every factor related to that.
Pricing objectives – These are the goals which guide business in setting cost of their
products and services for existing and potential customers. Respective travel agency identify
customers price expectations and then set price of their offerings.

Pricing strategies - Bon Voyage Travel Agency is using price penetration strategy for
attracting customers towards their new products by offering them lower price during its initial
offerings.
PORTFOLIO PAGE 6 (Marketing Mix)
Marketing mix is related to the set of actions, tactics which an organisation utilise for
promoting its brands or products within market area. In addition to this, there are multiple areas
of focus as part of a comprehensive marketing plan. There are several elements of marketing mix
which work in conjunction with each other. Bon Voyage Travel Agency was started in 1983 and
grown steadily into an organization in the highly competitive as well as ever demanding travel
industry (Venaik and Midgley, 2019). Respective organisation is one of the foremost and one
stop solution for travellers at global level. Apart from this, Marketing Mix include 7P's i.e.,
product, promotion, place, price, physical evidence, people and process. Explanation of these in
relation of Bon Voyage Travel Agency are as follows :-
 Product – In an marketing process product is the first step which organisation need to
create a product which consumers want. Product is that which consumer needs as well as
wants to purchase and it is heart of marketing mix. Travel agency is part of service
industry within this products are intangible. Respective organisation is using product
differentiation as their marketing strategy for new services. Company is serving new
product named as “Voyage special” which is an personalise service in that customers can
book their own hotels, destinations, food and many more by virtual reality.
 Promotion – It is related to how customers will find about the organisation. Promotion is
the different way in which company communicate, sell as well as describe their services.
Within tourism industry promotion mainly focus on four methods such as advertising,
sales promotion, publicity and word-of-mouth. Bon Voyage Travel Agency is using
several type of promotional strategies such as social media tool as well as word-of-
mouth. These will help them in attracting more and more customers within effective
manner and also in increasing profitability of company. Here, social media tool involves
Facebook, LinkedIn, Twitter and many more. Major purpose behind doing promotion is
to ensure that consumer are aware about the product and company can persuade them to
purchase.

 Place – Location of Bon Voyage will be locating their store in Southampton. It simply
means that where products will sold and it is important for organisation to select correct
area for selling their products and services. Moreover, area should be the place where
products get fits as well as stand out in market. Bon Voyage Travel Agency set their
store in main market and approaching to the customers through several social media
promotional tool such as Facebook, LinkedIn, Twitter and many more. It is important for
Bon Voyage Travel Agency to select such place which will be in approach of everyone
and customers can easily visit office.
 Price - Bon Voyage Travel Agency is using price penetration strategy for attracting
customers towards their new products by offering them lower price during its initial
offerings. By using this pricing strategy company will be able to aware number of
customers about their new products.
 Physical evidence – Store of Bon Voyage Travel Agency which established at
Southampton have goof ambience. As their store location as well as ambience attract
large number of customers in effective manner and increase profitability of company.
 People – Service industry main focus on building relation with customers as Bon
Voyage Travel Agency have well skilled staff members in their company and they are
using CRM strategy (Customer relationship management).
 Process – It refers to different stages of procedure through which services will deliver to
customer. In relation of Bon Voyage Travel Agency customers have to visit stores and
tell about their virtual reality so that company can fulfil their requirement by designing
travelling package.
PORTFOLIO PAGE 7
This report into consideration is based on market for an organisation it is important as it
help in promoting buying and selling of product or services. It include advertising, selling as well
as delivering products to customers or other business firm. According to me it has been analysed
that marketing is important because it provide assistance to company in attracting large number
of customers from market area. Apart from this marketing mix is also part of marketing which
provide assistance to company in approaching their customers with new product in appropriate

way. Marketing mix have 7P's i.e., product, promotion, place, price, physical evidence, people
and process.
Bon Voyage Travel Agency is coming up with new product in market area i.e., “Voyage
special” which is an personalise service in that customers can book their own hotels,
destinations, food and many more by virtual reality. For promoting this they are using social
media tools which as Facebook, Twitter, LinkedIn and so on. As it will help company in
attracting large number of existing as well as potential customers. They locate their store in
Southampton this location will be suitable for everyone as customer's can easily approach. In
addition to this, Bon Voyage Travel Agency is using price penetration strategy for attracting
customers towards their new products by offering them lower price during its initial offerings.
By using this pricing strategy they will able to aware number of customers about their new
products.
CONCLUSION
After going through entire discussion it has been summarised that, marketing is important
as well as necessary activity for an organisation if they want to expand business. It is essential to
conduct market research in proper manner before coming up with new product. As it will help in
analysing needs, wants and current market trends. Along with this marketing mix also essential
because it will provide assistance to company in promoting their business within market area.

REFERENCES
Books and Journals
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Dost, F. and et. al., 2019. Seeding as Part of the Marketing Mix: Word-of-Mouth Program
Interactions for Fast-Moving Consumer Goods. Journal of Marketing. 83(2), pp.62-81.
Goh, W. H. and et. al., 2019. How green marketing mix strategies affects the firm's performance:
a Malaysian perspective. International Journal of Sustainable Strategic Management.
7(1-2), pp.113-130.
Kotler, P. and et. al., 2017. Marketing for hospitality and tourism.
Kumar, A., Shankar, R. and Aljohani, N. R., 2019. A big data driven framework for demand-
driven forecasting with effects of marketing-mix variables. Industrial Marketing
Management.
Matic, R. M. And et. al., 2019. Marketing mix in team sports in serbia. Journal of Anthropology
of Sport and Physical Education. 3(3), pp.3-10.
Roberts, J. H., Kayande, U. and Stremersch, S., 2019. From academic research to marketing
practice: Exploring the marketing science value chain. In How to Get Published in the
Best Marketing Journals. Edward Elgar Publishing.
Venaik, S. and Midgley, D. F., 2019. Archetypes of marketing mix standardization-adaptation in
MNC subsidiaries. European Journal of Marketing.
Online
Market Research Process, 2020.[Online].Available
through<https://businessjargons.com/marketing-research.html>
Product life cycle stages, 2020.[Online].Available through<https://productlifecyclestages.com/>