Marketing Plan for Adventures Unlimited Travel Agency - Analysis

This report presents a detailed marketing plan for Adventures Unlimited Travel Agency. It begins with an introduction outlining the purpose of the plan. The discussion section analyzes the current market conditions within the US travel agency industry, highlighting growth opportunities. The plan then details market segmentation based on demographics, psychographics, and behavioral patterns, followed by a differentiated target market strategy and a combined positioning strategy focusing on product attributes and user groups (adventure lovers). The marketing mix strategies cover product (focusing on adventurous tours), pricing (package deals), place (online and offline platforms), promotion (social media and influencers), people (tour agents and website managers), physical evidence (brochures, quality transport), and process (structured schedules). A budget allocation is provided, followed by key performance indicators (KPIs) such as revenue and customer acquisition cost. A precursory section addresses information handling policies. The report concludes by summarizing the plan's focus on adventure travel and complete booking solutions. References to Statista.com are included for industry data.

Running head: MARKETING PLAN FOR ADVENTURES UNLIMITED TRAVEL
AGENCY
MARKETING PLAN FOR ADVENTURES UNLIMITED TRAVEL AGENCY
Name of the Student
Name of the University
Author Note

1MARKETING PLAN FOR ADVENTURES UNLIMITED TRAVEL AGENCY
Table of Contents
Introduction................................................................................................................................2
Discussion..................................................................................................................................2
Market condition and about the venture:...............................................................................2
Market Segmentation, Targeting and Positioning:.................................................................2
Target market strategy-......................................................................................................3
Positioning strategy-...........................................................................................................3
Marketing Mix strategies:......................................................................................................4
Budget:...................................................................................................................................4
KPI (Key Performance Indicators):.......................................................................................5
Precursory section for the Adventures Unlimited Travel Agency:........................................5
Conclusion..................................................................................................................................5

2MARKETING PLAN FOR ADVENTURES UNLIMITED TRAVEL AGENCY
Introduction
A comprehensive report, which is comprised of all the marketing strategies of a whole
year or month or a quarter is known as marketing plan. The marketing plan of a business
venture of start-up involves advertising goals and overall marketing strategies framed for
addressing the market demand for an offering. The purpose of the paper is to frame a
marketing plan for a business venture. The name of the intended business start-up is named
Adventures Unlimited Travel Agency. In this paper, along with the various segments of the
marketing plan, a section of precursory with the policies supporting the information handling
practice will be included.
Discussion
Market condition and about the venture:
In United States, the industry of travel agency is anticipated to stimulate revenue of
around 17.3 billion dollars by the year 2020. The expected data indicates the growth from the
data of 2015 and 2010 as the generated revenue in these years was 15 billion dollars and 12.3
billion dollars respectively (Statista.com, 2020). The projected growth in revenue depicts the
growth in demand and efficient operations in the travel agency sector in United States. The
growth statistics reflects the opportunity for the new business start-up named, Adventures
Unlimited Travel Agency. The business start-up will address each and every travelling need
of travellers through offline and online medium.
Market Segmentation, Targeting and Positioning:
The business venture will address the demand of the population by segmenting the market
based on the demographic, psychographic and behavioral bases.
Demographic segment-

3MARKETING PLAN FOR ADVENTURES UNLIMITED TRAVEL AGENCY
 Age- Generation X ranging from 40 to 45, Generation Y ranging between 25 to 29
years, also known as the Millennial and some of Generation Z ranging from 18-22.
 Occupation- The segment can be the working professionals and students
 Income group- Middle class, Upper-middle class and Upper class
Psychographic segment-
 Lifestyle- Office-going professionals, college or university goers, both with busy
schedule but invests in leisure travelling.
 Characteristics: Fondness for adventure, risks and travelling to unrecognized regions
 Personality- Extrovert and driven by adventure in life
Behavioral segment-
 Population driven by consumption based on benefit sought and usage occasion.
 Behavioral Pattern or Characteristics- Enthusiast, luxury seeker, tech-savvy and
quality-conscious
Target market strategy-
The target market strategy for the chosen segments is differentiated strategy, where the travel
needs will be addressed through different forms and value of offerings.
Positioning strategy-
The services of the business start-up, Adventures Unlimited Travel Agency will be positioned
with the combination of two strategies, positioning according to product or service attribute
and positioning based on user groups. The attributes will indicate the provision of booking
every service, adventure activity or amenities based on customized choices. The user group
will be majorly based on the adventure lovers.

4MARKETING PLAN FOR ADVENTURES UNLIMITED TRAVEL AGENCY
Marketing Mix strategies:
Product strategy- Product can be of two categories goods and services. This business start-up
will offer services of addressing all travelling needs of a traveller and will specialize in
adventurous tours and activities.
Pricing strategy- The pricing strategy that will be implemented by this travel agency is
Package deals. Package deals help in stimulating demand minus the need for allocating
discounted rates. The travel agency can develop the deals based on the cost incurrent by each
supplier associated with the venture such as accommodation and catering.
Place strategy- The business start-up will accommodate the services through both offline and
online platforms. The major concentration will be on online media, where customers will be
able to customize their preferences.
Promotion strategy- The attributes of the services will be promoted through social media sites
like, Instagram page, Facebook group and through Influencer advertising.
People- The service delivery point for the business start-up will be the tour agents and
Website managers.
Physical evidence- Physical and digital Brochures, good quality transport and
accommodation.
Process- The business will construct a well-structured schedule addressing the promised
services and elements with the date and time.
Budget:
Total Budget = $ 60,000 Division
Procurement 20,000
Logistics 7,500

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Operations 15,000
Marketing and sales 12,500
Website Design and Maintenance 1,500
Staff recruitment 3500
KPI (Key Performance Indicators):
 Revenue
 Referral rate
 Customer Acquisition Cost
 Number of Trips booked
Precursory section for the Adventures Unlimited Travel Agency:
Policies for handling information are-
 Customer Information Security Policy- This policy will ensure the confidentiality of
the customers’ activities in the website and will follow the no disclosure rule in case
of sharing information with other clients.
 Third Part Access and Outsourcing policy- This policy will ensure the security of all
the information data such as, name, address, mail id, phone number and card number
from the suppliers of services like catering and accommodation.
Conclusion
Therefore, it can be concluded from the paper that the marketing plan of the business
start-up will be based on the targeting the population with the fondness of adventure, leisure
travel by promoting the attributes of complete travel booking solutions in both online and
offline platform.

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References:
Statista.com (2020). Topic: Travel agency industry. [Online] Retrieved from
https://www.statista.com/topics/1859/travel-agencies/