Bon Voyage: Marketing Report on UK Market Entry for Voyage Special

This report analyzes Bon Voyage, a tourism company, and its strategy for entering the UK market with its new personalized holiday service, 'Voyage Special.' It begins with an introduction to marketing and then proceeds with a detailed examination of the current business environment in the UK, including political, regulatory, economic, social, technological, competitive, organizational, and market factors. An internal analysis using SWOT and stakeholder frameworks identifies strengths, weaknesses, opportunities, and threats. The report then outlines segmentation and targeting strategies, focusing on urban areas, specific age groups, and professions. Positioning strategies are discussed, emphasizing website-based service delivery and social media promotion. The marketing mix, including product, price, place, and promotion, is detailed. Finally, the report offers recommendations for successful UK market entry, such as competitive pricing, increased R&D, and effective marketing campaigns. The report concludes by emphasizing the importance of marketing for international expansion and the value of internal and external analysis in identifying opportunities and threats.

BON VOYAGE

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Current Business Environment...............................................................................................1
Internal Analysis.....................................................................................................................2
TASK 2............................................................................................................................................3
Segmentation and Targeting...................................................................................................3
Positioning..............................................................................................................................3
Marketing Mix........................................................................................................................3
Recommendations..................................................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing refers to an activity which is associated with all the procedures that are associated
with enhanced communication of the product and service of an organisation with the
marketplace (Kotler and et, al., 2017). The report below is based on Bon Voyage, which is a
tourism company providing personalised holiday services to its customers. The report below is
based on analysis of its internal and external market, along with targeting and positioning for its
new service “Voyage Special”.
TASK 1
Current Business Environment
Marketing environment of a business refers to a combination of all the internal and
external elements which surrounds a company and influences its working. It is beneficial for an
organisation to know its marketing environment as that helps the firm in gaining higher
sustainability and competitive advantages through modifying the strategies in ways which suits
the environment (Saura, Palos-Sánchez and Cerdá Suárez, 2017).
Bon Voyage operates in Travel and Tourism sector and currently expanding its market in
Southampton, United Kingdom. Hence, below is the analysis of external environment within the
country that will have its impact on the organisation:
 Political: Due to political uncertainty by likely events of Brexit, the firm would be facing
inconsistency in operations due to frequent changes in policy.
 Regulatory: Ineffective regulations with suppliers from EU could cause challenges for
the firm to provide its services outside England.
 Economical: Decrease in value of pound and heavy inflation is disadvantageous for the
company to provide its customers with high priced offerings.
 Social: Travelling has been an emerging trend amongst millennial groups which is an
advantage for Bon Voyage in the UK (Kobe and et, al., 2015).
 Technological: With advanced Technologies like Artificial Intelligence and Virtual
Reality, the firm could attract customers from far of regions like Asia and Middle East
through effective marketing.
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 Competitive: Companies like Topdeck, Trafalgar and Cosmos have wide market shares in
the UK which requires Bon Voyage to emphasise more on market to enter the country
effectively.
 Organisation: The company would require to be set up with talented and skilled
employees and with technologies like Automation and Customer Relationship
Management software systems to manage, attract and retain customers.
 Market: The overall tourism market of the United Kingdom could be very prosperous for
the organisation to enter and succeed effectively due to opportunities such as getting high
skilled workforce, better access to technologies, effective transport and mind-blowing
locations (Perreault, 2018).
Internal Analysis
There are several frameworks which would allow the company to gain an insight on its
internal strengths and weaknesses. These frameworks are applied as under:
 SWOT Analysis:
STRENGTHS WEAKNESSES
 Effective Market in US
 High Customer Satisfaction
 Inappropriate Marketing
 Lower R&D Expansion
OPPORTUNITIES THREATS
 Use of Advanced Technologies
 Personalised Tour Services
 Brexit in UK
 High Competition
 Stakeholders’ Analysis:
BON VOYAGE POWER
LOW HIGH
INTEREST LOW Suppliers Customers
HIGH Employees Government
As per the analysis above, the firm has effective strengths and better opportunities to
compete in the market and effectively overcome threat of Brexit. Moreover, the firm must adhere
to interests of customers, employees, suppliers and government through providing effective
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services. Bon Voyage must also focus on better marketing of its new products and spend more
on R&D activities to track customers.
TASK 2
Segmentation and Targeting
The company is coming up with its new product, Voyage Special, which is a new
personalised service where customers, through Virtual reality could book their own hotels,
destinations they want to see, food they wish to eat, etc. Hence, it is important for them to
appropriately decide their target market.
 Segmentation: The segmentation is being done on geographical basis, where customers
of Urban Areas of UK will be chosen. Moreover, another segment would be
demographical, where customers who belong to age group 16-50, along with having an
income of more than £1000 and who belong to professions like travelling and blogging
would be segmented for the services of the company.
 Targeting: From the above segmentation, Bon Voyage would be targeting customers
from the urban areas of the UK, who belongs to age group 16-50 and belong to travelling
and blogging professions.
Positioning
The company would be providing its services primarily using its company website, for
better security and segregation, as well as would market the same using social media portals like
Instagram, Facebook and YouTube.
Marketing Mix
For Voyage Special, the firm would be using several strategies that are described below
using elements of Marketing Mix. These are mentioned below:
 Product: The firm will be using product differentiation as its product strategy for its new
service (Wedel and Kannan, 2016).
 Price: Pricing penetration strategy would be used by Bon Voyage to attract more
potential customers in the UK and to gain better competitive edge in the market.
 Place: The firm will be locating its store in Southampton. Moreover, the firm’s website
would be a prominent source for travel bookings for customers who live far off from the
location of its store.
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 Promotion: The firm will be using modern ways through promote its service, by using
real time videos on social media as well as using compelling advertisements and travel
experiences of customers on YouTube.
Recommendations
As per the above analysis, there are few recommendations which the firm could use to enter
the UK market in an effective and competitive manner:
 The company could use lower price range to attract the customers and improvise their
standard of living.
 More R&D activities must be adopted by Bon Voyage which would help them in
understanding and mapping the customers appropriately.
 Better use of marketing must be performed by the company to market its service, Voyage
Special within the markets of the UK competitively.
CONCLUSION
Hence, it is concluded from the report above that marketing is one of the most effective and
necessary activity for a company if it is willing to expand its operations to another country.
Moreover, internal and external analysis helps in identifying the areas of opportunities and
threats. Lastly, segmentation, targeting, positioning and elements of marketing mix help in
expansion of the firm and assists in providing its products an appropriate competitive edge.
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REFERENCES
Books and Journals
Kobe, T., and et, al., HEARTS ON FIRE COMPANY LLC, 2015. Retail marketing environment.
U.S. Patent 8,955,261.
Kotler, P., and et, al., 2017. Marketing for hospitality and tourism.
Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Saura, J.R., Palos-Sánchez, P. and Cerdá Suárez, L.M., 2017. Understanding the digital
marketing environment with KPIs and web analytics. Future Internet. 9(4). p.76.
Wedel, M. and Kannan, P.K., 2016. Marketing analytics for data-rich environments. Journal of
Marketing. 80(6). pp.97-121.
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