Marketing Portfolio: Bon Voyage UK - Analysis of Marketing Strategies

This marketing portfolio examines Bon Voyage UK, a travel and tourism company specializing in transatlantic travel services. The analysis begins with an introduction to the company and its services, followed by an explanation of the importance of marketing in the competitive travel sector. A detailed PRESTCOM analysis evaluates the political, regulatory, economic, social, technological, competitive, organizational, and market environments affecting Bon Voyage UK. A SWOT analysis identifies the company's strengths, weaknesses, opportunities, and threats. The portfolio also includes a stakeholder analysis, considering consumer behavior and market segmentation based on demographics and psychographics. The document concludes with a discussion of the company's positioning and its unique selling points within the travel and tourism market, referencing the company's services to USA and Canada.

Running head: MARKETING
Marketing
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Table of Contents
Introduction................................................................................................................................3
Analysis......................................................................................................................................3
Segmentation, targeting and positioning....................................................................................7
References..................................................................................................................................9

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Introduction
The portfolio represents about the organisation and its marketing efforts put to
influence the consumers’ buying behaviours and ensure generation of higher revenue and
competitive advantage in business.
Bon Voyage, UK is one of the major travel and tourism companies that has aimed at
providing extensive USA and Canada travel services for meeting the needs of customers. The
company is known for its tailor made transatlantic travel services, which can make people
enjoy their holidays at America and Canada (Bon-voyage.co.uk 2019). The major products
and services include the tourism and travel services including holidays at USA and Canada.
The reason for investigation is to highlight the importance of marketing, which can allow for
extending its travel services and make sure to deliver a world class customer experience
(Buhalis and Foerste 2015).
Analysis
The travel and tourism sector in UK is huge and with the emergence of multiple
competitors, it has become essential for Bon Voyage UK to ensure that the marketing efforts
are put properly for raising awareness among clients and influence them to make purchases
from the organisation effectively (Vellas 2016).
PRESTCOM analysis of Bon Voyage UK
Political
The political environment in UK is quite stable, though, the expansion of EU and war
against terrorism activities have affected the Government stability and created negative
impact on the political environment too. The Government has supported the travel agencies to
support travelling to transatlantic destinations through management of trade relations between

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two nations, thereby, allowed for extension of marketing approaches much comprehensively
(Morrison 2013).
Regulatory
The Government in UK has planned for necessary actions to make sure that the
aviation services and travel services are managed with proper management of tax related
benefits on the fuel and on the air ticket prices too.
Economic
The lower rate of inflation has also benefited the UK economy, which also helped in
creating enough employment scopes and opportunities, thereby, raise the chances for jobs all
across the tourism and travel sector in UK, delivering travel services to various destinations
including Canada, USA, etc (Veríssimo and Loureiro 2013).
Social
The marketplace trends and consumers’ buying patterns and behaviours are the social
factors that have also influenced Bon Voyage UK. Safety and security while travelling along
with changing life style behaviours have also influenced the purchases of services at Bon
Voyage, UK.
Technological
The advanced technologies have also helped the marketing efforts to become
successful, thereby, allowed the tourism company to distribute he products and expand its
outreach (Hays, Page and Buhalis 2013).
Competitive

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The competitive marketplace often creates issues for the company due to the presence
of multiple competitors within the concerned sector, but with the product differentiation and
extensive holidays offered to the clients for visiting USA and Canada, the company has easily
catered the needs of people willing to experience transatlantic destinations.
Organisation
The human resources have been organised properly, which also allows for reducing
workload and achieve the targeted set of objectives much conveniently (Turner 2013).
Market
The marketplace is competitive and thus Bon Voyage needs to bring something new,
the way it already does with the help of offering exclusive packages to Canada and USA,
thereby, helped in substance too.
SWOT analysis
Strengths
 Exclusive holiday packages to USA
and Canada
 Bewildering choices and options
 Positive brand Image
 Good level of customer satisfaction
Weaknesses
 Destination wise, it lacks certain
areas that the people want to visit
 High competition
 Price is on the higher side
Opportunities
 Cost leadership and differentiation
could be beneficial for entering new
markets
 Facilitation of international trade
Threats
 Threat of new entrants and
substitutes
 Competitors threats

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Stakeholder analysis
Consumer behaviour
The behaviours of consumers represent the buying behaviours and consumption
patterns that are influenced according to the products and services made available by the
company. The target market consists of people who want to visit USA and Canada for
holiday purposes. Bon Voyage offers bewildering choice and delivers a great experience,
which allows for making the travellers acquire the thrill to travel to America for holidays.
There is a wider range of options such as Multi-Centre Holidays, New York Holidays, etc.,

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because of which, the customers could select any option and thus their buying behaviours
have been influenced (Virginia Phelan, Chen and Haney 2013).
People in UK have used the services whereas they hope to achieve something new in
terms of adding some new destinations by the company to offer them a better and thrilling
experience. The price range starts from US$3000 and it could increase with the options
added. They look for around that price only or maybe at some reduced price, but the price set
by Bon Voyage has been quite competitive, which influenced consumers; behaviours largely
(Bon-voyage.co.uk 2019).
Segmentation, targeting and positioning
The segmentation has been done with the help of segmenting the target market on the
basis of demographics such as age, income, education, ethnicity, and psychographics and also
on the basis of their values, beliefs and lifestyle choices. Due to this, the positioning of the
products has also been possible, which has also helped in positioning those travel and tourism
services and ensured influencing the consumers’ buying behaviours too. With this, the
company would be able to target different market segments and meet the varied needs of
people in those different segments quite comprehensively.

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It is evident that everyday people do not go to visit USA or Canada, but definitely for
the people of UK, Bon Voyage has created the most convenience, thereby, allowed them to
travel to the desired locations in USA and Canada and have an enjoyable stay there while
holidaying.
The people in UK have been targeted who are avid travellers and like visiting USA often
while the target market also consists of those people, who prefer value for money travel and
tourism services (Bon-voyage.co.uk 2019).
The
competitors of the company include Globus, Trafalgar, Topdeck, etc. The unique selling
point of the company is its wide range of options available while travelling to USA and
Canada. Though the destinations are limited, still the different yet exclusive packages for
travelling to these two destinations are quite good and this could easily influence consumers’

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buying behaviours, increase sales and revenue generation, furthermore, allow Bon Voyage
UK to sustain in the competitive business environment.

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References
Bon-voyage.co.uk. (2020). Tailor-made USA and Canada Holidays: Bon Voyage Travel.
[online] Bon-voyage.co.uk. Available at: https://www.bon-voyage.co.uk [Accessed 13 Jan.
2020].
Buhalis, D. and Foerste, M., 2015. SoCoMo marketing for travel and tourism: Empowering
co-creation of value. Journal of Destination Marketing & Management, 4(3), pp.151-161.
Hays, S., Page, S.J. and Buhalis, D., 2013. Social media as a destination marketing tool: its
use by national tourism organisations. Current issues in Tourism, 16(3), pp.211-239.
Morrison, A.M., 2013. Marketing and managing tourism destinations. Routledge.
Turner, L., 2013. Canadian medical travel companies and the globalisation of health care.
In Medical Tourism and Transnational Health Care (pp. 151-178). Palgrave Macmillan,
London.
Vellas, F., 2016. The international marketing of travel and tourism: A strategic approach.
Macmillan International Higher Education.
Veríssimo, M. and Loureiro, S.M.C., 2013. Experience marketing and the luxury travel
industry. Tourism & Management Studies, pp.296-302.
Virginia Phelan, K., Chen, H.T. and Haney, M., 2013. “Like” and “Check-in”: How hotels
utilize Facebook as an effective marketing tool. Journal of hospitality and Tourism
Technology, 4(2), pp.134-154.