Marketing Management Report: Skyline Travels Case Study and Plan

This report presents a comprehensive marketing plan for Skyline Travels, a UAE-based tourism company. It begins with an executive summary and an introduction to marketing management, emphasizing its importance for business success. The report then delves into a situational analysis, inclu...Read More

Marketing
Management

Table of Contents
..........................................................................................................................................................2
1) Executives summery ...................................................................................................................3
INTRODUCTION ..........................................................................................................................4
MAIN BODY ..................................................................................................................................4
2) situational analysis ............................................................................................................4
3) marketing opportunities and issues....................................................................................6
4)Key marketing objectives....................................................................................................8
5) Marketing strategy.............................................................................................................9
6) Target Market...................................................................................................................10
7) Marketing Mix ................................................................................................................11
8) Marketing Metrics – Review and control.........................................................................13
9) Contingency plan.............................................................................................................14
10) appendix ........................................................................................................................15
REFERENCES..............................................................................................................................17

1) Executives summery
This report has cover case study of the Sky line Travels company which provides international
tours. This report has been make marketing plan of the company and also include the back up plan.

INTRODUCTION
Marketing management is the organizing, paining, implementing, of the marketing polices
tactics designed and strategies to create and satisfy the demand for the company product offering or
services as a means of generating an acceptable profit Marketing Management is important for any
business, because: Understand the customer needs. Improving the product and/or service to satisfy
customer needs. Expand the technique to reach potential customers. Provide the right tools at the right
time.
This report will take case study of Sky line Travels , it is one of the top tourism company in UAE.
This company is one of the top leading, and they were established in 1991 by the Khalid Juma al Majid in
UAE. This company is specialize in the international air travel services , worldwide hotel reservations,
ground handling as well as travel consultancy for the optimum benefits of their customers. This report
will situational analyses of the company which will conclude stakeholders analysis, porter's five analysis
and company overview. It will use Pestle and Swot analysis to find the opportunities and issues. This
report will make marketing objectives and include marketing strategy . This report will also analysis
target market and provide brief information about target market through market study It will provide
marketing mix of the Sky line company . This report will analysis marketing metrics with marketing
strategy so company I the end of this report will provide contingency plain which is known as back up
plan for the company.
2) situational analysis
Customer – Stakeholder analysis
A stakeholder is a person , group or organization which can impact on the Sky line Travels
(Marinchak, Forrest and Hoanca., 2018). Participation of the stakeholders in the decision-making
process of this company is necessary for the sustainable tourism development. There are numbers of
stakeholders who can impact indirectly or directly on the tourism development and planning. The role
of stakeholders in the Sky line Travels are following-
 National government -The national government has role in the tourism development. They play
tourism activities on the national levels. Planing at the national level Sky line Travels required
the proper polices being implemented. Roles of national government include maintaining
infrastructure such as railways, ports, roads etc.
 Tourist -Travelers which are most important stakeholder of the Sky line Travels company.
Travelers include business travels and , visitors to the tourism destination , sites attraction

perhaps the most important stakeholders. Tourists visit attractions; spend money; and may
promote the attractions through word of mouth and social media if their experience is positive.
 Local people -Local people are also stakeholders of the company because the helps to develop
tourism. They can have legitimate concerns and may resist any tourism development.
Therefore, they need to be involved in the companies decision-making process where
appropriate.
 Employees -employees of the company run the activities in the workplace and helps to provide
good experience to the guest of the company.
 Other stakeholders -There are many other stakeholders of the company who are connected
with the company's tourism plan for example – finance, professional working in company, trade
unions of employees etc.
Competitors – Porter's five
Threat of new entrants
New entrants in the tourism industry are threat for the Sky line because there are many other
companies who are providing tours and offers I n their tours which is increasing threat for the company
(aker, and Parkinson., 2016). It is important for the company to provide tours in lowers prices to take
competitive advantages. They should use lower pricing strategies which can help them to take
competitive advantages in company can increase in their profitability.
barging power of supplier
all most every countries in the customer service industry buy their raw material from the
numerous suppliers. Suppliers in the domination position can decrease the margins corporate travel
management limited can earn in the market. The powerful suppliers in the customer services sector
use their negotiation power to extract higher prices from the firms in Consumer Services field. The
overall impact of higher supplier bargaining power is that it lowers the overall profitability of Consumer
Services.
Bargaining power of buyer
customers demand for the travel plans which are available in the law prices. If other companies
will over same traveling plan in the low prices then customers will prefers the other, so they have to
bargain with the customers. They can provide law prices packages if they have good relations with
hotels , travels etc. this means bargaining power of the customers are high and this is important for the
company to make good relationship with the hotels and other services which have collaboration with
the Skyline company, so they can add some value in and achieve their objectives in the business.

Threat of substitute product and services
product and services of this tourism industry is similar and it is depend on the customers which
destination they want6ed to go and their geographic and cultural conditions also affect. Company can
take competitive advantage by making traveling plan for the tourist which can satisfy their needs and it
should be with lower prices and range,
rivalry among the existing competitors
Competition in this industry is to high because there are many tourism companies who provide
traveling to the people with lower prices but Skyline is one of the top company and provide
international traveling plan so company have good reputation and pressure of competition is very law
on them,(Lambert and Enz., 2017). They make good reputation which is advantages for this company,
and they are able to gain competitive advantages in the traveling industry.
Company- overview
Skyline is one of the top tourism company in UAE. This company is one of the top leading and
they were established in 1991 by the Khalid Juma al Majid in UAE. This company is specialize in the
international air travel services , worldwide hotel reservations, ground handling as well as travel
consultancy for the optimum benefits of their customers. They provide lower price tourism plan which
attract the customers and local UAE tours are also available for the customers.
3) marketing opportunities and issues
PESTEL analysis of Skyline tourism
Political
Skyline company is targeting people from the market for its own UAE so they have to follow
rules and regulation of the UAE country. UAE government has made their own polices and regulation
related to the tours and tourism and Skyline company also have to pay taxes to the UAE government
from their profit.
Economical
UAE has exceptionally high GDP per capita which has huge impact on the company, and they can
earn profit in this country and unemployed in this country is too much. Which has good opportunity for
the v Skyline company because people will ready to work with them in lower salaries so company can
ear more profit.
Social

People in U Skyline UAE are mostly reach and they used to go to the international tours so it is
important for the Skyline company to attract those people through the cheap prices and better tourism
packages. People are in UAE attracts with the culture and their own culture is highly attractive so it will
be more easy for the Skyline t attract people with the cultural tours.
Technological
Skyline company is having their own Website on the internet which provides varieties of
tourism packages to the tourist. They can attract people from the UAE through the once tourism and
their application because people in UAE used to spend their most of the time on internet, they can also
use digital marketing tool to aware people about their company and it will help this company to make
new customers, and they can take competitive advantages in the UAE countries.
Environmental
This country has rather a hot, dry condition, which can effect in many different things. For
example, productiveness might be slightly lower, agricultural is not so easy, and air conditioners have
the potential to sell well. People in the UAE like to go on the places where its cold and green ( Pencarelli
and Forlani., 2018). Skyline company should provide porsus to places where its cold and greenery
which can attract those people, and they can make profit.
legal
Skyline company has to follow all the legal rules of the UAE county and there are 7 different
countries in the UAE and they have their own different rules and regulation which is important for the
Skyline company to follow and cooperate their government.
SWOT Analysis of Skyline tourism
Strength
 Skyline tourism is one of the top tourism company in the UAE country and this company is from
UAE country so it will for them to attract people from their own country for the Tourism.
 Skyline tourism have good relation with the hotels and transportation, so they can provide
discount in their traveling packages.
Weakness
 Skyline tourism does not look for the promotion of their company like others which is affecting
on their profitability and other competitors are overtaking this company.
 Prices of the travels packages are costlier than the others so people priffer other traveling
companies more than Skyline tourism so this is an weakness for this company.
Opportunities

 Increase in the promotional activates can help them to attract more customers, and they gain
competitive advantages.
 UAE countries can be good opportunity for the Skyline tourism because people in this country
are more concerned about tourism.
 Digital marketing campaign can create opportunities
Threats
 Competition in this industry can be threat for the Skyline tourism and it is increasing day by day.
 Prices of the accommodation is increasing which is affecting on the traveling packages.
4)Key marketing objectives
 To Increase the profitability by the 20 % till the end of 2021
 To Expand business of Skyline tourism in the UAE country's
 To Promote tourism among the people and encourage them to take international trips through
the digital marketing promotion.
 To gain competitive advantages through power prices tour packages.
5) Marketing strategy
Marketing strategy is basically the strategy which is being used by organizations for promoting its
products as well as services and taking the brand message to the wider audience. Marketing strategy
basically consist of three variables which becomes a determining factor for organization to decide that
who will be the customers, what will be marketing strategy, what will be target market etc.
Segmentation
Segmentation is basically the process of segmenting the customers and differentiating then on the basis
of their age, needs, behaviour, demands, educational level etc. In short, this is procedure of dividing the
customers into varied groups on the numerous variables for promoting the products as well as services.
Skyline basically segments its customers on the basis of their demography as well as their behaviour and
attitudes (Cortez and Johnston., 2017). Skyline mainly promotes its products and services to the
customers who have a great interest in traveling and spend a huge amount periodically on traveling to
different locations. Besides this, the company mainly targets people of young age as well as adults
between the age group of 30 to 50. Company promotes its products and services to the adults who have
retired and mainly focuses on living relax life by traveling to different locations.
Marketing
The marketing strategy of Skyline is highly imperative. Marketing is basically the way and manner in
which organizations take their brand message to the wider audience and attracts them. Skyline basically

promotes and markets its products and services by using both online and offline channels. Within the
online channels, Skyline primarily makes the use of social media and television for reaching out the
customers. Company uses social media for attracting its customers for the products and services and
frequently posts the various ideas and events attended by them on websites like Instagram, Facebook
etc. This helps them to increase brand awareness among people. Besides this, within the offline channel
company makes use of word-of-mouth for attracting the customers and along with this seek the support
of various charitable events for increasing customer engagement. Skyline attends various charitable
events in order to increases its network and attract the customers.
Positioning
Positioning is basically the perception of consumers towards the specific brand or product in comparison
to the competing brands and products. In nutshell, this is mainly establishing image as well as identity of
product in order to increase its brand recognition. Skyline mainly positions its brand on the basis of its
quality and makes use of quality positioning. Skyline travels generally provides a high quality services to
their customers like best deals, prompt customer services, comfortable rental cars etc at much
affordable prices. Thus, this company increases its brand awareness and recognition by offering quality
and comfortable services to their customers. In comparison to its competitors, Skyline travels provides a
great flexibility within their mobile application to customers by enabling them to easily search for
various aspects.
6) Target Market
Target market of the Skyline tourism is UAE countries and this in because all the 7 countries in
the United Arab Emirates. Company will expand their business more in those countries and aware
people about the brand through digital marketing. People in those countries are reach, and they have
enough money to spend and take international traveling packages. People in this country are reach
because most of the crud oil produced by the UAE countries, and they provide crud oil to the whole
world (.Baker and Saren, M. eds., 2016). Competition I the country is very law show they can expand
their business successful and increase their profitability in this market. It will be more easy for them to
create trust and gain trust of this country's people because Skyline tourism company is from UAE and
place where they are operating their business have good reputation and now they want to expand their
business in other UAE countries. This country has rather a hot, dry condition, which can effect in many
different things. For example, productiveness might be slightly lower, agricultural is not so easy, and air
conditioners have the potential to sell well. People in the UAE like to go on the places where its cold and
green. Skyline company should provide porsus to places where its cold and greenery which can attract

those people, and they can make profit. Skyline company is having their own Website on the internet
which provides varieties of tourism packages to the tourist. They can attract people from the UAE
through the once tourism and their application because people in UAE used to spend their most of the
time on internet, they can also use digital marketing tool to aware people about their company and it
will help this company to make new customers, and they can take competitive advantages in the UAE
countries. They will run their campaign in the other UAE country so people can be aware about the
company, and they also provide educational tours and business tours to the people because most of the
people are doing their business, and they need to visit other countries to deal and education tours can
also create opportunities, and they can attract schools and colleges. This will help them to attract
customers, and they can take competitive advantages in the all other UAE countries and show their
name as one of the top emerging tourism brand in the United Arab Emirates. It will also affect on
profitability of the Skyline tourism.
7) Marketing Mix
Porter's generic competitive strategies
According to the () A company relative position within their industry determines whether a
company profitability is above or the bellow the industry average. A fundamental basis of the above or
bellow the industry average the fundamental basis of the above average profitability in the long run is
sustainable competitive advantages. There are two types of competitive advantages which Skyline
tourism can take ; low cost or diversification.
Cost leadership- In the cost leadership sets the lower cost of their product to take competitive
advantages (Iankova and et.al.,2019). Skyline tourism is able to provide lower cost tourism plan to
their tourist because of their good relationship with the Hotels and transportation. They give them huge
discount which in use for the Skyline tourism. Company. They provide offers to their customers in the
accommodation and traveling which are included in the plan so tourist get tourism packages in the low
price range.
Differentiation- Skyline tourism. Provide all types of truism plans to their customers such as business,
educational, adventurous, cultural etc. which covers all kind of age group people. Other companies
doesn't provide all type of tours to the people so Skyline tourism. Company have competitive
advantages of this.
Marketing Mix of Skyline tourism
Product

Skyline tourism company is tours and travel company, and they are using BCG matrix to design
their product . This helps this company to long term strategic planning , to helps their business to get
continuous overgrowth, and they can show their presence in the market. Dogs – In the category they
provide tours where people choose business tours. People who go for the business take this tours but
very few people, so they put this kind of tours in this category. Question marks – they provide tours to
the people in UAE all types of tours and demand of the people for the international tours are high but
this companies market shares are in the UAE countries are very law which can be covered by the
companies. Stars products with the high market s with the high market shares. Cash caws – products in
the low growth with the high market share (Baker and Parkinson., 2016). It is important for the
Skyline tourism company to put their product in the dog and question to take competitive advantages.
They can earn more profit in this those segment, and they can take competitive advantages.
Place
Skyline tourism have good opportunities in the UAE market because they can increase their
market shares in those countries . Marketing team of this company will research the other country of
the UAE and understand what people are demanding for what are their interest in tourism. To reach
customers in the UAE countries company will use digital marketing tools which will helps them to find
potential customers who can ate their international tours and other international business and
educational tour's. Most of the people in the UAE country are using internet and it will be more easy for
the Skyline tourism company to attract customers, and they can get customers in the UAE market.
Skyline tourism will run their campaign in the UAE country, and they will attract students who are
looking for the educational tours. T they will provide tours on the places where they can get better
learning and education.
Price
Price of their tourism plan will be low, and they will use competitive pricing strategy in the UAE
market, so they can attract customers and take competitive advantages in the market. In the
competitive pricing strategy they will provide law price international packages and offer to the
customers sop they can show their presence in the UAE market, and they take competitive advantages.
To provide lower price in the packages company They will run their campaign in the other UAE country
so people can be aware about the company, and they also provide educational tours and business tours
to the people because most of the people are doing their business, and they need to visit other
countries to deal and education tours can also create opportunities, and they can attract schools and
colleges. This will help them to attract customers, and they can take competitive advantages in the all

other UAE countries and show their name as one of the top emerging tourism brand in the United Arab
Emirates. It will also affect on profitability of the Skyline tourism. Competitive strategy will help them
to0 take competitive advantages in this company can show their presence in the market.
Promotion
Promotion of the tourism will be done by marketing team of the Skyline tourism they will use
various tool to promote their company in the United Arab Emirates so they can take competitive
advantages in the market. They will use digital marketing tools in which they will run campaign to
attract customers who will buy their traveling packages (Kireev and et.al.,2016). Their target will be
people according to the traveling plan,. For the educational tours company will target students group
mean age group between 15 and 22 and other will be according to their age group, so they can get
potential customers. They will also promote on the other platforms such as you tube and other tools
which will also a best way to get traffic on the company's website. This campaign will be run under the
United Arab Emirate's country, so they can get customers, and they can increase their company more in
the market. Promotion will increase their growth in the market, and they will also show their presence
in the market. this is mainly establishing image as well as identity of product in order to increase its
brand recognition. Skyline mainly positions its brand on the basis of its quality and makes use of quality
positioning. Skyline travels generally provides a high quality services to their customers like best deals,
prompt customer services, comfortable rental cars etc at much affordable prices. Thus, this company
increases its brand awareness and recognition by offering quality and comfortable services to their
customers.
8) Marketing Metrics – Review and control
There are many strategies for the review and control the marketing strategy of the Skyline
travels. It is important for them to review and control the activities according to their plan. Here are
some controlling strategies for the company -
KPI
A key performance indicator is used to measure value which demonstrates that how effectively
a Skyline travels is achieving key business objectives. Companies use KPI's at the multiple levels to
evaluate their success at reaching the targets. High level of key performance indicators may focus on
he process in the companies department like marketing, promotion and companies HR. this will help this
company to control and review the companies process, and they can see their plan to expand their
business in the UAE country is properly working or not, and they can also measure their success
percentages through the Key performance indicators.

Balance scorecard
A balance scorecard is a proper strategic management performance metric which is used to find
out the different internal business function and their result outcomes. Balanced scorecards are utilized
to activity and supply feedback to organization. Data collection is crucial to give quantitative outcome as
managers and administrator gather and see the message and use it to make better decisions for the
company (Pencarelli and Forlani., 2018). This will help this company to measure the performance and
control the business various functions It was first introduced in 1992 by David Norton and Robert Plan,
who took previous metric performance measures and adapted them to include non financial
information. Skyline travels can use this technique and achieve success in the market where they want
to expand their business. They can find what problems in their plans and they can able to see their
process is working properly or not and according to this they can make strategies if they are facing any
problem, and they can solve through the strategies. goals and measurement that are immediately
related to to the company's buyer , focus on client satisfaction. To answer the question: How do our
customers see us? It is always important to take a step outside and view your company or organisation
from your customers view point for this company have to understand what they need from this
company and how Skyline travels company can give what they want.
9) Contingency plan
Business back up plan serves as the Plan B for any business and should be created with the
foresight of unexpected events which may come in the way. The strategy of the formulation of a
business backup should be done carefully so that it can really serve the purpose later on It is important
for the Skyline travels to have their own back plan because they can fail to expand their business in the
United Arab Emirates. There are many problems which can create barriers for the Skyline travels, so
they should have proper back up plan if they fail to run their business according to their marketing
strategy. If they fail to achieve their objectives than company will use other plan to give their best
towards the markets where they are already having good market, so they can cover from the loses and
they can able to overcome. It will be important for the company to focus on the other markets where
they are successful than they should expand their business in the UAE countries. They can also use other
marketing strategy as a back up plan such as celebrity advertisement. In this marketing they will invite
one of the celebrity to advertise their company on the television so people in the United Arab Emirates.
Mostly this promotional marketing g plan work and helps to9 advertise the product. They can take
competitive advantages through the celebrity so there followers can take tours fro this ( Hüttner.,
2018). They will also provide the chance to spend some time with the celebrity so this will enable them

to use their company for the travel and it will also increase their reputation in the market, and they can
also show their presence in the market and give good competition to the other companies who have
good market shares in the United Arab Emirates and successful their back pl;an will work to expand
their business in this resign. hey can also use other marketing strategy as a back up plan such as
celebrity advertisement. In this marketing they will invite one of the celebrity to advertise their
company on the television so people in the United Arab Emirates. Mostly this promotional marketing g
plan work and helps to advertise the product. They can take competitive advantages through the
celebrity so there followers can take tours from this.
10) appendix
This plan will help Skyline travels company to expand their business in the other countries of
the United Arab Emirates, so they can take competitive advantages and increasing their growth in the
international market. This will also help this company to gain customer loyalty and attract customers to
take traveling plan from the Skyline travels. This plan will also provide satisfaction to the customers
through the lower price of the traveling plan so customers will able to take international trip in lower
prices, and they can also gain competitive advantages through this plan and show their presence in the
market of the United Arab Emirates countries. This will also help this company to gain customer loyalty
and attract customers to take traveling plan from the Skyline travels.

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