Duffel Travel: Marketing Strategy and Business Environment Analysis

This report provides a comprehensive marketing analysis for Duffel Travel, a startup online travel package company. It begins with an introduction to the company's objectives and target market, followed by a detailed business environment audit, including SWOT and PESTLE analyses to assess internal strengths and weaknesses, as well as external opportunities and threats. The report identifies the target market as college students, honeymoon couples, and middle-income groups seeking adventure or luxury travel. It then delves into the company's targeting strategy, focusing on differentiated marketing to attract students and professionals. The report also covers market segmentation, focusing on demographic and geographic factors. Finally, it examines the marketing communication mix, specifically direct marketing strategies such as social media and direct mail, and concludes with a summary of the findings and recommendations, highlighting the importance of effective marketing for the company's success.

Marketing Essentials

INTRODUCTION
 The marketing is the important component of the
business management. The duffel travel company is
planning to enter into travel industry, it wants to offer
online travel packages to wide range of consumers.
 The company will apply the different communication
mix in the different segment to achieve the objective of
the company proposed planning of the duffel travel will
have the different segment the company wants to target.

Business environment audit

SWOT analysis
Strength -
• Company uses unique technology. The industry
ensured that in the present time every person
want to the deal with the online business.
• It has wide range of products, its provide
variety of services like airlines, hotel and
transportation services for customer
satisfaction.
• Skilled and qualified employees are another
strength of company
Weakness -
• Software designing and usability is major
weakness of firm.
• Poor budget for the advertising and marketing
is another drawback of company.
• Poor market presence is the weakness of Duffel.
Opportunities -
• Use of advance technology can create opportunity
for business, use of social media may help in
reaching to mass audience.
• Globalisation is another opportunity for Duffel, it
can enter into new market.
Threats –
• High competition is threat to business that impact
on sales of business unit.
• Changing government laws may affect overall
working of Duffel.

PESTLE Analysis
 Political factors: if there is political instability then tour
operator might face difficulty in arranging travel in
particular country, in such condition they might ace
issue which will affect their sustainability to great
extent.
 Economic factors: If there is high rate of employment,
then Duffel travel company will get benefit as it would
be able to generate more sales because people will have
adequate income and they will buy travel products.

Cont…
 Legal factors :The company follows the legal rules, law and regulations set by
the government. Authorities have made effective visa polices and other
regulations which sometimes create problem for traveller in moving to other
place. Rigid policies decrease the sales of travel package in particular nation
 Environmental factors : If environment conditions are not good then people
might change their mind to go on particular place, this type of situations
impact on overall profitability of the travel company to great extent.

Business target market
The target customers for the duffel travel industry will be the college students, honeymoon couples,
the middle level income group people who wanders for the adventure and users who are seeking on
internet for the adventurous or luxury travels. These may be the people who may have love for the
history, travel culture or are travel blogger. So the target market as follows will be-
 Middle level income householders
 Professionals having the established base for the client in the target market.
 Academic institution seeking adventurous tours for the students.
 Corporation and non profit organisation interest in field trips, retreats and fund raisers.
 Internet surfers seeking for the adventures or soothing travels.

Targeting
 Duffel travel industry is a service company which will implement the sustainable travel
and tourism in the United kingdom. The company will first evaluate the segment of the
market and the selected of the targeted market will be done. The segmentation is done
and to achieve that target market the Duffel travel will try to attract the students and the
professional for the wonderful experience in the market.
 There are the variant number of the choices of the company whether they want to use the
in target in the market. The Duffel travel industry will use the differentiated marketing
strategy as the company will target the different segments with different packages for
travel.

Market segmentation for Duffel travel company
 In the demographic segmentation is done on the basis of the
age and income level of the customer. In the age mainly the
students and the travel blogger between the age (16-25) will
be targeted. The students will mainly be the one who are
interested in the adventurous trips. As the online research, the
potential customer will jump online from there phone or the
laptops which turns out to the opportunity's for the Duffel
travel.
 Geographic- Only the domestic segmentation has been done.
No international travellers are in target segment.

Marketing communication mix-
 Direct marketing- the placing of the service directly
to the customer through a phone call and making them
convince to have a thought in there evoked set,
whenever next time the trip comes into there thought
process.
 Marketing the messages by placing them in the
personal mails, telemarketing calls or the email.
The Duffel will target the professionals and the
students directly connecting through there mails or the
social networking sites or telephonic contacts.

Intend to execute the marketing mix decision in the
business.-
 As the company has it's the target market in the demographic and the
geographic segmentation. The company will apply different communication
mix to execute the concept in the market.
 The students and the professional were the target segment in the demographic
segmentation. The communication mix that have to be implemented to this
segmentation is the advertising and the direct mailing.

Cont…
 Advantages of using the direct marketing for the student that through the social
media networking market as it is cheap as compare to the different
communication strategy. Most of the youngster spend maximum of the 1/3 of
there time on the social networking sites.
 The company will make the accounts on the different social networking sites
and promote there business there. In the direct marketing the company will call
or message directly to the customers to have the awareness of service to the
customers.