Marketing Plan: Trailfinders' London Tourism Package for New Year

This report presents a marketing plan for Trailfinders, a travel company, focusing on a new tourism package designed to attract customers to London's New Year's Eve celebrations. The plan includes a segmentation, targeting, and positioning analysis to identify the target market and tailor the package accordingly. A PESTEL analysis examines the external factors influencing the package's success, while a SWOT analysis assesses the company's strengths, weaknesses, opportunities, and threats. The marketing mix, encompassing product, price, place, promotion, people, process, and physical evidence, is detailed to ensure effective marketing strategies. Finally, SMART goals are established to measure the plan's success, aiming to increase customer engagement and sales during the event. The report provides a comprehensive overview of the marketing strategies employed to promote Trailfinders' tourism package and achieve its objectives.

Marketing
Plan

Table of Contents
INTRODUCTION...............................................................................................................................3
MAIN BODY.......................................................................................................................................3
Segmentation, targeting and positioning analysis...........................................................................3
PESTEL Analysis............................................................................................................................4
SWOT analysis................................................................................................................................5
Marketing mix.................................................................................................................................5
SMART analysis .............................................................................................................................6
CONCLUSION....................................................................................................................................7
REFERENCES....................................................................................................................................8

INTRODUCTION
Marketing plan is an important part of a business plan. It is a major business activity to
achieve marketing objectives according to define path. It includes various actions to accomplish
marketing strategies. London is a very famous city for its unique events and festivals. Trailfinders
company is a travel company. It is a huge independently owned travel company. The company has
31 centres in the UK country and 3 in the Ireland. The Trailfinders company has a speciality to
promote London city worldwide. New years Eve London Official Fireworks & Event Guide 2019
2020 is a big event that will be organize in London for new year party. During the event of New
years Eve London Official Fireworks & Event Guide 2019 2020, the travel company introducing a
new service of unique tourism package to attract the huge customer base. This report will includes
the marketing plan for the development of new tourism package to increase customer engagement
and sales during the New years Eve London Official Fireworks & Event Guide 2019 2020.
MAIN BODY
Segmentation, targeting and positioning analysis
Segmentation, targeting and positioning is a best marketing strategy to identify their
business market and customers.
Segmentation- By the segmentation, Trailfinders tour company will divide their customers within
the market according to their desires and variable choices. They separated customers who have
similar choices and same character. A proper market segmentation helps the company to develop
their new tour package in a very effective way. They also divide their customers according to their
events choice and their attitude towards the event in London. As a marketing manager, I will
segment the market on the basis of customers characteristics like demographic segmentation such
as gender, life cycle, age, income, education, religion etc., psychographic segmentation such as
lifestyle, social class, personality characteristics etc. and geographic segmentation such as states,
nations, cities, countries, neighbourhoods etc (Biemans, Griffin and Moenaert., 2016). By this, we
can determined the exact expectations of passengers from the events. It is very essential to focus on
consumer behavioural variables. Behavioural segmentation will be make on the basis of customer's
knowledge, use, attitude and attractiveness towards the event. It can helps to identify potential
customers for the new tourism package created by the Trailfinders travel company. It will also
shows the requirements of tourists, customers preferences, characteristics of potential passengers
and their buying behaviour.
Targeting – A a Marketing manager, it is very necessary to focus on the target market in the
marketing activities. Target market must be suitable for the new tourism package services and
accept appropriately. The target market of the company's products or services is must be
appropriate for the new services. It should be essential that the target market gives response to the
new service and marketing program of a Trailfinders travel company (Aslam., 2018). The company
will take effective actions to promote their sales of new tourism package according to the demand
of customer during the event in London. It also described various promotional and advertising
activities in the target market to promote company's services and increase customer engagements.
Positioning- Positioning is defined that how the services is perceived by the customers or
passengers according to the services attribute in the consumer minds. By the Positioning, marketing
manager will identify the exact position of their services in the market, it also describe the
effectiveness of new tourism packages service of the Trailfinders travel company in the target
market. Positioning can be done by the customer's behaviour towards the new service and their
approaches. It provides a ability to determine and differentiate the position of effective service to
gain competitive advantages in the market. During the event of New years Eve London Official
Fireworks & Event Guide 2019 2020, the Trailfinders travel company wants to attract huge

customers towards their new tourism package (Buhalis and Foerste., 2015). So that, the uniqueness
of new tourism package assists the company to set a effective position for their service in the target
market.
PESTEL Analysis
PESTEL analysis is a best tool to identify the various external factors that can impact on
the new tourism package service of a Trailfinders travel company. They focus on providing
innovative tourism package to attract more customers during the New years Eve London Official
Fireworks & Event. It also describe the many elements that will influence the company's
performances and services effectiveness in the specific market. Travel company needs to
understand the various certain trends and elements that are directly affects the industry. PESTEL
includes Political factors, Economic Factors, Social Factors, Technological Factors, Environmental
Factors and Legal Factors.
Political factors- The political stability in the country attract huge tourists towards the new tourism
package service of the company. Political stability is very necessary for determining the attractive
image of city and event which attract tourists and also promote the company's new tourism package
service. If in the country has fear of terrorism, warfare and violence than it create negative impact
on the travel company and its tourism package services. The political unrest, travelling rules and
regulations and strikes can also diversely impact the tourists and the performances of travel
company's services. Political instability reduce the tourists arrivals in the city because it can create
major discomfort for the tourist.
Economic factors – Various economic factors can influence the performance of new tourism
package services of Trailfinders travel company. It includes economic growth, inflation rate,
interest rate, exchange rate etc. the economic growth of the country can enhance the power of
tourism industry so that they can develop their tour services in a very innovative way (Chang.,
2017). The effective tourism services will encourage more tourists from the various countries. With
the unique services, company can also able to gain huge competitive advantages from the industry.
Company must give their concern on the changes in people lifestyle and their attractiveness
towards the city events and festivals. It helps the travel company to generate more consumer
engagement.
Social factors- Social factors are the major tool to identify the various social impacts on the
company's innovative tourism package service. The emerging social trends of the people towards
the attending more events or festivals will create positive impact on the travel companies and their
profitability. The interested or high class of people encourages new or innovative tour package
services. Now a days, people are more interested to visiting new places or attending events or
festival, so it can also create positive impact on the Trailfinders travel company's new service. The
cultural changes, customs, lifestyle and consumer buying behaviour can influence the company's
services and their acceptance in the market.
Technological factors- Technology is a major factor to affect the market customers and company's
operations. Trailfinders travel company introducing a unique tour package service to attract more
customers during the London event. They uses automation and innovative techniques in their
service, that will attract more tourists. The online booking facilities, ticket availability enhance the
interest of customers. The effective technology use on the tour package makes the travel more
comfortable and attract more customers.
Environmental factors- Various environmental factors such as transport pollution, tourist
negligence can influence the customer behaviour the company's new tour package. It indludes
many factors such as Environmental issues, power consumption and safe waste disposal, hazardous
material uses can affect the travel company's operations or services (Fine., 2017).
Legal factors – Travel industry rules and regulations must be followed by Trailfinders travel

company. The law relating to introducing new travel package also affects the new service of
company.
SWOT analysis
SWOT analysis is a best strategic planning method to evaluate the strength, weaknesses,
opportunities and threats of the new tour package service of Trailfinders travel company.
Strength- London is a attractive destination place in the world and it is main strength of a
Trailfinders travel company because it helps the company to attract more visitors or customers for
their travel service. The attractive events such as New years Eve London Official Fireworks &
Event will also encourage more customers towards the city. The introduced tour package is very
affordable and unique in nature. By this travel company can enhance the acceptance of its new
tourism package service. Comfortable weather conditions, attractive events or festivals, unique
tourists market in the London attracts more people and that is very beneficial for the travel
companies in London. Highly developed facilities for tourism and convenience for travel is also a
great strength for the company. Trailfinders travel company has also strong distribution network
with various customers and contacts. They have also strong tour operators and accommodation
facilities. The company provides quality and impressive tour package service.
Weaknesses – The weakness of company's new tour package service is the lack of service
advertisement and promotion. In the new tour package service, the intervention of government is
high, so that it can negatively impact their operations (Jarach., 2017). The tour package specially
introduce because of the New years Eve London Official Fireworks & Event 2019 2020, so that this
tour package has short term validity. Uninteresting features in the new tour package is also a
weakness of it. Absence of creativity in the tour package also distract the customers. The low
network connection also reduce the company's sales and customer engagement.
Opportunities- By introducing new tourism package service, they have a great opportunities to
attract global foreign tourists and developed the economic situation of the company. It is great
chance for advance progress and grab new market. The company has a great opportunity to enhance
potential demand for unique or innovative services. Opportunity To increase company's market
share, productivity and profitability. In the season of events and festivals in the London, company's
innovative tour package service encourage more customers. With the support of UK government,
new tour package service create its huge position in the customers mind.
Threat – The high competition in the tour and travel industry is a vital threat of a new tourism
package service. The major threat occurs from the social cultural and environments degradation due
to huge tourism. The variable price of oil is also affect the tourism industry and their travel
packages. The company mainly focus on marketing of their services not on the services
development. Lack of effective educational program for introducing new tourism package service
and its features.
Marketing mix
Marketing mix is an effective marketing tool which includes various elements such as
products, price, place, promotion, people, process and physical evidence. Marketing mix helps the
tourism company to identify customer needs and satisfaction (Kotler and et.al., 2017). It also assist
described the Trailfinders travel company and the effectiveness of its new tour services in the
market.
Product – Tourism services includes transportation, attractions, accommodation, landscapes, shops,
restaurants etc. It also includes the new tourism package services of the Trailfinders travel
company. Company should have to give their full concern on the quality of products or services.
They must have to focus on the attraction of tour package, amenity and accessibility. The
company's services must have a ability to create a effective market image and differentiate from

other tour packages. Tourism package must have attractive features, services quality, amenities and
affordability, that can inspire huge customers from several countries. Trailfinders travel company
offers effective tour package service that are unique in feature (Siguaw and Simpson., 2015).
Price – The travel company should have to adopt a appropriate pricing method for their tour
services. Pricing is a complex process in the tourism industry. It involves the prices of tour
packages and amenities like railways, air travel, hotels etc. all the facilities included in the tourism
package. The Trailfinders travel Company should have to focus on price sensitive tours such as
premium tour and cost savers tours that can be affordable for the person who wants to attain the
event of New years Eve London Official Fireworks & Event 2019 2020. it is also very beneficial
for a company because by which they can achieve competitive advantages.
Place - Place is a main marketing mix element for a tour package service. The whole activities
related to tourism company and their tour package service are dependent upon the place or
destination. The company must have to adopt distribution strategies for tour marketing. In their new
tourism package service, the Trailfinders travel Company must have included the attractive places,
events and festivals of London. Place or event should have its own uniqueness and distinctiveness
as compared to other event or place (Lidstone and MacLennan., 2017).
Promotion- The effective promotion and advertising is very necessary for enhance the market of
tourism company and their unique tour packages. Trailfinders travel Company must have to adopt a
successful promotion channel to expand their new tourism package and its features in the whole
market. Company can use media, print and electronic method to promote their tour service.
People- It includes tourism industry related people such as travel agent, sales staff, guides, local
people, passengers, staff etc. The behaviour of local people can directly impact on the mind of
tourists.
Process- The Trailfinders travel Company uses sequential process to developing their tourism
package services. It includes provision of travel data, operations according to Itineraries, concern
about providing quality service, costing and planning tour, provision of insurance and foreign
currency (McDONALD., 2016).
Physical Evidence- Trailfinders travel Company provides detailed brochure of the specific tour
package includes whole details like included destinations, events, festivals, amenities, food
services, accommodation etc. Company should have to take necessary concern that the specified
services must be provided.
SMART analysis
SMART analysis has a major objective is to decide company's goals in a very effective manner. It
states that the goal of a company must be Specific, Measurable, Achievable, Relevant and Time
bound (Paley., 2017). It is a great tool for a tour company and their tour package service to
accomplish their goal in a very successful way.
Specific- Company must have to specific about their goals and objectives. When Trailfinders travel
Company introduce a new tourism package service, company must be ensure about their related
mission and activities.
Measurable- When the company implement new services, they should have ensure that the define
goals are measurable, it can assist to accomplish goals and measure their progress.
Achievable – The defined goal must be achievable, it can motivate and inspire the company to
grow their business by introducing several new tourism packages (Roeffen and Scholl-Grissemann.,
2016).
Relevant- The goal must be relevant to the business activities.
Time bound- Company should have to decide the time period within which the goal must be

completed. It saves a lot of time and energy. It also helps the company to grow quickly (Sotiriadis.,
2017).
CONCLUSION
From the above report, it is concluded that during the event of New years Eve London Official
Fireworks & Event 2019 2020, the Trailfinders travel Company gain a huge opportunity by
introducing a new tour package service, which are affordable, attractive and innovative in nature.
The successful marketing plan assist the tourism company to develop their tour package service in
the whole market and also grow or expand their business globally. It will helps the Trailfinders
travel Company to identify many internal and external factors that can influence their new tour
package services and its effectiveness.

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