Developing Strategic Marketing Plan for International Tourism Industry

Bachelor thesis English OPEN
Zhang, Mingmo (2013)
  • Publisher: Lapin ammattikorkeakoulu

International travel agency is the case company where I did my practical training. This thesis focuses on analyzing the case company’s current situation, market environment and competition situation in the tourism market. The main objective is to analyze the complex situation of the case company to develop a strategic marketing plan for the case company to gain competitive advantage. In order to reach the objective, the thesis finds answers to the questions of what the current strategic marketing plan of the case company is, and how it is possible to inform the case company in strategic marketing plan. In this thesis, I provide the theoretical knowledge to support my thesis in chapter two. The theoretical background is divided into four aspects. The first gives the basis theoretical knowledge of a strategic marketing plan, followed by discussions of strategic planning, strategic management and strategic marketing. The main analysis of strategic marketing planning process is expanded onto external analysis, internal analysis, competitor analysis and SWOT analysis. Discussions of marketing mix in the travel and tourism industry complete the theoretical background chapter. The research part is chapter three and it includes discussions of quantitative and qualitative methods to show how the research and collection of the data were managed for analyzing the data. Considerations on research validity and reliability are also included in the discussions, the potential limitations in this research. The result of this thesis is a feasible strategic marketing plan based on analyzing AiBo international travel agency. The new strategic marketing plan puts forward new ideas and suggests a marketing strategy for the development of the case company’s tourism business.
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