marketing report

Marketing strategic (xiaoqi Tan 11060262)

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Marketing strategic

Introduction

Egypt Uncovered is a travel operator with over 10 years of experience designing and

running private and tailor made tour itineraries in Egypt and to many other

destinations worldwide. Here are just a few reasons why you can feel confident

booking with Uncover the world:

• Egypt Uncovered’s knowledge - UK-based team of highly trained travel

consultants who know its specialist countries extremely well, and visits it

regularly.

• Personal service – the consumer will have the same consultant from start to

finish, and the company always try to be as flexible as possible to

accommodate personal requirements and preferences.

• Enthusiasm – highly motivated staff with a real passion for travel.

• Value for money – the low overheads mean the company can offer traveller

the best value for money that other companies just can’t match.

• Financial security –The membership with the Travel Trust Association and

ATOL gives the customers 100% financial protection as all funds sent to the

company are held in a designated Trust Account, which is supervised by an

independent trustee (who is a banker, chartered or certified accountant, or

solicitor) approved by the Travel Trust Association. Your funds are held in

this account and may not be released to us until you complete your holiday.

• Local expertise – the hand picked local agents, guides and reps have proven

track records dealing having worked with us, often for many years.

• Safety – The traveller are fully covered by tour operator’s liability insurance

and the company regularly carry out risk assessment on the properties and

services the company use.

Contrarily, it also has many weaknesses. Firstly, it does not have brand image and the

promotion is not that popular. Secondly, the tour operator has no selling points, just

one address. And then, it has no direct selling, just online selling. Marketing strategic (xiaoqi Tan 11060262)

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Cravens and Piercy (2009) states that deciding which consumer in the market to target

and how to position a company’s commodities for each market target are core

decisions of market-driven strategy, guiding the entire group in its efforts to deliver

superior value to customers. Due to the Egypt Uncovered does not have brand image

and selling points. This report will take the couple as the target market to Egypt

Uncovered. Because the couple without children can have more time and more money

for travel, and they need to have a high quality travel to release the pressure of work,

and promote each other’s love. On the other hand, the Egypt Uncovered has the

ability to offer this for customer, at the same time, they can expand their marketing.

Marketing strategies

Cravens and Piercy (2009) claim that “the positioning strategy integrates the

marketing program (mix) components into a coordinated set of initiatives designed to

achieve the firm’s positioning objectives. Developing the positioning strategy

includes determining the activities and results for which each marketing program

component (product, place, price, promotion) will be responsible, choose the amount

to spend on each program component, and deciding how much to spend on the entire

program.”

At first, Egypt Uncovered is a 10 years experience tour operator, which has too many

travel ideas, like cultural adventures, classic journeys, family tours, city breaks,

cruises, desert safaris, scuba diving, fishing holidays and special interests. But it does

not have the definite brand image and position, in another words mean that this tour

operator does not have its characteristic or attractive point. Each travel route seems to

be similar. Therefore, it needs to come out the brand image and decide the position.

Since the target object is the couples, so the tour operator should understand couples’

needs and wants. J Christopher (2004) held the view that producer should pay

attention to the impulses -not all of them healthy or desirable -that shape consumer

motivation. It is adequate at the point to emphasise that there is a very complex set of

motives influencing most if the product they buy, and this is as true of holidays as of

any other products. Hence, on the basis of meeting consumer’s basic physiological

needs, Egypt Uncovered should offer something special to fit what the customer

wants. For example, the tout operate can think out different private plans on