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MSC MANAGEMENT WITH MARKETING
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MARKETING COMMUNICATIONS ASSIGNMENT:
Write a marketing communication plan to get the Heidi to travel with flyhigh Travel Company.
TUTOR: DR YASMIN SEKHON
Contents
INTRODUCTION {text:bookmark-end}
In today’s competitive and crowded market place, the phase “effective marketing is the key to profitability”(Hall 2009) should be the watch word of managers. With this in mind, this report will address issues in the travel industry and then write a marketing communication plan to get the Heidi to travel with flyhigh travels.
{text:bookmark-start} SITUATION ANALYSIS {text:bookmark-end}
The leisure travel a segment of travel and tourism industry is said to be 86% of all UK outbound travel and the sun and beach holiday remains the most popular activity for leisure with 42% participating in it (anon 2009).
{text:bookmark-start} HEIDI GROWING SEGMENT: {text:bookmark-end}
An opportunity exists for fly high because of three main reasons:
The growing segment of fun loving young, single, professionals who earn between £30,000 and £40,000 and want to be treated specially.
The rapid growth of the travel industry which is now considered as one of the most promising industry in the world, it was also confirmed that the British alone took about 45 million trips abroad in 2008(Davies 2009).
And the fact that most travel agencies do not cater exclusively for this segment instead matching them with either the married or a segment that is of a lower class to them.
having studied our target segment and found them to be the “me” generation (sekoh 2009 and channel 4 2009)who make decisions based on their individual wants and needs, not answerable to any one, has the potential to spend a lot of money and want to make the best of their holiday seeing that they are most of the time very busy individuals and look forward to holidays as a way of getting away from it all...