Marketing project

You are a Marketing Consultant at SA & Co. Your client, a newly established tourism company that specializes in providing 5-star luxury chauffeur and concierge service to domestic and international tourists interested in exploring Vancouver, BC., and the Lower Mainland. Tourists will be travelling in luxury vehicles for airport pick up and drop off, for all their designated tour programs, or even for business purposes.

They have asked you to design their marketing strategy as they are penetrating new markets despite the possibility of a lock down due to the Covid-19 pandemic.

As BC government is gradually encouraging the hospitality industry to resume business, there will be a lot of changes to the way such travel companies operate post Covid-19. You are aware businesses that invent themselves to make the most of better insight and foresight, as preferences evolve, will succeed tremendously. Keep in mind the aftermath of the pandemic will also provide an opportunity to learn form a plethora of social innovations and experiments, ranging from keeping a social distance.

You have been tasked by your manager to prepare a marketing report to submit to the client on how they should develop and market their brand and marketing strategy to a world-class segmentation strategy in order for this business to thrive. In this report, you will apply the theories you have learned on Segmentation, brand positioning, consumer behaviour, analyzing social responsibility, marketing campaign concept, global marketing, etc., using relevant examples and recommendations where necessary.

Use the following steps:

1. Research, identify, and analyze the target market.

2. Perform a SWOT analysis.

3.Develop goals/objectives for increasing current sales of the product in current markets. Be sure they are measurable, achievable, realistic, specific, and can be tracked, and that they are in line with the organizations mission statement.

4. Select the marketing mix for product, price, place, and promotion. Include necessary resources.

5. Develop a budget.

6. Identify tactics/activities for implementation.

7. Create an evaluation plan with measurements and milestones.

Present the written plan, and conduct an oral presentation to the Executive Director of the company. Your marketing plan will be evaluated based on the content, appropriateness of the strategies based on your recommendations, your ability to communicate the plan to your audience, how you structure and organize the flow of your marketing plan.