Reho Travel (Final)

8/6/2019 Reho Travel (Final)

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MARKETING PROCESSREHO TRAVEL

Prepared by

Quyen Nguyen (7239084)

Viktoriia Rudiak (7238231)

Thanh Le

PREPARED FOR:

Joel Haire


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TABLE OF CONTENTS

EXECUTIVE SUMMARY Error! Bookmark not defined.

I. INTRODUCTION Error! Bookmark not defined.

1.1. COMPANY BACKGROUND OF APPLE INC Error! Bookmark not defined.

1.2. MARKET POSITION OF APPLE INC Error! Bookmark not defined.

1.2.1. Past Market Position Error! Bookmark not defined.

1.2.2. Present Market Position Error! Bookmark not defined.

1.2.3. Future Market Position Error! Bookmark not defined.

1.3. BUSINESS REASON FOR A NEW PRODUCT Error! Bookmark not defined.

II. PRODUCT ALTERNATIVES AND SELECTION PROCESS Error! Bookmark not defined.

2.1. IDEA GENERATION PROCESS Error! Bookmark not defined.

2.2. CONCEPT GENERATION Error! Bookmark not defined.

2.2.1. Matrix Grid Error! Bookmark not defined.

2.2.2. Screening Error! Bookmark not defined.

2.3. RATIONAL FOR FINAL CHOICE Error! Bookmark not defined.

III. EXTERAL ANALYSIS Error! Bookmark not defined.


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I. THE PROCESS OF DEVELOPING STUDY TOUR MARKETING PROGRAM

Study Tour Marketing Program Development is the process that develops marketing

program for Study Tour.

This process is created for university managers (the clients), university students (thecustomers) and Study Tour team (doers).

1.1. THE INPUTS OF THIS PROCESSy Companys resources which include human resources, marketing budgets and

working facilities.

y Experiences in Study Tour of relevant staffs.y Customers requirements including recommendations on destination and tours

activities, comments and opinions on tour programs.

y Relationships with the stakeholders- Relationship with suppliers (Travelsceen American Express, airlines, hotels

and local companies)

- Relationship with customers (university students)- Relationship with clients (university managers)- Relationship with printing & design company

y Social media networkto advertise Study Tour such as print media, Facebook andstudent websites

y Marketing skills of Study Tour Team and Managing Director.1.2. THE OUTPUTS OF THIS PROCESS

y Open letters to managers of universities

y Study Tours marketing materials- Presentation slides with overview and summary of the years Study Tour

Program


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- Posters which are placed at Study Tour exhibitions.

- Brochures which are handed in to students at Tour exhibitions.- Study Tour T-shirts with logo and slogan of the Tour for students who get on

board.

- Study Tour Name Badges for students to wear during meetings with localcompanies managements. The name badge contains the name and the photo

of the student, logos of Reho Study Tour and the university.

- Study Tour Luggage Tags for students to put on their luggage. This is apromotional trick other people can see it and aware about Study Tour.

- Study Tour Ticket Holders this is a paper-made ticket holder in order tohold tickets for the trip. It contains logos of Reho Travel, name of the Tour

and Rehos Partners.

- Study Tour Post Cards those postcards contains pictures of the destinationand Reho Travels logos. Those will be sent to each student when they are

back from the trip in order to remind them of Reho Travel.

y Editorial on magazines and newspapers.

y Topics on Facebook and Student Union websitesy Study Tour exhibition at universities

II. THE COMPANY CONTEXT OF THE PROCESS

Study Tour is a special service of Reho Travel, a famous travel agency in Melbourne. With

Study Tours for universities, Reho Travel cooperates with universities to bring students to

overseas to meet up with famous companies and learn from their experience in many

different industries.

Study Tours aims to a niche market, therefore the performance of marketing activities that

are undertaken during preparation of the Tour are really important to Reho Travel. We can


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say the Study Tour Marketing Program Development is one of the main processes of the

company.

III. INFORMATION SOURCES

Information needed for the Processes comes from different sources as follows:

y UniversitiesManagements. They will recommend Reho Travel which countries,cities and companies they would like to send their students to. Reho Travel will wait

for their opinions to prepare the Tour Program.

y Partners including Suppliers (Travelsceen American Express, airlines, hotels) andlocal companies. From them Reho Travel gets information regarding tickets, flights,

time schedule and cost.

y Printing & Design agency. Gives information about design and cost of the marketingmaterials

y Experiences of the companys employees.4. Objectives of Analysis

The following are the main objectives of the analysis of the marketing process:

a) To understand if the process is effective

b) To understand if the process is efficient

c) To identify weaknesses of the process

d) To understand about the future actions need to improve the process

e) To evaluate completeness and give future recommendations

f) To examine resource allocations

g) To measure process times

5. Reason for choosing this process


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Study Tour Marketing Program Development process was chosen for analysis because of its

importance to the companys activities and also because it has some problems in the

implementation process.

Study Tour is a niche market offer, which requires more quality work from the marketing

team. However, since Managing Director responsible for the all marketing activities, this

process is not fully effective and efficient.

Currently, the company has idle time in implementing this process that can be shortened or

eliminated. The gap between the end of one activity and the start of the next can be the

cause of inefficiencies. It may require more than one person working in companys

marketing area.

6. Input and output quality

The inputs quality:

Human resources. Currently, human resources that are involved into this process

include Managing Director of Reho Travel who is responsible for the all marketing activities

and some people from the office that only help him with such a process. In order to make

the process more efficient and more effective, company needs more human resources for

internal marketing operations.

Marketing budgets. Since Managing Director is in the heart of the marketing

activities and processes, there are no problems with the budgets.

Working facilities. Reho Travel has two offices. One situated on the first floor on the

busy Toorak road, in between of South Yarra Station and Chapel Street. This office is for

managers, operators, consultants and clients. The other one is in the next building, which is

in 1 minute walk from the first one. This office is more functional, for Managing Director

and Finance department. Currently, the quality of the working facilities is really good.

Experiences. All employees work in the company for a long time and have a lot of

experiences.

Relationships with the stakeholders. Managing Director maintain excellent

relationship with all stakeholders.


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Knowledge of the media network. This input has a big gap currently. Marketing

activities are not exposed properly to all of the media. For the purpose to improve it, the

company needs to hire some student who has more exposure to social media.

Marketing skills. Currently, only Managing Director has marketing skills, but they

are not comprehensive.

The outputs quality:

Open letter to managers of universities. Current letter need major improvement.

Reho Travel needs to consider suggest more different and interesting options to

universities every year. The company needs to conduct marketing research among the

students, which countries they would like to visit, and based on this write open letter with

offerings. This will increase the chance of interest from the students and will attract them to

buy the study tour.

Study Tour presentation to university managers. Again, the presentation need to be

prominent, outlining interesting sides of the tour and offer more interesting tours and

activities during the tour, based on students interests.

Editorial on magazines and newspapers. Quality of editorials ie really good.

Topics on Facebook and Student Union websites. Quality of the current topics is

satisfactory. However, Reho Travel need to expose Study Tours more to social network to

get students to be aware of such tours.

Study Tour exhibition at universities. Quality of the exhibition is good, but the

company needs to make it more interesting, in order to involve attention of the students.

Promotional marketing materials for Study Tour. The quality of the promotional

materials is excellent, however the time spend on this activity is not efficient. The company

needs to find the way to organize the process to be more effective.

List of references

1. Ferrell, O & Hartline, M 2008, Marketing Strategy, 4th edn, South-Western Cengage

Learning.


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2. Haire, J 2011, Lecture Notes: Marketing Management, HBM527, Swinburne

University of Technology, Melbourne, Australia.

3. Hunt, VD 1996, Process Mapping: How to Re-Engineer Your Business, Wiley.

4. Kotler, P, Adam, S, Brown, L & Armstrong, G 2010, Marketing, 8th edn, Pearson-

Prentice Hall, Sydney.

5. Reho Travel website, viewed 06 June 2011, .

6. Sherratt, A, Nicholson, F, & Meek, R 2009, Managing Marketing, Elsevier.

7. Summers, J & Smith, B 2003, Communication Skills Handbook, John Wiley and sons,

Australia.

8. Travelscene American Express website, viewed 28 April 2011,

.

Documents

Reho Travel (Final)