市场营销商业计划书.ppt

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1、市场营销商业计划书市场营销商业计划书Who is Trip of Wisdom?“Trip of Wisdom”Marketing FoundationCutting EdgeInnovationExpert An array of cutting edge experience providingNiche MarketBusiness partnerInsight ProviderExpert on Service andGuidingDevelopmentOver 220 expert consultants across six different offices First in C

2、hina The first firm combing travel business and education in China(2008)One of the worlds largest travelling&education.services groups“Trip of Wisdom”2Trip of Wisdom is more than a global agency With footprints in every corner of the worldOperating in more than 10 countriesHolding the market for mor

3、e than 5 yearsWe understand consumers in more places than anyone else does“Trip of Wisdom”ContentSummaryVisionBusiness Object&Target MarketSWOT AnalysisSegmentationKey strategySteps to achieving objectivesDistribution ChannelsBudgetTimingWhat we provide?Provides special travel experiences for the ab

4、road-targeted travelers Focus on our target market and target market needs Target market segments:the MBAs,especially the IMBAs Trip of wisdom:sightseeing overseas+famous universities and companies visitings Positive aboard-learning and team-working experiences along with the opportunity to create l

5、ife-long memoriesThe premier provider of the experiences affordable and available Major challenges:the uncertainties such as policies changes,lack of capital,the impace of alternative programs SWOT analysis Distribution channels+steps to achieving our objectives Well implement our marketing plan ach

6、ieve our business objectives Summary“Trip of Wisdom”VisionVisionPolitical Situation Economical Situation Socio-Cultural Situation Competition Situation Sales Situation a truly excellent productthe countrys top 10 companiesto provide great servicesto promote cultural exchangesto make a contribution t

7、o business communication Recently:USTCs IMBA class Mid-term:All of the MBA and EMBA classes of the USTC,and then extend to the other universities of AnHui province Long-term:All of the universities operating MBA programTarget Market:Business Objective:Focus on the new requirement of the MBA program

8、International and characteristic,these will be our selling point.Cooperate with the universities,design for their different requirements and objectives,and help them on international study,travel,seminars and related activities.our aim is to occupy this blank market of MBA education.Business Objecti

9、ve&Target MarketBusiness Objective&Target Market“Trip of Wisdom”SWTStrengthsThis is an example text.Go ahead an replace it with your own text.This is an example text.OpportunitiesThis is an example text.Go ahead an replace it with your own text.This is an example text.ThreatsThis is an example text.

10、Go ahead an replace it with your own text.This is an example text.OWeaknessesThis is an example text.Go ahead an replace it with your own text.This is an example text.锐普PPT论坛chinakui首发：SWOTSWOT ANALYSIS ANALYSISMBA Academic Travel AbroadSteps to achieving objectivesSteps to achieving objectivesMake

11、budgetClear division of laborMarket surveySelect channelsBuild brandPursue the goalforecast market demandDevelop a classic product as a pilot and build own brand of“trip of wisdom”Select proper marketing channelsMake budget of time and expense,and estimate profit space.Find partnerlook for partners(

12、including sources of funding,tourism&training,customers),establish mechanisms for shareholders.“Trip of Wisdom”Campus AgencyPrimary stage-used for the universities and Institutions in the province,as a pilot,to constantly optimize the product.Mid-term-used to expand the market of key institutions ou

13、tside the province.Door direct salesMainly used for business customers of Anhui province,customize the itinerary according to different needs.Seminar marketingOrganize MBA academic seminar of MBA related，attract customers and resource providers.Network marketingUsed for MBA institutions and business

14、 customers all across the country.Distribution ChannelsDistribution Channels“Trip of Wisdom”Key strategy IKey strategy ISTP strategy -SegmentationAboard-targeted Travelers in AnhuiTravel onlyVisit someoneParticipate in special activitiesAcademic exchangesThe MBAsLanguage learners The IMBAsAt USTCNor

15、mal MBAsRiskCostChanceCompetitionManagement difficultyDifferentiatedMarketing tacticsLowMiddleA great dealLow&Not easy to copyHigh-Targeting InattentiveInattentive“Trip of wisdomTrip of wisdom”MeaningfulMeaningfulPremium ExperiencePremium ExperienceNormal PlanNormal Plan-PositioningKey strategy IIKe

16、y strategy IIBy DestinationBy BudgetBy TimeBy IncentivesAsiaAfricaMiddle EastAmericaEuropeOceania2000-3000 3001-50005001-80008001-1000010000short time,4-7 dayslonger time,7dayssightseeingvisiting relatives or friendshoneymoon parents and childrenphotographing.i.Current market segmentation in China f

17、or travelling abroad:Market SegmentationMarket SegmentationBUT“Trip of Wisdom”By incentivesMarket SegmentationMarket Segmentationii.New market segmentPilot￥56000Kick off-￥15000Management-￥30000Market research-￥8000Advertisement￥36000Posters￥3000Direct catalogs￥5000Internet ads￥21000Seminar￥7000C O S

18、 TBudget I Budget I Cost(RMB)Cost(RMB)Expected Revenue(RMB)Expected Revenue(RMB)-Market research-Market research 8000 8000-Kick off-Kick off 1500015000-Management -Management 3000030000-Advertisement-Advertisement 36000 36000Posters 3000Direct catalogs 5000Internet ads 21000Seminar 7000-Pilot 56000-

19、Pilot 560001st year 6000002nd year 18000003rd year 9600000Demand(RMB):145000Demand(RMB):145000Return in 2 yearsReturn in 2 yearsBudget II Budget II“Trip of Wisdom”Discussion Market ResearchQuestionnaireResearchFeedbackResourcesContact with foreign universities and enterprisesIntroduce to the domestic universities and enterprisesAdvertisingImplementationTour line design Prepare for the first tourThe first tourSummaryEstablish the brand lineDevelop more tourism routes31OCT10NOV20NOV30NOV10 DECTimingTiming