Marketing Plan of Crimea, Ukraine
|Description of the market||1|
|Description of the Dutch tourism market||1|
|The state of the market||2|
|Distribution channels and methods of communication||2|
|Regulations and legislations||3|
|The tour operator||3|
|Description of Thomas Cook Nederland||3|
|Competitors of Thomas Cook Nederland||3|
|External analysis of the Netherlands (PESTEL)||5|
|External analysis of the Ukraine (PESTEL)||6|
|SWOT analysis of the Dutch Market||8|
|SWOT of Thomas Cook Nederland||10|
|SWOT of the Crimea||12|
|Marketing Strategies and Planning||15|
|Marketing Strategy and Implementation Plan||16|
|Marketing communication plan||23|
|Profit and Loss Statement||24|
According to CBS (2013) 74% of the 25 to 35 old Dutch and 58% of the 35 to 45 old Dutch people used social networks in 2012, which means that communicating with customers through social media would represent a cost efficient method for our company. Next to social networks which represent our main communication tool we will use TV commercials, Radio commercials, out-of-home advertising, articles in magazines and newspaper and direct mails to communicate with our target group.
With the product attributes adventure, nature, new experiences and different activities we want to create a new package to a new destination with the best value for money to persuade people of our target group to book it.
To sum up we described our marketing strategies, an implementation and a communication plan in order to achieve our three different objectives and to be successful with our new holiday package.
Within the first year, starting from April 2015, we are aiming to sell 3500 packages of our adventure tour to Crimea. The calculated costs for one week for two persons are €1,891.60. The detailed cost calculation is shown in appendix 1. To make profit we will mark up the costs per package with a profit margin of 15%. Thus the sales price accounts for €2,175.35. The costs that we need to promote and advertise our new package are estimated to account for €679,000. In addition our operating expenses account for €6,400. The detailed calculation is presented in appendix 2 and 3. We are satisfied that we achieve our three objectives and make profit because we make use of a lot of promotion and advertising tools. Furthermore our company is already well-known among the Dutch population which means that we have a high brand awareness. With the profit margin of 15% we are able to pay our operating and marketing expenses and make profit on the same time. Finally the profit and loss statement gives an overview of the estimated costs and revenues for the next three years.