Student Travel Agency (STA) is a global travel company specialising in independent travel for the student and youth

market aged between 18 and 26 years old

Abhijit Amandeep Kaur Josekutty Joseph Nitish Shibu Ibrahim

MBA
2012

EHWLC, University of Wales

STRENGTHS On-line booking system Global network of branches Specialised product for target market Special deal with the suppliers

WEAKNESSES Specific target market Limited product range Less product knowledge of the employees Poor internal MIS Less online sales

SWOT

THREATS OPPORTUNITIES Increasing number of internet user Increasing number of international students New shopping experience Direct competition with the suppliers Growing budget airlines Government cut to university budget Home office restrictions over the international students

 Bringing

You Face to Face With the World.

VISION
TO BE THE WORLD BEST TRAVEL AGENCY GROUP FOR STUDENTS PROVIDING VALUE FOR MONEY AND TO IMPROVE THE DISTRIBUTION CHANNELS ACCORDING TO CUSTOMER NEEDS AND TECHNOLOGY.
www.statravel.com

 Increase

Students Market penetration to be more than 50% by December 2012. Increase internet usage to the 35.8% over one year time, by May 2013. Increase internet sales more than14% by December 2012. Increase Productivity to 375k at the end of the year 2012

SEGMENTATION

Key Market Market Segments Size

STUDENT

YOUTH

UK Students 981,000

Youth(1625) UK INTERNATIONAL Youth Graduates( 21-25)

5.15 million

1 million

Uniqueness perceived by the customer

Low cost Position

Industry wide
Particular Segment only

Differentiation

Overall cost leadership

FOCUS Generate more exclusive and cheap travel products for target segment of market for increasing penetration

PENETRATION 1. INTRODUCTION OF LOYALITY CARD ,OFFERING DISCOUNTED FARE . 2. PRICING STRATERGY 3. INTERNET MARKETING

PRODUCT DEVELOPMENT 1. GIVEN TO GROWTH STRATERGY WHERE BUSINESS AIM TO INTRODUCE NEW PRODUCT AND SERVICE. 2. ONLINE RESOURCES

MARKET DEVELOPMENT 1. NEED TO CAPTURE NEW GEOGRAPHICAL MARKETSUCH AS INDIA ,CHINA WHERE STA DOES NOT EXIT 2. MORE FOCUS ON ONLINE MARKET 3. NEED TO CREATE MULTI LANGUAGE WEBSITES FOR EASY EXCESS FOR DIFFERENT ETHICS

MARKET DIVERSIFICATION IT MEANS TO DIVERSIFIES YOUR CURRENT MARKET STILL IN PROCESS

 Increasing Online usage from 15%-27.25% Increasing online revenue generated from 1%- 4.75% Escalating website attractiveness from 3.8%-7.5%

 For

students & youths Do to buy travel tickets Because our product Is offering discounted rates That will beneficial for the students Because in terms of money (Special rates for tickets)

High customer loyalty

Low Value for Money

High Value for Money

Low customer loyalty

External Measuring Objectives

CUSTOMER Customer

feedback Mystery shopping

FINANCIAL Profitability Return

on capital

Internal Measuring Objectives

LEARNING

& GROWTH

Empowerment

of employees Continuous improvement INTERNAL PROCESS Reduce delivery cost Lower manufacturing cost

www.scribd.com

Drummond, G., Ensor, J., Ashford, R. (2001) Strategic Marketing. 2nd Edition, Oxford: Butterworth Heinemann
Kotler, P. Amstrong, G. Wong, and Saunders, J. (2008). Prinsiples of Marketing. 5th Edition, Essex: Prentice Hall. Davidson, H., 2006. The committed enterprise. 3rd ed. Oxford: Elseviers science and technology rights department. Hooley, G., Saunders, J. and Piercy, N., 2004. Marketing Strategy and Competitive Positioning. 3rd ed. England: Pearson Education Limited