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Essay / Research Paper Abstract
This 4 page paper presents a contingency plan for the marketing of a travel agent based on a paper supplied by the student. Three alternate strategies are proposed and a break even analysis presented. The bibliography cites 1 source.
Page Count:
4 pages (~225 words per page)
File: TS14_TETAconting.rtf
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Unformatted sample text from the term paper:
competition and internet competition. These threats require that AT have a contingency plan with strategies which will help the firm to remain viable and profitable meeting targets if there is
a change of macro-environment conditions. A number of strategies will be out into place as contingency strategies. First Contingency Strategy The first contingency strategy will be a greater
level of focus on the internet trade. This will help the firm to attract business from a much broader spectrum of clients on a national rather than a local basis.
If there is increased local competition and the firm finds it difficult to compete, or if the market does not grow at the projected rate this will increase the potential
target market making the achievement of sales targets more viable. This will require an adjustment of the way that the marketing budget is spent, with a great level of
marketing taking place on line, possible using search engines and the pay per click, but better placements will be with the use banner advertisements on sites which are of interest
to the target market, so that the message is received by the right market. The use of the internet site will result in lower levels of trade into the
local travel agents, however if the firm wishes to differentiate itself on service they will still require both management teams, possibly moving one to focus on the internet trade and
dealing with customers on the telephone and though facilities such as live chant on the web site rather than customers in the travel agents. Second Contingency Strategy The
second contingency strategy is to enter the school and collage markets. Many schools will organize adventure trips for their pupils, some of these will be short trips, others will be
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