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Marketing plan TPPE
- Instelling
- Hogeschool Tio (Tio)
This is a marketing plan I wrote with another student for the subject of TTPE. This report can be used as a guideline. Grade obtained: 7
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GOSULAWESIFINAL PLAN
G o L o c a l!
Shimon Onderstal & Medie van Veen
7 February 2021
Taught by: Cynthia de Beer
TPPE2
https://go-sulawesi.wixsite.com/golocal
,GOSULAWESI FINAL PLAN // 2021
PREFACE
By Medie van Veen & Shimon Onderstal
We are Medie van Veen and Shimon Onderstal, two-second year International
Tourism Management students from TIO, Utrecht. This report is written for the course
‘’Tour Operating Project’’. During this course, we are divided into groups and we each
have to create a tour operator and a matching product, which we will try to position
on the market and sell. The four best products will be able to present their product
and tour operator in front of a jury. The jury will choose the best concept; the winner
will get to go on the tour. We want to bring out a word of thanks to TIO, for giving us
the opportunity to participate in this challenging and fun competition.
A special thanks to our teacher Ms. de Beer, who patiently helped us through all our
hick-ups and made this course really exciting. We would also like to thank all
suppliers for answering our emails and giving us local information about Sulawesi:
Tana Toraja community, the Tangkoko Nature Reserve, the friendly tour guide Petrus
from the Bada Valley, Noni from Victory Tentena Lodge and the friendly people from
the Bolilanga Resort, Also, the parents of Medie deserve a special word of thanks, for
helping us out and providing us with information ( as Medie have visit Sulawesi with
her parents). Lastly we would like to thank our classmates for helping us when we
needed it and for keeping this course exciting and especially very competitive. You
have motivated us throughout the course to stay on top of things and to truly
challenge us.
During this course we worked on the whole project together, however, we did divide
some tasks according to our strengths and weaknesses. Medie focused more on the
frontal part; she was truly the face of our project. Therefore, she was the one who
sent out all the emails and handled the contact with hotels and the activities. She
also took the design of the project as her part as she is more visually set. Shimon
focused more on the financial plan and took his time to make sure all the numbers
were correct. However, most of the project was a team effort and we really work well
together. We learned more about organising things, we found this especially fun.
However, we realised that this whole project truly takes a lot of time and is not to be
taken lightly as it takes time. Financially we learned a lot about putting together a
complete project for a larger target group and we now feel a lot more comfortable
doing the financial part.
, MANAGEMENT SUMMARY
GoSulawesi is a Dutch tour operator that sells private As we have chosen for a 14-day roundtrip, we can
tours to the beautiful island Sulawesi, Indonesia. we promise a competitive price to the Dutch 55+ age
stand for go local because we do everything with a travel market. With all the flights and more excursions
local focus. We are very proud to work with Local included in the final sales price, our travelers will not
Guides to ensure an even more local and sustainable be confronted with unpleasant surprises during their
experience, a positive impact on the local community tour. Also, they have the opportunity to customize the
(shared economy) and to create a more authentic trip thanks to multiple activity options at several days
experience for our clients. We show, tell and educate on of the itinerary; something this generation highly
everything local in Sulawesi! Their homes, family, work appreciates. Finishing the roundtrip in the Tangkoko
and habits; their usual daily lives. And of course we Nature Reserve ensures we can offer an even more
want to give our clients the most authentic experience unique product, as this destination is hardly ever
they will ever had. included in Indonesian roundtrips.
GoSulawesi is the only Dutch tour operator fully We make use of social media, in particular Facebook as
specialized in 55+ age, offering small-sized private 78% of our target group use this. The marketing
tours to the island of Sulawesi, Indonesia. Our mission strategy of GoSulawesi is centralized around the
is to offer quality culture trips with the help of local internet and e-mail. To ensure we stand out from the
guides to ensure that the expectations and the quality crowd, we invest in the development of high-quality
of our clients are met. This stands for what it is we and personal services by phone, e-mail and via our
always promise to incorporate in our roundtrips: website chat. We make use of direct mail marketing.
lifechanging adventures, the exploration of authenticity Such as newsletters, give-away brochures and flyers,
and the immersion into the local way of life. With the feature stories (via public relations or actual news
implementation of our mission we want our vision to items) and positive media stories. We also use direct
become reality, which is to become a successful leading mail in terms of newspaper advertising or advertising
tour operator in Sulawesi who is known as the best inserts in local newspapers and the internet. We offer
culture tour. Being young, innovative, and trend a product that is appealing to our target customers.
oriented, we offer a different travel product from that We namely believe that a picture says a thousand
of our competitors. Trans Sulawesi 14-day tour, a 14- words; that’s why we use many of our own pictures, to
day roundtrip in Sulawesi, allows our travelers to see al give you the fully personal experience. Instead of
the beauty of Sulawesi. This tour combines jungles with trying to compete with our competitors, we will focus
rice fields, waterfalls, traditional villages and beaches. on pointing out the unique benefits of our service. By
asking our existing, satisfied customers for a review
Highlights of the tour include a 2-night stay with the and highlighting all the positive aspects of the
Tana Toraja tribe visit the stone graves at Lemo, the experience they’ve had with our agency. Most satisfied
royal tombs of Suaya and a visit of a cultural customers will not hesitate to give a testimonial. We
performance at Sangala. The traditional village with will post it proudly on our company’s website and
buffalo horns on top their houses and a visit of the watch as it attracts new potential clients.
traditional house carving in Kete Kesu. While traveling
to the traditional village of Tana Toraja you pass the As we can limit the costs thanks to collaborations with
magnificent Sarabuala waterfalls After your stay in the local partners, we find ourselves in the pleasant
Tana Toraja village drive to the mysterious megalithic situation of being able to implement high profit
stones in the Bada valley with open air pick-up truck. margins. This ensures we will make a net profit of
Take a Speed boat to Bolilanga island resort and swim €7.340 in our first operating year. Thanks to a slight
in thejelly fish lake (it’s very safe the jelly do not sting). increase in the number of passengers and an increase
And go coral reef snorkeling and even diving. Visit the in some of the tour prices in the second operating
local markets and handy craft shops Sulawesi has to year, we will manage to make a profit of €16.499 in
offer. And do the Volcano hike and the Tomohon 2022. GoSulawesi is thus not only competitive, but
highland tour were you come eye to eye with the also manages to offer the best quality products to 55+
world’s smallest monkey. Tarcius spectrum. Hopefully age customers and still make a profit
you will see also some Hornbills and black monkeys.
It is the best tour to experience it al. Together with
your private tour guide and driver they will inform
during, so that you don’t miss out any interesting facts
the culture, the people, animals and its history about
the beautiful island of Sulawesi.
, TABLE OF CONTENTS
OUR CONCEPT
Who we are........................................................................................................1
Mission and vision............................................................................................2
Our target group...............................................................................................3
Trends and developments in the travel industry in the travel industry..3
The potential value of our new travel product............................................4
An analysis of Sulawesi...................................................................................5
OUR PRODUCT
The product........................................................................................................7
Day-to-day itinerary..........................................................................................9
Trip representatives..........................................................................................12
Ancillary product...............................................................................................12
Sustainability plan............................................................................................13
OUR MARKETING & ECOMMERCE STRATEGY
Depest analysis..................................................................................................14
Market positioning............................................................................................16
Target group and distinctiveness...................................................................17
Sales strategy....................................................................................................17
Marketing mix....................................................................................................18
Marketing goals.................................................................................................19
Marketing budget..............................................................................................20
Customer journey..............................................................................................22
Information needs of our target group..........................................................23
Conversion goals...............................................................................................24
Bibliography.......................................................................................................25
Appendices
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