B2B marketing planning for tour operators : Timetravels Incoming in Chinese market
Nguyen, Nam; Yang, Yi (2016)
Lahden ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016121820962
https://urn.fi/URN:NBN:fi:amk-2016121820962
Tiivistelmä
Finnish and Nordic destination, despite being fairly unfamiliar to Chinese travelers, are becoming more and more popular. Timetravels Incoming, founded in 2016, is set to capitalize on this new wave of Chinese travelers. Acknowledging the Case Company’s objectives, the authors seek to help crafting an applicable business-to-business marketing plan with insights of the Chinese tourism market.
The thesis is divided into two parts- theoretical review and empirical study. After reviewing essential theories, the thesis follows strategic planning process. Firstly, the situational analysis, which consists of internal and external analysis, is presented. Secondly, the strategy formulation part is crafted with segmentation, marketing mix and implementation plan.
The findings for this thesis includes marketing programmes proposal and analysis results which can help the Case Company in its future business marketing strategic planning.
The thesis is divided into two parts- theoretical review and empirical study. After reviewing essential theories, the thesis follows strategic planning process. Firstly, the situational analysis, which consists of internal and external analysis, is presented. Secondly, the strategy formulation part is crafted with segmentation, marketing mix and implementation plan.
The findings for this thesis includes marketing programmes proposal and analysis results which can help the Case Company in its future business marketing strategic planning.