Running head: Marketing Plan

Marketing for Tourism and Travel TRTV14310

Submitted by: January Domenden, Celdinia Jane Luperte, Faraz Alavi, and Ayomikun
Fisayo
Submitted to: Charles Boulianne
August 2, 2016

Marketing Plan
EXECUTIVE SUMMARY

In 2017 we are planning to focus on the following Key Target Market, a family of
four, as evidenced by the messaging, visuals, and content available on their
website.
Our Positioning Statement will be Marlin Travels all-inclusive to Mexico is the best
travel agency in Oakville that provides a family of four affordable price all-inclusive
package.
Our Marketing Objectives for 2017 are to increase number of families of four who
will buy an all-inclusive package to Mexico by 25% in the holiday season of the next
two years; to increase number of Marin Travel in Oakville by two to provide travel
insurance to increasing number of family of four within two years; to be recognized
as a number one travel agency in Oakville that sells all-inclusive package to Mexico
for family of four in the next two years by selling travel insurances.
We have chosen Six Key Strategies for 2017 which are Marlin Travel is in partnership
with Air Miles and a member of Transat A.T. Inc. as build on strengths. We will
minimize our weakness which is negative reviews when it comes to customer
service. We will exploit our opportunities in tourism and travel program in schools
and geographic awareness that exposes international culture and environments. We
will manage a threat which is competitors that offers an all-inclusive Mexico same
as Marlin Travel.
We are seeking a total budget of $145,200. This budget will include the following:
Price: The marketing team of Marlin Travel will offer easy ways to boost earnings or
miles under the Air Miles Reward Programs that will give client an affordable or even
a free all-inclusive trip package.
Packaging: The marketing team will create more of an all-inclusive packages with
the help of Air Transat, the companys airline, which will help reduce the cost of
booking flight with other carriers.

Marketing Plan

Marketing Plan

Contents
Situation Analysis....................................................................................................... 4
Marketing Environment Analysis............................................................................. 4
Location and Community Analysis..........................................................................4
Primary Competitor Analysis................................................................................... 5
Market Potential Analysis........................................................................................ 6
Service Analysis...................................................................................................... 7
Marketing Position and Plan Analysis Competitive Advantage................................7
SWOT Analysis........................................................................................................ 8
Marketing Strategy..................................................................................................... 8
Market Segmentation/ Target Market......................................................................8
Positioning Statement............................................................................................. 9
Marketing Objectives.............................................................................................. 9
Marketing Strategy................................................................................................ 10
Implementation Plan................................................................................................ 11
Bibliography............................................................................................................. 13

Marketing Plan
Situation Analysis
Marketing Environment Analysis
Demographic Trends

Economic Trends
Technology Trends

Society and Cultural

Trends
Legislative Trends

9% of Oakvilles population are ages 45 to 49 which is

the highest contributor in the community and earns
$35,000 and up. (Demographics, 2016)
In 2005, the median income of Oakville is $35, 650
CAD. (Oakville-Town, Ontario Canada, 2012)
The opportunities for brands to connect with their
customers and prospects via smartphone which helps
build long trusting relationships with customers that
will drive word-of-mouth promotions long after a tour
or stay and on-going lead generation. (Saperstein,
2016)
Ontario residents travelled the most outside the
country, making 12.8 million overnight trips abroad in
2010. (Statistics Canada, 2013)
Prime Minister Trudeau announced Canadas intention
to lift the visa requirement for Mexican visitors to
Canada beginning December 1, 2016. Lifting the visa
requirement will deepen ties between Canada and
Mexico and will increase the flow of travellers, ideas,
and businesses between both countries. (Canada to
Lift Visa Requirements for Mexico, 2016)

Location and Community Analysis

Marlin Travels is located in 234 Hays Blvd Oakville, ON Canada. A perfect
place to be because everything is accessible from their travel agency. They are
connected with Oakville Transit which has a fleet of 88 low-floor and has about
1,100 bus stops in the town carried over 3 million customers in 2014. (Transit Facts,
2014)
Oakville is home to over 180,000 people and welcomes approximately 1.4 million
visitors year. In 2012, Toronto Life Magazine ranked Oakville as one of five must
visit destinations in the Greater Toronto Area. It is also the location of big
companies like Ford, Siemens and Tim Hortons in Ontario. Most of the people of
Oakville where employed by these companies and it is where the community
generates its income and taxes. (Top Employers by Sector, 2016)
The community has public centers and business establishments like the
Halton Healthcare, Oakvilles Townhall, Oakville Place and alike. They also have

Marketing Plan
recreation centers where the young, adult and seniors can do different activities.
(For Residents, 2016)
Primary Competitor Analysis
Competitors are always part of the business that challenges every individual
in the company to strive hard in order to win the customers and keep them for life.
The three major competitors of Marlin travel agency are McTavish Travel, Adventure
House Travel, and Flight Centre Oakville.
The major threat comes from McTavish Travel an award-winning travel agency
that is owned and managed by Ross and Trish McTavish. McTavish Travel is one of
the largest independently owned and operated agencies in Canada. It has been
active for 40 years and currently located at Hopedale Mall. The agency is one of the
two humanitarian or mission-accredited agencies within Canada. It means the
company obtain contracts with large intercontinental carriers that gives special
fares to large charities, not-for-profit, humanitarian institutions and missionaries.
Just like the Marlin Travel agency, they focus on corporate, vacation, and Group
travel. By listening to their clients and solving solutions to reach the clients need
leads to their success. Some of its strengths and weaknesses are the following;
Strengths
Equipped with state-of-the-art

Weaknesses
It is challenging to look for the

reservation, accounting, and internet

employees that suit the standards of

and travel management report system.

Excellent staff who are well experienced

the company.
Hard time to maintain the quality of

in the retail travel industry and have

what the customers expectations

been with them for over 15-year.

Award-winning travel agency.
(Mctavish Travel, n.d.)

regarding with the services.

Low employee to customer ratio.

The second competitor of Marlin travel agency is the Adventure House Travel
and it is situated in North Service Road. The company is independently owned and
ran by Ron Dawick and he has been in the travel industry for over 40-year of retail,
airline, and tour operator travel management experience. The Adventure House
Travel Agency is specializing in corporate, leisure, and group travel. Its goal is to
provide customers with the effective travel solutions at the good possible price.

Marketing Plan
Strengths

Weaknesses

They have loyal clients that usually

High expenses on marketing because it

recommend the agency.

is an independent travel agency.
(UNIGLOBE Adventure House Travel, 2015)
The third competitor of Marlin Travel Agency is the Flight Centre Oakville that
has two branches in Oakville. The agency is the main retailer of travel products and
services for the leisure and corporate markets. It was once named one of Canadas
top 10 corporate cultures. They have travel experts to understand the travel
requirements, offer most effective solutions, and build long-terms partnerships.
Flight Centre Oakville Agency is giving some advice to clients to maximize their
travel cost savings.
Strengths

Weaknesses

The agency is the main retailer of their

They have 2 branches in Oakville that

own travel products and services.

(Flight Centre, n.d.)

may be considered as their competitor.

Market Potential Analysis

The target market of Marlin Travel in all-inclusive package to Mexico is a
family of four. As of 2011, Oakville is home to 182, 520 people. There are 51,665
number of census families and 29% of it is a family of four. 80.4% of Oakvilles
population is aged 15 years and over. The employment rate of the town is 67.1%
and 49.6% of it is working as a sales and service jobs within the town inside the
business industry. Their median income is $35,650 CAD a year. (Oakville-Town,
Ontario Canada, 2012)
Marlin Travel is one of the 58 travel agencies within Oakville that provides
and helps a family of four an all-inclusive travel services to Mexico. (yp.ca travel
agencies, n.d.)
Service Analysis
Marlin Travel, a member of Transat A.T. Inc. which is one of the largest
integrated tourism companies in the world and the leader in Canadas holiday travel
industry. Marlin Travel in Oakville is a TICO registrant that met the requirements to
be able to sell travel services. It is located inside Walmart where most of the people
of Oakville shop. They have a digital sign that features their promotions, global

Marketing Plan
information and travel videos. They have a wide array of destination choices in the
different regions in the world such as North America, Caribbean and Mexico, and
Europe. They offer personalize service and expert advice. Prices are very affordable
and it ranges from $700 to $1700 including tax, per person, and it vary on their
length of the consumers length of stay. An all-inclusive package to Mexico is usually
3 to 7 nights of stay. They are in partnership with Air Miles, a loyalty program that
offers incentives to customers. Consumers can also book online on Marlin Travels
website which is very accessible. (Sustainable Tourism, 2016)
The weakness of Marlin Travel in Oakville would be the negative reviews from
their clients when it comes to customer services. Also, theres only three travel
consultants in the agency where they have a high number of target markets.
Marketing Position and Plan Analysis Competitive Advantage
From highly personalized one-on-one service, to first-hand travel experience
at clients destination, Marlin Travels expert Travel Professionals go the distance figuratively and literally to ensure that clients have the best travel experience
possible. The marketing of Marlin Travel in Oakville is very effective. They are
included in Transat A.T. Inc. brochures. They regularly advertise their agency in
Oakville through the local newspaper, Oakville Beaver. They also have a TICO
sticker in front of their agency which is a proof that they are legal to operate and
sell travel services to consumers. Marlin Travel in Oakville is located inside Walmart
where they are also advertising the current promotions of the agency. Marlin Travel
has a Facebook page and YouTube site where they post news and updates about
their services. They update their website every week for the purpose of price
updates, new packages and promotions. (Marlin Travel, 2015)
SWOT Analysis
Strengths
Marlin Travel in Oakville is a TICO
registrant
It is a member of Transat A.T. Inc
Customers can book online or in
person
They are in partnership with Air
Miles that attracts loyal
customers

Weakness
Negative reviews when it comes
to customer service
Located right at the back of
Walmart
Low staff issues
The agency is closed when
Walmart is closed
Prices may vary on the travel

Marketing Plan

They have their own airline, Air

Transat
Variety of travel ideas to world-wide
destinations
Opportunities
Similar products on the market
The average income earners can
afford travel services
Having a tourism and travel
program in schools
Geographic awareness that
exposes international culture and
environments
Niche market and products
Baby boom generation most cited high
market potential opportunities

services
Focus on too many segments

Threats
Competitors offers an allinclusive Mexico same as the
company
Competitors are award-winning
travel agencies
Air Canada is priority than Air
Transat
The value of Canadian dollars is
lower than US dollars
Terrorism and zika virus are
blocking people to travel
Online travel agencies that offers lower
price

Marketing Strategy
Market Segmentation/ Target Market
The target market of Marlin Travel in Oakville is a family of four, as evidenced by the
messaging, visuals, and content available on their website.

Categories
Demographics

Target Market Profiles

Variables
Nationality
Age
Income

Family size
Occupation
Gender
Education

Geographics

Location
Population Growth Rate

Typical Breakdowns
Diverse
0-9: 10-19: 20-29: 30-39:
40-49: 50-59: 60-69: 70+
$40,000-$49,999:
$50,000-$74,999:
$75,000-$99,999:
$100,000-$149,999:
$150,000+
4
Professional: managerial:
blue Collar: white collar:
retired
Male: female
High school graduate:
college or university
graduate
Oakville
2.04%

Marketing Plan

Psychographics

Population Density
Climate
Region
Personality
Leisure interest, activities,
and hobbies
Media Habits
Technology usage

Behaviouristics

Main occasion for product

use
Main product benefit sought

Frequency of purchase
Product loyalty status

Urban
Warm: wet: mild: cold
Ontario
Social: extroverted:
adventurous
Travel: arts:
entertainment: food:
environment: culture
Internet: Newspaper:
magazine: television:
radio
Laptop: desktop
computer: smartphone
Leisure: recreation:
socializing: work and
business
Relaxation: new
experience: comfort:
escape: fashion:
entertainment
Every few months:
annually
Some

(Town of Oakville, 2016)

Positioning Statement
Marlin Travels all-inclusive to Mexico is the best travel agency in Oakville that
provides a family of four affordable price all-inclusive package.
Marketing Objectives
To increase number of families of four who will buy an all-inclusive package to
Mexico by 25% in the holiday season of the next two years.
To increase number of Marin Travel in Oakville by two to provide travel insurance to
increasing number of family of four within two years
To be recognized as a number one travel agency in Oakville that sells all-inclusive
package to Mexico for family of four in the next two years by selling travel
insurances
Marketing Strategy
1. Build on a Strength
Marlin Travel is in partnership with Air Miles

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Marketing Plan
The marketing team of Marlin Travel will offer easy ways to boost earnings or
miles under the Air Miles Reward Programs that will give client an affordable
or even a free all-inclusive trip package.
2. Build on a Strength
Marlin Travel is a member of Transat A.T. Inc.
Marlin Travel in Oakville will promote the agency with pride that it is a
member of Transat A.T. Inc. The marketing team will create more of an allinclusive packages with the help of Air Transat, the companys airline, which
will help reduce the cost of booking flight with other carriers.
3. Minimize a Weakness
Negative reviews when it comes to customer service
Marlin in Travel staff will take a seminar or program on how to be a good
representative of the company and how to manage customers. As the
increasing population of family of four in Oakville, Marlin Travel will add one
or two part time staff in order to accommodate the clients needs and wants
in their customized package.
4. Exploit an Opportunity
Tourism and travel program in schools
With an education or background in tourism and travel industry, Marlin Travel
staff will be able to create a customized travel products and services to the
market.
5. Exploit an Opportunity
Geographic awareness that exposes international culture and environments
Marlin Travel will use its electronic resources like Facebook and YouTube to
spread awareness in international culture and environments. Marlin Travel will
support sustainable tourism program that will maximize tourism positive
effects in the destination. Marlin Travel will create recycled products and will
sell it in their office. The agency will also sell travel services to clients that
goes to destination with sustainable tourism programs.
6. Manage a Threat
Competitors offers an all-inclusive Mexico same as the company
Marlin Travel will offer an all-inclusive Mexico with lower price but with
greater value. Marlin Travel will book its all-inclusive Mexico to its own airline,
Air Transat and will increase the miles received through its partner, Air Miles.
Implementation Plan
Marketin
g Mix

Activity

Who

When

Budgete
d Cost

Measurement of
Success

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Marketing Plan
People

Price

Place

Promotion

As the
increasing
population of
family of four
in Oakville,
Marlin Travel
will add one
or two part
time staff in
order to
accommodate
the clients
needs and
wants in their
customized
package.
The marketing
team of Marlin
Travel will
offer easy
ways to boost
earnings or
miles under
the Air Miles
Reward
Programs that
will give client
an affordable
or even a free
all-inclusive
trip package.
Marlin Travel
will support
sustainable
tourism
program that
will maximize
tourism
positive
effects in the
destination.
Marlin Travel
in Oakville will
promote the

Ayomikun
Fisayo,
Human
Resource
Manager

October
6,2016

$600+
Commissi
on

We will hire new

travel agents and we
will take surveys of
customers on how
services were in
travel agencies.

Faraz Alavi,
Executive
Marketing
Officer

Septem
ber 24,
2016

$100 $500

Surveys After
purchase and we will
take feedbacks.

Jane
Luperte,
Director of
Marketing
and
Advertisem
ent

May 6,
2016

$80,000$100,000

We will open a Sub

office in Burlington as
we know there is a lot
of good clients in that
area and both the
office will work
together.

Faraz Alavi

Novemb
er 1,
2016

$4,000$8,000

We have to put up
signs and boards on
the streets and put a

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Marketing Plan
agency with
pride that it is
a member of
Transat A.T.
Inc.

Partnershi
p

Programmi
ng

Product

flyer in the
newspapers in
Oakville town. This
will help the agency
get targets easy and
also promote our new
office in Burlington.
We will make a
database of how
much all-inclusive
packages have been
sold every 6 months.

Marlin Travel
will offer an
all-inclusive
Mexico with
lower price
but with
greater
values. Marlin
Travel will
book allinclusive
Mexico to its
own airline,
Air Transat,
and will
increase the
miles received
through its
partner, Air
Miles.
We need to
develop new
programs for
our staff and
customers to
better
understand
the needs and
wants of our
customers.

January
Domenden,
Creative
Marketing
Assistant

All Year
around

$8,000$10,000

Ayomikun
Fisayo

April 1,
2016

$3,000 $5,000

Travel staff will take a

seminar or program
on how to be a good
representative for the
company and how to
manage customers.
They will learn how to
deal with them in a
formal way.

With an
education or
background in
tourism and
travel

January
Domenden

October
26,2016

$1000

Travel agents full

filling the needs of
different customers
will make it easy to
understand what

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Marketing Plan

Packaging

industry,
Marlin Travel
staff will be
able to create
a customized
travel
products and
services to
the market.
The marketing
team will
create more of
an allinclusive
packages with
the help of Air
Transat, the
companys
airline, which
will help
reduce the
cost of
booking flight
with other
carriers.

people are looking for

in a vacation and
helps in sales. Also
travel agents will
become an expert.

Jane
Luperte

All Year

$10,000$20,000

For all inclusive

packages we will be
in contact with best
hotels and best
airlines to deliver.
With our own airline
we can spend less
and gain more.

Bibliography
Canada to Lift Visa Requirements for Mexico. (2016, June 28). Retrieved from Prime
Minister of Canada Justin Trudeau:
http://pm.gc.ca/eng/news/2016/06/28/canada-lift-visa-requirements-mexico
Demographics. (2016). Retrieved from Town of Oakville:
http://www.oakville.ca/assets/2011%20planning/2011CensusPopulationbyAge
.pdf

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Marketing Plan
Economic Development. (2015). Retrieved from Oakville:
http://www.oakville.ca/assets/general%20-%20business/ecdevannualreport.pdf
For Residents. (2016). Retrieved from Oakville:
http://www.oakville.ca/residents/index.html
Marlin Travel. (2015). Retrieved from OTA Reviews: http://otareviews.com/marlintravel-reviews/
Retail Distribution. (2016). Retrieved from Transtat A.T. Inc.:
http://www.transat.com/en/about/retail.distribution.aspx
Saperstein, L. (2016). 2016 Tourism and Travel Marketing Trends. Retrieved from
The Experience Experts: https://theexperienceexperts.com/2016/01/2016travel-and-tourism-marketing-trends/
Statistics Canada. (2013, June 19). Retrieved from Canada.ca:
http://www.statcan.gc.ca/pub/66-201-x/2010000/part-partie1-eng.htm
Sustainable Tourism. (2016). Retrieved from Marlin Travel:
http://www.marlintravel.ca/travel-agencies/camrose/marlin-travel-42631/79sustainable-tourism-at-marlin-travel#sthash.rJS5GKHw.dpuf
Top Employers by Sector. (2016). Retrieved from Oakville:
http://www.oakville.ca/economicdevelopment/top-employers.html
Transit Facts. (2014). Retrieved from Oakville Transit:
http://www.oakvilletransit.ca/transit-facts.html
Trends in Oakville. (2010, June 2). Retrieved from Statistics Canada:
https://www12.statcan.gc.ca/census-recensement/2006/dp-pd/92-596/P12.cfm?
Lang=eng&T=CSD&PRCODE=35&GeoCode=24001&GEOLVL=CSD&TID=0

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