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During the 3rd semester, the tourism management students of IUBH Campus Studies need to accomplish the “Development of an electronic marketplace for travel products and services” lecture. Together with the business skills learned in IUBH, we implement the theory in practice. The goal of this lecture is to develop a website and write a realistic business plan and to do the research regarding planning and writing a business plan.
This whole business plan presents the results of “Komodonesia” travel agency. First, It will be wrapped up in executive summary, followed by business idea and product / service portfolio. Then we will discuss about market and competition which presents the potential business opportunity of Komodonesia. The result of industry analysis, competitor analysis, and target group analysis will be explained in detail in this part.
Followed by Marketing and Sales (Distribution) strategy plan, the organisation of this company will be discussed to provide the insights of Komodonesia.
The project plan and finance plan will be shown in the end of this business plan to give the reader the information about how this business plan is going to be implemented in such a realistic way.
The following business plan explains the set-up business in electronic marketplace. Whereas we create a website that focuses on educational tour of Komodo in Pulau Komodo (Komodo Island) and around with the activities for customers that can’t be forgotten.
Company philosophy and company identity will be discussed in detail. Our headquarter based in Komodo Island itself. Where all of the company’s departments will be taking place. Komodo Island is located in Nusa Tenggara Timur province in Indonesia.
The products include some educational tour activities around the region guided by local tour guide who speak fluently Indonesian and English. We’ve analysed our potential target group as well as suppliers and competitors in the market.
Online and offline marketing will be used regarding the process of our marketing plan. For online marketing, we will focus on social media. As a further matter, newspaper and will be taken into consideration as offline marketing. Moreover the sales distribution and organization will be explained.
We are an online environmental friendly tour operator company specializing in educational and nature conservation especially to protect Komodo and wildlife in Komodo Island.
Our operation begin this year and provide packages and tours. A variety of different activities while in island also providing accommodation is offered.
We will offer our customers an opportunity to influence the world of travel by choosing to travel green with us. There is an increasing trend in being aware of the environment and the need to preserve it. Since adventure travellers demand unspoiled nature for their travel destinations and support environmental friendly way of travelling, adventure travel promotes this cause. Travelling with us, our customers get to vote for responsible and environmental sustainable travel.
We will also dedicate a part of our operating income to good causes supporting the improvement of environment and sustainable development in the komodo national park area.
For our logo, Komodonesia decided to use bright yellow and blue. Both colors represents the color of the beaches that surround all of the beautiful Indonesian’s islands especially Komodo island. These colors are attractive, and therefore will stay in our customer’s brains.
As a form of legal entity, Komodonesia as Perseroan Terbatas (PT) is a limited liability liability.
Strength: Educational + eco tourism which we provided has a unique point from customers view. Customers don’t only come and visit the region, but also learn how to protect the rregion and still manage to enjoy the beauty of nature.
Opportunity: Komodo island really make the founder of this company sure about the business. This beautiful island and other small islands surrounding are very excited to be explored.
Threat: A lot of big tourism companies can be threatening. Also people still need to adapt how the technology works, it may be time consuming.
According to our clients’ specifications, the website will be segmented by different sports, accommodation, and travel packages. To make sure that the customer feel close to us, we will also provide travel consultation available on the website as a chatbot.
We plan to hire the guides by our professional guides for small groups. Small groups are necessary in order to have a better quality of experience and guidance. The tours will be organized keeping in mind the ecological nature of our business, therefore with the least impact on the environment. The mode of transportation and accommodation during the tours will be as close to nature as possible, requiring only basic equipment. Buying necessary equipment to serve a small group at this stage is essential. Our professional guides will be locals, and will emphasize and teach the basic water sport skills as well as educate the tourists about the komodo dragons. Third-party service providers will be used only in some areas, when special transportation, and/or accommodation are needed, that cannot be provided by us.
The tours with our professional guides will be the core of our activities. To spice up the trip, we will offer exciting trip and activities through partnering with various water sport service providers.
Every trip will have a mission that will improve the state of nature and/or its residents, be it tree planting, coast cleaning, helping with building housing, cleaning water, etc.
We will aim to organize our itineraries in such countries where government policies sup- port natural, heritage and cultural resources. Through their visitation and expenditures, adventure travellers will support the country’s on-going sustainable development strategies.
Adventure travellers frequently seek out opportunities to volunteer in the destinations they visit. By partnering with non-governmental organizations (NGO) we will aid organization partners by offering our customers opportunity to contribute to relevant causes. These volunteering opportunities will help our customers to make a difference in the world.
We will donate 5% of our income to a good cause thus allowing our customers to participate in nature conservation.
We are also planning to provide tours to disabled travellers because we believe that everyone should be able to enjoy the wonders of nature.
We will offer a consultancy on environmental issues and help them make a difference in the world. Komodonesia can take part in improving people’s lives in various locations and contribute towards the sustainable development in .
We will only offer educational tour activities experiences on location. Travel expenses to and from location.
Most of Indonesians still don’t believe to pay credit card online, therefore our company mostly use Bank transfer as the payment
Therefore Komodonesia choose to spend advertising in newspaper as offline marketing.
The competition in the tourism industry in Indonesia is severe. There are many well established companies that have large market shares, and it is very hard for new businesses to enter. Travel industry, however, has many niches and sub categories that cater for different customers. Educational travel and ecotourism are some of those sub categories.
However, the target group focus not only for families but also singles. It is for them, who’s willing to spend their holiday for incredible adventurous experience and want to enjoy the natural beauty but still manage to protect the surroundings.
The increasing development of technology, information and communication has made the number of Internet users that are also increasingly high all over the world every year, including the Indonesia. In addition to Facebook, Twitter, YouTube, Path, Line, BBM, and WhatsApp which become the most favorite social medias of Indonesians, one of the social media that is now growing rapidly is Facebook and Instagram.
Online marketing is the key for Komodonesia to advertise its services. It is cheaper than mainstream media advertising, such as TV, magazines, and various travel publications, and with the majority of travellers doing their research online and using social media, targeted ads on Facebook and SEO (search engine optimization) are preferable methods.
Blogging is also important tool to increase awareness of our services. Also, there’s nothing better than a positive word-of-mouth from happy customers telling their friends and circles about their good experience with our services.
Above is the bar chart of “most popular social media of mobile users in Indonesia as of January 2016, by age group”. As we can see, people in the age of 30-35 years old preferred Facebook with the percentage around 90% of mobile internet users. Meanwhile, people aged 16-25 chose Instagram as their favorite social media platform.
We share the information include profile, packages offered, activities, restaurant and kitchen, culinary, guest visiting, events held, photo gallery, alternative routes to the location, contact address, statistics, visitors’ comments, and polling, while the educational tourism object mostly shares scientific information from observation and researches, confirmation of false information, events schedule, and visitation requirements. The information on social media needs to be presented creatively in order to gain attention and respond from the followers. Our admins interact actively with the followers by replying to the followers’ comments immediately and clearly.
We will also partner with other travel associated enterprises, accommodation providers, and volunteer organisation. After the initial stage of start-up, advertising in newspaper and social media influencer should be taken into consideration. Through the influencers, we believe it is the fastest way to gain more customers.
The management team will have 2 owners or managers that have business studies as a background. They are both have passion for sustainable tourism and willing to reach the same goal. The goal is to educate customers about Komodo and another wildlife in Komodo National Park area in Komodo Island. This can influence all of our employees to have the awareness to ecotourism.
The Organisation has a low hierarchy. We want each employee to feel that they were needed, so that they can grow their skills and passion in the certain area. We also want to have an open communication between employees. Transparency of the company is a must and of course this can motivate our employees to generate new innovative ideas that will compete with other competitors.
One IT-Specialist will be required. She / He has a qualification of Information Technology.
The customer service will be taking care of customer needs. They will be taking care of telephones, e-mail, and replying customers in social media.
The first operation will commence in August 2018.
The proposed of this company will approximately need $3500 or Rp.50.000.000 for the capital.Our main expenses will be the touring equipment, costs for setting up website, and salaries.
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