marketingtur.files.wordpress.com · Web viewBEFORE STARTING… >>>> Mantenga siempre la última copia del proyecto en una cuenta de almacenamiento online . en la que todo el grupo

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BEFORE STARTING…

>>>> Mantenga siempre la última copia del proyecto en una cuenta de almacenamiento online en la que todo el grupo pueda acceder a ella en cualquier momento <<<<<<

- ABSTENERSE DE COPIAR Y PEGAR.

Una vez consultada la información es necesario sintetizarla y redactarla. Si se quiere incluir algo copiado es necesario entrecomillarlo y citar su procedencia. Si es un artículo muy extenso pero se considera importante se puede incluir en “anexos”

- Vaya anotando de dónde saca la información en el apartado BIBLIOGRAFÍA de la forma más específica posible, citando direcciones, autores y fechas. Se valora especialmente que las fuentes de información sean variadas y especializadas en el sector turístico. Consulta el apartado “fuentes de información” externas secundarias

TITLE OF THE PROJECT

COVER

(DESIGN AN ORIGINAL And CREATIVE COVER)

PROMOTERS1234

COURSEDATE

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INDEX

ContentTITLE OF THE PROJECT....................................................................................................................................................... 2

1. IDEA OF BUSINESS............................................................................................................................................................. 5

2. EXTERNAL ANALYSIS....................................................................................................................................................... 6

2.1. Market research................................................................................................................................................................. 6

2.2. The clients............................................................................................................................................................................ 7

2.3. The competition................................................................................................................................................................. 8

2.4. The suppliers..................................................................................................................................................................... 13

2.5. The Company Environment........................................................................................................................................ 18

3. INTERNAL ANALYSIS...................................................................................................................................................... 28

3.1. Human resources............................................................................................................................................................ 29

3.2. The location...................................................................................................................................................................... 30

3.3. Technology and communication.............................................................................................................................. 31

3.5. Our product and service.............................................................................................................................................. 33

3.4. Financing........................................................................................................................................................................... 33

4. SWOT............................................................................................................................................................................................ 36

5. THE OBJECTIVES............................................................................................................................................................... 38

6. STRATEGY.............................................................................................................................................................................. 39

7. PRODUCT/SERVICE......................................................................................................................................................... 41

7.1. Description........................................................................................................................................................................ 41

7.2. Materials............................................................................................................................................................................ 41

7.3. Needs.................................................................................................................................................................................... 42

7.4. Service................................................................................................................................................................................. 44

7.5. Components....................................................................................................................................................................... 44

7.6. Catalogue........................................................................................................................................................................... 46

7.7. Stage of life........................................................................................................................................................................ 47

8. PRICES...................................................................................................................................................................................... 48

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8.1. According to your costs................................................................................................................................................ 48

8.2. According to your clients............................................................................................................................................. 49

8.3. According to your competitors................................................................................................................................. 49

8.4. System of offers and discounts.................................................................................................................................. 50

9. ADVERTISING....................................................................................................................................................................... 51

9.1. Plan of intentions with calendar of programmed events..............................................................................51

9.2. Logo...................................................................................................................................................................................... 52

9.3. Slogan.................................................................................................................................................................................. 52

9.4. Corporate image............................................................................................................................................................. 53

9.5. Advertising at the point of sale................................................................................................................................. 54

9.6. Advertising........................................................................................................................................................................ 55

10. DISTRIBUTION / COMMERCIALISATION...................................................................................................... 56

10.1. Direct distribution or intermediaries.................................................................................................................. 56

10.2. Sellers................................................................................................................................................................................ 56

10.3. E-commerce and promotion in internet............................................................................................................. 57

11. QUALITY PROGRAM...................................................................................................................................................... 58

13. FINAL COMMENTS, CONCLUSION..................................................................................................................... 60

13. BIBLIOGRAPHY AND ANNEXES.......................................................................................................................... 61

(Respect the previous index, DO NOT DELETE IT, is formated and joined to the rest of the archive so that every time that you update the index all page numbers are updated. From now on leave the titles, delete the instructions and add your own material)

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1. IDEA OF BUSINESS- Describe the product and the service that you want to offer- Describe the profile of your customers and the reason why they would wish or need

the product or service that you will offer.- How has it arisen?- Is it a a new idea or has it arisen of the observation of any other? - What’s new in the idea? Explain the qualities or circumstances of the product or

service that will allow you keeping profitable prices.- Initial problems arising from the idea- Initial advantages arising from the idea- What possibilities do you have to get support (financial or advice)?- Why do you think it might work?- How are you going to include social marketing in your Project? In which aspects is

going to be good for society or the community you live in?- How are you going to include digital technologies in your Project?- Describe the entrepreneurs’ work experience, include a list of skills and

knowledges that you might have and that will be necessary for your company.

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2. EXTERNAL ANALYSIS

2.1. Market research.

A. Survey A: Take the general questionnaire (take the final results after combining the results of the whole class, you have received those results in the class email acoount)

Show the general questionnaire questions and results

Choose the 2 most important questions, make a graphic and give and explain what does it mean

B. Survey B: the surveymonkey questionnaire.

Show the surveymonkey questionnaire and results

Choose the 2 most important questions, make a graphic and explain what does it mean

C. Final analysis of all the results and conclusions after analyzing the two quiestionnaires. Explain how do you think these results could affect your Company and what decissions would imply.

( Here you have an example of how the results of a survey can be presented. (click in “here” or copy and paste this link: http://bit.ly/24e68FS in your browser)

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http://bit.ly/24e68FS

http://www.exceltur.org/wp-content/uploads/2016/01/INFORME-PERSPECTIVAS-Balance-del-a%C3%B1o-2015-y-Perspectivas-2016-WEB.pdf

2.2. The clients

Define the criteria you want to use and explain why.

Define the segment you choosed and explain why.

What are my clients’ main characteristics of personality?

Are they easy to Access? How?

How many are they in the market you are working?

TIP: Talk about their tastes, hobbies, personality ... you can include the results of the exercise "client visualization"

CLIENTS SUMMARYTHREATS

negative aspects of this type of customersOPPORTUNITIES

positive aspects of this type of customers

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INCLUYE EN ESTE APARTADO IMÁGENES DE PERSONAS QUE SE PAREZCAN A TU CLIENTE OBJETIVO COMO EJEMPLO. Mejor si son imágenes originales.

2.3. The competition.

1. General aspects about the competition in your business.

- For example

o how agressive is the sector in which you are moving? Think not only of your direct competition but also of any substitute. Where would your customers go if you did not exist? Where are they going now?

o What are the biggest brands? Read publications or reviews of the products on the market.

o Is it very fragmented or a few competitors have the whole market?

o Are there possible barriers of entry to future competitors?

2. Once you know the names of your competitors, highlight the four that are a more direct competition and do an analysis of each of them:

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Write your answers in the this column

COMPETITOR 1 NAMEPersonalityDefine company’s personality.ClientsWhich is their segment? Which criteria they used? Is it a small or big segment? Can you know their market share? Why do they rely on the Company? - What do your customers say about them? Do you think his reputation is good? Search opinions in órums and pages of tourist tips. How do they handle claims?Products/ ServicesIs the product innovative? What do they offer, different options, do they offer a lot of different products or just a few, what is included, define the quality, the material they use… If they have an office or a place to give the service describe the place.PricesShow different packs of prices. Are below or above the average? Do you think they are cheap or expensive and whyPromotionHow do they advertise? What is the main benefit they offer?DistributionHow is their distribution, how do they take their product to the customer?Other information

COMPETITORS 1 SUMMARYMAIN THREAT

the most remarkable thing this competitor does right

MAIN OPPORTUNITYthe most remarkable thing this competitor

does wrong

TIP: You can request more information through an email or a phone call.

REMEMBER: include images of your competitor: their website, the office, their publicity…

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does wrong



11






does wrong



12






does wrong



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2.4. The suppliers.

Who will be my suppliers. Where they are, what are they going to supply, why I choose them.

Select at least 4 specifics and analyze what they offer. That is to say, avoid suppliers that serve any type of company (cleaning, electricity, office material ...) and focus on suppliers that normally will only use a company like yours. Think of the four with which you will most bill.

SUPPLIER 1

What is the main reason to choose this supplier?

SUPPLIER 1 NAMETheir personalityDefine supplier’s personality.ClientsWhich is their segment? Which criteria they used? Is it a small or big segment? Can you know their market share? Why do they rely on the Company? - What do your customers say about them? Do you think his reputation is good? Search opinions in fórums and pages of tourist tips. How do they handle claims?Products/ ServicesIs the product innovative? What do they offer, different options, do they offer a lot of different products or just a few, what is included, define the quality, the material they use… If they have an office or a place to give the service describe the place.PricesShow different packs of prices. Are below or above the average? Do you think they are cheap or expensive and whyPromotionHow do they advertise? What is the main benefit they offer?DistributionHow is their distribution, how do they take their product to the customer?Other information

SUPPLIER 1 SUMMARYMAIN THREAT

the most remarkable thing this supplier is doing right

MAIN OPPORTUNITYthe most remarkable thing this supplier

does wrong

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SUPPLIER 2






does wrong

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SUPPLIER 3






does wrong

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SUPPLIER 4






does wrong

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PUEDES INCLUIR EN ESTE APARTADO CAPTURAS DE PANTALLA DE SU WEB, SU LOGO, EJEMPLOS DE SUS PRODUCTOS O CUALQUIER IMAGEN REALACIONADA CON ESTE PROVEEDOR

2.5. The Company Environment

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TECHNOLOGICAL STUDY OF THE ENVIRONMENT OF THE COMPANY(Remember: this is NOT a study of the Company but its environment)

Search for information related with the use of technologies in the environment of the Company as for exemple: How many cellphones per person are there? How many technology-based companies are in the

country? How much is the country investing in R & D and innovation? How many people uses e-commerce, social networks? Etc.

>>> EXPLAIN How can all these events affect your business

TECHNOLOGICAL STUDY SUMMARYThreats Opportunities

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PUEDES INCLUIR EN ESTE APARTADO IMÁGENES O ILUSTRACIONES RELACIONADAS CON EL TEMA QUE ESTÁS ANALIZANDO. Al menos el 50% de las imágenes y gráficos del proyecto deben ser de creación

propia.

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DEMOGRAPHICAL STUDY OF THE ENVIRONMENT OF THE COMPANYDemographic: analysis of population, structure of ages, immigration, structure of the

families…

>>> How can all these events affect your business?

DEMOGRAPHICAL STUDY SUMMARYThreats Opportunities

PUEDES INCLUIR EN ESTE APARTADO

IMÁGENES O ILUSTRACIONES

RELACIONADAS CON EL TEMA QUE ESTÁS

ANALIZANDO.

Al menos el 50% de las imágenes y gráficos del proyecto deben ser de

creación propia.

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LEGAL STUDY OF THE ENVIRONMENT OF THE COMPANYGeneral analysis of laws related with the tourist sector and comment

how can affect for good or for bad to your company. It is NOT necessary to copy the law, just quote some extract and comment it. . Environmental or ecological restrictions, adaptations needed in the company, etc.

If there is an especially important law for your business you can include it complete in ANNEXES.

LEGAL STUDY SUMMARYThreats Opportunities

c.

>>>> REMEMBER: INCLUDE YOUR INFORMATION SOURCES IN “BIBLIOGRAPHY”<<<<<

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ECONOMIC STUDY OF THE ENVIRONMENT OF THE COMPANYCrisis levelsGross domestic productRent per capitaUnemployment rateWages and SalariesConsumer Price indexExchange currency rateBalance of payments (impor/export balance)Level of turist spendingLevel of opening companiesLevel of closing companiesETC.

Each time you analize any of those points, explain how the result can affect your Company in a possitive or negative way

ECONOMIC STUDY SUMMARYThreats Opportunities

>>>> REMEMBER: INCLUDE YOUR INFORMATION SOURCES IN “BIBLIOGRAPHY”<<<<<

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SOCIOCULTURAL STUDY OF THE ENVIRONMENT OF THE COMPANYLifestyles, tendency in education, social groups, fashions, cultural

activities, festivals, congresses…

And how can affect your company

SOCIOCULTURAL STUDY SUMMARYThreats Opportunities

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3. INTERNAL ANALYSIS

3.1. Human resources

Organisation chart: Define and quantify the places of work, his functions and concrete activities.

Costs

HUMAN RESOUCESTemporality: fixed or temporary Agreements?Necessary qualificationHiring aidsReward program: how are you going to pay your employees (fixed salaries, commissions, by services, additional provision…)Style of direction, politics of personnelInternal marketing program (wait to see this section in class)

COSTSMake a Budget for fixed costs in human resources for a regular month

HUMAN RESOURCES SUMMARYstrengths weaknesses

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RECUERDA

Esto es solo un guión puedes desarrollar los apartados como quieras.

Las preguntas son un apoyo genérico pero si consideras

que una pregunta en concreto no tiene sentido en tu proyecto

pasa a la siguiente

3.2. The location

Situation of the headquarters or other offices: city, zone (industrial estate, shopping centre, etc.)

Communication to main roads, subway ,

Map of the zone

Description of the place that you need, square metres, conditions. (You may include a plan)

, Supplies and necessary services (electricity, water, gas, cleaning, maintenance, financial advisor…) each month

Possibility of supply of raw materials (if you are manufacturing a product)

Facilities: Needs of installations, machinery, furniture, decorating, lightning. Etc.

Explain how are you going to decorate your place, lightning, furniture, etc. The style should match your “companie’s personality”

COST IN LOCATION TO STARTCOST IN LOCATION EACH MONTH

LOCATION SUMMARYstrengths weaknesses

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RECUERDA

En este apartado puedes incluir imágenes con estilos de

decoración, iluminación, casas, tiendas existentes… pero al menos el 50% de las

imágenes y gráficos del proyecto deben ser de

creación propia.

3.3. Technology and communication

Make a list of the equipment you intend to use, including a description of them. You can use the following as a guideline.

Fixed and mobile phones

Describe all telephone equipment.

Hardware

Internet: Describes the necessary Internet providers, routers, wifi, etc.

Technology needs: electronic commands, management software, bluetooth, screens, dvd, etc ...

COST IN TECHNOLOGY TO STARTCOST IN TECHNOLOGY EACH MONTH

TECHNOLOGY SUMMARYstrengths weaknesses

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BUSCA PARA ESTE APARTADO INFORMACIÓN

LO MÁS CONCRETA POSIBLE, DECIDE QUE MARCAS Y MODELOS

UTILIZARÁS Y EXPLICA PORQUÉ ESTOS Y NO

OTROS.

3.5. Our product and service.

Advantages and disadvantages of our product or service (Only make an analysis of the advantages and disadvantages that it poses, its characteristics will be fully developed in the section of the product in operational marketing section 7)

MY PRODUCT SUMMARYstrengths weaknesses

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3.4. Financing.

How much money do we have and how much do we need? What is our economic situation? Possibilities to get more money if we needed more. Advantages and disadvantages of our situation.

To be able to do this section it is necessary that at least 50% of the financing is external. You have to figure out how you're going to get it. Find the offers of the banks or foundations and comment on what is more interesting and why. Look for entities that aid entrepreneurs and other alternative financing options.

Make a summary of the most important accounts to see in an approximate way how much money you need to start the Project:

HOW MUCH DO I NEED TO START?

TO START EACH MONTHHUMAN RESOURCESLOCATION/SUPLIERSTECHNOLOGYRAW MATERIALSADVERTISINGDISTRIBUTION

TOTAL

TO START AND THE FIRST MONTH I WOULD NEED

MY FINANCING SUMMARYstrengths weaknesses

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4. SWOT.

Put togheter here all the summaries you have been writing in each section, ie what are the main advantages and disadvantages of external analysis (opportunities and threats) and what are the advantages and disadvantages of internal analysis (strengths and weaknesses)

STRENGHTS THREATS

WEAKNESSESS OPPORUNITIES

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ASSESSMENT MATRIX

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Conclusion of the report:

What is my competitive advantage? What is it that I have that no one else offers?

What is the main opportunity that I will try to take to take my company further?

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5. THE OBJECTIVES

Explain the goals you are intended to achieve, the size of our company and the prospects for the next few years. Explain why you have chosen these and not others.

SHORT THERM GOALS (1 to 3 years)

DEFINITION IN NUMBERS IN TIMEGOAL #1GOAL #2GOAL #3GOAL #4

LONG TERM GOALS (3 to 5 years)

DEFINITION IN NUMBERS IN TIMEGOAL #1GOAL #2GOAL #3GOAL #4

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6. STRATEGYPUEDES INCLUIR EN ESTE APARTADO IMÁGENES O ILUSTRACIONES RELACIONADAS CON EL TEMA QUE ESTÁS ANALIZANDO.Al menos el 50% de las imágenes y gráficos del proyecto deben ser de creación propia

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MAIN STRATEGY:

Why do you think it might work?

Explain how will you develop it.

Complementary strategies in the long term

7. PRODUCT/SERVICE

7.1. Description

Describe clearly the concept of product and / or service to be launched. HIGHLIGHT ITS INNOVATIVE ASPECTS.

7.2. Materials

If it is a product, specify materials, components, etc. An attachment can be included if the products are several or a letter. If it is a pure service you do not have to do this section

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7.3. Needs

Review the “needs” point in “the client” (unit #3)

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MAIN NEED

Why?

How is your p/s going to cover

this need?

Advantages

Disadvantages

OTHER NEEDS TO COVER AND WHY

7.4. Service.

Which service is offered with the product?

Draw a Service Diagram to explain how the service will be performed.

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7.5. Components

A. BASIC P/S

what is the basic product / service you will offer. The most basic option that customers can buy. The most simple pack of services a client can buy

B. COMPLEMENTARY P/S

WHAT? CHARACTERISTICS

1

2

3

4

A. PERIPHERAL P/S WHAT? CHARACTERISTICS

1

2

3

4

A. SPIN OFF P/S WHAT? CHARACTERISTICS

1

2

3

4

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7.6. Catalogue

CREATE A CATALOGUE OR A BROCHURE with at least 5 packs of services to be offered to your client developing the details of each one (prices, what is included, innovations ...). You can include the prices here although you will develop them in the prices section as you have calculated them.

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PUEDES INCLUIR EN ESTE APARTADO UNA MAQUETA

DE UN CATÁLOGO.

Recuerda que al menos el 50% de las imágenes y

gráficos del proyecto deben ser de creación propia.

7.7. Stage of life

In what stage of life is your product / service?

How does that affect your company?

STAGE (and explain why)

PRICE

PUBLICITY

DISTRIBUTION

COMPETITORS

SALES

INITIAL INVESTMENT

PROFIT

NUMBER OF CLIENTS

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8. PRICES

8.1. According to your costs

Think about a standard product/service you will be offering, the most common one.

According to “financing” point calculate what are your total fixed costs per month.

MONTHLY FIXED COST

Estimate the number of services you plan to sell each month.

NUMBER OF MONTHLY P/S

According to your “goals” point, estimate what benefit you need to achieve each year. How much do you need every month?

MONTHLY BENEFIT

Divide MONTHLY BENEFIT / NUMBER OF MONTHLY P/S and you will have BENEFIT PER ONE P/S

Divide MONTHLY FIXED COST / MONTHLY SERVICES and you will have the FIXED COST FOR ONE P/S

Calculate the VARIABLE COST of a single product (raw materials or external services that will be included)

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Add:

ONE P/S FIXED COSTONE P/S VARIABLE COSTONE P/S BENEFIT

REFERENCE PRICE

8.2. According to your clients

According to your type of clients you can rise or low the REFERENCE PRICE

Explain which percentage you will rise or low the REFERENCE PRICES and why

CLIENT REFERENCE PRICE

8.3. According to your competitors

According to the amount of competitors you have decide if you will have to low the CLIENT REFERENCE PRICE or maybe you can rise it. Which percentage? Why?

FINAL REFERENCE PRICE

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8.4. Offers and discounts program

Create your own Yield Management program with discounts and promotions according to different types of clients, seasons or demands

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9. ADVERTISING

9.1. Plan of intentions with calendar of programmed events

Imagine a whole year, from January to December, and decide what dates of the year you will do your advertising and explain why those dates.

At each date explain what you are planning to do and why.

Special mention should be made of the digital advertising plan.

How much will that cost?

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SEARCH

SPECIAL OFFERS OF ADVERTISING COMPANIES AND MAKE A BUDGET.

MOST OF THE COMPANIES PUBLISH THEIR RATES BUT YOU CAN SEND

THEM AN EMAIL OR CALLING ASKING THE RATES.

9.2. Logo

Create your own logo. You can draw it by hand or create it with a computer but

DO NOT DOWNLOAD IT FROM THE INTERNET, NOR TOTALLY OR PARTIALLY

>>>> Explain the origin of the idea, the hidden meaning or why did you chose those colors.

9.3. Slogan

An original sentence summarizing your proposal. Explain why, what do you spect from the sentence.

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EL SECRETO DE UN BUEN SLOGAN ES PENSAR EN LOS BENEFICIOS QUE TU PRODUCTO O SERVICIO

APORTA AL CLIENTE

9.4. Corporate image.

Posters, bills, envelops, t-shirts...

How would my logo look on a business card, an invoice, a T-shirt ... or any place you can think of. You can create images with your logo or explain the "image style" you want for your company: colors, shapes, dynamics, personality, etc..

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9.5. Advertising at the point of sale

What ppv are you going to use? Describe them as closely as possible and create a mockup of some for the project exhibition. Remember what you saw in class on this topic. The possibilities are endless and the models can be used for the ENTREPRENEURS 'FAIR.

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9.6. Advertising.

Create a project of advertising for press, radio, tv or internet.

Important: DO NOT use images or drawings downloaded from the internet, it is very important to create your own material. It is also not ok to modify an image

downloaded from the internet. All the material has to be original and created specifically for this company.

The most basic option to do for this section is a poster (it can be for the wall or the design of a possible page in a magazine). If you have other skills you can create a video, a radio, a web page ... or anything you can think of.

You will also be able to use this advertising in the ENTREPRENEURS 'FAIR

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10. DISTRIBUTION / COMMERCIALISATION

10.1. Direct or indirect distribution.

Keep in mind that although the easiest is the direct distribution for a starting company, it is very difficult to make a dent in the market without the collaboration of someone already inside.

If you choose direct distribution explain how you will compete with the big ones that already have consolidated positions.

If you choose to use intermediaries, comment on your plans: with wholesalers, retailers, partners, etc. You go to work and why. Use specific names of existing companies. What advantages, disadvantages and consequences can this decision have.

10.2. Sellers

Ideas to find, hire, manage, reward workers who help you distribute the product or service. Especially at the beginning of a company is essential to have a good portfolio of commercials.

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10.3. E-commerce and promotion in internet.

Describe in detail how you plan to use the Internet to market your product or service. It provides a detailed list of the costs involved in establishing, operating and maintaining your e-commerce activities. Describe the actions that you will carry out related to SEO, SEM, SMO, ETC.

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11. QUALITY PROGRAM

What quality program do you intend to apply?

Why this and not another?

How much will it cost?

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PUEDES INCLUIR EN ESTE APARTADO IMÁGENES O

ILUSTRACIONES RELACIONADAS CON EL

TEMA QUE ESTÁS ANALIZANDO.

Al menos el 50% de las imágenes y gráficos del proyecto deben ser de

creación propia.

12. CALENDAR OF ACTIVITIES

Summary of the events to be carried out (as a calendar but in chronologically inverse sense) from the beginning of the project until the day that the company is opened. It is advisable to attach an approximate schedule of the activities to be carried out and on what date they should be fulfilled for the correct development of the business project. You can go do it as you go through the project by placing each activity in its corresponding chronological place.

Example.

Activities to take

A year before: Drafting of the project, etc.

9 months before: contacts with suppliers

6 months before: suppliers contacts, furniture purchase

3 months before: Product Test

1 month before: constitution society

1 week before: advertising campaign, press, etc. Hiring workers.

Opening day: Review details, receive guests

After opening:

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13. FINAL COMMENTS, CONCLUSION.>>>>> VERY IMPORTANT POINT<<<<

What has changed in your ideas since the project started so far? Difficulties or possibilities you have discovered while doing the project. How has been the experience of carrying it out. How the future comes from here

EACH COMPONENT OF THE GROUP SHOULD WRITE HIS/HER OWN CONCLUSION

minimum one extension sheet per participant in the Project

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14. BIBLIOGRAPHY AND ANNEXESRemember the importance of using different sources of information. Internet is just one of them but there are many more that will make the project really different and attractive.

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Documents

marketingtur.files.wordpress.com · Web viewBEFORE STARTING… >>>> Mantenga siempre la última copia del proyecto en una cuenta de almacenamiento online . en la que todo el grupo