Travel plans(Marketing of service products) Essay Example

  • Category:
    Marketing
  • Document type:
    Assignment
  • Level:
    Undergraduate
  • Page:
    6
  • Words:
    3894

Executive summary

The paper presents a package trip for couple A & B who are visiting Barcelona for different purposes. The tour has been designed and developed based on different requirements of each couple like food, activities, historical monuments and other activities which they would like to take part in. The different components have been matched with the service element and it is seen that the 7P’s has its applicability in different ways. It is seen that every aspect of 7P is important while designing service packages and it is imperative that packages are developed and designed in a manner which helps to fulfill the different needs of the customer and maximizes customer satisfaction level.

Table of Contents

Introduction 3

Background Information 3

Detailed Itinerary for Couple A 4

Detailed Itinerary for Couple B 10

Applicability of 7P’s of Marketing for couple A 16

Applicability of 7P’s of Marketing for couple B 18

Conclusion 21

References 22

Introduction

Background Information

The manner in which tourism industry is growing has increased competition and has thereby ensured a better bargaining for customers. People have an option and even tour providers look at having customized package for people so that their experiences can be enhanced. This has pressed the need and importance of understanding the different wants of the customers and based on it need to develop customized packages. Barcelona is one of the places which people prefer to travel due to the varied culture and beauty that the place provides. The place has different landmarks like paintings from Picasso, architect from Antoni Gaudi, beaches and so on. The place attracts all type of people and provides an opportunity to explore different places based on the needs and requirements.

Two couples are visiting Barcelona on August 28 and will depart on 4th September and are looking to enjoy their holiday differently. The first couple is Aaron and Ashley (Couple A) who look to come to the place to enjoy their honeymoon. They prefer to spend most of the in romance and also look to visit the architect by Antoni Gaudi as both of them are admirer of architect. The couple would prefer a budgeted package but at the same time would like to enjoy and visit the architect.

The other couple is their parents (Couple B) and wants a package to design as a luxurious one and would like to visit galleries and explore the different paintings by Picasso. Further, both the couple would like to meet one another but occasionally over food. This thereby requires having different customized package for both the couples so that their different needs and wants are met.

This paper looks at providing a complete detailed itinerary for 2 couples who are visiting Barcelona for different purposes and with different budgets. This will be followed by matching the same with the different aspect of 7P’s of marketing and highlighting the manner in which every P’s need to be looked at while looking to develop the required package itinerary. This will thereby help to focus towards improving the overall experience and ensuring maximum customer satisfaction.

Detailed Itinerary for Couple A

The itinerary has been developed for the couples who are visiting Barcelona for their honeymoon and would like to visit the architecture developed by Antoni Gaudi. The package has been developed based on the different needs and requirements of the customer and looks to include breakfast along with lunch and dinner at several places. The package tour has been developed as a “Semi Private Tour” so that the couple gets abundant time to spend with one another and at the same time interact with other people of Barcelona so that they understand the culture and get their personal space as well. This has been developed keeping in mind the budget.

The couple will be provided with a car on private basis for most part of the tour apart from some places where they will have to travel with other people due to budget constraint. Special care has been taken to ensure privacy even during tours which have other people along with them. The tour details will be provided to the couple beforehand so that they have a fair idea of the different places and artifacts which they will see. The hotels have been selected in such a manner that it provides comfort to the honeymoon couple and at the same time fits their budget. The hotels selected are good and at prominent location so that the customer are able to understand the culture of the country as well.

Places/Tours includes references and directions

Remarks/Comments

Arriving at airport

Hotel Rialto check in

Lunch in hotel at Hotel Rialto

Rest Day at Leisure in Hotel

Dinner in Hotel at Hotel Rialto

AUD 1,035 for 7 nights including breakfast

Hotel Check In

Lunch at hotel

Candle Light Dinner

Breakfast in hotel

Hop on hop off tour of Barcelona

Lunch at Olympic Village

Drop to the Hotel

Dinner at local restaurant near the hotel

Lodge in hotel

Complimentary

AUD 79 per person

AUD 47 per person

Included in room rate

Inclusions:

The travelers will see the different monuments and will see places like the façade of Cathedral

The façade of Sagrada Familia

The Olympic Village

Columbus Monuments

Montjuic Mountain Sant Jordi Palace

Seine river shuttle

Dinner at Dos Palillos

Breakfast in hotel

City Seeing and shopping

River Cruise

Dinner at local restaurant named Moments

Lodge in hotel

Complimentary

AUD 160 for couple

Shopping & Relaxation

In the evening the couple will be taken for a romantic candle light dinner through a private car in front of the sea at Olympic Port. The couple can enjoy the privilege views from the wonderful terrace which overlooks the Mediterranean where they will be served at cuisines from the traditional Paellas, and novel rice dishes based on seasonal availability. Overnight stay at the hotel

Special dishes like dishes like Arroz caldoso de gamba con picada de pescador (rice dish with broth) —  Fricandó (veal stew) and suquet (fish stew) — Shrimp Tartar— Seabass with fig chutney and hibiscus salt — Veal Cheeks with turnip vegetable ravioli and red fruits

10:00 – 17:00

Breakfast in Hotel

Tour of Gaudi Architecture

Lunch at Arola Restaurant

Dinner at Can Velles Restauranu

Overnight Stay at hotel

Complimentary

The traveler will be taken to the great route where the Gaudi architecture lies.

Will be provided with a guide who speaks English so that every question can be answered

Special dishes like Lubina  (sea bass)  asada , emulsión de berros , cebolleta y pimienta rosa — Lomo de ternera perfumado en brasas, cereales y jugo ligero de seta

Special servings like chickpeas with lobster, pork feet cannelloni, fresh seafood, meat served on a hot stone, fresh salads and some very nice tapas

10:00 – 14:00

Breakfast in Hotel

Leisure at hotel

Lunch at Hotel Rialto

Dinner & Dance Club

Overnight Stay at hotel

Complimentary

Specially cooked food from Chefs’ menu

A private car will come in the evening to take the honeymoon couple to the lively beaches.

The couple can enjoy the different water activities and rides at their own cost.

Dinner at a local traditional hotel serving local food.

This will also provide an opportunity for the couple to dance and enjoy on the dancing floor and enjoy their privacy

Breakfast in Hotel

Site Seeing of Barcelona Town

Lunch at La Paradeta

Dinner at Quimet I Quimet

Drop at Hotel

Lodge at Hotel

Complimentary

Complimentary

Complimentary

Visit to different architectural and other places

Special Sea food will be served

Special food like neval (a tangy goats cheese), cabrales (a strong Spanish blue cheese, zamorano (a nutty sheep’s milk cheese) and torta del Casar (a soft, creamy farm cheese)

Breakfast in Hotel

Day Cruise

Drop to the hotel

Overnight Stay at cruise

Complimentary

Complimentary

The cruise at NCL Epic so that they can spend time aboard and enjoy the water

Breakfast in Hotel

Lunch at Petit Comite

Departure

Complimentary

Total Cost: AUD 2889

Traditional Catalan Cooking

Pack your luggage for departure to the airport for your journey

Detailed Itinerary for Couple B

The itinerary has been developed for the couples who are visiting Barcelona for their holidays and would like the trip to be a luxurious one which would include different trips to museums and paintings of Picasso has been developed. The package has been developed based on the different needs and requirements of the customer and looks to include breakfast along with lunch and dinner at several places. The package tour has been developed as a “Private Tour” so that the couples are able to enjoy the entire trip in a luxurious manner and understand the culture of Barcelona. The package has thereby been developed to ensure that it a luxurious one with different amenities and features.

The couple will be provided with a car on private basis for the tour and will be provided with either Mercedes or Audi to ensure maximum comfort. Special care has been taken to ensure privacy during tours and the tour has been developed to ensure maximum comfort and enjoyment. The tour details will be provided to the couple beforehand so that they have a fair idea of the different places and paintings which they will see. The hotels have been selected in such a manner that it provides comfort to the couple and maximizes their experience to visit different places. The hotels selected are good and at prominent location so that the customer are able to understand the culture of the country as well.

Places/Tours includes meals, references and directions

Remarks/Comments

Arriving at airport

Hotel Melia Barcelona Check in

Lunch in hotel at Hotel Melia

Rest Day at Leisure in Hotel

AUD 2,325 for 7 nights with complimentary breakfast

Hotel Check In

Lunch at hotel

Breakfast in hotel

City Tour using Mercedes or Audi

Lunch at El Quim Restaurant

Drop to the Hotel

Dinner at traditional Barcelona restaurant near the hotel

Overnight stay in hotel

Complimentary

Included in room rate

Inclusions:

The travelers will see the different monuments and will see places like the façade of Cathedral

The façade of Sagrada Familia

The Olympic Village

Columbus Monuments

Montjuic Mountain Sant Jordi Palace

Seine river shuttle

Traditional Catalan Dishes

Serves Modern European cuisine to Oriental and Asian dishes with a twist like the chef’s special, ‘hot sushi’, which takes the classic sushi roll and cooks it deep fried tempura style

Breakfast in hotel

Leisure at hotel for shopping

Dinner at local restaurant near the river sea side

Lodge in hotel

Complimentary

Shopping & Relaxation

In the evening the couple will be taken for a romantic candle light dinner through a private car in front of the sea at Olympic Port. The couple can enjoy the privilege views from the wonderful terrace which overlooks the Mediterranean where they will be served at cuisines from the traditional Paellas, and novel rice dishes based on seasonal availability.

Special sea food

Overnight stay at the hotel

10:00 – 17:00

Breakfast in Hotel

Tour of Picasso Paintings

Lunch at Tickets Restaurant

Dinner at Hotel Melia

Overnight Stay at hotel

Complimentary

The traveler will be taken to the great route where the Picasso paintings will be displayed.

Will be provided with a guide who speaks English so that every question can be answered

Special food like amón de toro: Home-salting tuna belly painted with Iberian cured ham fat, Spiced tomato tartare with crunchy bread

Breakfast in Hotel

Cruise for 2 days

Overnight Stay at cruise

Complimentary

Complimentary

Complimentary

Board NCL Epic higher deck so that they can spend time aboard and enjoy the water

Breakfast in Hotel

Drop to the hotel

Overnight Stay at cruise

Complimentary

Complimentary

Continue the cruise at NCL Epic so that they can spend time aboard and enjoy the water

Breakfast in hotel

Leisure at hotel

Site Seeing

Dinner at local restaurant named El Racó del Mariner

Lodge in hotel

Complimentary

Shopping & Relaxation

In the evening the couple will be taken for a romantic candle light dinner through a private car in front of the sea at Olympic Port. The couple can enjoy the privilege views from the wonderful terrace which overlooks the Mediterranean where they will be served at cuisines from the traditional Paellas, and novel rice dishes based on seasonal availability. Overnight stay at the hotel

Special food including fish of the day, fried fish, squids and shrimps, lobsters or a remarkable paella de marisco (seafood paella)

Breakfast in Hotel

Lunch at Hotel Melia

Departure

Complimentary

Total Cost : AUD 4,335

Pack your luggage for departure to the airport for your journey

Applicability of 7P’s of Marketing for Couple A

The tour itinerary which has been developed looks to consider the different service element in it. This will help to provide better conformity and will provide an opportunity through which better customer services can be provided (Buckstein, 2010). The applicability of the different element of service quality as provided in the itinerary is as

Product: The itinerary has been planned in such a manner that the products meet the different needs and expectations of the customers. The package has ensured abundant leisure time for the honeymoon couple along with different places to visit so that the different needs are met. In addition to it the tour has been planned in such a manner that it ensures that the couple who love architecture are given the required time to visit the architect of Antoni Gaudi (Mohr-McKenzie & Smith, 1999). The overall mechanism which has been used to develop the product thereby matches the different needs and requirements and will ensure higher satisfaction through the product offerings.

Price: The package has been developed keeping in mind the budget which has thereby forced the operator to choose a 3 star hotel. The different hotels which have been selected are those which serve quality food at budgeted prices. The entire itinerary has been developed keeping in mind the different aspect through which customer satisfaction is enhanced and price acts as a key point in selecting the package (Macher & Richman, 2004). Correct price mechanism will help to ensure that the offerings will be competitive as compared to other tour providers in the market and will help to generate the required satisfaction level among people availing the services.

Place: The package looks at ensuring that all the different locations which are worth seeing are included in it. Since, Barcelona provides an opportunity to explore the beaches and enjoy in the cruise the same has been provided to the customers. The package also includes the architect of Antoni Gaudi which the couple wants to visit and has thereby ensured that the individual needs of the customers are laid stress on. Since, the couple is on their honeymoon the places selected have been done wisely and care has been taken to mix travel with comfort by having both leisure time in hotel and visiting different places. This will thereby help to maximize the level of satisfaction and will help ensure better acceptability of the services.

Process: The process involved in the development of the itinerary is such that it looks to provide an opportunity to explore new and beautiful places at different locations. The process design has been adopted in such a manner that it maximizes customer satisfaction (Robin & Susan, 2003). The different people who are involved in designing the tour have the required expertise and are able to develop a process where from one player to another every aspect which will ensure better results have been looked at

People: The people involved in the creation of package and those who will provide the services have the required experience through which different facets which will multiply the experience can be looked at (Frambach, Prabhu and Verhallen, 2003). Having English speaking driver while visiting different architecture along with guide has ensured that the couple can speak clearly and understand each other. In addition to it the other people who will go about in making the tour successful for example hotel staff and employees are people who have the required knowledge and can bring about a complete change in the manner services are provided.

Physical Evidence: Since services are intangible so special consideration has been given on physical evidence like the hotels selected are well furnished and has good interiors, the different equipments which will add towards better facilities have been provided. The complete design has been such that it intensifies pleasure and makes the person more comfortable and happy with the different activities which takes place.

Thus, the designing of the package matches the several needs of different P’s of marketing and shows the manner in which different factors have been inculcated while developing the package. This will thereby help to maximize the overall experience for customers and will help to ensure that people are able to enjoy the trip to the maximum possible manner.

Applicability of 7P’s of Marketing for Couple B

The tour itinerary which has been developed looks to consider the different service element in it. This will help to provide better conformity and will provide an opportunity through which better customer services can be provided (Guest, 2002). The applicability of the different element of service quality as provided in the itinerary is as

Product: The itinerary has been planned in such a manner that the products meet the different needs and expectations of the customers. The package has ensured abundant leisure time for the couple and ensured maximum comfort to the couple. In addition to it the tour has been planned in such a manner that it ensures that the couples who love paintings are given the required time to visit the paintings of Picasso. The product further looks at having private car which will be either an Audi or Mercedes to ensure maximum comfort. The overall mechanism which has been used to develop the product thereby matches the different needs and requirements and will ensure higher satisfaction through the product offerings (Macher & Richman, 2004).

Price: The package has been developed keeping in mind the luxury which the guest wants and has thereby forced the operator to choose a 5 star hotel. In addition to ensure comfort the couple has been provided with private car which will be either Audi or Mercedes (Taylor & Cooper, 2008). The entire itinerary has been developed keeping in mind the different aspect through which customer satisfaction is enhanced and price acts as a key point in selecting the package. Correct price mechanism will help to ensure that the offerings will be competitive as compared to other tour providers in the market and will help to generate the required satisfaction level among people availing the services (Krasnikov and Jayachandran, 2008).

Place: The package looks at ensuring that all the different locations which are worth seeing in Barcelona which includes land and water are included in it. Since, Barcelona provides an opportunity to explore the beaches and enjoy in the cruise the same has been provided to the customers. The package also includes different paintings and museums which the couple wants to visit and has thereby ensured that the individual needs of the customers are laid stress on. Since, the couple is on their honeymoon the places selected have been done wisely and care has been taken to mix travel with comfort. This will thereby help to maximize the level of satisfaction and will help ensure better acceptability of the services.

Process: The process involved in the development of the itinerary is such that it looks to provide an opportunity to explore new and beautiful places at different locations. The process design has been adopted in such a manner that it maximizes customer satisfaction. The designing of the package further looks to have an opportunity to fit the needs of the customers and looks at including different elements which will maximize the experience and level of satisfaction which the tour provides (Bristow and Frankwick, 1994). The process which has been involved in the designing of package looks to explore places both at sea and land. The different restaurants which have been selected for food has been selectively done so that it maximizes pleasure.

People: The people involved in the creation of package and those who will provide the services have the required experience through which different facets which will multiply the experience can be looked at. Having English speaking driver has ensured that the couple can speak clearly and understand each other. In addition to it the other people who will go about in making the tour successful are people who have the required knowledge and can bring about a complete change in the manner services are provided (Goddard, 2004). In addition to it different employees and others involved in designing the package are such that it maximizes the overall relevance of the package by having different inclusions like speciality restaurants, river cruise and others.

Thus, the designing of the package matches the several needs of different P’s of marketing and shows the manner in which different factors have been inculcated while developing the package. This will thereby help to maximize the overall experience for customers and will help to ensure that people are able to enjoy the trip to the maximum possible manner.

Conclusion

The report thereby presents the manner in which packages have been developed for different couples based on their needs and requirements. The package has been developed based on the customized needs of the customers and looks towards matching the different P’s of marketing. The overall process of developing the package is such that it looks to provide all amenities and ensures maximum customer satisfaction.

References

1. Buckstein, J. 2010. Savvy Shoppers in a Brave New World. Bottom Line, Vol.26, no. 4, p. 28.

2. Bristow, D. and Frankwick, G. 1994. Product manager influences tactics in marketing strategy development and implementation. Journal of Strategic Marketing, Vol. 2, no. 30, pp. 36-48

3. Frambach, R., Prabhu, J. and Verhallen, T. 2003. The influence of business strategy on new product development: the role of market orientation. International Journal of Research in Marketing, Vol. 20, no. 4, pp. 235-246

4. Goddard, J. 2004. ‘A Critical Assessment of the High-Performance Paradigm’, British Journal of Industrial Relations, Vol. 42, no. 2, pp. 349-378.

5. Guest, D. 2002. ‘Human Resource Management, Corporate Performance and Employee Well-Being: Building the Worker into HRM’, The Journal of IndustrialRelations, Vol. 44, no. 4, pp. 335-358

6. Krasnikov, A. and Jayachandran, S. 2008. The relative impact of marketing, research and development, and operational capabilities on firms performance, Journal of Marketing, Vol. 72, No. 4, pp. 187-193

Macher, J.T. & Richman, B.D. 2004. Organisational Response to Discontinuous Innovation: a Case Study Approach, International Journal of Innovation Management, Vol. 8, no. 1, pp. 38-46

7. Mohr-McKenzie, D. & Smith, W. 1999. Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing. New Society Publishers, Gabriola Island BC,
Canada.

8. Macher, J.T. & Richman, B.D. 2004. Organisational Response to Discontinuous Innovation: a Case Study Approach, International Journal of Innovation Management, Vol. 8, No. 1, pp. 87-123

9. Robin & Susan, 2003. In search of Strategic Management Accounting. Social Science Research Network, Vol. 14, No. 3, 29-37

10. Taylor, H. & Cooper, C.L. 2008. Organisational Change: Threat or Challenge? The Role of Individual Differences in the Managing of Stress, Journal of Organizational Change Management, Vol. 1, no. 1, pp. 1-19