基于市场目标,广告和促销市场营销计划.docVIP

基于市场目标,广告和促销市场营销计划 　　摘要：本文主要是给出市场营销计划 和BCFTCS Holidays的相关信息以供董事会 决策。本文研究某个度假休闲的典型地区作为数据研究的来源，并基于市场目标，广告和促销阐述市场营销计划。 　　关键词：市场营销计划 市场目标 广告 促销 　　Abstract：The purpose of this report is to give the marketing plan and information on BCFTCS Holidays to the Board of Directors. The writer will research a good region as a holiday destination search for data and resources， and make a marketing plan to justify the market target， advertising and promotion. 　　Keywords： marketing plan；market target；advertising；promotion 　　BCFTCS Holidays is a small to medium size tour operator which has been maintaining a market share （approx 3%） with a total capacity of 500，000 but the overall market is now much more competitive. For this year’s launch the Board of Directors require from the Marketing Management details of the marketing plan prior to funding approval being given. UK inflation is 3.0%， the price of most products， fuels and foods have raised， which add more cost to consumer expenditure； however the minimum wages has increased year by year， therefore economy in the UK will not be influenced much by inflation； anticipated market growth is 5%， so they are both steady. Interest rates are 5.25%， which is a little bit high. People may not spend or borrow too much money from bank or choose an expensive holiday package； in recent years the Euro has gained in strength so the exchange rate between the Euro and the Pound sterling is 1.4-1.0， so it costs more money to travel in Europe than ever before. These are negative factors that may influence UK travellers when choosing a destination for a short haul holiday. 　　1.destination and segment of the market to be targeted 　　The Marketing Management team has decided that the destination will be Lanzarote in Spain. “Lanzarote is situated just 70 miles off the coast of Africa and is the most easterly of the Canary Islands. Lanzarote enjoys a mild dry climate with average daytime temperatures ranging from about 21°C in January to 29°C in August” （h