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This marketing report is going to look at the internal and external analysis of Mark Warner Holidays Ltd. It will identify the strengths and weaknesses of the business and look at potential opportunities or remedies for the main problem it may have.

Extracts from this document...


MARK WARNER HOLIDAYS LTD MK280 Marketing Applications Hand-In Date: 22nd January 2009 Mark Warner Holidays Aim This marketing report is going to look at the internal and external analysis of Mark Warner Holidays Ltd. It will identify the strengths and weaknesses of the business and look at potential opportunities or remedies for the main problem it may have. Company Background Mark Chitty set up Mark Warner in 1974 as he saw a gap in the market for singles and couples activity holidays. Chitty borrowed the �1000 he needed to secure their first chalet in Verbier, Switzerland and Mark Warner Holidays was founded. It was largely family run as Mark himself took to ski hosting, and his mother dealt with all of the bookings, and organised the cooking and cleaning of the chalet. The following year, Chitty wanted to expand his business into Val D'Is�re in France, but needed more money to do this. He called upon his school friend, Andrew Searle, to help with the finances. In 1982, the Mark Warner Summer Programme was introduced with beach holidays and water-sports replacing the chalets and skiing. Mark Warner's philosophy is to combines great locations, good company, friendly staff and a relaxed environment to offer unique holidays. With Chitty and Searle's entrepreneurial skills, the business has developed into 'one of the most highly regarded independent travel companies in the UK' with nearly 55,000 passengers using them to jet of on either ski or beach holidays. They rely mainly on word of mouth recommendations. Each year, more than 75% of business is repeat bookings. Mark Warner Holidays Ltd has over the years started to facilitate for the family holidays. They have invested heavily in better comprehensive accommodation and childcare facilities whilst also keeping their original ideas of singles and couples only holidays by still reserving some hotels and ski chalets for adults only. Financial Background Since the inception of the company in 1974, the accounts has been very profitable but we going to be focusing on the company's financial performance and operation for the last 10 years, 1998 - 2007. ...read more.


In the UK it is an employment law to do a Criminal Record Check before allowing people to work with children, under The Working with Children Act 2004. Mark Warner must also comply with the laws in employment, for example the National Minimum Wage requires employers to pay their employees rates depending on their age. The rates can change yearly and the current rates as of October 2008 are: �5.73 per hour for workers aged 22 years and older, and a development rate of �4.77 per hour for worker aged 18-21. (www.hmrc.gov.uk) There is also a new law being passed in the Alps which requires all children under the age of 14 to wear helmets on the ski slopes, following the death of a mother in a collision in Austria. Austrian authorities predict 5,000 serious head injuries on the slope each season. Mark Warner therefore has to make sure that the staff is aware of these regulations and children in ski-school at their resorts are wearing helmets, or they will be held liable for any head injury that may occur. Environmental: Increasing public awareness of environmental issues such as the consequences of global warming and environmental sustainability has put pressure on companies to become more socially and corporately responsible for the environment. The travel industry has increased pressure as aviation causes the most pollution and hence environmental damage. ABTA has planned to implement a Travelife Sustainability System to all its members, one being Mark Warner. "The system provides a set of guidelines for tour operators and their suppliers to follow which can be rated through an online checking process." (www.abtamagazine.co.uk) This will allow Mark Warner to be more eco-friendly and can gain competitive advantage as it will show consumers that they are being environmentally responsible. The effects of global warming can now be seen in the holiday and travel industry, on the ski slopes. ...read more.


They could also consider further advertising their partnership with Pru health to entice customers to both use them and take out health cover. MW must consider opening up links with internet search engines to allow them to be found when people are searching for holidays. At the moment they are only a sponsored link when searching for 'ski holidays' on google and they could become much more well known if they were to become a result of such a search. Very few people choose to look at the sponsored links and choose to view results instead. By becoming a 'result', MW will again open itself up to a wider market of people and therefore could potentially make more holiday sales. Appendices Appendix 1 Holiday Industry Questionnaire: (Please tick the appropriate box(s)) Age: Under 16 17-25 26-40 41-55 56+ Gender: Male Female 1. How often do you go on holiday (abroad)? Never Once a year 2-3 times a year 4-5 times a year 6 or more times a year 2. On average, how much do you spend when booking a holiday (per person)? �100-299 �300-599 �600-899 �900-1199 �2000+ 3. What type of holidays do you usually go on? Adventure/Activity Family Singles Couples Other Please specify......... 4. How do you book your holiday? In person with a travel agent Telephone Internet Other Please specify......... 5. Have you ever booked with the following tour operators? Thomas Cook Lastminute.com Mark Warner First Choice Iglu Neilson 6. If you have booked with Mark Warner, when was last time you went on one of their holidays and where did you go? If you have not, please continue to question 10. 7. Why did you choose Mark Warner? 8. How would you rate their following services? Excellent Good Not satisfactory Disappointing Don't Know Price Service Childcare Atmosphere Location Activities 9. Would you book with Mark Warner again? Yes No If the answer is no, why not? Please continue to question 11. 10. Why did you choose not to book with Mark Warner? 11. ...read more.

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