The main company's service users are children and young people, ie minors who are often going on trips without their parents or one of them. Therefore, they require notarized parental consent. Moreover, the country's accession to the European Union to develop a common EU internal market, which will ensure the free movement of persons, goods, services and capital, changed the entire legal system.
Competition governed by the laws regulating the relations between competitors and ensures fair pricing, good quality and greater choice. The continuing to be monitored by competitors, changes in their activity, in order to ensure fair conditions for competitors to compete on a proper demand satisfaction.
Since the company the most revenue from travel to foreign countries and these countries' political situation has important implications for the successful work of the company. For example, if the country in which organized tour, conducted political upheavals and financial changes, the company would have to abandon it and look for alternatives.
So the company, in order to successfully operate and compete, must constantly monitor the political and legal developments both in Lithuania and abroad.
Economical environment. The economic environment is characterized by the following key indicators, such as gross domestic product, inflation, unemployment, income buyers, the possibility of obtaining credit and collection level.
According to the Department of Statistics, it can be seen that the gross domestic product per capita is increasing. Due to increasing personal income, as well as their purchasing power.
Inflation is one of the utmost importances to the company's activities with agents. It is characterized by price increases and the purchasing power of the population decline. In addition to these indicators at the firm have little impact and unemployment. The latest Labor Exchange unemployment in Lithuania recently increased.
Socio-cultural. Social - cultural environment primarily characterized by demographics. Their study allows determining the potential number of buyers, their distribution by age, sex, family status, and education, place of residence, occupation, and ethnicity and so on. The company is highly significant outcomes, in particular the essential dynamics (Pranulis, Pajuodis, Urbonavičius et al., 2000).
Most of the company's activities focus on children and young people, so that changes in demographics, ie declining birth rate, the increased number of elderly people and so on., the company would lose the customer base. Or, conversely, increased birth rates, increasing demand.
Thus, the "Excursus" activity is directly dependent on the client's family budget. The latter depends on the number of persons employed in the family. Obviously, if a family with both parents, so their income is higher and they are more capable to use the services offered by the company.
The recent changes in the Lithuanian people approach the family. According to statistics more and more unmarried couples live, decreasing the average number of family members, ie decreases and the total population of the country. So the future may be at risk and "Excursus" activities.
Significant impact on the company's services to choose people's attitudes, opinions and values. For some users, the use of certain services is his personality, individuality, expression. Some of them are very important people. This requirement benefits of tourism enterprises, as the trip is a great opportunity to establish personal and group contacts.
Many people take into account other users of one or other services. It is therefore very important that the different treatment of service users about the company respond well. Since the society increasing number of legally educated people, they more closely the quality of their services and, therefore, the company, falsify customer expectations, to experience financial losses.
So no little importance to a successful business enterprise has the population and demographic changes in consumer attitudes, values, determining services.
Technological. Accelerating scientific and technical progress in the environmental positive impact on the company's activities as emerging new technical means facilitates the work of the company and reduces costs.
Technological progress allows you to quickly make money transactions between companies or banks, to pay for the services of payment cards. Also, purchase services online or by phone.
Most of Lithuania's population uses the Internet, which is an effective way of advertising without the need for high costs. New technologies designed and decorated promotional brochures, business cards are attractive to customers, attracting their attention. In addition, the company can create a positive image through TV and radio, the periodical press.
Travel agents work facilitates the computer because it is designed to a common database, where you can see the number of vacancies, which travels by other operators, and so on. It reduces the transmission of information to customers, and become more efficient communication between tourism businesses.
The various accounting software programs and special forms to facilitate and speed up the company's accounting work. Some parts of the works, which were previously performed manually, are now performed various technical supports, such as.: Cash registers, fax machines, and so on.
With the development of science and education system, an increasing number of skilled tourism professionals, who are able to use the new technology, with new ideas? Their knowledge of the company can use its own improvement.
Vehicle development is a better organizing the transport of passengers and reduces costs. These devices are becoming increasingly comfortable tourists. This is very important during the long trips.
All scientific and technical innovations not only speed up the work, making it more efficient and more quickly available to the client, but also allows companies to collaborate not only with the Lithuania-based, and foreign partners.
Natural environment. An approach to the environment is one of the factors shaping human destinations. According to R. Virvilaitės, some feel powerless against nature, others live in harmony with it, and still others want to control it. Leisure time it promotes love of nature, it is a useful condition for the existence of tourism.
The natural environment includes factors such as climate, natural resources, their use and environmental measures on marketing decisions and actions.
Both Lithuanian and foreign natural environment affect the company's operations, as the company organizes trips both in Lithuania and abroad. The deterioration of climatic conditions in Lithuania, abundant customers traveling abroad. And they improved; people are increasingly opting for travel and vacation in Lithuania.
The natural environment is very important because it is almost unpredictable.
Reduced world oil stocks rise in oil prices. As a result, the company has to adjust its own prices, whereas the majority of company "Excusrus" organized by tour bus journeys. In addition, many foreign countries have paid road tax, which is to restore the natural pollution, and reduces the volume of traffic in certain areas.
The entire macro environment is very different, but they each company makes a smaller or greater impact, so they need to be looked at as a whole and to monitor their changes.
Since the country's economic situation, i.e., population levels of unemployment, inflation, GDP, average wage of consumer purchasing power, and thus the company's revenue. Current economic indicators suggest that the economic situation is favorable for company "Excursus" activities.
The company must constantly monitor the political and legal developments both in Lithuania and abroad, in order to successfully grow your business.
All scientific and technical innovations not only faster, but also makes it more efficient and more quickly available to the client. Vehicle developments are a better organizing the transport of passengers and reduce costs. With the development of science and education system, an increasing number of qualified tourism workers.
The natural environment is almost unpredictable. It includes elements such as climate, natural resources, their use and environmental measures on marketing decisions and actions.
4. S.W.O.T analysis of “Excursus”
The "Excursus" operational strengths can distinguish the most important:
• Great services for children and young people diversity;
• Competent team;
• Flexible system of discounts;
• Large choice of supplementary services.
Operational weaknesses:
• A small variety of advertising;
• Seasonal service;
• Office space busy place, but to come very uncomfortable.
Business opportunities:
• Creation of new routes, in order to reduce seasonality.
• look for visible signs, indications from the street side.
• increasing advertising in the press, at least once a year to use television advertising opportunities.
Main threats:
• The emergence of new competitors, it may be difficult to maintain its market share and compete, improved product performance.
• A change in the rule - the political and economic situation, you may need to change the nature of the activity.
• Consumer attitudes change for the agency and its services offered.
5. Marketing communications analysis of “Excursus”
- Travel Agency "Excursus" situation analysis
Travel Agency "Excursus" situation analysis is carried out in its emphasis on the external and internal environmental factors.
- External Environment Analysis
The external environment analysis is performed in the following order:
- Market analysis;
- Consumer analysis;
- Analysis of competitors;
2. 1. Market Analysis
Market identification.
• A relevant market - Lithuanian tourism market.
• Market characterization aspects of the service - travel for children and the whole family, travels to international children's and youth camps.
• Market characterization geographical aspect - Lithuanian consumer market.
Market size and growth rate. Travel agent "Excursus" specialization - a trip for kids and the whole family, children and youth international camps, but also deals with:
• Cognitive - recreational travel by bus around Europe;
• Sightseeing tours in Lithuania;
• International children's and youth camps in Europe;
• Leisure air travel;
• Personal travel arrangements;
• Bus rental (Neoplan - 122, Neoplan - 316 SH, Neoplan - 316 SH-L, Volvo)
Activities of the Company consist of two main parts: its own product development and sales as well as large national wholesalers ("UAB" Teztour) trips offered for sale.
Additional "Excursus" services can be called:
• Hotel reservations;
• Insurance services;
• Airline ticket sales;
• Car rentals abroad;
"Excursus" is also working on pleasure trips to popular amusement parks (Germany, France, Italy, Denmark, the Netherlands, and others.), These trips range from 799 Lt to 2000 Lt., An international youth camp organized in Spain, Italy, Bulgaria, Slovakia , Turkey, Greece, (cost LT 1000-3300.) first started organizing trips to Lapland (with plans to began to develop other travel agency - Travel Philaret "," grain "), to organize educational trips for teachers and trips to Lithuania, groups of pupils and teams can offer a new quality tourism product - trips to Israel (offers 5 different types of routes). It is in demand and profitable direction (2007. Went 8 group turnover amounted to about 102 thousand. Lt) to be held for older people (40 to 80 years).
Market trends. The country's current economic and political situation in the hope of better results. Recent indicators suggest that economic situation in Lithuania is relatively stable.
Table 1.
Source: The authors concluded according to the Lithuanian Department of Statistics data.
Key factors for success. The main tourism sector in Lithuania success factors virgin nature, beaches, culture and authentic routes. Tourism plays a major role in the implementation of the Lisbon strategy aiming at making the European Union the most competitive and dynamic economy in the world. Great focus on emerging markets - the elderly, young people and lower mobility of people. (Manomaityte, 2005).
First step. Consumer power rating.
Users firm is perhaps the most basic existence and development chain. After all, without the user's company could not survive, and, in this case, to realize any of its products. And for consumers, as individuals, it is important to the company service or product quality, price, value and satisfaction. So the user (client) - this is important in any service business environment factor.
The main "Excursus customers are older than 25 years of people, but mostly they are buying trips for their children. Of course there are often traveling, and older people, but the main company organized tour, tourists are children. However, for their costs and pay their own travel-income individuals. Clients often online at a lower social level as well off as not every employee can afford to buy their children 15-day trip to the Greek youth camp for LTL 2200 or so. Of course the company specializes in and simpler routes, such as 4-day trip to Finland Serena Water Amusement Park for a really reduced price - 400 lt. The company itself organizes international youth camps in different European countries: Spain, Italy, Croatia, Slovakia, Hungary, Germany, or even Greece. The camp price is also very diverse, such as Slovakia camp costs only 900 thousand, and the Greek camp costs LTL 2200, so customers can choose their more affordable price. In addition, the "Excursus" organizes entertainment trips (price range - from 400 to 300 and 999 and so on.) Such as Disneyland - Asterix "," Mirabilandija - Akvafanas "in Italy," the Park "in Germany or" Lapland Gold Finland. This tour offers a number of leisure activities in various foreign countries (prices are also very diverse and different) such as Serengeti Safari - Fantasialand - Hollywood "in Germany," Serena Water Park in Finland, Legoland - Heide Park in Germany, Krakow - Aquapark in Poland, etc. Well but it already is, but the main customers are usually financially well-off residents. Of course, the company often engages in a variety of festive and seasonal promotions, which travels customers can buy much cheaper. Therefore, many really want to buy a proposed trip, but customers need to be attentive to advertising, the "Excursus" carries a variety of ways. The company uses almost all type of advertising.
Print advertising, the following publications:
Magazines:
- Forgive
- Travel and Entertainment
- Travel Predictions
- Miss
Newspapers:
- Kaunas Day
- Lithuania morning
- Klaipeda
Advertising on television is very expensive, so this type of advertising is rarely used, but "Excursus" last year used the ad on the radio station "on the road". Tour operator "Excursus" fully exploited by one of the direct ways of advertising - the Internet. So customers have every opportunity to monitor the company's external actions.
Often, the company leases its own buses and school children in Kaunas organized tours in Lithuania, thus promotes itself as well as attracting a loyal customer since almost all the customers who are traveling with Excursus "leaving only warm and good reviews.
Also, the company services are very often used in the "Taizé" journeys to the group. Then the "Excursus" Experiencing the guaranteed profits, because there are all guarantees that the trip does take place and that the number of tourists traveling to be complete, ie the bus will be filled all the seats. The more buses traveling empty spaces are vacant, the profit is lower.
After all, these services are used by companies and private travelers, among which are often priests. This is due to the fact that "Excursus has reliable and good company image. Very large and quite easy profits derived from such individual tourists as they choose according to your taste route, date, and place of accommodation, etc. Therefore, a company in which case only allows travel contract orders tickets and the same order gives more to the organizer, in most cases, Novaturas, and for the cooperative work of the company receives a commission (by convention, džn.10%). This allows obtaining cash. Maximum purchase of locusts comes in season - summer. Then the company's work rate and prolonged half hour, but then the customer is obtained thanks to a big gain.
Second step. Supplier power rating.
Suppliers - another very important aspect of the company's existence. It can also lead to profits of an enterprise, the further existence and persistence of the market.
"Excursus" as the company itself is a tour operator and itself is called as a supplier of Lithuanian travel agencies, but it is freely available in Lithuania's major tour operator tours and other services. In addition, the company sells and services of other operators. So, I could "Excursus" suppliers are listed such as "UAB", "Omnituras", "Grain", and so on. Which sells specialty products company is receiving a commission. Suppliers, offering to sell his travels in cooperation with the firm for the work to be contracted out compensating the level of commissions. Usually about 10% of the sales price of the trip. This company gets an additional income, but also broadens your products and services. In this case, more customers can take advantage of the services offered by the company, as there is more assurance that they will find here what they are interested.
In my opinion the company by selling its supplier of the products could quite easily get additional revenue and profit without a doubt, and this is the main goal of all businesses. But the biggest gain is obtained to sell their own and travel and tourism routes. Since the company is aware of this unpopular proposals in the area.
Third step. Evaluation of potential competitors.
Potential competitors, i.e., new - this is another kind of obstacle and challenge for every company. However, I can confidently say that "Excursus" as the tour operator has a very good and well-deserved reputation. I just formed a company, although offering the same trip at a lower price to attract only a small number of travelers, whereas for 9 years of existence, the company is known in many Lithuanian schools, families, institutions and between individuals. Each client, especially a child, always willing to go back to where it needs are fully met and treated very kindly. This is done very useful, free and reliable advertising when the company popularized among the people.
In addition, a new style comes out of this company, not such a great experience, loyal customers, so on that basis, it would be a very high risk of going bankrupt. The newly-established companies need to have a sufficiently large initial capital, in order to be able to quickly offer new services or marketable, travel, etc.
So, in my opinion a newly formed company, competitors, very serious threat pose, and "Excursus" continue to be offered in demand for travel and create new routes.
Forth Step. Direct (actual) competitors rating.
"Excursus" direct competitors have really little, because it offers a specific trip, rather than the usual offered by any other travel agency.
Thus, the main direct competitors could Introductory just these three:
- "Grain"
- “SANTARA”
- “Filaretu” travel center
Five Step. Substitute appearance.
Tourism nowadays one of the most profitable and popular business industries. Currently having a good and stable tourism company, it is easy to develop this business, because people travel have been steadily gaining in popularity, and the land is very high and variable, therefore, where travel has always been and will be where.
Of course, in order to survive in today's market, you should be able to be flexible in the services sector, which need to pay to respond rapidly to changes in society, the local and wider markets, it is necessary to know or at least guess what it would be desirable and in demand among our clients. Thus, "Excursus" Always I think of, reflect on, revise and improve its products. For example, in recent years the company catalog all those who want to be able to see already renewed and changed travel lists and descriptions. As an example, I can provide the following information: since last year, the former youth camp in Germany was not profitable and there going passenger numbers were too small, this year the organizers of this camp is no longer offered. There is also a renewed pleasure travel list - substitutes for trips such as Legoland - Heide Park yet, but they are improved. There is also organizing graduating next trip, so you can expect that this new year will be more profitable and more successful with new plans, new or improved travel.
I think that such modifications or changes are necessary for each such company, as the goals and desires of people each year are changing, they still want to see new, strange lands, to feel new again unheard entertainment, etc. therefore, the need to constantly look for the so-called "Golden Lines".
2.2 Analysis of Consumer
Users firm is perhaps the most basic existence and development chain. In addition to consumer company would not be able to thrive and realize their production. Consumers as important personalities company service or product quality, price, value and satisfaction. So - is an essential element of any service company environmental factor.
Company service users have different perceptions of the services offered quality services to meet your needs, so it is very important to know who are the customers, what services they want, what their needs are, travel goals, as customers become aware of the services and so on.
Most of the "Excursus" customers are loyal customers within the company organized trips several times, it is a higher-than-average incomes.
Key "Excursus" customers are older than 25 years of Lithuanian people, mostly buying trips for their children. The company itself organizes international youth camps in different European countries: Spain, Italy, Bulgaria, Slovakia, Turkey and Greece. The price differential camps, such as Camp Slovakia costs only 999 LTL, and the camp in Spain costs 2,599 LTL, so customers can choose their more affordable price.
"Excursus" organizes pleasure trips to many popular theme parks in the park (price - from 300 up to LTL 2399 and so on.) - Disneyland - Asterix "," Legoland - Heide Park, the park, and so on. Getting started organizing trips to Lapland. We propose a new quality tourism product - trips to Israel (5 different routes), these trips take place older-people (from 40m. Till 80m.).
The company regularly carries out a variety of festive and seasonal promotions, which travels customers can buy cheaper.
The largest customer flow - in the summer.
The client maintains a constant informal communication - communication with them, discussed, reported the news, creating loyalty programs.
2.3 Competitor Analysis
Evaluation of potential competitors. Potential competitors - this is another obstacle and challenge for every company. However, travel agency "Excursus" as a travel agent, has a very good reputation in the eyes of consumers, so the newly created company, even the offering of the same trip at a lower price, it would be difficult to attract a similar number of customers, which attracts a company with an "Excursus". During the 10-year history of "Excursus" is known in many Lithuanian schools, families, institutions. Each client will always want to come back to where it needs are fully met.
Direct (actual) competitors rating. Travel Agency "Excursus" has few direct competitors because it offers specific trips. The main competitors can be distinguished only by the trip organizer, which provides travel for children and the entire family of services, but there are not many such companies.
The biggest competitor for educational trips - "Gulliver's Travels". Recreational and touring bus competitor - JSC "Grain." Direct competitors offering alternative travel routes are not available, or the company's own scope of activity is serious threats to "Excursus" for revenue beyond. By reference to the tourism market can be found after a number of similar but non-identical routes offered as an example. Suggests: "Travel Academy, “Filaretu” travel center.
6. Appendix
6.1 LogBook
Table 2
6.2 Action Plan
I will expect very good internship, because I chose travel organizer agency “Excursus”. So it’s satisfying my knowledge from Z.I.B.A.T Campus Køge.
During my 13 weeks of internship I had some really good surprises such as work as a Guide, also I had some bad surprises, and I was boring with a daily work with computer at the end of internship.
6.3 Final project problem formulation
- Macroeconomic forecasts for future travel.
- How to improve “Excursus” agency labor in the future tourism?
- The discussion above has focused on the immediate recovery from recession and some of the trends which emerged in the period preceding it. However, it is also instructive to look forward. Oxford Economics (OE) undertakes regular forecasts of travel and tourism activity on behalf of the World Travel & Tourism Council (WTTC) and is calibrated using data and forecasts from OE’s global macroeconomic model on a group of core variables, including income growth and demographic changes.
- What they have to improve in their work, trips organization, if they want to be a leader in future tourism. Which new possibilities will be in the future tourism? How to learn to go step by step with future.