A proposed service plan for American Express-Adventure

Date of Publication

1998

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Abstract/Summary

The travel industry is a fast-paced, pressure-filled and consumer-conscious industry. Competition is very stiff in a billion-peso industry like this. In order to survive, a travel management company needs to have a competitive advantage.

The proposed service plan for American Express Adventure International Tours, Inc. will cover short and long-term objectives. The objectives of the plan focuses in increasing sales margin and making American Express Adventure profitable in the long run. The goal of the proposed plan aims to make the company, a respected Travel Management Company in the Philippines and a top producer for travel products.

Data on the industry was gathered through various researchers done in government and non-government statistical centers. Since there is no published profile of the travel industry, interviews with experts were conducted to assess the growth, practices and trends in the industry.

To accomplish these goals, the group proposes the use of strategies that would enhance the service process, retain clients and draw potential ones. The group also proposes pioneering the use of service fees instead of markups as an actual example of practiced business ethics in the travel industry.

The following strategies will be employed by American Express Adventure to achieve its goals: 1. Service development programs are geared towards improving internal and external services. Internal strategies are composed of services of the company towards its employees. External services are those directed towards its clients 2. The group suggests the use of service fees as a pricing strategy like the one currently being practiced in developed countries 3. Various advertising and promotional strategies have been suggested to increase the sale of travel products.

The proposed service plan will be evaluated by conducting customer satisfaction surveys. This would be able to help the company to assess the rate of satisfaction of customers. A Focused Group discussion of employees will be done quarterly to assess the efficiency of the staff. A regular monitoring of the company sales will also be done to see if the proposed plans are profitable.

Adventure will be incurring costs approximately Php 695,337.00 in implementing all the proposed strategies. On the other hand, an additional 11% increase in revenue is also expected using a conservative estimate.

As a final word, the group observed the company on a third person's point of view to eliminate all the biases that may arise and that all the strategies formulated in this paper was designed to provide customers value-added service. So dear readers, move on to the next few pages to find out how we go about doing this.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16593

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

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