Enhancing the marketability of Gtxmarketplace.com (A marketing plan for Gtxmarketplace.com)

Date of Publication

2003

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

Thesis Adviser

Carlos Maglutac

Defense Panel Chair

Lucas E. Santiago

Defense Panel Member

Larry de Vera

Abstract/Summary

The travel and tourism industry is one of the fastest growing industries as ascertained by the change in behavior patterns and the tenaciously promotions of various governments world wide. With the onset of travel becoming more affordable and faster, people's desire to travel has been developed. Travel and tourism also contributes considerably to economic growth and employment, factors desirable to any country. The current war in Iraq and the global economic slowdown are the largest threats to world tourism today.

Amidst such a setting, this undertaking aims to enhance the marketability of GTX Market Place. Said company is an online B2B venture that provides a forum for the exchange of hotel room nights through auctioning. The head office of GTX Market Place is currently, and will remain, in Paris. The marketing and information technology functions will be carried out in the Philippines due to inherent cost advantages.

GTX Market Place services are targeted to hotels, lodging facilities, institutions, travel agencies and tour operators. Similar B2B online travel businesses operating on the Global Distribution System are recognized as the main competitors of GTX. The leading companies under the above description are Abacus, Amadeus, Galileo International, Pegasus Solutions, Sabre and Worldspan.

Marketing programs including sales kits, sales calls, print advertisements and press releases have been developed and scheduled for a period of two years. Each tool facilitates in the attainment of goals and objectives that contribute to GTX Market Places profitability and position in the industry. Similarly, monitoring and evaluation tools have been developed to determine the success of the marketing programs in meeting objectives. Included among these are comparisons between actual and desired figures and an awareness and satisfaction survey. The results derived from an in depth analysis of company performance shall be the marketing direction for the succeeding years.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16350

Shelf Location

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

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