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SGtourist Marketing Plan
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2010
Minh Khoa
RMIT University
1/1/2010
2010
Team Members:
Khoa, Dinh Huynh Dang s3255161
Khoa, Vo Minh s3246724
Tran, Nguyen Tran Bao s3260916
2010
Lecturer: Pakawat Kietisaksopon
Group Members:
Nguyen Thi Thach Thao s3245942
Nguyen Huynh Le s3245810
Nguyen Tran Bao Tran s3260916
Dinh Huynh Dang Khoa s3255161
Vo Minh Khoa s3246724
MARKETING PLAN
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MARKETING PLAN 2010
II.. EEXXEECCUUTTIIVVEE SSUUMMMMAARRYY .............................................................................................................................................................................................. 33
IIII.. IINNTTRROODDUUCCTTIIOONN............................................................................................................................................................................................................................ 44
IIIIII.. SSIITTUUAATTIIOONN AANNAALLYYSSIISS .................................................................................................................................................................................................... 55
MICROENVIRONMENT ........................................................................................................ 5
MACROENVIRONMENT ...................................................................................................... 7
IIVV.. SSWWOOTT MMAATTRRIIXX IILLLLUUSSTTRRAATTIIOONN ............................................................................................................................................................ 1100
VV.. OOBBJJEECCTTIIVVEESS .................................................................................................................................................................................................................................... 1111
VVII.. SSEEGGMMEENNTTAATTIIOONN,, TTAARRGGEETTIINNGG AANNDD PPOOSSIITTIIOONNIINNGG .................................................................................... 1122
1. Segmentation .................................................................................................................... 12
2. Target market................................................................................................................... 12
3. Positioning ........................................................................................................................ 12
VVIIII.. MMAARRKKEETTIINNGG MMIIXX SSTTRRAATTEEGGYY .................................................................................................................................................................... 1155
1. PRODUCT ........................................................................................................................ 15
2. PRICE ............................................................................................................................... 16
3. PLACE .............................................................................................................................. 17
4. PROMOTION .................................................................................................................. 18
5. PEOPLE............................................................................................................................ 22
6. PROCESS ......................................................................................................................... 23
7. PHYSICAL EVIDENCE ................................................................................................. 23
VVIIIIII.. AACCTTIIOONN PPRROOGGRRAAMM .......................................................................................................................................................................................................... 2244
IIXX.. CCOONNTTRROOLL PPRROOGGRRAAMM .................................................................................................................................................................................................. 2255
XX.. AAPPPPEENNDDIIXXEESS .................................................................................................................................................................................................................................... 2266
XXII.. RREEFFEERREENNCCEESS .................................................................................................................................................................................................................................. 3333
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MARKETING PLAN 2010
I. EXECUTIVE SUMMARY
Saigontourist is appreciated as the leader of tourism operators in Vietnam.
However, they always want to maintain and develop the company instead of standing
still. Consequently, the company designs new tours at all times. For instance, a tour
packet called „Transviet‟ for niche market is shaped recently. This marketing plan
briefly analyzes Saigontourist‟s position and indicates strategies for launching this
tour.
Firstly, this paper introduces general information about Saigontourist and
Transviet tour as well. Then, several key factors which affect the whole company and
SWOT analysis are also examined. This step aims to display both advantages and
limitations to execute the following step in the certain way. In addition, the
marketing plan identifies target customer, segment market and position for
Transviet tour. In more details, we concentrate on Vietnamese, expats and foreigners
in Ho Chi Minh City.
In marketing mix strategy, because our plan is for service instead of a particular
product, there are 7P strategies. In term of product part, we observe actual product
and augmented product as an identifier to make an outstanding image of
Saigontourist. For price, we recommend some noteworthy way to magnetize more
customers like product-bundle pricing and quantity discount. In place section,
selective distribution is the best choice to improve sale for target market of
Transviet. For promotion part, we consider a wide range of ways to satisfy demand
of customers to this tour, include advertising, sales promotion, public relationship
and direct marketing. Process, people and physical evidence are three significant
parts of marketing mix strategy for service that we offer in the end of strategies to
show what Saigontourist do to preserve its excellent service. Finally, we recommend
“The action plan” to indicate how we run this marketing plan smoothly from
January to December 2011 and the evaluation of effectiveness for these activities.
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MARKETING PLAN 2010
II. INTRODUCTION
Saigontourist travel service company is a subsidiary firm of
Saigontourist holding company which started operation in 1975 as the
first operator in Vietnamesetourism industry in Ho Chi Minh City.
Saigontourist is well-known as a wide range travel operator brand which
provides good services such as recreation, accommodation, food and
beverage.
Vietnam Tourism National Administration appreciates Saigontourist
as top enterprises in the field of tourism due to significant contributions
in the development of national tourism. Moreover, it is an official
member of various world tourism organizations like PATA, ASTA,
JATA (See more detail at Appendix 1) and cooperates with over 200
international travel companies. With strong potentiality and vision for
the future of Vietnam tourism, it continues striving for expanding the
market and pave the way enhance position of Vietnam to keep pace with
Asian tourism.
In particular, for the travelling season this year, Saigontourist
introduces the whole new “TransViet tour” to customers. This tour
promises to guide tourist to wonderful destinations across Vietnam (See
full detail at Appendix 2).
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MARKETING PLAN 2010
III. SITUATION ANALYSIS
MICROENVIRONMENT
1. SUPPLIERS
There are three main suppliers including transportation, restaurants and hotels that
contribute to the success of Saigontourist. In order to provide customers with best services,
high-quality buses and modern cars such as Mercedes, Toyota, and so on are supplied by
trustworthy car rentals.
Figure 1: High quality buses of Saigontourist
Moreover, customers also pay attention to restaurant and hotel services. Therefore,
Saigontourist aims to give the best room-service that is mainly offered by hotels and
restaurants with high reputation all over Vietnam including Melia Hanoi, Sheraton, Caravelle
and New World.
Figure 2: Examples of hotels and restaurants with high reputation
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MARKETING PLAN 2010
2. MARKETING INTERMEDIARIES
In order to help customers easily access to tour packages, Saigontourist builds a big
system of resellers such as EDEN travel, Fiditour and Sacatour.
3. CUSTOMERS
Saigontourist has operated three primary travel kinds which consist of outbound,
inbound and domestic travel. They probably satisfy diverse customers‟ needs comprising
individual, group, family and organization (Saigontourist 2010). Besides that, it also
designs tours for high income people and organizations that want to combine business
and travel such as MICE (Meetings, Incentives, Conferences, Exhibitions) travel and
Premium travel.
4. COMPETITORS
In recent years, tourism has significant developed in Vietnam. Thus, there is an
emergence of travel agencies which highly compete with Saigontourist such as Vietravel,
Ben Thanh Tourist, Sinh Café and Lua Viet. (See more information at Appendixes 3)
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MARKETING PLAN 2010
MACROENVIRONMENT
1. DEMOGRAPHIC FORCES
According to General Statistic Office of Vietnam (2010), Vietnam population is
approximately 86 million people, ranking as the 13th
most populous nation over the
world. Therefore, domestic market is relatively huge for tourism companies, such as
Saigontourist. A further advantage of Vietnam tourism market is that the country
currently has golden structure in population because 51% Vietnamese are in labor age. As
a consequence, the travel demand is remarkably growing.
Figure 3: Adapted from: U.S Census Bureau n.d
2. ECONOMIC FORCES
As a member of World Trade Organization, Vietnam economy increasingly booms
into the global market. GDP value of the country grew significantly from 68.6 billion
USD in 2007 to 90.6 billion USD in 2008 (World Bank 2010). That‟s why GDP per
capita showed a dramatic improvement and peaked to more than 1000 USD per person in
2008 (Figure 2). It means that Vietnamese people tend to pay more money for goods and
services compared to the past.
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MARKETING PLAN 2010
GDP per capita at current prices
Figure 4: Adapted from: Google n.d
3. NATURAL FORCES
Environmental problems have enormous impacts on
economic development of country; include tourism industry. The
tourism industry itself has been considered to relate to the
environmental issues. Therefore, designing and operating the tour
should follow the concept of protecting environmental
sustainability, getting close to the nature and offering friendly
environment.
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MARKETING PLAN 2010
4. POLITICAL FORCE
After Vietnam has been member of WTO, the Vietnamese government has
promulgated new policy to specify mission about travel in each region (Y Nhung
2010). Firstly, striving until 2010, Vietnam Tourism will welcome 5.5 to 6.0 million
visitors with an average growth rate reached 11.4%, 25 million domestic tourists.
Secondly, developing the tourism infrastructures and upgrading the tourism areas that
have meaningful history and culture. In addition, a simplified procedure for enter and
leave a country is one immediate solution to promote potential tourism and make
tourism become a spearhead of economic sector (VOV News 2008).
5. CULTURAL FORCE
Vietnamese people have many holidays thanks to many
golden historical events, such as Hung King‟s Death
Anniversary, Independence Day, Reunification Day
Public holiday, and traditional events like Tet holiday.
Consequently, people love spending their time with
their family and friends in travelling. It is absolutely an
opportunity for tourist companies to expand the market.
6. TECHNOLOGICAL FORCE
Like other business, tourism industry obviously
benefits from technological achievements, such as online
payment. For example, instead of traditional face-to-face
way, people can be able to purchase tickets conveniently
via internet. As a result, tourism companies can improve
its customers‟ number and deduct cost of opening many
representative offices.
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MARKETING PLAN 2010
IIVV.. SSWWOOTT MMAATTRRIIXX IILLLLUUSSTTRRAATTIIOONN
((BBaassee ffrroomm SSWWOOTT AAnnaallyyssiiss iinn AAppppeennddiixx 44))
SO strategies
Owning to having professional staff,
Saigontourist can attract more
foreigner customers
Regularly updating information of
tour packages on internet.
WO strategies
Increase in advertising via utilizing TV
commercials and brochures.
Vietnamese youth are keener on
discovering culture, so, Saigontourist
can apply creative strategies to
promote this tour.
ST strategies
Due to the weather conditions,
Saigontourist should be flexible in
using transportations.
Discount 15% in September and
October - considered as away from
tourist season.
WT strategies
Do surveys about visitors‟ favorite
places
Offering new tour packages with lower
prices.
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MARKETING PLAN 2010
V. OBJECTIVES
Due to the increasing demand of traveling in Vietnam, Saigontourist launches the
whole new „'TransViet' tour‟ for those who want to enjoy a fresh feeling about Vietnam.
Participating in this tour, tourists have great opportunities to discover Vietnamese culture.
To introduce the „'TransViet' tour‟ to customers, the group creates this marketing plan
that targets at Ho Chi Minh market and begins from January 2011 to the end of 2011.
1. Corporation objectives
- To offer best value services for customers and partners.
- Guarantee pleasurable benefits for employees and society. (Saigontourist 2010)
2. Marketing objectives
- To gain awareness from tourists about the new „'TransViet' tour‟ by 12% through
marketing campaign.
- 30% increase in the number of local tourists and 16% in the number of international
tourists
- Increase 10% in domestic market shares at the end of 2011.
3. Financial Objectives
- Increase 30% sale revenue by the end of 2011.
- Increase 20% in total profit for the company compared to 2010.
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MARKETING PLAN 2010
VI. SEGMENTATION, TARGETING AND POSITIONING
1. Segmentation
2. Target market
Saigontourist applies “Concentrated marketing” strategy for long-distance tour like
'TransViet'. Due to the high cost, their target audiences are basically middle class in
urban market. In addition to local travelers, international tourists and expats are potential
clients for 'TransViet' tours. Generally, the company probably generates more profit in
this less competitive market via using this strategy.
3. Positioning
In order to identify the position in the market, Saigontourist applies “More for more”
strategy that offers superior services with a higher cost (Kotler et al. 2009). In this case,
the company tends to utilize advanced-class hotels such as “Yasaka Saigon NhaTrang”
hotel and five-star Vinpearl Resort, while most tourism operators refer to three-star
hotels. Furthermore, an add-value service provides customers with kayaking trips and
Geographic Segmentation
•Vietnamese people, expats and foreign tourists live in Ho Chi Minh city.
Demographic segmentation
• Age: 23 - 40
• Family life circle: Young, single; and young, married, no children
• Income: middle income and high income ( 10 million VND and over)
• Occupation: officials, managers and graduates.
• Generation: Y
• Nationality: Vietnamese and foreign tourists and expats.
Psychographic segmentation
• Social class: middle class and upper class.
• Lifestyle: Adventurous and active people.
Behavioural segmentation
• Occasions: special occasions ( Tet and summer holiday).
• Benefits sought: interested in discovering culture, and getting closer to the nature.
• User status: potential user and first- time user.
• Loyalty status: strong
• Attitude toward service: enthusiastic and positive.
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MARKETING PLAN 2010
mud bath service in ThapBa hot spring center. Therefore, employing this strategy
possibly helps the company to create its unique position towards customers. In other
words, a number of customers will significantly stick the Saigontourist‟s image into their
minds as a professional travel agency.
Competitive Advantage
Currently, Saigontourist has multiple advantages, including:
Image: customers perceive Saigontourist as the leader of tourism operator.
Service: excellent services for customer from the chain of high-quality hotels.
Staff: most of tour guides are well-training and can speak at least English fluently
and additional common languages if necessary.
Staff Customer service Image
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MARKETING PLAN 2010
Figure 5: Adapted from Chudu24.com n.d
The table below shows price and quality based on Chudu24.com for Nha Trang tour from
Hochiminh City:
Product/Brand Price Quality
3,695,000 VND
2,489,000 VND
1,750,000 VND
2,289,000 VND
2,257,000 VND
POSITIONING MAP
Price (in VND)
Quality 1,000,000
2,000,000
3,000,000
Low High
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MARKETING PLAN 2010
Core Benefit
Actual Product
Augmented Product
VII. MARKETING MIX STRATEGY
1. PRODUCT
Core benefit
Saigontourist introduces the 'TransViet' tour that
provides high quality travel service for customers with
expertise consultant and promises to guide tourists to
wonderful destinations throughout Vietnam.
Actual product Figure 6
Saigontourist aims to acquire the large market share in Vietnam. Thus, the company
continues improving its brand name, features and quality of services.
Brand: Customers prefer to choose Saigontourist‟s as a reliable brand that has over 15
years experience in providing the top service in Vietnam. In addition, since 1999,
Saigontourist always is admitted the leading of top ten tour operations for 'TransViet'
tour that has been voted yearly.
Quality level: Saigontourist always is a pioneer who brings the best services so as to
satisfy customers‟ travel demand. Quality of service is an important element and always
in top priority about which the company concerns. Saigontourist was the first travel
service in Vietnam that was testified ISO9001:2000 Quality Management Certification.
The company also attained some honor achievements about best services such as “The
most satisfying travel service provider” by the Saigon Liberation Newspaper and Ho Chi
Minh City Service of Tourism in 2006 and 2008.
Features: „TransViet‟ tour is
specially designed to convey customers an
overview about culture, history, nature and
beautiful site across Vietnam, from the North
to South. This is a great chance for tourists to
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MARKETING PLAN 2010
explore and adventure attractive destinations in Vietnam such as Dalat, Nha Trang, Hoi
An ancient town-Cultural World Heritage, Hue Imperial Citadel, Hanoi and other
museums, pagodas.
Augmented Product
In 'TransViet' tour, consumers will receive advertising specialties and premiums,
for instance free mineral water bottle, caps and Polo luggage imprinted with
Saigontourist brand. Moreover, in terms of tourism insurance, it provides customers
with reasonable compensation under unexpected problems. In terms of after-sale
service, Saigontourist will offer customers membership cards and coupons.
2. PRICE
Value-based price
Saigontourist uses value-based price strategy due to its prestigious illustration. In details,
the company frequently charge a higher cost of ticket compared to its competitors.
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MARKETING PLAN 2010
(Not include airplane tickets)
Product-bundle pricing
Saigontourist and other service providers such as buses, hotels and restaurants are
currently cooperated together to minimize the total cost of tour.
300,000 VND/person 6,000,000 VND/person 2,000,000 VND/person
Quantity discount
The company charges a lower cost (5% discount for each ticket) for a group of more than
6 people to encourage more customers to register a particular package tour.
3. PLACE
Selective Distribution
As a distinctive characteristic of tourism industry, retailers of tour packages are required
to have specialized knowledge about tour information. Thus, selective distribution is an
appropriate channel for Saigontourist.
Nowadays, due to development of technology, travel operators employ various tactics
to reach potential customers. Therefore, Saigontourist uses this strategy to satisfy specific
needs of diverse customer segments. In detail, it will distribute tour packages through three
different channels.
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MARKETING PLAN 2010
Channel 1: Saigontourist delivers tickets to Travel agents which will resell for customers.
Channel 2: Saigontourist has many Saigontourist agencies which directly sell tour
packages to customers.
Channel 3: Via using the website www.dulichhe.com, customers search for information
and register tours easily.
(See more information in Appendix 5)
Figure 7: Selective distribution system of Saigontourist.
4. PROMOTION
Promotion mix strategy
As firstly introduced to the market, Saigontourist applies push and pull strategy in order to
create consumers‟ demands for the 'TransViet' tour. In fact, passing a number of marketing
intermediaries, Saigontourists tries to advertise the tour to final consumers. In particular, sales
promotion and advertising are the most effective tools that the company prefers to utilize.
Advertising
Saigontourist employs advertising as a promotional tool to publicize necessary information about
new services.
Saigontourist
Travel Agents
Saigontourist officers
Website
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MARKETING PLAN 2010
Figure 9: Example of
advertising on billboards
Setting the message „Let‟s discover the mystery of Vietnamese culture‟ as a creative concept,
Saigontourist executes this message via two main styles, fantasy and mood or image. By this
way, the key message can be easily spread out and get in to consumer‟s minds.
We choose four main advertising media: newspapers, magazines, outdoor
and Internet.
Newspapers: Tuoi Tre and Thanh Nien, colorful advertising in a
half of page
Frequency: 4 times per week.
Magazines: Tap Chi Du Lich, Tiep Thi Gia Dinh (target
Vietnamese tourists)
Travellive, Asia Life (target expats and foreign tourists).
Advertising on full A4 size and full color
Frequency: two times per month
Outdoor advertisings: billboards in districts 1,3 and 5
Frequency: during the first 3 months of the campaign to gain
awareness of customers. Advertising are placed on
newspapers, magazines and outdoor media. Especially, due to
applying concentrated marketing, the company will not
advertise on TV to reach mass audiences. In more details, it
will promote on some specific magazines about tourism, such
as Vietnam Travel; popular newspapers, such as Tuoitre and
Thanh Nien; banners in district 1, 3 and 5.
Figure 8: Example of advertising
on magazine
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MARKETING PLAN 2010
Figure 10: Example of
advertising on websites
Internet: www.tuoitre.com.vn,
www.vnexpress.net, www.vietnamtraveltour.net
and www.dulichhe.com. Advertising on top
banners.
Frequency: during the first three month and then
once for two following months.
Sales promotion
Most of Vietnamese people are keen on promotion so that Saigontourist applies this tool to
attract consumers.
Premium: Consumers will get free travelling luggage and T-shirts as
participating 'TransViet' tour. This way strongly encourages consumers to prefer
our tour than the others.
Figure 11: Example of
travelling luggage and
T-shrit
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MARKETING PLAN 2010
Figure 13: „Light up
belief‟ program 2009.
Advertising specialties: Saigontourist additionally offers customers small gifts,
such as pens, notebooks and caps imprinted with the name, logo and the message
of this tour. Thus, consumers easily stick with our brand.
Public relations
Saigontourist executes diverse sponsorship and events in order to achieve strong impact
on public awareness and mutually supportive relation with communities. In detail,
Saigontourist sponsors for many campaigns, competitions and events, such as:
Saigontourist was the first founder, organizer and since 2004, annual sponsors for “Light-
up belief” charity program which provides leisure tours and outdoor activities for sight-
impaired children in Ho Chi Minh City (Etravelvietnam 2010). Hence, in 2011
Saigontourist continue to support for this program.
Moreover, Saigontourist also subsidizes other
programs such as „Victims of dioxin‟, „Sponsoring
association for the poor‟ in remote areas, „For the
smile of poor blind children‟, „Terry Fox Run” of
Canadian General Consulate in Vietnam and so on.
(Saigontourist 2010). In 2011, Saigontourist will co-
sponsor for Nguyen Hue Flower Street in Tet holiday.
Figure 12: Examples of Saigontourisr‟s advertising specialties
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MARKETING PLAN 2010
In a nut shell, Saigontourist has many achievements in sponsoring and charity. Therefore,
they need to maintain and improve those societal activities. For instances, in purpose of
maintaining the long term relationship with customers, Saigontourist celebrates
“customer appreciation day” annually to give thanks to loyal customers.
Direct marketing
In order to interact with customers, Saigontourist uses direct markeing as a promotional
tool. Moreover, it easily builds up one- to- one customer relationship.
Direct mail: in order to directly reach to
specific target publics, SaigonTourist will send
catalogs, brochures to announce when there
are new tour packages. Especially, those mails
are just sent to loyal customers to keep the cost benefit and prevent
annoying to customers.
Catalog marketing: Frequently update new tours
catalog by print version in Saigontourist agencies
and soft version in its website:
http://www.dulichhe.com . Moreover, catalogs are
also attached in direct mail to customers.
5. PEOPLE
With the purpose of offering the best services for
customers, the staff of Saigontourist owns a number of
valuable certificates in tourism industry such as Bachelor Of
Tourism Management, Hospitality Management, event
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MARKETING PLAN 2010
Management and Sport & Adventure Tourism. Moreover, Saigontourist‟s staff
training course focuses on enhancing specific skills of serving as well as
responsibility towards customers.
6. PROCESS
After gaining information from Saigontourist‟s agencies, customers book their
certain tours. At that time, customers have to pay deposit for it. Afterwards, the tour
guide will provide customers with detailed information. At last, customers enjoy the
journey and directly give feedbacks to tour guides.
7. PHYSICAL EVIDENCE
In terms of transportation, high-quality buses are supplied such as Mercedes,
Toyota and Hyundai. Moreover, to meet requirements of consumers, Saigontourist
offers three and four star hotels, such as Sheraton, Caravelle and New World. With
regard to the best serving style, luxurious restaurants always provide customers with
delicious dishes.
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MARKETING PLAN 2010
VIII. ACTION PROGRAM
Time: from January 2011 to December 2011
Program Assign Time Budget
Co-sponsor for Nguyen Hue Flower
Street during Tet
PR 1st Feb – 10
th
Feb
600 million
Organize “Customer Appreciation
Day” for both loyal and potential
customers
PR 12th
Feb 500 million
Advertising on newspapers and
magazines
Advertising 15th
March –
15th
June
1 billion
Advertising on www.tuoitre.com.vn,
www.vnexpress.net,
www.vietnamtraveltour.net and
www.dulichhe.com
Direct marketing &
Advertising
15th
April – 15th
June
1,5 million
Sponsor for “Light up belief” event PR 7th
Jun 400 million
Sponsor for „Victims of dioxin‟ and
„Sponsoring association for the poor‟ in
remote areas.
PR 31st Jul 500 million
Discount 15% in September and
October - considered as away from
tourist season.
Sales promotion 1st Aug- 15
th
Sep
200 million
Advertising on billboards in main
districts (1,3 &5) in HCMC for the
Thang Long Ha Noi anniversary
Advertising 1st Oct – 10
th
Oct
500 million
Sponsor for „For the smile of poor blind
children‟ fund.
PR 4th
Nov – 4th
December
500 million
Sponsor for „Terry Fox Run” fund PR 4th
Dec – 20th
Dec
200 million
Grand Total 5.9 Billion (VND)
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MARKETING PLAN 2010
IX. CONTROL PROGRAM
The control program evaluates the effectiveness of Saigontourist‟s marketing plan. In
more detail, strategies are mainly created that base on sale revenue, market share and
brand equity.
1. Sale revenue
To get the expected objectives, Saigontourist will collect monthly or quarterly reports
of sale-volume to compare with previous ones, and to re-estimate the efficiency of action
program. Therefore, Saigontourist could decide to continue maintaining action program
or remove them.
2. Market share
Analyzing the market share based on AC-Nielson possibly helps the company
identify its position compared to other competitors. Moreover, the marketing researching
group of Saigontourist will collect information from intermediaries, in order to determine
its market share.
3. Brand equity
Saigontourist examines brand awareness through customer‟s surveys after taking
tours. Thus, it can improve the service and tour design for better serving. Moreover,
Saigontourist also joins The Vietnam High-Quality Goods Fair Exhibition to collect
customers‟ opinion and measure their consciousness about the brand.
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MARKETING PLAN 2010
X. APPENDIXES
Appendix 1:
PATA: The Pacific Asia Travel Association is a non-profit
travel which serves government tourist office, hotels and
airlines. It has responsibility to develop the tourism industry in
Asia Pacific.
ASTA: American Society of Travel Agents, is one of largest
association of travel professionals in the world. Its members
include the companies that sell products such as cruises, tours,
hotels and car rentals. Moreover, It is leading in travel agent and
tourism industry.
JATA: Japan Association of Travel Agents strive for improving the
quality of services that provide and benefit travellers who from
and to Japan. It has significant contribution to the development
of tourism industry.
Appendix 2:“Tranviet tour” description (9,970,000
VND/tourist ( not include airline ticket)
Day 1: Saigon- Dalat
Morning: 6AM, there are a bus and tour guide to wait for and
welcome at meeting place
Afternoon: Have lunch at Dalat and rest after long trip. After
that, visit and do sightseeing Dalat city such as Minh
Tam flower garden, Bao Dai palace, Truc Lam pagoda and Than Tho lake.
Day 2: Dalat- Nha Trang
Morning: Have breakfast and go shopping at Dalat
market. Then say goodbye Dalat city to
move to Nha Trang beach city.
Afternoon: Arrive Nha Trang, take room
and rest. After that, go to Stone Bridge port
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MARKETING PLAN 2010
and Institute of Oceanography, to visit Tri Nguyen Aquarium, Hon Tam beach, and have
lunch on the island. Customers can be free to swim in the sea and have dinner at hotel.
Day 3: Nha Trang- Da Nang
Morning: Travel to Da Nang, and then have
lunch at Hoi An ancient town.
Afternoon: visit Hoi An ancient town, customers
can buy handmade lantern here. Then come back
to Da Nang, take room and have dinner.
Day 4: Visit Da Nang
Morning: Customers go sightseeing and have beautiful view of Ngu
Hanh Mountain and strive for reaching Thuy Son top. Moreover visit
Huyen Khong cave, Linh Ung pagoda.
Afternoon: Customer can swim in My Khe beach and have dinner and
stay the night at hotel of Da Nang.
Day 5: Da Nang- Hue
Morning: Arrive Hue; check in at hotel
and rest
Afternoon: Customers can go on
cruise on Huong river to visit Thien
Mu pagoda, Hon Chen temple and Minh Mang imperial tomb. After
that, visit Hue Imperial Citadel and shopping at Dong Ba market. Have dinner and stay the
night at Hue hotel.
Day 6: Hue- Hanoi (Airline)
Morning: A bus will lead customers to Ngoc Son temple- a
germ of Hoan Kiem Lake. Later, we will visit museum and
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MARKETING PLAN 2010
tomb of Ho Chi Minh president. Then we will tour some famous pagodas such as Dien Huu,
Tran Quoc, Mot Cot. Have lunch at restaurant with Hanoi‟s food
Afternoon: Continue the trip to
ethnographic museum that
introduces about 54 minorities in
country. After that, move to Quoc
Tu Giam, the first university of
Vietnam. Have dinner and stay the
night at hotel.
Day 7: Hanoi- Saigon (Airline)
Morning: After breakfast, tourists can go shopping at Dong Xuan market.
Afternoon: Start to come back Saigon.
Appendix 3: Direct Competitors
The several direct competitors of Saigontourist are listed below
Viettravel is also one of the top leading
Vietnamese travel agencies (Trang vang thuong
hieu 2006). Viettravel‟s tours are considered as
convenient, interesting and attractive ones to
customers. In addition, Viettravel opened the first
online tour selling network in Vietnam 2007 which
makes booking tours easily.
Ben Thanh Tourist is well known as a „Friendly
travel service‟ that meets the satisfaction of
customers due to its reasonable price (Vnexpress
(2007). The company additionally offers superior
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MARKETING PLAN 2010
promotion in special events, especially in summer holiday with an amazing price.
Sinh Café: Provide tours that depart daily to famous tourism
destinations of Vietnam as well as organizing international
tours to countries in the region, Europe, America and Asia.
Lua Viet: the company constantly improves,
develops and strives for becoming one of the
intimacy and trust tourism brand, especially
with the young, with area schools,
organization and union.
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MARKETING PLAN 2010
Appendix 4: Swot analysis
Strengths
Well known as one of the most
popular tourist service in Vietnam.
It owns the professional staff that is
always enthusiastic in serving
customers.
A number of magical destinations
with interesting activities and events,
such as Ha Noi Capital, Ha Long bay,
Hue, Hoi An, and Ho Chi Minh city
are offered under various kinds of
tour packages.
Customers can easily register via
online booking.
Weaknesses
The price is quite expensive for
students.
Not all of destinations in a specific
tour attract to customers.
The lack of commercials and
marketing campaigns make customers
unaware of some outstanding tours.
Opportunities
Due to the development of Vietnam‟s
economy in recent years, people get
higher income than before
The number of foreign people
travelling to Vietnam is increasing.
The Internet using rate is significantly
growing in Vietnam.
Vietnamese people, especially the
youth are more interested in
discovering the culture.
Threats
Saigontourist with the higher price
has to considerably compete with
other tour operators.
The weather condition is also a threat
to Saigontourist, such as major
floods.
The last one is the impact of inflation
on materials‟ price.
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MARKETING PLAN 2010
Appendix 5: Selective distribution
Channel 1: Travel Agents lists
EDEN travel
1800 55 55 99
94-96 Lê Lai, Phường Bến Thành, Quận 1, Tp. Hồ Chí Minh
Tel: 84 8 3925 9839
Fax: 84 8 3925 9845
Website: http://www.edentravel.com.vn/
Fiditour
129 Nguyễn Huệ, District 1, Hồ Chí Minh city,
Tel: 083.9141414
Fax: 0839141363
Email: [email protected]
Sacatour
Add: 55 Phan Dinh Phung St
Tel: 84-710 3812 419
Fax: 84-710 3823 288
Email: [email protected]
Website: www.saigoncantho.com
Channel 2: Saigontourist Agencies list
Saigontourist Travel Service company
45 Lê Thánh Tôn, quận 1, TP Hồ Chí Minh
Tel (84+8) 38 27 9279/ 38 29 8914
Fax (84+8) 38 22 4987
Email [email protected]
Saigontourist – Chợ Lớn:
01 Nguyễn Chí Thanh, District 5, HCM city,
Tel: (08) 38 30 3029 (Ext: 211, 212),
Fax: (08) 38 35 4533
Saigontourist – Tân Bình:
19 Hoàng Việt, Tân Bình District, HCM city,
Tel: (08) 38 110 439,
Fax: (08) 38 110 365
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MARKETING PLAN 2010
Saigontourist Tân Sơn Nhất
75 Phổ Quang, Ward 2, Tân Bình District, HCM city,
Foreign Travel Tel: (08) 3.8 458 626,
Domestic Travel Tel: (08) 3 8 458 529,
Fax: (08) 3.845.8373
Saigontourist officer in Đà Nẵng
Tel: 0511. 38 97229
Email: [email protected]
357 Phan Chu Trinh, Đà Nẵng.
Saigontourist officer in Hà Nội
(Foreign Travel)
Tel: 04.39 331153 hoặc 04.39 332097
hoặc 04.38250923 (ext. 112)
Email: [email protected]
55B Phan Chu Trinh, Hà Nội
Saigontourist officer in Hà Nội
(Domestic Travel)
Tel: 04.38 250923 (ext. 107)
Email: [email protected]
55B Phan Chu Trinh, Hà Nội
Saigontourist – Quảng Ninh:
Hạ Long, Quảng Ninh province (Viettel building, floor 4),
Tel: (033) 38 44449, Fax: (033) 38 44 450
Saigontourist – Cần Thơ:
104-106 Nguyễn An Ninh, Tân An Ward, Ninh Kiều
District, Cần Thơ
Tel: (0710) 381 86 86
Fax: (0710) 381 81 88
Channel 3: Website
<http://www.dulichhe.com/thanhtoan1.php?tourID=38>.
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MARKETING PLAN 2010
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MARKETING PLAN 2010
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