Era Tours London - Sightseeing Tours

[1] Knowledge and Understanding Explain the different types of business structures and the benefits of each.

[2] Knowledge and Understanding Define the role that human beings play in the business environment.

[3] Knowledge and Understanding Understand the basics of marketing and promotion and discuss the production and distribution process.

[4] Intellectual, practical, affective and transferrable skills Apply the 4Ps of marketing to any business situation.

You should use information that you have learned in your Introduction to Business classes, along with information from the core textbook and other suggested reading material.

Place: Conduct a location search for your business and identify your competitors within the area.

Products / Services: Describe in detail the product/ service that the business will offer, illustrate with examples.

Price: Apply three Pricing strategies you have learnt, illustrate with examples.

Promotion: What marketing strategies will you adopt. Explain why you would use social media

• Explain the job roles assigned to the business employees.
• Explain the advantages & disadvantages of having Zero-hour contract workers and Agency staff.
• Identify your customer target market. Who are your customer cohorts
• Apply the 4Ps of marketing to any business situation
• Knowledge and Understanding Define the role that human beings play in the business environment.
• Knowledge and Understanding: Understand the basics of marketing and promotion and discuss the production and distribution process.

A sightseeing company named Era tours is planned to establish in London. The company will positively serve its visitors around England. The company will offer unforgettable journeys and experiences to the most iconic locations of Britain. The USP of Era tours is going to have different from other insight companies in London. The company will attained competitive advantage in the form of experts in sightseeing and driven by service. Era tours is passionate about creating memories which last with the guests for a lifetime.

Era tours is going to have partnership with the Treadright foundation.  The company will ensure that the environments and communities visit remain vibrant for the coming genEra tourstions. The company is going to encourage sustainable development of the tourism by supporting the environmentally friendly projects which will benefit heritage and community. This business model will be used as it will identify itself as faster, safer coaches with Wi-Fi and air conditioning (De Grosbois, 2016). The company will maintain itself to manage change in the coming years. Era tours will establish itself as a proud member of the Travel Corporation. The companywill establish itself as top brand and the guest will remain at the forefront of everything will be done by the company. The company is going to prove itself in providing top quality sightseeing tours (Singal, 2015).

The tours of the company will cover medieval castles, royal palaces, huge cathedrals, quaint villages, beautiful coastline, and the heritage sites. The must-see destinations will comprise Windsor castle, Bath, Oxford, Leeds Castle, Shakespeare’s England etc. British tours, Premium tours, Hurlingham travel, the ultimate travel company, Veloso tours are some of the competitors of Era tours (Burns and Dewhurst, 2016).  There is the demand for the service which will be provided by Era tours. It will make doing travel in comfort by offering a superior fleet of air-conditioned coaches with the comfortable seats. Tourism is also the third largest source of jobs.

Era tours will make use of the McCarthy’s 4Ps to position marketing strategy in an efficient way. The 4Ps used in the best possible manner and is used to target the sales. The 4 Ps includes the following:

Product: Era tours will provide an exciting range of tours for the royal palaces, castles, quaint country villages to the historic cities. The tours will be opEra toursted on the new fleet of luxury which will accompanied by the professional local guides. The knowledge and experience of the local guides will ensure tourists have a day to remember (Resnick, Cheng, Simpson and Lourenço, 2016).  It will be driven by its service. The company will establish itself as a proud member of the Travel Corporation. The company will establish itself so that it will be capable as award-winning family of brands. The company is going to ensure utmost quality sightseeing for the guests. The exciting range of tours will bring the majestic palaces and villages to the historical cities of Bath, Oxford, and Canterbury. Era tours will believe in treating guests as valued persons. When the guests need special assistance, the company will guarantee a fast and efficient response from its friendly and professional team. The tours will be offered by the company on the Mercedes-Benz air conditioned vehicles which will offer ultimate luxury and comfort. The company is going to be successful in building up its reputation as a quality opEra tourstor by continually delivering high quality touring experience. It will be specialized in day tours of Britain. The company will keep on launching exciting new experiences like a ride from a vintage bus and enjoying afternoon tea in Westminster Abbey. It will also include dating back to the great fire of London and discovering the secret of Britain’s wartime code cracking school (Leung, Xue and Bai, 2015).

Type of Business

The competitors of the company within the local area are British tours, Premium tours, Hurlingham travel, the ultimate travel company, Veloso tours. These companies offer a memorable experience.

Price: Era tours will be committed to delivering excellent value for money. The classic tours of the company will comprise attractions on the tour. The select tours of the company for an individual will start at $56. And the additional discount will be offered to the students and seniors. The company will also ensure option as per everyone’s budget. The company will be owned by the travel corporation. It will have a collection of twenty-five successful travel and tourism companies comprising Trafalgar tours, Contiki Holidays, Insight vacations along with the Red Carnation hotels. The travel corporation will be dedicated to preserving premier standards of quality and guest service.

There will be always something exciting by company to discover in London. A collection of guided tours will be designed by the company to ensure that tourists get most out of their trip. The company will offer half day tours, full day tours, harry porter tours, walking tours, hop-on-hop-off tours, London by night, private chauffeur tours and group bookings (Lee, Hampton and Jeyacheya, 2015). The walking tours of London will offer an exclusive range as London is never seen. Era tours will charge different prices for all the tours. The single tour will start from £26. It will have a variety of ticket options. These tours will offer an amazing view of London. The professional tour guides will enhance the experience of visiting London (Wiener, Ellen and Burton, 2018).

Place: Era tours will be situated in London. It will expose the mesmerizing heritage of the UK with a bizarre collection of the unforgettable journeys and experiences to Britain’s most iconic locations. London’s famous landmarks will be discovered and explored by day trips to Stonehenge, Cambridge, and Windsor and many other must-see locations. The company will be expert in sightseeing and driven by experience (Khan, 2014). It will be passionate about creating memories which last guests for the lifetime. The experts of the company will be sightseeing and will be driven by the service. It will brought to life cutting-edge audio VOX technology. The knowledgeable experts of the company will uncover the myths and secrets of Britain. The placement strategy will be helpful to the company in assessing the suitable channel for the service. The company will evaluate the ideal locations which will amaze to its guests. It will also help in converting potential clients into the actual clients (Londhe, 2014). The price strategies used by the Era tours will be:

• Premium pricing: The premium pricing will be used by the Era tours. In this strategy, the prices of the services will be kept certain high then the services of the competitors (Pulido-Fernández, Andrades-Caldito and Sánchez-Rivero, 2015). GenEra tourslly, higher value products will be offered high-quality such perception is kept in mind by the company. For example, Era tours will charge higher prices for its offerings.
• Price skimming: The price skimming can also be practiced by the Era tours. It can be used by the company whenever it will add something new to its offerings. It will help the company in maximizing profits. For instance, the company will charge higher prices for its comfort in the Mercedes vehicles along with the air conditioning (Hugstad and Durr, 2015).
• Bundle pricing: The bundle pricing will comprise selling packages or services at lower prices than it costs separately. It will be an effective strategy to be used for increasing profits. For instance, bundle pricing will be used by the company by offering such as group bookings. It will includes various tours at fewer prices.

Competitor Analysis

Promotion: The actual transaction can not happen on the web but online is the initial place where potential clients are engaged and converted. The marketing can be used by the company as it helps in business enhancement. The company can make use of various marketing strategies like social media, search engine, video tutorials and more. The social media is helpful in constructing business (Abdallah and Jaleel, 2015). Posting on the social media like Facebook, Instagram, Youtube is the best way to promote the business. The company can even hire a social media manager for posting advertisements. The social platform tools reach out to the customers looking for the insight services. It has a role in the success of the business. It is also powerful marketing. The company can even promote its newly launched services on the social platform. It will define the features of the services. It will also guide the probable customers about the service details and the prices charged (Wirtz and Lovelock, 2016).

The business manager will be responsible for guiding and directing Era tours to attain the goals. He will administer resources of the company effectively and efficiently in order to channelize energy towards the accomplishment of the goals. The managers will have a role in the whole activities of the Era tours. They will address guides the way to be followed. It will help in attainment of the organizational objectives (Gosain, Agarwal and Siwach, 2016). The manager will also resolve the problems faced by the guests on their tour. A feedback form will be provided to the guests at the end of the tour which can help company to make enhancement in its services.

The advantages of having Zero - hour contract workers are:

Flexibility: The zero work hours are specifically appealing to the people who need flexibility for especially not having a particular schedule. It is good for the employees who do not mind working for the unusual hours.

Opportunities: Taking on the job with zero hour contracts creates opportunities for the persons who do not work on the full-time contract. Making availability at short notices and at unusual times create an opportunity for the individuals.

Extra income: It helps in genEra toursting extra income as there are no set hours. The ability to work for extra hours helps in earning extra money.

The disadvantages of having Zero - hour contract workers are:

Unpredictable hours: A person suffers socially when the working hours are not planned. The things can also be not planned in the advance. A person needs to turn down his important tasks at the last minute.

Application of McCarthy's 4Ps

Lower income: A person can have an opportunity for working extra hours but an employee ends up struggling in paying bills for some months. It becomes extremely frustrating for the employees.

Pressure: It puts pressure on the employees due to the last minute shifts. The can also turn out to be a risk of not being asked to do more shifts in the coming time

The company targets to the singles and couple sin the pre and post full nest stage of the family life cycle. It tends to target two age groups 25-34 and 45+ years of age. It also tends to cover the persons who are well educated and have higher than the avEra toursge household incomes. Such people have an interest in exploring new locations and like have a memorable experience (Mowforth and Munt, 2015).

Era tours will be successfully conducting its opEra tourstions in London and in creating a memorable experience of the guests.  The company will be renowned for its services. The company can even expand its services in the future by adding more destinations to the tour. It can add more cities to the list. The company even arrange tours as per the age groups. As youngsters like to party and like to discover night tours, whereas the people who are 45+ like to have more day routes other than the night parties. The company can make use of the expansion strategies by putting its advertisement on a wide number of social platforms. The customers can be attracted to the online packages available (Fan, Lau and Zhao, 2015). Era tours can even offer discounts to the early booking and to the specific customer group like students and households. The company will be required to focus more on the international segment. The international guests add more revenue to the company. There should be maintained a reservation system by the company for the international customers. Such privilege is effective in enhancing sales. The company is even necessitated to offer special packages to international customers.

References 

Abdallah, S. and Jaleel, B., 2015. Website appeal: development of an assessment tool and evaluation framework of e-marketing. Journal of theoretical and applied electronic commerce research, 10(3), pp.45-62.

Burns, P. and Dewhurst, J. eds., 2016. Small business and entrepreneurship. Macmillan International Higher Education.

De Grosbois, D., 2016. Corporate social responsibility reporting in the cruise tourism industry: a performance evaluation using a new institutional theory based model. Journal of Sustainable Tourism, 24(2), pp.245-269.

Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for business intelligence through the lens of marketing mix. Big Data Research, 2(1), pp.28-32.

Gosain, R.K., Agarwal, P. and Siwach, P.S., 2016. Leadership Qualities of Defence Officers for meeting Present and Future Requirements. Journal of Management and Marketing Review, 1(1), pp.63-71.

Hugstad, P.S. and Durr, M., 2015. A study of country of manufacturer impact on consumer perceptions. In Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference (pp. 115-119). Springer, Cham.

Khan, M.T., 2014. The concept of'marketing mix'and its elements (a conceptual review paper). International journal of information, business and management, 6(2), p.95.

Lee, D., Hampton, M. and Jeyacheya, J., 2015. The political economy of precarious work in the tourism industry in small island developing states. Review of International Political Economy, 22(1), pp.194-223.

Leung, X.Y., Xue, L. and Bai, B., 2015. Internet marketing research in hospitality and tourism: a review and journal preferences. International Journal of Contemporary Hospitality Management, 27(7), pp.1556-1572.

Londhe, B.R., 2014. Marketing mix for next genEra tourstion marketing. Procedia Economics and Finance, 11, pp.335-340.

Mowforth, M. and Munt, I., 2015. Tourism and sustainability: Development, globalisation and new tourism in the third world. Routledge.

Pulido-Fernández, J.I., Andrades-Caldito, L. and Sánchez-Rivero, M., 2015. Is sustainable tourism an obstacle to the economic performance of the tourism industry? Evidence from an international empirical study. Journal of Sustainable Tourism, 23(1), pp.47-64.

Resnick, S.M., Cheng, R., Simpson, M. and Lourenço, F., 2016. Marketing in SMEs: a “4Ps” self-branding model. International Journal of Entrepreneurial Behavior & Research, 22(1), pp.155-174.

Singal, M., 2015. How is the hospitality and tourism industry different? An empirical test of some structural characteristics. International Journal of Hospitality Management, 47, pp.116-119.

Wiener, J.L., Ellen, P.S. and Burton, S., 2018. Looking to the Future: The Evolving Marketing and Public Policy Community. Journal of Public Policy & Marketing, 37(1), pp.1-4.

Wirtz, J. and Lovelock, C., 2016. Services Marketing: People, Technology. World Scientific Publishing Company.