Contents

• Why is marketing plan needed? - Identifying problem areas
• Target market segment
• Characteristics of a target market segment
• Trends of the target market segment
• Micro environment audit
• Market dynamics
• Market characteristics
• SWOT analysis
• Marketing strategies
• Marketing objectives
• Marketing mix
• Conclusion
• References
• Appendix

Description

Razzle Holiday (RH) grew from the Thomas Travel (TT), a private limited company set up in 1951 by Trevor Thomas as a traditional travel agency offering travel tickets and coach/train based family package holidays to popular resorts. In the past five decades, RH has seen a lot of ups and downs in search of newer policies to expand their business and profits in the market. Since 1998, the company has been running in the hands of junior members of the family.