2010 2010 MARKETING PLAN

Team Members:

Lecturer: Pakawat Kietisaksopon

Khoa, Dinh Huynh Dang Group Members: Khoa, Vo Minh s3255161 s3246724

Nguyen Thi Thach Thao s3245942

Tran, Nguyen Tran Bao Nguyen Huynh Le Minh Khoa RMIT University 1/1/2010 s3260916 s3245810

Nguyen Tran Bao Tran s3260916 Dinh Huynh Dang Khoa s3255161 Vo Minh Khoa s3246724

MARKETING PLAN

2010

I. II. III.

EXECUTIVE SUMMARY ............................................................................................... 3 INTRODUCTION.............................................................................................................. 4 SITUATION ANALYSIS .................................................................................................. 5

MICROENVIRONMENT ........................................................................................................ 5 MACROENVIRONMENT ...................................................................................................... 7 IV. V. VI. 1. 2. 3. SWOT MATRIX ILLUSTRATION .............................................................................. 10 OBJECTIVES .................................................................................................................. 11 SEGMENTATION, TARGETING AND POSITIONING .......................................... 12 Segmentation .................................................................................................................... 12 Target market................................................................................................................... 12 Positioning ........................................................................................................................ 12

VII. MARKETING MIX STRATEGY .................................................................................. 15 1. 2. 3. 4. 5. 6. 7. PRODUCT ........................................................................................................................ 15 PRICE ............................................................................................................................... 16 PLACE .............................................................................................................................. 17 PROMOTION .................................................................................................................. 18 PEOPLE............................................................................................................................ 22 PROCESS ......................................................................................................................... 23 PHYSICAL EVIDENCE ................................................................................................. 23

VIII. ACTION PROGRAM ..................................................................................................... 24 IX. X. XI. CONTROL PROGRAM ................................................................................................. 25 APPENDIXES .................................................................................................................. 26 REFERENCES ................................................................................................................. 33

MARKETING PLAN
I. EXECUTIVE SUMMARY

2010

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 Saigontourists 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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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).

2010

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III. SITUATION ANALYSIS MICROENVIRONMENT
1.

2010

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 INTERMEDIARIES

2010

2.

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 Caf and Lua Viet. (See more information at Appendixes 3)

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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). Thats 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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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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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 Kings 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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IV. SWOT MATRIX ILLUSTRATION

2010

(Base from SWOT Analysis in Appendix 4)

SO strategies Owning to having professional staff, Saigontourist can attract more

WO strategies Increase in advertising via utilizing TV commercials and brochures. Vietnamese youth are keener on

foreigner customers Regularly updating information of tour packages on internet.

discovering culture, so, Saigontourist can apply creative strategies to

promote this tour. ST strategies Due to the weather conditions, WT strategies Do surveys about visitors favorite places Offering new tour packages with lower prices.

Saigontourist should be flexible in using transportations. Discount 15% in September and October - considered as away from tourist season.

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V. OBJECTIVES

2010

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) 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.

2. Marketing objectives

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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VI. SEGMENTATION, TARGETING AND POSITIONING 1. Segmentation
Geographic Segmentation
Vietnamese people, expats and foreign tourists live in Ho Chi Minh city.

2010

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.

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
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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 Saigontourists 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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2010

The table below shows price and quality based on Chudu24.com for Nha Trang tour from Hochiminh City:

Product/Brand

Price 3,695,000 VND 2,489,000 VND 1,750,000 VND 2,289,000 VND 2,257,000 VND

Quality

POSITIONING MAP
Price (in VND)

3,000,000

2,000,000

1,000,000 Low

Quality High

Figure 5: Adapted from Chudu24.com n.d

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MARKETING PLAN
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.

2010
Core Benefit Actual Product Augmented Product

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 Saigontourists 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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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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Product-bundle pricing

2010

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

(Not include airplane tickets)

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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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)

Travel Agents Saigontourist Saigontourist officers Website

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.

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2010

Setting the message Lets 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 consumers 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 Figure 8: Example of advertising on magazine

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 Figure 9: Example of advertising on billboards Thanh Nien; banners in district 1, 3 and 5.

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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. Figure 10: Example of advertising on websites

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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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.

Figure 12: Examples of Saigontourisrs advertising specialties 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 Lightup belief charity program which provides leisure tours and outdoor activities for sightimpaired 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 cosponsor for Nguyen Hue Flower Street in Tet holiday. Figure 13: Light up belief program 2009.
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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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Management and Sport & Adventure Tourism. Moreover, Saigontourists staff training course focuses on enhancing specific skills of serving as well as responsibility towards customers.

6. PROCESS After gaining information from Saigontourists 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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VIII. ACTION PROGRAM Time: from January 2011 to December 2011 Program Co-sponsor for Nguyen Hue Flower Street during Tet Organize Customer Appreciation Day for both loyal and potential customers Advertising on newspapers and magazines Advertising on www.tuoitre.com.vn, www.vnexpress.net, www.vietnamtraveltour.net and www.dulichhe.com Sponsor for Light up belief event Sponsor for Victims of dioxin and Sponsoring association for the poor in remote areas. Discount 15% in September and October - considered as away from tourist season. Advertising on billboards in main districts (1,3 &5) in HCMC for the Thang Long Ha Noi anniversary Assign PR Time 1st Feb 10th Feb 12th Feb

2010

Budget 600 million

PR

500 million

Advertising

15th March 15th June 15th April 15th June

1 billion

Direct marketing & Advertising

1,5 million

PR PR

7th Jun 31st Jul

400 million 500 million

Sales promotion

1st Aug- 15th Sep 1st Oct 10th Oct 4th Nov 4th December 4th Dec 20th Dec

200 million

Advertising

500 million

Sponsor for For the smile of poor blind PR children fund. Sponsor for Terry Fox Run fund PR

500 million

200 million

Grand Total

5.9 Billion (VND)

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IX. CONTROL PROGRAM

2010

The control program evaluates the effectiveness of Saigontourists 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 customers 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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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.

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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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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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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 Hanois 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). Viettravels 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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promotion in special events, especially in summer holiday with an amazing price.

Sinh Caf: 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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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 Weaknesses

2010

The price is quite expensive for students. Not all of destinations in a specific tour attract to customers. The lack of commercials and

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. Opportunities Due to the development of Vietnams economy in recent years, people get higher income than before The number of foreign people

marketing campaigns make customers unaware of some outstanding tours.

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

travelling to Vietnam is increasing. The Internet using rate is significantly growing in Vietnam. Vietnamese people, especially the youth are more interested in

floods. The last one is the impact of inflation on materials price.

discovering the culture.

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Appendix 5: Selective distribution Channel 1: Travel Agents lists EDEN travel 1800 55 55 99 94-96 L Lai, Phng Bn Thnh, Qun 1, Tp. H Ch Minh Tel: 84 8 3925 9839 Fax: 84 8 3925 9845 Website: http://www.edentravel.com.vn/ Fiditour 129 Nguyn Hu, District 1, H Ch Minh city, Tel: 083.9141414 Fax: 0839141363 Email: fidi@fiditour.com Sacatour Add: 55 Phan Dinh Phung St Tel: 84-710 3812 419 Fax: 84-710 3823 288 Email: sacotours@saigoncantho.com.vn Website: www.saigoncantho.com Channel 2: Saigontourist Agencies list Saigontourist Travel Service company 45 L Thnh Tn, qun 1, TP H Ch Minh Tel (84+8) 38 27 9279/ 38 29 8914 Fax (84+8) 38 22 4987 Email info@dulichhe.com Saigontourist Ch Ln: 01 Nguyn Ch Thanh, District 5, HCM city, Tel: (08) 38 30 3029 (Ext: 211, 212), Fax: (08) 38 35 4533 Saigontourist Tn Bnh: 19 Hong Vit, Tn Bnh District, HCM city, Tel: (08) 38 110 439, Fax: (08) 38 110 365

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Saigontourist Tn Sn Nht 75 Ph Quang, Ward 2, Tn Bnh 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 Nng Tel: 0511. 38 97229 Email: info@saigontourist.net 357 Phan Chu Trinh, Nng. Saigontourist officer in H Ni (Foreign Travel) Tel: 04.39 331153 hoc 04.39 332097 hoc 04.38250923 (ext. 112) Email: info@saigontourist.net 55B Phan Chu Trinh, H Ni Saigontourist officer in H Ni (Domestic Travel) Tel: 04.38 250923 (ext. 107) Email: info@saigontourist.net 55B Phan Chu Trinh, H Ni Saigontourist Qung Ninh: H Long, Qung Ninh province (Viettel building, floor 4), Tel: (033) 38 44449, Fax: (033) 38 44 450 Saigontourist Cn Th: 104-106 Nguyn An Ninh, Tn An Ward, Ninh Kiu District, Cn Th Tel: (0710) 381 86 86 Fax: (0710) 381 81 88 Channel 3: Website <http://www.dulichhe.com/thanhtoan1.php?tourID=38>.

2010

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XI. REFERENCES

2010

Belch, GE & Belch MA 2009, Advertising and promotion: An Intergrated Marketing Communications Perspective, 8th edn, McGraw- Hill/ Irwin, NewYork. Etravelvietnam 2010, 400 visually impaired students join Light up the belief program, 2nd July, etravelvietnam.com, viewed 19th August, 2010, <http://www.etravelvietnam.com/sites/news_details.php?newsID=398>. General Statistic Office of Vietnam 2010, Media release: The 2009 Population and Housing Census, 22nd July, Gso.gov.vn, viewed 26th July 2010, <http://www.gso.gov.vn/default_en.aspx?tabid=599&ItemID=9788>. Hai Minh 2009, VGP News | VN has golden population and higher life-span, report says, news.gov.vn, viewed 26th July 2010, <http://news.gov.vn/Home/VN-has-golden-populationand-higher-lifespan-report-says/200912/5878.vgp>.

Kotler, P & Amstrong, G 2009, Principles of Marketing: A Global Perspective, 12thedn, Prentice Hall, Singapore. Saigontourist 2010, Saigontourist Actions for community, Saigontourist, viewed August 19, 2010,<http://www.saigontourist.net/aboutus-community.htm> Saigontourist 2010, "Saigontourist travel service", Saigontourist, viewed 26 July 2010, <http://saigontourist.net/aboutus.htm>.

Saigontourist 2010, "Saigontourist Holding company", Saigontourist, viewed 26 July 2010, <http://www.saigontourist.com.vn/en/about/about.htm>. T.B.S 2009, Chng Trnh T Thin Thp Sng Nim Tin Ln Th 6, Toquoc, 26th September, viewed 30th August 2010, <http://www.toquoc.gov.vn/Thongtin/Thong-Tin-DuLich/Chuong-Trinh-Tu-Thien-Thap-Sang-Niem-Tin-Lan-Thu-6.html>.

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MARKETING PLAN
The World Bank 2010, GDP (current US), worldbank.org, viewed 26th July 2010, <http://data.worldbank.org/indicator/NY.GDP.MKTP.CD>.

2010

Tour NhaTrang Tour NhaTrang - Lich tour va gia tour n.d., Chu Du 24, viewed 11th August 2010,<http://www.chudu24.com/tour/tour-trong-nuoc/NHA/tour-di-nha-trang.html>. Trangvangthuonghieu 2006, Qua trinh hinh thanh va phat trien cong ty Vietravel, 24th November, viewed 9th August 2010, <http://www.trangvangthuonghieu.com/?do=brand&dtd=profile&id=598&cid=1168>. U.S Census Bureau n.d, Vietnam U.S Census Bureau, census.gov, viewed 26th July 2010, <http://www.census.gov/ipc/www/idb/country.php>. Vietnam Plus 2010, Vietnam tourism award winners honored, 29th June, vietnamplus.vn, viewed 11th August 2010, <http://en.vietnamplus.vn/Home/Vietnam-Tourism-Award-winnershonoured/20106/10190.vnplus>. Vnexpress 2007, 10 khach san co dich vu tot nhat, Sapa Travel, viewed 9th August 2010, <http://www.sapatravelguide.com/10-khach-san-co-dich-vu-tot-nhat.htm>. VOV News 2008, Tourism emerges as spearhead of economic sector, 21st October, vovnews.vn, viewed 31st July 2010, <http://english.vovnews.vn/Home/Tourism-emerges-asspearhead-of-economic-sector/200810/12392.vov>.

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