MARKETING PLAN FOR SHUN TAK HOLDINGS LTD

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MARKETING PLAN FOR SHUN TAK HOLDINGS LTD

  1. INTRODUCTION

Shun Tak Holdings Ltd is a ship management company operating in the travel and transportation industry in China under the brand name “TurboJet”. TurboJet is regarded as the market leader in the Hong Kong- Macau high- speed passenger transport industry. Shun Tak is a listed in China and operates diverse businesses such as investment, property management, transportation, and hospitality. The company offers transport services to four main market segments; Super Class, Premier VIP Cabin, Economy, and Premier Gland Class. The company services are targeted to the local customers traversing between the two cities and international tourists visiting Hong Kong and Macau. TurboJet targets both high and low income customers with their services and hence it has been able to compete effectively in the market. This report develops a marketing plan that contributes towards achievement of the strategic organisational objectives. The report focuses on main topics such as analysis of the marketing environment, positioning and targeting, growth strategies and marketing objectives, marketing mix, and budget, measurement, and control. The report is based on the information provided on the company’s website as well as other information gathered from other relevant sources.

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Description

MARKETING PLAN FOR SHUN TAK HOLDINGS LTD

CW2 – Marketing Plan

Basic Requirements

Use the organisation you previously researched in CW1.

The Marketing plan should make use of

various strategy models (e.g. Ansoff’s Matrix, Porter’s Generic
Strategy)

discuss the implementation and evaluation of marketing
frameworks and tools.

In your Marketing plan you should show that it

Supports the organisational objectives

Demonstrates understanding of the stakeholder needs

Is in line with the marketing objective(s) – identified in CW1

Shows consideration of external and internal environment –
identified in CW1

Outlines how the success of the plan will be evaluated

Introduction

Est. 200 words – not part of the overall word count.

Introduce the organisation (briefly through its background,
history, products/services and main market(s).

Introduce the objectives and the scope of the report.

Section 1: The Marketing Environment (15%)
(based on CW1)

Critically review the macro-, micro- and internal
environment of the company, with the application of
PESTLE or PEST framework, Porter’s Five Forces model
and SWOT analysis. MARKETING PLAN FOR SHUN TAK HOLDINGS LTD.

The section should demonstrate a significant
understanding of the environment within which the
organisation operates

How weaknesses can be converted into strengths, and
threats into opportunities (critical analysis of your key
findings in CW1)

Section 2: Positioning and Targeting (20%)
(STP Approach)

Conduct a market segmentation, applying at least three bases
for segmentation and discussing the effectiveness of the
segmentation, and the attractiveness of the markets.

Justify the target market strategy you suggest should be used.

Assess how the organisation currently positions itself within its
target market.

Use at least two dimension map to assess the organisation’s
positioning in relation to its competitors.

The 4Cs of Positioning can be useful to assess the effectiveness
of the organisation’s positioning strategy

Section 3: Strategies for Growth and
Marketing Objectives (20%)

Application of the BCG matrix, the Ansoff Matrix / Porter’s
Generic Strategies will enable you to identify areas of risk
and growth within the organisation and possible strategic
directions.

This section also gives you the opportunity to discuss the
strategy based on the SMART marketing objectives for the
organisation.

The SMART objectives will be one short-term (up to 1 year),
one medium term (1-3 years) and one long term (3 years+).

You can use (some of) those objectives you have identified
in CW1 but you need to demonstrate how these objectives
will sustain/improve the success of the organisation and
how they meet the stakeholders’ needs.

Section 4: The Marketing Mix (25%)

This is your opportunity to explore the 4Ps, or 7Ps, as you
currently see them in order to achieve the objectives
previously identified.

You can suggest changes to any or all of the components,
if these would help to achieve the objectives you have
set in Section 3.

Remember that the marketing objectives should be in
line with the chosen marketing strategy, so refer to the
targeting of the company, as well as its positioning, to
support your arguments.

Section 5: Budget, Measurement and Control
(15%)

Give a clear indication of estimated costs for the marketing
activities suggested, in line with a relevant and realistic
budget for the organisation.

You must also explain the KPIs you have chosen to measure
the success of your objectives (e.g., revenue increases, web
traffic, social media likes, etc.).

Presentation of the report and academic
referencing (5%). MARKETING PLAN FOR SHUN TAK HOLDINGS LTD.

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MARKETING PLAN FOR SHUN TAK HOLDINGS LTD

  1. INTRODUCTION

Shun Tak Holdings Ltd is a ship management company operating in the travel and transportation industry in China under the brand name “TurboJet”. TurboJet is regarded as the market leader in the Hong Kong- Macau high- speed passenger transport industry. Shun Tak is a listed in China and operates diverse businesses such as investment, property management, transportation, and hospitality. The company offers transport services to four main market segments; Super Class, Premier VIP Cabin, Economy, and Premier Gland Class. The company services are targeted to the local customers traversing between the two cities and international tourists visiting Hong Kong and Macau. TurboJet targets both high and low income customers with their services and hence it has been able to compete effectively in the market. This report develops a marketing plan that contributes towards achievement of the strategic organisational objectives. The report focuses on main topics such as analysis of the marketing environment, positioning and targeting, growth strategies and marketing objectives, marketing mix, and budget, measurement, and control. The report is based on the information provided on the company’s website as well as other information gathered from other relevant sources…………

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