EXECUTIVE SUMMARYSaigontourist is appreciated as the leader of tourism operators in Vietnam.However, they always want to maintain and develop the company instead of standingstill. Consequently, the company designs new tours at all times. For instance, a tour
packet called „Transviet‟ for niche market is
shaped recently. This marketing planbriefl
y analyzes Saigontourist‟s position and indicates strategies for launching this
tour.Firstly, this paper introduces general information about Saigontourist andTransviet tour as well. Then, several key factors which affect the whole company andSWOT analysis are also examined. This step aims to display both advantages andlimitations to execute the following step in the certain way. In addition, themarketing plan identifies target customer, segment market and position forTransviet tour. In more details, we concentrate on Vietnamese, expats and foreignersin Ho Chi Minh City.In marketing mix strategy, because our plan is for service instead of a particularproduct, there are 7P strategies. In term of product part, we observe actual productand augmented product as an identifier to make an outstanding image of Saigontourist. For price, we recommend some noteworthy way to magnetize morecustomers 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 demandof customers to this tour, include advertising, sales promotion, public relationshipand direct marketing. Process, people and physical evidence are three significantparts of marketing mix strategy for service that we offer in the end of strategies toshow what Saigontourist do to preserve its excellent service. Finally, we recommend
“The action plan”
to indicate how we run this marketing plan smoothly fromJanuary to December 2011 and the evaluation of effectiveness for these activities.