PREPARED BY: Suhelica Roy

BATA; 4th Semester

 EXECUTIVE SUMMARY
COMPANY NAME- INDIGENOUS TOURISM COMPANY
• Mission-> Local Tourism to become preferred tourism agency
• SWOT->
1. Strengths- Knowledge, dedication, experienced executives, personalized service.
2. Weaknesses- Start-up company with monetary constraint
3. Opportunities- Sudden rise in tourism due to withdrawal of pandemic restrictions.
4. Threats- Experienced companies, lower visibility of website
• Goals-> Yearly turnover- Rs. 1.2 crores; Profit target- Rs. 18 lakhs.
• KPI-> Revenue; Customer Acquisition Cost (CAC); Customer Retention; Referral Rate; Cost
and Customer Satisfaction.
 CONTD……….
• Market Research->
1. Target Customers- Government servants, students and local businessman
2. Competition- Make My Trip, Thomas Cook, Clear Trip, Local established companies
3. Competitive Advantages- Reasonable price
• Marketing Plan->
1. Strategy- Personalized service, Reasonable price
2. Client Breakdown- Government servants (60%), Local businessman (30%), Students
(10%)
3. Advertising- Outsourcing of advertisements, Website, Hoardings, Printing, Broadcasting
4. Public Relations- Repeated visits, B2B connections, Promoting, Branding.
 COMPANY INFORMATION
• Introduction->
Name- Indigenous Tourism Company
Address- NKDA Market, Action Area 2C, Kolkata, West Bengal, Room Number 35
Phone Number- 9876542000
Email Id- suhelicaroy@yahoo.com
Contact Person- Manisha (Marketing Head)
• Mission Statement-> Company’s aim is to popularize local tourism awareness among people from all
spheres and to earn the reputation as “your preferred travel agency”.
• Guiding Principles and Values-> To perform and deliver excellent quality service to our clients,
providing them unforgettable travel, enjoyable with guaranteed services exceeding expectations.
 SWOT ANALYSIS
• Strengths->

1. Extensive knowledge of the industry.

2. Dedicated personnel and management.

3. Executives are experienced, they are familiar with local service providers and have
established strategic relationships.

4. Personalized service.
• Weaknesses->

1. Lack of experience with niche customers.

2. New to the industry.

3. New website with less visibility.

4. Minimum capital for being a start-up company.

 CONTD……….
• Opportunities->

1. Recent withdrawal of corona restrictions encourages travel.

2. Great scope from government service holders.

• Threats->

1. Competition from established companies.

2. Possibility of sudden restriction imposed by government due to

pandemic.

3. Market uncertainty along with bad national economy.

4. Insurgency and terrorist activity in certain areas of the country.

GOALS
• General Goals for the year->
Earnings- Rs. 1,20,00,000
Profit- Rs. 18,00,000
• Quarterly Goals->

Earnings- Rs. 30,00,000

Profit- Rs. 4,50,000
• Monthly Goals->

Earnings- Rs. 10,00,000

Profit- Rs. 1,50,000
KEY PERFORMANCE INDICATORS (KPI)
• Revenue-> At the end of the day, the bottom line is to make profit, hence,
revenue is the most important KPI. Apps like QuickBooks using the Zapier
integration can give clear view of the turnover of the company.
• Customer Acquisition Cost (CAC)-> Marketing is required for the growth of the
business; hence, marketing expense is a major expense to attract and obtain new
customers. Instead of marketing by self, it is better to outsource marketing and
advertisement.
• Customer Retention-> With best customer service, with competitive rates and
providing comfort, a customer can be retained, such satisfied customer will be
the company’s advertisement, it will bring their friends and relatives. Customer
rewards like vouchers or discount for those who come back can retain many
customers.
• Referral Rate-> It is necessary to track how many customers the company gain
from other customers, this will help in keeping CAC lower.
• Cost-> The cost are any expenses directly related providing a service. This
includes staff salary, insurances, and equipment for a start-up, etc.
• Customer Satisfaction-> One should be careful to provide a good offer. The cost
should not outweigh the value to be recede by the client. A single dissatisfied
customer can ruin a company due to bad publicity; customer acquisition and
customer retention will be affected due to customer dissatisfaction.
 CONTD……….
KEY PERFORMANCE INDICATORS (KPI)
4,500,000
4,000,000
3,500,000
3,000,000
2,500,000
2,000,000
1,500,000
1,000,000
500,000
0
REVENUE PROFIT CUSTOMER ACQUISITION COST COST
(CAC)

1st Quarter 2nd Quarter 3rd Quarter 4th Quarter

 MARKET RESEARCH
• Target Customers->

1. Government service holders

2. Students
3. Businessman
• Competition->

Established companies like:

1. Make My Trip
2. Thomas Cook
 CONTD……….
3. Clear Trip
4. Local Established Companies like Khaitan
Travels, Kundu Special, etc.
• Market Share and Positioning-> As a start-up
company, market share and position is negligible.
• Competitive Advantages->
1. Competitive price with reasonable cost.
2. Personalized service.
 MARKETING PLAN
• Strategy->

1. Personal visit

2. Business to Business (B2B)

3. Reasonable cost with lesser margin of profit

4. Door to door service.

• Client Breakdown->

1. Government service holders- 60%

2. Students- 10%

3. Businessman- 30%
 CONTD……….
• Market Position-> As a start-up company, present
market positioning is negligible.
• Advertising->
1. Outsourcing
2. Website
3. Hoardings
4. Print Advertising
5. Broadcast Advertising
 CONTD……….
• Public Relations->

1. Repeated visit to clients

2. Outsourcing travel agents

3. Relationship with B2B, hotels, transport companies and ticketing

4. Promotion
5. Brand
• Cross-selling Opportunities->
With B2B relationships, there is a cross-selling opportunity from
travel companies outside the state who require to sent tourist to
West Bengal.