FRAM marketing plan

Résumé du document

The French Tour Operator market has some specific features. Indeed, 25% of the Germans travel with Tour Operator whereas the only 10% of French use tour operatiors. In spite of the difficulties that some operators are suffering, FRAM is still a successful company as they stand among the top 5 travel companies in France. FRAM had an amazing success for many years and this success was quite inexplicable. The "family war? between Georges COLSON and Marie-Christine CHAUBET has split the group into half, despite of which FRAM remains unaffected. FRAM, in French stands « Fer, Route, Air, Mer » which when translated into English becomes « Train, Road, Sky, Sea » is a reference to all touristic transportation means available, was created in 1949 by 16 friends from Toulouse and its area in France.

Extraits

[...] FRAM observed important sales in agencies after televised advertisement. Partnership with tourist home, mainly with the North Africa countries like Morocco or Egypt, with adverts on large boards, and on radio. Booklets are created for each season (Generalist, Health, Golf, Party & carnivals, Weekends, Egypt) and are distributed in selling points. Internet : On line sales: Distribution FRAM keeps a classical distribution: FRAM agencies, so its 79 selling points, represent 20% of the distribution. The 120 embassies (independent agencies) where FRAM offer is proposed, realize 12% of sales, with an objective of 200 embassies by 2010. [...]

[...] Alliances between TO will be redistributed. Concerning the other TO such as Voyageurs du Monde, FRAM doesn't feel any competition because they offer custom-built products which are created for a different clientele. The European Market is led by two major groups: Thomas Cook and the group coming from the merge of the German TO TUI. The TO has recently bought Havas and its network of agencies. Today, Thomas Cook whishes to buy FRAM, but FRAM wants to adopt a strategy of independency. [...]

[...] FRAM started with 500 customers in 1950, they had in 1960 more than 8000 customers. 1960 -1970 : the take off The charter flight is really expanding throughout Europe. FRAM is surfing on this tendency and launched many flight from the city of Toulouse. In the same time, the high quality of their motor coach trip is awarded by the “Prix du Président de la République” at the international Motor coach championship of Nice In 1965, FRAM launched its first color catalog. [...]

[...] In 1980, FRAM represent customers and 225 employees. 1980 - 1990 : a leader stategy The eighties, in spite of the fifth week of paid holiday, are quite difficult in term of an economical point. FRAM improved its value by increasing the “good value for money” in customers' perception. In 1984, FRAM created an exclusive program: the Framissima. The hotels are bought by the company and offer holidays without any price surprise. FRAM worked as well on improving its services, prices and welcome abroad. [...]

[...] FRAM today ( customers, Best destination : Spain ( customers), Morocco ( customers), Tunisia ( customers), ( 26 Framissima, ( Annual Sales in 2007 reached 478 millions of €uro. Thomas Cook wanted to buy FRAM but problems between shareholders avoid the transaction. FRAM range of activity FRAM is a Tour Operator with agencies, hotels, planes, etc. This model is quite advantageous in term of offer differentiation. But as soon as the activity is dropping, it is becoming really hard for FRAM with high fixed cost. FRAM is an “outgoing specialist” which means that they send French tourists abroad. [...]