Sample Marketing plan: 'You can Bike'

Thèmes abordés

Tourism for disabled people, cycling, marketing plan, product development, strategy

Résumé du document

Our new product will offer to the disabled people the opportunity to make cycle tours with aninfrastructure prepared according to their needs.The mission statement is: ‘Everyone can do it'. This sentence has two meanings. The first one isthat even if you are disabled, you can participate in sports and discover the world with a bike! The Paralympicsshow that everybody can take part in sports, even at a very good level.The second meaning is that, as we have said in the market overview, there is a poor supply inEngland for people who are disabled. With this product, we want to offer this market the servicethat is missing for them in England.Our mission is well represented by an extract of Guerra (2003) who speaks about tourismin general: "Tourism does not exist in a vacuum. It represents the exercise of free choice, orienting people towardsopen-mindedness and enriching experiences so that they gain a greater understanding of the world around them.This is why tourism affects so many aspects of life and carries such significance. This is also why tourism must beaccessible to everyone."

Extraits

[...] Disabled Living Foundation: http://www.dlf.org.uk/, Visited the 3rd of December 2010. International Medical Travel Journal: http://www.imtj.com , Visited the 8th of December 2010. Tour operator Adventure Cycling: http://www.adventurecycling.org/, Visited the 1st of December 2010. Tour operator Bike events: http://www.bike-events.com/, Visited the 1st of December 2010. Tour operator A2Z Adventures: http://www.a2z-adventures.com , Visited the 1st of December 2010. Tour operator Adventure center: http://www.adventurecenter.com/ , Visited the 1st of December 2010. Tour operator Grasshopper Adventure: http://www.grasshopperadventures.com/ , Visited the 1st of December 2010. [...]

[...] The process for buying the product will begin the same way for disabled and non-disabled people. The first question will be about the travel plan. Then, when the client raises questions about the accessibility, we will begin to speak about the disability. At this stage, a checklist will be made where we will put the problems the client has (name of the disability, effects of this disability, equipments needed, etc). After that we will look at the destinations/tours that the client will be able to make according to his disability. [...]

[...] In addition, they will be able to enjoy videos from the tours and interactive maps. We will make advertising in “Able Magazine”. It is one of the favourite magazines for disabled people in the UK6. Unfortunately, the budget for publicity is restricted because of the small size of the company. People It has been said in the European Disability Forum (2001): their role as advisors on accessible services, the travel agents and tour operators must ensure that their staffs receive adequate disability awareness training and that the services they provide are, in themselves, accessible for disabled customers”. [...]

[...] For instance more than 1 million visitors are going on the Bath to Bristol trail each year. Cycling is most of the time combined with other activities like walking, trekking, wine testing, culture discovering, etc, depending on the place the tourists are. Indeed, the cycling holidays are 1 appealing because of the range of physical and cultural experiences they offer to the customers. Indeed, cycling enables participants to take exercise but also offers a completely different experience than what can be accomplished from travelling by car, train or coach. [...]

[...] European Commission (1996) Making Europe Accessible for tourists with disabilities: handbook for the tourist industry. Luxembourg, Office for Official Publications of the European Communities. European Disability Forum (2001) Position Paper on the European Commission proposal for a European Year of People with Disabilities, Brussels. Family Resources Survey Disability prevalence estimates 2007/8, found on the website of the Disabled Living Foundation, http://www.dlf.org.uk, the 29th of December 2010. Holly T. (2001) Serving a special niche. Travel agent, Volume 303 (Issue pp. 28-31. Kasriel D. [...]