In initial phase of operation, company will focus on acquiring Chinese and European customer who frequently travels to Macau. The core emphasis of marketing strategy will be on focus, being a new organisation, it will be important for the organisation to focus on specific kind of travel and tourism services with selected range of business partners and suppliers.
Product: As mentioned in one of the above section, company will be focusing on offering tour packages which will offer cultural and heritage tourism of Macau. Also there will be gambling based holiday packages. Along with these tour packages company will offer range of services such as visa assistance, ground transportation, airline tickets, hotel accommodation etc.
Pricing: Dragon Travel and Tourism, Inc. will aggressively price its product offering. Considering the introductory phase of the organisation, Dragon Travel and Tourism, Inc. will focus on penetration pricing strategy. This strategy will ensure that the potential customers are not frightened away by the initial prices of the organisation until a point of time when services of the organisation are appreciated by the customers. However the important aspect of pricing strategy will be that it will be kept prudently in order to ensure that financial goals of the organisation are achieved.
Promotion and Advertising: This strategy will be focused on informing the potential customers of the organisation about the existence of the services and products offered by the company. Various channels such as print, and web based advertisements will be used for promotion and advertisement of the company. Use of Google AdSense, and Facebook based promotion will be used for targeted advertisement. Intention of the promotional and advertisement campaign will be:
Highlight gamut of services offered by the company.
Highlight competitive pricing offered by the company.
Creating awareness about the culture and heritage based tourism packages offered by the company