Running head: MARKET ANALYSIS 1 MARKET ANALYSIS 6 Market Analysis Miguel Figueroa April 22nd, 2020 Columbia Southern University Introduction Market analysis is very important if a business needs to succeed, (McKenna, McNabb, &Shorey, 2018). The company whose market analysis is being done is Travel Supreme which mainly deals with peoples vacations, accommodation bookings and other services people might need in a vacation. It also deals with events like wedding travels and engagement travels. This market analysis is supposed to show the target market of the company, the health of the industry and a swot analysis. Market segmentation There are four main market segmentations for any kind of business and it is not any different for Travel supreme. For any organization, it is easier to know their market target once they do a market analysis while having these four in mind their market target becomes more defined. This is because segmentation rules out any person that is not considered as a potential customer leaving the company with a better defined market target. You can be surprised at how people in different cities have different preferences, interest and expectations and that’s why geographic segmentation is important. This means that you have to know what people in a certain city or location like, and prefer in terms of services and quality for you to be able to do appropriate advertising, (Ahani,et al., 2019). When it comes to psychographic segmentation we are basically talking about the intrinsic straits of the customers that you target. These can range from a person’s personality, their values, their lifestyle, life motivators and opinions. This kind of information is done by arranging focus groups or even interviews. Demographic segmentation is one of the important parts because it is all about variables like age, family size, income, level of education, occupation among others. These are very big determinants. Lastly we have behavioral segmentation which is more like psychographic segmentation apart from the fact that it is about a person’s attitude towards the company and how they would use it. For Travel Supreme, the market target are big cities and people will medium income. These four segments were helpful in narrowing that down because the geographic and demographic segment helped to identify that this kind of business was best for people in cities that have developed because they appreciate travel and learning and can also afford it. Also with the help psychographic and behavioral segmentation, big cities like New York have people whose lifestyle is all about travel and they appreciate it. Competitive and industry analysis There are three main companies that are competition to Travel Supreme. They include Expedia group, booking holdings and business travel. Expedia group is well known for its tours and accommodation services. This company is a very famous company because it picks you up wherever you are and takes you .

1. Running head: MARKET ANALYSIS 1
MARKET ANALYSIS 6
Market Analysis
Miguel Figueroa
April 22nd, 2020
Columbia Southern University
Introduction
Market analysis is very important if a business needs to
succeed, (McKenna, McNabb, &Shorey, 2018). The company
whose market analysis is being done is Travel Supreme which
mainly deals with peoples vacations, accommodation bookings
and other services people might need in a vacation. It also deals
with events like wedding travels and engagement travels. This
market analysis is supposed to show the target market of the
company, the health of the industry and a swot analysis.
Market segmentation
There are four main market segmentations for any kind of
business and it is not any different for Travel supreme. For any
organization, it is easier to know their market target once they
do a market analysis while having these four in mind their
market target becomes more defined. This is because
segmentation rules out any person that is not considered as a
potential customer leaving the company with a better defined

2. market target.
You can be surprised at how people in different cities have
different preferences, interest and expectations and that’s why
geographic segmentation is important. This means that you have
to know what people in a certain city or location like, and prefer
in terms of services and quality for you to be able to do
appropriate advertising, (Ahani,et al., 2019). When it comes to
psychographic segmentation we are basically talking about the
intrinsic straits of the customers that you target. These can
range from a person’s personality, their values, their lifestyle,
life motivators and opinions.
This kind of information is done by arranging focus groups or
even interviews. Demographic segmentation is one of the
important parts because it is all about variables like age, family
size, income, level of education, occupation among others.
These are very big determinants. Lastly we have behavioral
segmentation which is more like psychographic segmentation
apart from the fact that it is about a person’s attitude towards
the company and how they would use it.
For Travel Supreme, the market target are big cities and people
will medium income. These four segments were helpful in
narrowing that down because the geographic and demographic
segment helped to identify that this kind of business was best
for people in cities that have developed because they appreciate
travel and learning and can also afford it. Also with the help
psychographic and behavioral segmentation, big cities like New
York have people whose lifestyle is all about travel and they
appreciate it.
Competitive and industry analysis
There are three main companies that are competition to Travel
Supreme. They include Expedia group, booking holdings and
business travel. Expedia group is well known for its tours and
accommodation services. This company is a very famous
company because it picks you up wherever you are and takes
you wherever you are going. It also caters for all the travels and
tours during the vacation. It also deals with the accommodation

3. during the vacation. Booking holdings is all about all vacation
booking including where the family should have their meals,
where they will visit and their accommodation charges,
(Coester, 2019). Business travel mainly deals with business
vacations, hotel bookings business and everything people in a
business vacation might need.
The health of this industry is good currently and has continued
to be better as time goes by. This is because more and more
companies have been venturing in it a lot. When comparing it to
how it was ten years ago we see that is has triple the number of
the industries it had and half of those are the ones that in less
than five years ago. This shows that this industry is very
healthy and is continuing to grow. Most of the companies in this
industries are doing quite well which is a show of the industry
being healthy.
When doing a marketing plan, it is important to consider
competition so as to identify what you can do different, what
other companies are doing that should not be done, what works
and how you can do it better and what needs to be included,
(Dolnicar,Grün, &Leisch, 2018). Knowing this gives you a
competitive advantage over the other companies. The health of
the industry gives you the probability of your company growing
or failing. A shrinking industry is not the best industry to invest
in and the vice versa is try. Knowing this helps you invest in the
best industry.
Swot analysis
Strengths and weaknesses
The strengths of the company include having arrangements for
not only family vacations but also for events like engagements
and weddings. Also it is online and can deal with clients from
all over. It is also reliable because of connections in different
cities, (Gürel, & Tat, 2017). The weaknesses are that it is not
well known because there are bigger companies. It also has
limited personnel and resources which means that it cannot hold
a lot of clients at a go.
Threats and opportunities

4. The threats are that since this is a growing industry,
competition is going to continue growing. Also, with the new
technology, people will look for ways to book their own
accommodations, reservations and even use google maps for
tours. Opportunities are that the company can include other
services in company, (Gürel, & Tat, 2017). The services are like
selling products used in vacations and others different from
vacation services as it continues growing.
Conclusion
People in different cities have different preferences, interest
and expectations. For any organization, it is easier to know their
market target once they do a market analysis while having the
four segments in mind their market target becomes more
defined.When doing a marketing plan, it is important to
consider competition so as to identify what you can do
different, what other companies are doing that should not be
done, what works and how you can do it better and what needs
to be included.
References
Ahani, A., Nilashi, M., Ibrahim, O., Sanzogni, L., &Weaven, S.
(2019). Market segmentation and travel choice prediction in Spa
hotels through TripAdvisor’s online reviews. International
Journal of Hospitality Management, 80, 52-77.
Coester, C. (2019). Competitive analysis of k-server variants
and metrical task systems (Doctoral dissertation, University of
Oxford).
Dolnicar, S., Grün, B., &Leisch, F. (2018). Market
segmentation analysis. In Market Segmentation Analysis (pp.
11-22). Springer, Singapore.
Gürel, E., & Tat, M. (2017). SWOT analysis: a theoretical
review. Journal of International Social Research, 10(51).
McKenna, C., McNabb, R., &Shorey, J. (2018). Developments
in labour market analysis (Vol. 11). Routledge.

5. Running Head: TRAVEL SUPREME 1
TRAVEL SUPREME 6
TRAVEL SUPREME
Miguel Figueroa
April 7th, 2020
Columbia Southern University
Introduction
Travel Supreme organization is an organization that mainly
focus on offering travelling services to their clients. The
company assist their clients with travel planning of vacation as
well as events planning. Customers are currently doing their
own vacations but the company trust that there are more
services that the organization can offer to their customers other
than the vacation travel services. The travel services that the
company believes are still in demand are reservation booking,
time scheduling, communication services, car rentals, selling
travel services and products in the place of suppliers. The
company also believes that they may offer travel wedding,
engagement, and honeymoon events for their clients. The
company has its mission to offer the best quality service s to
their clients. The vision of the company is to attract more

6. customers to work with them in achieving their mission. The
core value of the company is honesty.
Market research strategies
There several marketing strategies that Travel Supreme is
planning to use so that understand the target market,
competition, industry as well as understand the ways of
generating more profit. The company focus on using the cost
effective services (LEYVA et al., 2018). Supreme company
wants to attract more clients to their organization and want to
perform best that their competitors and hence the organization
provide service with prices less than the prices of the customer
(LEYVA et al., 2018).
The other marketing strategy that the organization is planning to
focus on is the internet marketing. The organization has open a
social media platform pages whereby they advertise their
services that they are planning to offer to the customer’s at the
most affordable prices (LEYVA et al., 2018). The company has
opened a Facebook page that is called Travel Supreme
Company. The company also have an Instagram page that is
called ‘travelwithsupreme’ (LEYVA et al., 2018).
There company has a website whereby they allow their
customers to ask for services through the online platform
without having to physically coming to the organization
(LEYVA et al., 2018). The social media platform is for offering
the organization with a direct link with the clients such that
they understand the client’s needs (LEYVA et al., 2018). The
company also have rating that at the moment it has gone up to
4stars which motivate those online new clients on using their
services.
The other marketing strategy that the organization is planning to
focus on so as to generate more income and work best than their
competitors include the branding services (Kingsnorth,
2019). All their means of transport and the products offered in
the organization have the organization brand name on it such
that anyone who will access it will know that the company
offered travel services to their clients (Kingsnorth, 2019). They

7. also have a photography section for their client whereby the
pictures are branded by the organization name. The organization
is also planning to organize a meeting for all the clients and the
best clients that has frequently used their services will be
awarded with a car that will be branded with the company name
(Kingsnorth, 2019).
The company will also use word mouth advertising. The
organization has employed individuals who will do a door to
door marketing of services to the potential clients. The company
has generated a pamphlet that has the services that the
organization is offering and a way to reach the organization
incase thy want services offered by the organization. The
pamphlet also has the discount that the company is offering to
the customers and the conditions for an individual to receive the
discounted services (Kotler & Keller, 2016).
PEST Analysis
This pest analysis is aimed at assisting the organization to make
concrete decisions to advance the organization macro
environment. The factors that make up supreme PEST analysis
will include the Political, Economic, and Social along with
Technology. When the organization put its focus on these macro
considerations then it will be in a position to improve and
maintain it marketing position in the market.
Political: Most political issues impact the way in which Travel
supreme organization operate (LEYVA et al., 2018). The
political factors might make the organization to yield minimal
profits due to diverse issues that may restrict them from
carrying out operations (LEYVA et al., 2018). The travel market
is expecting that the government incentives concerning the
removal of the travel bands along with westernization of nations
is also expected and that might affect the travel company.
However, some of the government relations have impacted the
organization in a positive way and also in a negative way
(LEYVA et al., 2018). The government has implanted some
restriction policies concerning traveling without travel teams
and hence the travel company are free to carry out the travel

8. and vacations services for their clients (Government of Canada,
2016)
Economic: the economic factors that may impact the Travel
Supreme incorporate tax rates, growth along with price changes
(LEYVA et al., 2018). All the factors will influence the profit
in the organization and will assist it to achieve customer loyalty
(LEYVA et al., 2018). In the recession period that slows down
the client spending on the luxurious items along with trips given
by the organization will be at the moment be seen as luxury
(International Trade Administration, 2018).
Social: Lifestyle trends and culture greatly impact social
factors. Travel Supreme will focus on the trends to that will
improve customer experience and we will respond to customer
concerns within less than 24 hours. We will also comment
immediately with a personalized response of customer images
with our hashtags. Customers will be provided with details of
their trip immediately after purchase with full itineraries and
the expected weather conditions while they are there.
Technological: We currently live in an era of superior
technological advances. The travel industry is known for
innovative techniques and offering customers with unique
experiences. Airplanes assist in helping customers arrive to
their destination in no time. Travel Supreme will seek to
establish a partnership with major air carriers in the future and
other timely means of transportation (Chaffey & Ellis-
Chadwick, 2019)
References
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing.
Pearson UK.
Government of Canada. July 16, (2016). Guide to Market
Research and Analysis. Retrieved from:
https://canadabusiness.ca/business-planning/market-research-
and-statistics/conducting-market-research/guide-to-market-

9. research-and-analysis/
International Trade Administration. (2018). The Travel,
Tourism and Hospitality Industry in the United States.
Retrieved from: https://www.selectusa.gov/travel-tourism-and-
hospitality-industry-united-states
Kotler, P., & Keller, K. L. (2016). Marketing management
[VitalSource Bookshelf version] (15th ed.). Retrieved from
https://online.vitalsource.com/#/books/9781323591512
Kingsnorth, S. (2019). Digital marketing strategy: an integrated
approach to online marketing. Kogan Page Publishers.
LEYVA, M., HECHAVARRIA, J., BATISTA, N., ALARCON, J.
A., & GOMEZ, O. (2018). A framework for PEST analysis
based on fuzzy decision maps. Revista ESPACIOS, 39(16).