A marketing program for ABC Travel Services, Inc
Unpublished Project (MBA)
Call Number: G155.P55 .T85 1996 SGP
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The purpose of this study was to develop a marketing program which will enable the ABC Travel Service (ATS) to strengthen its current position in the travel and tour agency business. Fifty-six persons participated in the survey which includes the ATS manager, employees, and clients. Each of them gave their perceptions about the ATS. The six major findings of the study were as follows. (a) The majority of clients are young business people from Makati City. (b) The majority of its clients perceived the services quality as good; however, there is a need for improvement in the ticketing service area. (c) There is a need for further training for employees to fact the competitive challenges. (d) The tickets prices and tour services fees are higher than clients expected. The higher price is due to the quality of services offered, agency objectives, and transportation companies. (e) The parking spaces as the office are not adequate for clients. (f) The agency used informational brochures, word of mouth, and ATS employee or mangers visitation for service information rather than other media. As a result of this study, the following recommendations are suggested to ATS for improvements in operations: 1. To expand the target market to places, such as Quezon City and the cities of Manila and Mandaluyong. 2. To maintain the present quality standards, adopt a system of networking for better relations with transportation companies. 3. To review its tour and ticketing service fees by developing a pricing objective that is affordable to its clients. 4. To persuade transportation companies to offer lower or discounted prices. 5. To find a suitable location for an outlet where clients can transact business. 6. To consider renting a parking space near the office to reinforce the present parking space deficiency. 7. To intensify its visitation with major clients on a regular basis. 8. To train agency salespeople to be friendly and knowledgeable about their services.
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