A Balanced Scorecard on Marketing Strategiesfor a Travel Agency that Specializes on Tropical Travel The best premise in a marketing plan for a travel agency is to offer as many options as possible available to customers, and necessarily, deliver all that an option offers. This then will the strategic focus of this papers’ objective which is: to identify tropical destinations for customers based on the occasions/celebrations for their vacation, may it be a simple R&R (rest and relaxation) trip or for a more formal reason such as a family trip or a honeymoon. Classifying the tropical destinations based on the reason for the trip will help the customers make more specific choices that will best fit whatever needs or preferences they may have for their trip.
For example certain destinations are more compatible to couples while other destinations cater more to families and groups than honeymooning couples. Still other customers might look for more variety and diversity to the sights and vacations spot features on top of the beach and water activities (i.e. scuba-diving and snorkeling).
The next step would be to identify measures for creating these categories (i.e. special occasions). First measure is to conduct a survey, both virtual (to be disseminated over the net) and actual (to be disseminated to actual target customers).
This is to identify the usual reasons why people go for vacations to tropical destinations and what the common preferences in terms of travel details and in the trip itineraries that the agency will provide for them. Measures for the implementation and sustainability of this proposal should also be instated. An evaluation or feedback form should be made readily available for the customers should they have suggestions on revisions for the defined categories. Also, this feedback form should be given to the customer after every successful trip so the agency can gather constructive data to improve its services.
The agent must regularly refer to this scorecard as it guarantees “managers and executives a more ‘balanced’ view of organizational performance” (cited from the Balanced Scorecard by Kaplan and Norton). Also, to ensure the continuous improvement and sustainability of the proposal, the agent must conduct a monthly evaluation of the implementation of the strategy and also regularly implement any viable suggestion clients may have. Reference list: Schmeig, S. (2008), The Business Analysis.
Retrieved May 8 from www.wordpress.com The Balance Scorecard Institute, (2009) Balanced Scorecard Basics. Retrieved on May 8, from http://www.
balancedscorecard.org/BSCResources/AbouttheBalancedScorecard/tabid/55/Default.aspx Averson, P. (1998) The Balanced Scorecard and Measurement-Based Management.
Retrieved on May 8 fromhttp://www.balancedscorecard.org/BSCResources/AbouttheBalancedScorecard/TheBSCandMeasurementBasedManagement/tabid/340/Default.aspx
