Sunrise Resorts is a nationwide chain of resorts, with 35 branches all over India. They provide a whole gamut of hospitality services including Weekend Getaways, Spiritual Retreats, Long Holidays, Group Outings and Adventure Trips to customers. The company aspires to reach out to a whole new segment of potential customers by marketing itself effectively over the internet.
With the shift in the demography of the country, there is also a significant change in the company's clientele. Rising levels of disposable income with the Indian middle class, increased penetration of the internet throughout India, easy availability of credit cards and the low cost airlines boom are factors which are contributing to making the tourism industry one of the most promising sectors in India. There is a huge new market for young executives who are willing to pay for quality service which would help them to get away from their daily grind. There is also a whole new market - youth looking out for adventure activities. Sunrise Resorts wants us to develop a strategy to market their service effectively over the different segments, through the internet.
SITUATION ANALYSIS
Current Situation
India’s travel and tourism market was valued at US$42 billion in 2005, and is growing rapidly. India emerged as the fifth most preferred destination by the world’s travellers in a survey conducted across 134 countries. India also figures in the Annual Readers’ Travel Awards 2005, which were announced by the prestigious magazine Conde Nast Travellers UK in its September 2005 edition. A 5,000 year history, culture, religion and alternative medicine fascinate both budget and luxury travellers alike.
The Department of Tourism’s resolve in promoting Indian tourism has strengthened as it recognise ...