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10 EXECUTIVE SUMMARY2 20 SITUATION ANALYSIS2 21 MARKET DEMOGRAPHICS5 211 MARKET TRENDS6 212 MARKET GROWTH6 22 SWOT ANALYSIS6 221 STRENGTHS6 222 WEAKNESSES6 223 OPPORTUNITIES6 224 THREATS7 23 COMPETITION7 24 SERVICES9 25 KEYS TO SUCCESS9 26 CRITICAL ISSUES9 30 MARKETING STRATEGY10 31 MISSION10 32 MARKETING OBJECTIVES10 34 TARGET MARKETING10 36 STRATEGY PYRAMIDS10 37 MARKETING MIX11 371 SERVICES AND SERVICE MARKETING11 372 PRICING11 373 PROMOTION11 40 MARKETING BUDGET11 41 LINKING SALES AND EXPENSES TO STRATEGY12 50 CONTROLS12 51 IMPLEMENTATION MILESTONES12 52 MARKETING ORGANIZATION12 60 SOURCES13 61 BIBLIOGRAPHY13 62 REFERENCES13 63 WEBSITES13 10 Executive Summary GapSure is a full travel insurance service and sells standard travel insurance services and special insurance for adventure travelling including airfare and travel packages Additional services include assistance with passports providing access to top-of-the-line equipment and supplies and a superior offering that includes access to better than average terrain and activities youth accommodations and entertainment The value added of GapSure offering is its knowledge and expertise singular offer and specialty focus on gap year adventure travel which translate into increased satisfaction for the customer According to Mintel the student travel market is worth 42 of the overall travel market and is unlikely to increase in the next few years Nevertheless gap years are on the increase and the total number of students taking a gap year is expected to increase to 90000 by 2005 Mintel estimates the outbound travel market to be worth billion for 2002 Of this figure Mintel estimates that students account for 42 of the travel market This figure is surprisingly low If the number of students going to university increases as the Government predicts the number of students travelling will increase However if student debt levels continue to rise the impact will be detrimental for student travel In 2001 some 50000 students took a gap year before going to university Figure 1 shows that of these nearly 30000 deferred through UCAS The other 20000 deferred on results day
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