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MARKETING STRATEGY FOR NORTHWIND TRADERS GENERAL OVERVIEW Business Strengths Our extensive knowledge of the adventure travel industry is our greatest strength in addition to our positioning in the region Business Weaknesses The greatest weakness our business faces is our ability to handle new competition Currently we are the only providers of our services in the area and any competitor that moves in will pose a threat to our stability BUSINESS GOALS Profit Our current profit goals are Year Two 304000 posttax profit Year Three 496000 posttax profit We have not established any other long-range profit goals at this time Sales Our long-term sales goals are to operate at or close to cash flow break-even by Year Two and to be profitable from Year One onward We would like our profit margin to be 7 percent by Year Three Marketing Our long-term marketing goals are to develop an extensive Web site to increase our public relations activities and to create an informative store window to draw in customers POSITION IN THE MARKETPLACE Description of Our Customers Our customers are 25- to 35-year-old professionals married or unmarried without children who are seeking adventure travel packages in Europe Our Customers Needs Our target customers are looking for customized planning services that will provide them with all the information necessary to take an adventure vacation in Europe Often they do not have the time or the resources to do the research themselves so they turn to us for hassle-free planning services Why Our Customers Choose Us Our well-informed up-to-date staff combined with our extensive knowledge of the European adventure travel field allows us to surpass the services provided by other agencies What Sets Us Apart From the Competition What sets our company apart from our competitors is the fact that we sell custom-designed packages for people We ask them questions find out exactly what they
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