2. TABLE OF CONTENT
MARKETING DATA………………………………………………………..PAGE 3
THE ANALYSIS OF THE SURVEY…………………………..…..PAGE 3
THE ANALYSIS OF THE MARKET……………………………..PAGE 8
FINANCIAL DATA…………………………………………………..……..PAGE 11
SALES AND DISTRIBUTION……………………….……………………..PAGE 12
ADVERTISEMENT PLAN…………………………………………………..PAGE 14
2

3. MARKETING DATA
ANALISYS OF THE SURVEY
Number of people surveyed: 10
Question no. 1
If you could choose a country to spend unforgettable, exotic Mediterranean holidays would it be: a)
Spain b) Turkey c) Italy d) Greece
To this question 7 out of 10 people answerd ‘Spain’, 2 decided to choose ‘Turkey’ and only one
‘Greece’.
Question no. 2
Have you ever been in Turkey?
Yes No
If your answer is ‘no’ go to the question 4
5 out of 10 people have been to Turkey.
Question no. 3
How many times?
1 2 3 4 5 or more
3 out of 5 people have been to Turkey more than once, two or three times. The rest visited this
country only once.
Question no. 4
Would you recommend Turkey as a country worth visiting?
Yes No
Everybody who has been to Turkey recommends it.
Question no.5
3

4. Rate on the scale from 1 to 5 which element of turkish culture or beauty of nature interests you,
where 1 is total lack of interest and 5 is enormous curiosity.
12345
12345
12345
4

5. 12345
12345
The first picture was rated with a ‘5’ by most of the group (8 people). The rest (2 people) rated it with
a ‘4’.
The second picture has much lower ratings. Nearly everybody rated is with 3 (6 people) and 4 gave it
a ‘2’ mark.
Everybody found the third picture not to be interesting. Four people gave it a ‘3’, other three rated it
with a ‘2’ and the rest gave it a miserable ‘1’.
The fourth picture notes were very different. Some (2 people) rated it as ‘5’, other five of them gave
it a ‘3’ and the rest of them (3 people) gave it ‘1’.
The last picture notes were in the range from 3 to 5. Five people rated it with a ‘5’ mark, three with a
‘4’ and two with ‘3’.
5

6. Question no. 6
What would you like to do when visiting Turkey?
a) relax on the beach b) sightseeing c) travel around the country d) go on theme trips
Everybody wants to ‘relax on a beach’. Five of them want to go for ‘sightseeing’ and ‘traveling around
the country’.
Question no. 7
Which part of Turkey would you like to visit?
a) metropolises (Ankara, Istanbul) b) seaside resorts c) countryside d) mountains
Everybody chose ‘Ankara’, 10 out of 10. Four people also chose ‘seaside resorts’.
Question no. 8
In which season would you like to visit Turkey?
a) summer holidays b) winter holidays c) autumn d) spring
Everybody agreed that ‘summer holidays’ and just three of the participants marked ‘spring’ besides
summer.
Question no. 9
Which mean of transport will be the most suitable and comfortable for you?
a) plane b) car c) bus d) train
Ten out of ten would take a plane.
Question no. 10
Which type of accommodation would you like to be offered?
a) all-inclusive hotel b) hostel c) host family d) camping place
Nine people want to go to Turkey to an all-inclusive hotel. Only one person is down for a host family.
Question no. 11
6

7. How long would you like to stay in Turkey?
a) less than a week b) a week c) 2 weeks d) more than 2 weeks
According to the results a single stay should last from one to two weeks. The answers were equally
divided, five said ‘a week’ and the other five said ‘2 weeks’.
Question no. 12
Would you prefer to go there:
a) by yourself b) with your family c) with a group of friends d) with your boyfriend/ girlfriend
Everybody wants to go there with their friends. Ten out of ten chose such option. Two people would
also like to go with a boyfriend or a girlfriend.
7

8. ANALYSIS OF THE MARKET
The research of competitive companies allows TURKISH TRAVEL AGENCY to recognize the market and
helps in making up the best offer directed to young people who just are about to get in the age of
maturity. After some months they would like to travel with their friends, visit foreign country and
check the accuracy of all opinions they have heard before about Turkey, Turkish mentality and their
traditions.
During analyzing the data of concurrent companies, it was established that each of the offer tested
includes price of flights, taxes, the transfer from airport to hotel and from hotel to airport and the
basic insurance. Every offer was checked for one person for one week period of time.
TUI TRAVEL AGENCY
The offer given by TUI travel agency is typical proposition for people want to just rest but not
necessary sightseeing. Offer is wide in its standard and price division. In their 140 offers to Turkey,
the cheapest hotel reserved in a standard of *** + with all inclusive alimentation costs 1410zł. The
most expensive hotel costs 7519zł however it is hotel of ****** standard with all inclusive
alimentation, private golf pitch and spa. None of those two offers does not considerate neither
optional excursion nor the touring trip around Turkey.
The price includes the basic insurance.
ITAKA TRAVEL AGENCY
Itaka company does not have hotels lower than of ****+ standard. The cheapest hotel costs 2765zł
with all inclusive alimentation. The most expensive costs 5240zł with a ***** standard and with ultra
all inclusive. There is no data about the optional excursions, thus it can be supposed they not
involved them in the price or they do not offer them at all. There is also no information about touring
trips with sightseeing the most important places in Turkey. There is possibility to buy an extra
insurance.
GTI TRAVEL
The GTI travel company in Poland offers a lot of hotels in Turkey where the cheapest and with the
weakest standard is *** with all inclusive where the price is 1343zł. The most expensive costs 4798zł
with all inclusive alimentation. They also do not give any data about optional excursions or touring
trips.
8

9. ALFASTAR TRAVEL AGENCY
The company has 86 offers to Turkey. The cheapest one is in *** standard with HB alimentation
(breakfast and dinner) for the price of 1799zł. The most expensive hotel costs 6213zł with ultra all
inclusive alimentation. If it comes about the insurance, the ALFASTAR company offers the basic
proposition, which however not embraced the Asian part of Turkey. The solution is to take the
packet B which costs extra 64zł. That travel agency offers extra payed optional excurions which
diversity and amount is depend on the hotel’s setting, so do the price. For example, to 50eur for the
trip to Pamukale. Sightseeing the Rodos island costs 60E, Cappadocia- 115eur but for two days
expedition.
Moreover, ALFASTAR agency offers touring trips as well, which are marked as ***, **** and *****
standard level. Each of the trip has the same program and places visited, but the prices are different
from the 1999zł to 3449zł. The price includes airline tickets, transfer airport-hotel-airport, airport
taxes, air-conditioned shuttle bus or mini bus (depending on number of people), Polish-speaking pilot
care, insurance, accommodation in buildings 3 * HB (breakfast and dinner, non-alcoholic beverages
for an additional fee), VAT, a charge through the Strait of Dardanelles ferry.
Price does not include dinners, tickets to the visiting monuments and local guides - about 145eur for
person and 40eur per child, the visa fee (payable at the airport upon arrival in Turkey), optional
excursions and their own expenses.
Below there is the diagram which shows the ratio of the cheapest and the most expensive prices in
analyzed companies. The difference is huge, even about 6000zł in the case of TUI company, what is
obviously beneficial as the diversity of the offer. On the other hand, it has to be considered that offer
of those companies was directed to everyone, an in case when TURKISH TRAVEL COMPANY dedicates
their offer to young people, offers should be lower priced.
9

10. CONCLUSION
The market is rather poor in any types of trips of non-relaxation profile. Agencies which direct their
offer to everyone, including families and retirees, does not have the satisfying offer for young people
who want to discover the particular country. The prices are frequently too huge for an average
eighteen-year-old. Humdrum offers in which it is not included any optional expedition or variety of
spending time. Only the ALFASTAR company is an appropriate example to give the TURKISH TRAVEL
AGENCY great dose of inspirations, but also by intrinsic and detailed information we as a company on
the start are able to learn on the others’ mistakes. The research of the concurrency shows that young
people are often not taken into consideration while planning new offers. TURKISH TRAVEL AGENCY
found out that data as beneficial gap, which should be filled thanks to TURKISH TRAVEL AGENCY. As
other companies, TURKISH TRAVEL AGENCY should include in the price: flights, airport taxes,
transports, accommodation, alimentation and insurance covering also Asia. It would be
advantageous to make up an interesting and extensive list of optional trips or to propose half-resting
and half-sightseeing offer.
10

11. FINANCIAL DATA
11

12. SALES AND DISTRIBUTION
Type of distribution our company is going to focus on is called an exclusive distribution.
This sort of distribution occurs when sale is presented on a certain teritory, runed by an only saler
and a producer rielies on a very few intermediares. In our case the place where our products - travels
to Turkey could be bought is only Lublin (city centre) and our official website -turkish-travel.com. We
also cooperate with one mediator only who is a manager of travelstravels.com international portal,
selling travels.
However, our distribution partially concerns also a selective type of distribution. It is because the
amount of people who can buy our products is limitted- for example only 40 people are able to go to
a certain journey to Istanbul, in a certain time.
There are some problems which could be faced by a distribution:
1. Spatial distance- it occurs because of the fact that the place of production is not the same as the
place of consumption. To provide a buyer the ability to buy a product in a convinient place for him, a
producer have to use some means of transport to cover the distance and offer the product in a place
where the client wants to buy it. It does not really concerns our company because we do not produce
material things which have to be transported to the place where they can be bought. We prepare our
travels in the office and we also sell them here. Neverthless, we also offer them to be bought online
on two of the websites so we have to some kind of send all the information there- to our website and
mediatory one. However, it is not a problem at all and it takes very little time thanks to emails and
fast file sending ways.
2. Time distance – it occurs because the time of buying the product (travels to Turkey) is not the
same as the time of its consuming. In our case the travels will be bought some months or weeks
before the actual time of the journey. However, we as the organisators will have to provide and
arrange everything before. It concerns transport to Turkey (reservation of tickets) and in Turkey
(providing autocars) or for example accomodation. The problem which is visible here is that to do
this we will need money. It would be taken from advances already paid by our customers who
decided to buy a travel or the budget of the company.
As said before our product, that is travels to Turkey, will be sold in the office designed specifically for
this target. The preferred option would be setting such an office in the centre of the city to ensure its
localization will not cause any problems for customers. Such a location will cost our company more,
12

13. however we calculated that it would be more affordable to have an agency in an accessibe place. To
ensure the clients to be well-informed about TT travel agency we will use some kinds of
adverisement presented in the advertisement plan which is already done.
The second sale method will be the web page with whole travel offer described and with detail prices
mentioned. The main advantages of such a sale manner is a comfort of the client, saved time of both,
the customer and TT manager and the ease of conducting businesses. What is more, thanks to the
web page the company will be able to find a wide range of interested customers from every part of
the country, not only from Lublin and its neighbourhood.
We also have a contract with the manager of an international travelstravels.com Internet portal so
that our travels are prestented and available to be bought on their website. It one of the most
popular means of booking journeys in the world and a huge online collection of travels. Thanks to
this fact, our products will be more available, also for international customers.
13

14. ADVERTISING PLAN
Our company as a new, not known and without any reputation is forced to prepare and conduct a
good advertisement. Nevertheless, our budget is not very big, therefore it all has to be well planned
and considered because entering the huge travel market is not an easy task.
First type of advertisement of our company will be a printed one. We will make leaflets designed by
our creative manager and leave them in the popular places in Lublin such as bars, post offices etc.
We will also distribute them on the streets during weekends (the biggest amount of people in town)
and directly to letter boxes in chosen housing estates. We resigned of putting flyers under windshield
wipers because it makes people annoyed and we want our company be associated with positive
feelings.
There are a lot of online ways of advertisement. We believe that this is a very effective area to
advertise our services because it is possible to influence people by different factors such as
presenting attractive photos, music and catchy slogans. Researchers conducted by GO.Gulf.com in
2012 showed that an average global Internet user spends 16 hours per month online and this
phenomenon is gradually growing. That shows that Internet is a very good way of advertisement
because it reaches a huge amount of people. What is more it is not expensive. Therefore, our
company will make advertisement in a sort of an online poster, presenting photos of Turkey and a
short writings about offers and prices located on the top of the page- see photo below. It will be
present on popular news webpages such as www.onet.pl but mainly those connected with Turkey
and travelling so that it reaches a certain type of users. If a customer is interested in our offer he or
she will be able to click on the advertisement and will be automatically redirected to our official
website. This advertisement will not be the one that its moving and it is showed in the middle of the
page because we reckon that it is quite onerous, importunate and not fully fair.
14

15. Example location of our online advertisement.
Another step in the Internet which has to be made will be creating a facebook page of our travel
agency where all the offers and news will be published. Nowadays, this portal is one of the best ways
of advertising products because it directly reaches to the followers (people who liked our page) who
spent a lot of time there. It is mainly young people but not only. After collecting a certain amount of
“likes” (I assume after half a year after establishing our company we will have about 2000) it will be
driven by itself though likes added by customers. This process works as a “domino effect” because
when a person likes something on facebook all of their friends see this, and then like it etc. It is a very
effective way of advertisement and what is more it is absolutely free.
We will not make a TV advertisement because it is very expensive and time-consuming to produce it
and then broadcast. We are yet too small company to afford such an enterprise even though is one
of the most efficient ways to advertise a product or service.
We also resigned of booking a billboard because of its price and not such a big range of influence.
15