Marketing plan 1

Britz campervans services in

Singapore

Strategic marketing plan

Marketing plan 2

Contents
1 Introduction.................................................................................................................................3
2 Environmental analysis...............................................................................................................4
2.1 Political factors....................................................................................................................4
2.2 Economic factors..................................................................................................................4
2.3 Social factors........................................................................................................................4
2.4 Technological factors...........................................................................................................5
2.5 Environmental factors........................................................................................................5
3 Customer analysis- STP analysis................................................................................................6
3.1 Segmentation........................................................................................................................6
3.2 Targeting..............................................................................................................................6
3.3 Positioning............................................................................................................................6
4 Marketing Objectives..................................................................................................................6
5 Competitive analysis....................................................................................................................7
6 4Ps of Marketing (Mix Marketing)................................................................................................8
6.1 Product.................................................................................................................................8
6.2 Price......................................................................................................................................8
6.3 Place......................................................................................................................................8
6.4 Promotion.............................................................................................................................9
7 Financials.....................................................................................................................................9
8 Controls........................................................................................................................................9
9 Summary......................................................................................................................................9
10 References................................................................................................................................9
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1 Introduction
Britz Campervan Company is one of the best campervan and motorhome rental companies in
the world is operated in various counties like Australia, Switzerland, USA, UK, Singapore
and many more. Britz Campervan Company is a division of the well-renowned tourism
company known as Tourism Holdings Ltd. (THL). As one of New Zealand's premier tourism
companies, it has operated in the motorhome market since 1988. The company’s main
objective is to provide their clients with an experience of a lifetime while keeping an eye on
the healthy environment and the preservation of the beauty of Singapore with high customer
satisfaction strategies. Britz company is one of the first campervan company services that will
work upon the eco-friendly marketing strategy in Singapore. A campervan hired with Britz
company will be the ideal solution for a tourist who can look forward to enjoying the
adventures and tourism spot in Singapore.

Britz company will launch its new business in Singapore to provide luxurious services to
families and friends for holiday trips. It will be out of one of the services that will offer a
luxurious motorhome fleet in low income. Britz will provide exceptional campervan holiday
experiences in Singapore, along with a great team. Britz campervans will have enough space
for your family and friends and welcome your pets too. As well as enough space provides
you to take your favorite sports equipment’s, books and food. A campervan will have 4-berth
models offering luxurious services including, go camping bench, solar panels, large separate
storing (for luggage, out-of-door equipment’s), additional water chamber and dry wash. At
cheaper rates, it will include services like distance, first-Aid kits, grounding fees, tolls and
dignitary insurance. 5G and GPS tracking system will make campervan digitalized. The
company will also provide its electronic services by their software for bookings, card
payments, and information for the availability of campervans. Due to covid-19, Britz
company will ensure the health and safety of clients by providing the latest techniques of
sanitization and masks to their customers. For the attraction of clients, this company will also
introduce loyalty programs and offer discounts to loyal customers. This report presents the
strategic marketing plan of Britz campervans company in Singapore.

2 Environmental analysis
PEST analysis plays an essential role in analyzing the external environment where a business
is directed or a plan of an organization to begin (Henry, 2008). In this segment, we have
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discussed the environmental factors that will influence the marketing process and operations
of Britz Campervans Company in Singapore.

2.1 Political factors

Britz campervans company is directed to strict rules and regulations because it comes under
luxury transport services. However, few changes made by the government can impact Britz
campervans company such as:

 Due to covid-19, closure of airports and not allowing tourists by the government will
play an influential role in the promotions and marketing of campervans.
 Increment in taxes for visiting places will affect the tourist budget and the extra
operational cost of the company.
 Immigration policies of the country have a high impact on tourism. It will enable the
company to determine the required staff hired.

2.2 Economic factors

Following environmental factors will impact the economic status of the company such as:

 Due to covid 19, tourism will be affected, and so that the company will have a
significant economic loss because the operations will be closed.
 Various factors like campervan maintenance, drivers’ salary, the fuel cost will affect
company financials.
 The income of the people due to covid virus has been affected. Britz campervans
company will introduce cost-effective rent of campervans according to the
affordability of the people.

2.3 Social factors

 The demographic trend is also an essential factor. Most families do not go for tourism
together, which is why the campervans demands will decrease. For example, as the
population of Singapore is young and growing age. Most of the youngsters make
tourism plans with individual bias that will also impact the revenue of the Britz
campervans.
 Most of the tourists demand luxurious services and flexibility in time and cost, and it
will also increase the rental prices of the Britz campervans as for making the services
elegant there will be much cost.
 Health & Safety is special consideration for the customers due to the Covid-19 that is
why the Britz company will ensure health-related facilities and healthy environment.
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2.4 Technological factors

 Acceptance of Mobile Payments– due to growing technological implementations in
the services business sector, customers need easy booking and payment methods.
Britz campervans company will introduce such tectological solutions for growing
needs.
 Mobile phone and Internet accessibility- Britz campervans company will evaluate
the accessibility of the internet services and mobile network to ensure customer
satisfaction. Due to digitalized world, everyone wants to keep updated on social
media. Internet services might play an essential role in customer enjoyment.
 Tracking system – most of the tourists need personal safety and security. That is why
the Britz campervans company have to introduce tracking and tracing strategies in
their campervans. It will ensure tourists about their safety and security while
travelling with Britz company. This system will gain more attention from the tourist
who are concerned about safety.

2.5 Environmental factors

 Due to environmental concerns, most of the tourists will hire environment friendly
campervans. The Britz campervans company should introduce eco-friendly
campervans to ensure a healthy environment. The campervans should be to avoid
carbon emissions.
 Japan toilet system – Many toilets in Japan carries a flush that uses wastewater from
the sink. It will save water as it is hard for a van to have a large water tank.
 Zero net energy project –New eco-friendly environmental techniques for electricity
accesses also concerned Delmas for Britz campervans company. For example:
Installing a solar panel will reduce the fuel cost and provide electricity to the
campervans. Solar energy will be converting light energy into electrical energy, so
zero energy will be left.

3 Customer analysis- STP analysis

3.1 Segmentation
An underlying process in which an organization or a company divides the market into
different groups of people with similar needs. The Britz campervans company segments the
customers into two demographics:

 Local market demographics

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The local market mainly comprises tourists, business trips, and regional customers; most of
the company's revenue will generate by this segment.

 National and international market demographics

It mainly comprises the executive class people (as a national market demographics) and
immigrants from other countries (international market demographics), a high-income source.
But due to Covid-19, it has been highly affected.

The allied class families and businesses are also the leading segments in the Britz
campervans' customer market.

3.2 Targeting

The Britz company's primary focus will be on the international tourists and allied
class families in Singapore. As they will help the company generate most of the
company revenue, they will be prime consumers depending upon the Covid-19
situation. Secondly, they will target the business companies for their business trips
which will be an income source. Lastly, local customers will be the source of the
company income.

3.3 Positioning
The Britz campervans company will brand their image by providing luxurious, eco-friendly,
secure and cost-effective campervans services. It will diversify its services from its
competitors by giving easy payments methods, easy booking methods, and bonus offers.

4 Marketing Objectives
Britz campervans company has a marketing strategy to provide an excellent campervan
service at a low price with luxurious and secure campervans. Introducing this project will
also comprise upon following objectives: -

 Launching a product with more luxurious facilities at a lower price.

 Offering excellent customer services.
 Assurance of health, safety and security facilities.
 Catering to corporate clients.
 Building alliances with other companies to offer business trips.
 Loyalty programs and partnering with other companies to provide camper van
services.
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 Glamorizing their services and affiliating with government tourist agencies.

 Rental campervan software

5 Competitive analysis
The Britz campervans company ensures competitive analysis to recognize the Primary and
secondary competitors of their business and to look upon the facts and figures. for example,
most of our comparator's prices are high that is why we are working on cost-cutting method
like installation of solar, technological implementation in booking paying and other services.
It will also decrease the cost of Britz campervans, and the luxurious features will also attract
more customers. Campervan services provided by any other companies are our prime
competitors, whereas local transport (including taxis, rent a car, bus, train) is our secondary
competitors. But we are on a strategy that due to the pandemic and current situation of
Singapore, the Brits campervans company will provide every facility. As due Covid-19, Each
family will avoid travelling in public transport and hire a campervan for their safety and
health. To overcome such competitors, we should work upon our weaknesses, provide our
services to the old client, and offer our best services to new clients. It is not possible to know
every factor about the competitors, but we must evaluate few key factors such as:

 Which type of customer services are they offering?

 What service do customers appreciate?
 Which type of customers do they have?
 What kinds of loyalty programs do they offer?
 Are their services within range (premium, low, economic)?
 At what are our competitors best?
 What are our strengths, and how do we overcome their weaknesses?

6 4Ps of Marketing (Mix Marketing)

Britz Campervan Company is working on a dynamic product that will meet with demands of
our clients. It will ensure customer satisfaction, and for that, 4Ps have a high impact on a
business's internal and external environment. It will help a company identify what kind of
product and services their customers need from them. Due to the covid pandemic, 4Ps will
enhance our evaluation in price and economy of the Britz Campervan Company's revenue
instead of compromising our product qualities.
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6.1 Product
 Britz Campervan Company is launching its product which will ensure to meet
customer demands and more luxurious.
 Our new product will be based upon customer’s satisfaction and ensuring luxury
services in low prices.
 This product will ensure eco-friendly, family environment and healthy climate by
introducing Japan Toilet System, zero net energy project, operating our campervan on
solar will turn out to be effective while reducing carbon emission.

6.2 Price
 Birtz Company will ensure about the low-cost pricing of the product, which a
customer needs to pay for services.
 Price will be interlinked and will ensure low prices and luxurious services compared
to other business alliances providing same services at high prices.
 Our product will meet the customer budget by providing some seasonal discounts,
promotional codes, discount vouchers.
.

6.3 Place
 Britz Company has ensured to launch their services in Singapore because it is one of
the best countries for the tourist.
 We will ensure that our services are delivered to each customer, and the goal is to
provide our services to each client who needs them.
 We will communicate with other alliances and will o0ffer our services to expand our
business on a large scale.

6.4 Promotion
As promotion refers to a certain and creative advertisement of a product that attracts national
and international tourists. There are different strategies Birtz Campervan Company will apply
to approach the target audience.

 Installation of the e-portal system will ensure our clients satisfaction and will help us
to reach out to the customers.
 Strong communication will be provided between our customers and management
team through GPS tracking system.
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 Our promotion for the services will includes different campaigns like trends on social
media, digital marketing and much more to reach out everyone.
 A system of the automated generated email will be introduced to reach our clients at
the right time and in the right place.
 Promotional discount vouchers will be given and will ensure to organize a meet up
event where our loyal customers will get some further discounts on their types of trips
(such as business trips, holidays, school trips).

7 Financials

8 Controls

9 Summary

10 References