Business plan: travel agency "Active Travels"

Nils Klostergaard Hansen (Mec2)
(Reserved for the College) Approved the:
1 Executive Summary
In our project we have chosen to establish a new travel agency to serve the increasing market for family travels abroad. To try to avoid a strong competition among travel agencies, we want to offer a specific destination: a small town called Schruns in Austria. Our choice of this destination is based on our belief that Schruns is still yet unknown to the Danish travellers and at the same it has all the necessary facilities to support an active holiday experience.
Thus the main issue of this project is to assess whether it would be attractive to send Danish travellers to Austria in order to serve the increasing market for family travels abroad. To address this issue we will also have to consider the following partial problems:
• What will the core competence of the company be?
• Which type of customers should be attracted?
• What kind of actions should be taken into consideration?
• Will it be feasible for a travel agency to establish such type of business?
The ability to provide such a place as Schruns gives our company a niche in the market. This arises from key opportunities that this small town can offer: It can appeal to the tastes of a growing market; it does not yet have the problems of crowds; it has both summer and winter activities; agreements can be secured with local hotels before other competitors enter this niche.
However, with these benefits come also possible threats the firm must be wary of: slight changes in the Danish market for family travels abroad can have immense effects on our niche; if our package is too successful then, ironically, it could attract the attention of larger and more competitive firms; the uncertainty of the weather can cause problems; our firm...

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