Contents

• Executive Summary 2
• Introduction 6
• Vision 6
• Mission 6
• Description of the Business 6
• Location 7
• Services to be offered 7
• Outline of the entire business 7
• Limitation 8
• Industry Analysis 8
• SWOT analysis for the tourism industry in Sri Lanka 8
• Strengths 8
• Weaknesses 8
• Opportunities 9
• Threats 9
• SWOT analysis for the Yellow Stone Safari Services 9
• Strengths 9
• Weaknesses 10
• Opportunities 10
• Threats 10
• PESTEL Analysis for Tourism of Sri Lanka 10
• Political Factor 11
• Economic Factor 11
• Social Factors 12
• Technological Factors 13
• Environmental factors 13
• Legislative factors 14
• Marketing Plan 14
• Target Market & Customer Analysis 14
• Tourists 14
• Nature Lovers 15
• Wild Life Photographers: 15
• Wild Life Researchers 15
• Segmentation- Targeting & Positioning 15
• Competitor Analysis 16
• Big Games Safari Operators 16
• Audley Tour Operators 17
• Ampersand Travel 17
• Local Tour Operators 17
• 4 P – Marketing Mix 18
• Product 18
• Price 18
• Place 19
• Promotion 19
• Price Quality Matrix 21
• Management Structure& Staffing Plan 22
• Financial Plan 23
• Number of tourists 24
• Number of tourists for the 1st year 24
• Number of tourists for the 2nd year 24
• Number of tourists f or the 3rd year 25
• Prices 25
• Peak Season 25
• Off Season 25
• Average rate chart 26
• Budget for 1st year 26
• Sales Figures 26
• Budget for 2nd year 27
• Calculation of total sales with different growth rate 27
• Budget for the third year 28
• Calculation of total sales with different growth rate 28
• Calculation of Payback Period 29
• Conclusion 30
• Bibliography 31

Description

Yellow Stone Safari Services is a newly launched tour operation organization, providing safari boat cruises in and around Sinharaja Reserve Forest. The world heritage site, is the home to a vast diversity of flora and fauna (Sinharaja, 2013), and is the perfect backdrop for such a boat cruise due to its varied species of animals, birds and trees. Yellow Stone Safari Services, has opened as a private limited company, the ownership of which is shared amongst its 5 owners. A detailed industry analysis is provided in the form of PESTEL analysis and SWOT, and alongside a concise SWOT of the business is also attached. The marketing plan is provided with much detail, where the detail of product, pricing, distribution and promotional strategies are mentioned. Majorly, advertising and sales promotional strategies along with web marketing are given importance. It was decided, that Yellow Stone safari Services should tie up with leading tour operators of Sinharaja Reserve Forest to promote its own unique services. On development of their own brand name, Yellow Stone Safari Services can gradually distribute through their own established company. A detailed financial planning and sales projections is provided at the end of this plan, with the payback period amounting to approximate 2.4 years.