Name: Alpha Holy F.

Guerrero Course Code: TOURM 2130

Course Section: BSTM 2-1 Assignment 1 Case Analysis

Unlocking Success Through SEM: A Case Study of a Travel Agent

BRIEFT ANALYSIS
In this case study ABC Travel Company as a business competitor that seek improvement
to gain profit for its travel business a raises a problem for over 1 year of its running Arun
the business owner worried to how to manage the business existed to stand in the middle
of any possible opportunities awaited for their travel Company to reach and serve in the
present day and for the future customer. As an action provided after analysing the
situation of the company, he later on understood and realize the development for it market
strategy will save its business from its present down fall in the market industry. As an
action provided in the situation ABC Company use the connection of Search Engine
Marketing (SEM) service of google AdWords trough their website to develop customer
approach and take the chance to grow in accessing their target consumer as a Travel
Agent. Currently, ABC Company had achieved its success in becoming a known
establishment of travel agency that draw multiple operating connection all around the
cities. The long journey for Arun Business as a successful Travel Agency is yet to begin
in today’s market position this makes AdWords helpful interface for any business
opportunities leading to success.

To briefly elaborate what Search Engine Marketing is. This search engines are used in
website such as Google, Yahoo and Bing that need the connection of internet to open
and operate this site. Search Engine has the ability to bring any business company to the
top potential customer search result page of the webpage and access the information
they need to search. Since mostly information services provided by most search engines
is by free access, they gain revenue through its paid ads or contextual ads placing on
Google and Google’s affiliation websites. SEM working as it indicates payment per click
or the (CPC) cost-per-click of advertisement for each textual ads. This engine has proven
as reliable in providing many business opportunities as it uses as a hands-on strategy to
grow business in the marketing world to be express and be felt trough websites.

SITUATION ANALYSIS/SCOPE
Year 2010 when ABC Travel Company was started to operate in the southern city of India
a perfect place where Arun, the proprietor of ABC company stands its business. Given
the fact that it is a centre of the city were tourism product and opportunities are all around
and perfectly ready to accommodate any tourism availability. The location of ABC
company is first thing must need to look out to identify weather the reach of costumer is
accessible in order for it to work and identify its target consumers and needs. In the
current situation of ABC company location shows a confident place to operate a business
as the case study support a description of many good qualities of the city mention
including a well maintain vehicles, good drivers, experience guides, associate with many
prominent hotels, and efficient back office. Hence, even if the ABC travel Company is
located at the famous tourist spot/destination that celebrates the world-famous festival in
the city. Unexpectedly for over one year of its existence the company operation remains
at low and does not gain profit to survive its stand in the market industry. That’s way Arun,
the proprietor of ABC Travel company is at shake if the present of its agency continue to
fail to express and feel in the market without any action to his company situation it may
fall down in no time.

STATEMENT OF MINOR AND CRITICAL CONCERN

• The influx of tourist was generally only during the state festival that was celebrated
in the city.
• The city had mushroomed with many travel companies and price was the key tool
used for competition.
• Few national players were also operating in the city with help of some local agent.
• Regarding booking of hotels, as the most hotels had put their own websites, the
role of travel agents as infomediaries was diminishing.
• The increase pressure on travel agents to retain their traditional role as
intermediaries to market airline company to the customers by ticketing rail and air
avenue for revenue.
- Case in Management, page 205
ABC travel Agency have analysed various treats upholding the growth of their travel
agency, as a result the proprietor of the company misconducts the behavioural
environment of the business surrounding it that may affect their business itself. Arun,
focus on the positive side of what their city is offering about that he possibly misjudges
and forgotten to look the other way that can hinder their business to grow and earn more
profit. Base on the situation of ABC Travel Agency their business was close to its bottom
line as other business close to theirs pull and drag them down together that causing their
travel agency to shrink to its down fall. The immediate action to prevent this configuration
sooner was fail to locate and bring the target customer needs and wants for their travel.
Another critical problem that lucking the travel agency company is the development
trough technology advancement of website accessibility to advertise their services and
create a promotion strategy to extend connection to hook in customer awareness about
what they have to offer as a business that organize travel arrangement.
DECISION, STRATEGY FORMULATION, AND IMPLEMENTATION
According to company of ABC Travel Agency current and specific problem listed above.
Arun, ABC proprietor come up with the idea to optimize their online website to promote
their services and product which can help their company to stand out and to be felt in the
market through advertisements as a solution. The reach of wide advisement can capture
both local and national level of customer in the fastest way and become a competitive key
business player to compete with other bigger businesses ahead. In this way his travel
agency can earn profit by facilitating paid ads, in a short period of time with a small budget
in the pocket. To do this the instalment of SEM service or Search Engine Marketing to
their old flat form will serves as a marketing strategy to develop the company website by
involving the configure Google Ads to improve the web present of its travel Company to
promote online.
Strategic Steps in Website and Adwords Configuration
• Key words Research. Identify what are the keyword that customer want to know
by searching product and services on the webpage to increase awareness and
ideas on customer behaviour and develop what company has to offer.
• Bid for each keyword and the daily budget.
After configurating keywords facilitate the paid ads in the web page to bid each
keyword specified by the target customer and monitor advertiser spending and
daily budget.
• Design ads which need to be displayed in response to the configuration
keywords. Next is designing the ads make sure to varies the length each word
characteristic of 25 and additional 35 characteristic to filter and pick appealing
content and to maximize the click trough rate of the web page.
• Changing the keywords and focus on CTR. When ads are displayed on google
sites it will reload and respond base on the search keywords that will mapped with
the add on the screen pane. However, to drive the business campaign to success
it must be fit and frequently ready to make adjustment to undertake changes in
positioning ads and sponsored ads to govern by the values of bid and daily budget.
RECOMMENDATION
• Using the keyword search conduct a survey or questionnaire for the customer
searching service where ABC company will identify and provide their means.
• To improve the websites organic and natural ranking remember the optimization
of the landing page must work on the content and architecture of the website by
making a friendly search engine.
• In creation of configure on Google adwords make sure target specific audience by
setting effective plan to bid keywords and set option for daily budget of ABC.
• Provide continuous monitoring on ABC travel agency driving campaign by using
google analytics for efficient click optimization and create better impression on
google ads control panel.