Write a report. instruction : To carry out secondary and primary research and then appraise the travel retailer Trailfinders’ Marketing Strategy. 2000-word, (a +/- 10% is allowed) to evaluate a Marketing Plan for the selected commercial organisation. This will involve conducting both secondary and primary research You will need to undertake a marketing audit (through secondary and primary research), appraise the Trailfinders’ existing marketing strategy/position and then make marketing recommendations describing if (or how) the brand can improve its current marketing strategy. You are required to cite all models, theory and supporting sources using Harvard Referencing (please follow the BBS Referencing Guide only for consistency as online generators are not always reliable) and include a list of References at the end of your report.

1. Understanding the assignment Analyse titles and assignment briefs to make sure you address the brief accurately with relevant information. Do this by identifying key words and highlighting as above: - Topic - Instructions - Specific aspects / focus - Restrictions (e.g. in the UK, in the last 30 years, since COVID, etc. 2. Secondary research plan (reading) - Industry information and data (IBIS World) - Read about Trailfinders (website; annual reports with data on performance) - Read about the travel sector in order to evaluate Trailfinders, e.g. marketing plans for other travel companies to compare - Read about marketing strategies and theories in academic journals, e.g. 7 Ps, using SWOT or PESTEL analysis - Apply those ideas / theories / frameworks to Trailfinders and the travel sector 3. Generate research questions to guide your reading (What do you need to find out? This is the literature review and the evidence for your assessment of Trailfinders): e.g. What do Trailfinders do? Who’s their market? What kind of travel company are they? Who are their competitors? What is Trailfinders’ marketing plan? Is it successful? Are they performing effectively? What’s the effect of COVID on their performance? How do they compare to other travel companies? 4. Primary research Based on what you find in your reading, you need to generate a limited set of research questions for what you want to find out in your primary research > to lead into your questionnaire (max 10 questions, with 2-3 open questions (e.g. What, Where, How? In order to get more interesting answers). The remaining questions should be very contained (closed questions, e.g. yes/no, or 3 options) so that you can analyse your data fairly easily. 5. Organise your ideas for the report Write an essay plan/outline to organise your ideas and answers from reading and asking people: Introduction: - state the topic, give a very brief context to the company and sector, set out the aims of your report and how you’re going to answer the brief. Main body: - Literature review (with the information from your reading) organised into e.g. - 3 main points - Explain your primary research > include your research questions - Give the results and discuss findings Conclusion: - Based on all the above, make 4-6 recommendations - Concluding comments > the future for the travel industry Harvard referencing