Introduction

Fast Drive Courier Delivery Services is a delivery company which was established on 29th
February 2008 in Hudson Texas. Fast Drive Courier Delivery Service is an international
company with its headquarters in Hudson Texas, USA but we have branches and subsidiaries
in many countries. Fast Drive Courier Delivery company is one of the worldwide delivery
companies that brings your goods right to your doorstep at your own convenience.
If you have a relative outside the country or in the country or you are looking to export some
goods around the continent, you can fall on the services of Fast Drive Courier Delivery Services.

I am the founder and CEO of Fast Drive Courier Delivery Services. Our offices are open 24/7.

Chapter 1
Introduction to tourism marketing.

Tourism marketing is the collective name given to the various marketing strategies used by
businesses within the tourism industry. Social orientation refers to the theory that explains why a
person has particular behaviors, relationships and adaptations with other people and/or society
in general. We will make sure we build our relationship and adapt with the people in the society.
We will make sure of adhering to the following sales and marketing objectives to ensure we
promote our courier and delivery services company:

i. Beginning with introducing our business to various groups making up our target market, we
will make use of our business brochures and fliers in making sure we get to as many
prospective customers.

ii. We will use other channels of advertising our business such as the use of handbills in
promoting our business.

iii. We will make sure of advertising our business on local media such as the local newspapers,
magazines, radio and TV stations.

iv. The internet will not be left out as regards to promoting our business. We will make sure of
signing up for various social media platforms such as Facebook, Instagram, and Twitter.

Our company started in Texas and in the same year we moved it to other states. In the year
2019, we were able to open branches in 16 countries. By the close of the year 2024 we would
have added 10 countries to the 16 making it 26 countries.

OUR VISION
We are very fixated on building a courier and delivery services company that will be the
standard in the industry, providing clients with the best of services they can ever get from any
courier and delivery services company.
OUR MISSION
We are interested in raising a standard courier and delivery services company that will be
particular about providing customers with several quality products and services that are related
to the courier and delivery services business. We want to make sure our prices are reasonable
and affordable for our customers too.

Chapter 2

The four main characteristics of service are;

intangibility, inseparability, variability and perishability.

Services are intangible in nature. It means that services can not be seen, tasted, felt, heard, or
smelled before they are bought.
Example is when a client has only paid for delivery of his goods but has been promised a fast
and safe delivery.

Inseparability is a major characteristic of services. It means that services are generated and
consumed simultaneously and can not be separated from their providers, whether they are
people or machines.
As the customer remains present as the service is produced, provider customer interaction is
important in services marketing. The result of services is affected by both the provider and the
customer.

Variability is another important characteristic of services, which means that their quality may
vary greatly, depending on who provides them and when, where, and how they are provided.
Example is, A client might see our delivery services to be fast, other client might also see it to
be slow.

Services are perishable, which means that services can not be stored for later sale or use.
Goods that are supposed to be delivered today cannot be delivered tomorrow.

Management strategies are a set of techniques used to direct and control business directions
for achieving predetermined goals. It may involve strategies like business administration
strategies, goal setting, operational activities, and leadership. However, management strategies
for a service business are quite different from management strategies for manufacturing
businesses. The management strategies for a service business are solely designed for a
service business that aimed to sell its services.
The management strategies for a service business are the drivers of the failure and success of
the business. These management strategies for service businesses help you to reach the right
customer and to maintain a relationship with them. Service businesses include freelancing,
content writing, banking, air ticketing, financial analysts, managing online inventory, and many
more. It is a type of business where you do not sell physical products. In a service business, you
become your very own product and what you sell is not a service but your own self, your skills,
your expertise, your capabilities, and your talents. The success of your service business truly
depends on the way you deal with your customers.

i. Know who your customers are:

Always meet their expectations and deliver them what they expect from your service.
Set strategies to respond to customers’ needs. Serve them as per their demand.
Maintain a profile for recording customers’ wants and needs so that you can understand the
current demand. Evaluate your performance by evaluating customers’ feedback. Express
gratitude towards the client’s work. Listen to your customers.

Chapter 3

OUR MISSION
We are interested in raising a standard courier and delivery services company that will be
particular about providing customers with several quality products and services that are related
to the courier and delivery services business. We want to make sure our prices are reasonable
and affordable for our customers too.

We are very fixated on building a courier and delivery services company that will be the
standard in the industry, providing clients with the best of services they can ever get from any
courier and delivery services company.
We can achieve this if we keep on giving our customers the best services at a cheaper price.

Our business vision is to establish and nurture a thriving courier and delivery services company
that will become the standard to other companies in the industry, both in America and globally.
We know we will not be able to accomplish such a feat if we do not pay maximum attention to
building a strong business structure.

We will make sure of employing only employees that are honest, hardworking, and qualified.
Here is a list of the positions to be filled in our company:

i. Chief executive officer (CEO)

ii. Sales and Marketing Executives
iii. Admin and Human Resources manager
iv. Transport and logistics manager
v. Dispatch Riders
vi. Customer Services Executive
vii. Accountant
Chapter 4

Every business organization is a part of the business environment, within which it operates. No
entity can function in isolation because there are many factors that closely or distantly surrounds
the business, which is known as a business environment. It is broadly classified into two
categories, i.e. microenvironment, and macro environment. The former affects the working of a
particular business only, to which they relate to, while the latter affects the functioning of all the
business entities, operating in the economy.
While microenvironment has a direct impact on business activities, the macro environment is a
general business environment, which influences all business groups at large. It is important to
learn the business environment, so as to understand the effect of various forces on business.
Micro environment is defined as the nearby environment, under which the firm operates whiles
Macro environment refers to the general environment, that can affect the working of all business
enterprises.

Microenvironment refers to the environment which is in direct contact with the business
organization and can affect the routine activities of business straight away.

The general environment within the economy that influences the working, performance, decision
making and strategy of all business groups at the same time is known as Macro Environment.

In economic theory, perfect competition occurs when all companies offer identical services,
market share does not influence price, companies are able to enter or exit without barrier,
buyers have perfect or full information, and companies cannot determine prices.

Chapter 5

Loyalty Programs
Loyalty programs are evolving in particular, those of independent properties moving from strict,
points-based systems to more flexible programs that cater to customers desire for instant
gratification and relevant rewards. As mentioned above, when a guest joins the company's
loyalty program they are usually more willing to share personal information with the
understanding that they will receive more personalized service and perks in return.
Modern loyalty programs can help lodging operators learn about customers’ travel habits,
spending and preferences, and tailor reward programs, offers and future service to guests more
successfully.

Data Management
While guest data is critical in personalizing the guest experience, it’s not very useful without an
easy way to access it. The right data management platform is key to sorting, analysing and
acting on data for personalizing service and targeting campaigns to the right customer at the
right time. This is where modern PMS, CRM and marketing automation systems come in.
PMS support personalized service through detailed guest profiles that include stay history,
demographics, preferences and comments about the guest. And guest management features
like pop-up reminders and reservation alarms for staff, VIP flagging and automated guest emails
help staff cater to individual guests’ needs.
Marketing automation solutions take gathering and acting upon guest data to the next level,
automatically aggregating data from other hotel systems (like PMS, POS and CRM systems) as
well as from social media and online review sites to create extremely comprehensive guest
profiles.
With such rich guest data at their fingertips, hoteliers can surprise and delight each and every
guest.

Surveys
A survey is a research method used for collecting data from a predefined group of respondents
to gain information and insights into various topics of interest. They can have multiple purposes,
and researchers can conduct it in many ways depending on the methodology chosen and the
study’s goal. In the year 2020, research is of extreme importance, and hence it’s essential for us
to understand the benefits of social research for a target population using the right survey tool.
The data is usually obtained through the use of standardized procedures to ensure that each
respondent can answer the questions at a level playing field to avoid biased opinions that could
influence the outcome of the research or study. The process involves asking people for
information through a questionnaire, which can be either online or offline. However, with the
arrival of new technologies, it is common to distribute them using digital media such as social
networks, email, QR codes, or URLs.

The major problem we will face will be our clients opinions. It will be a problem to know about
our clients opinions and how they feel about our services and how they think we can make it
better.

The method we will use to collect the data will be survey.A survey is a research method used for
collecting data from a predefined group of respondents to gain information and insights into
various topics of interest. They can have multiple purposes, and researchers can conduct it in
many ways depending on the methodology chosen and the study’s goal.

Chapter 6

Consumer Behaviour is an effort to study and understand the buying tendencies of consumers
for their end use. Social factors play an essential role in influencing the buying decisions of
consumers.

Human beings are social animals. We need people around to talk to and discuss various issues
to reach to better solutions and ideas. We all live in a society and it is really important for
individuals to adhere to the laws and regulations of society.
Social Factors influencing consumer buying decision can be classified as under:
i. Reference Groups
Every individual has some people around who influence him/her in any way. Reference groups
comprise of people that individuals compare themselves with. Every individual knows some
people in the society who become their idols in due course of time.
Co workers, family members, relatives, neighbours, friends, seniors at workplace often form
reference groups.

ii. Role in the Society

Each individual plays a dual role in the society depending on the group he belongs to. An
individual working as Chief Executive Officer with a reputed firm is also someone’s husband and
father at home. The buying tendency of individuals depends on the role he plays in the society.

iii. Social Status

An individual from an upper middle class would spend on luxurious items whereas an individual
from middle to lower income group would buy items required for his/her survival.

The Psychological Factors are the factors that talk about the psychology of an individual that
drive his actions to seek satisfaction. Some of the important Psychological Factors are:
i. Motivation
The level of motivation influences the buying behavior of the consumers. It is very well
explained by Maslow through his need hierarchy theory comprising of basic needs, security
needs, social needs, esteem needs and self-actualization needs. Usually, the basic needs and
the security needs are more pressing needs than the other and hence, these needs become a
motive that directs the consumer behavior to seek satisfaction.

ii. Perception
The consumer perception towards a particular product and the brand also influences his buying
decision. The perception is the process through which the individual selects, organize and
interpret the information to draw a meaningful conclusion. Such as, Apple iPhone is perceived
as a premium brand and consumers are motivated to buy it to get associated with the elite class
of the society.

iii. Learning
The individual’s learning depends on the skills, knowledge and intention. The skills are
developed through practice while the knowledge and intention are acquired with the experience.
There could be a conditional learning or a cognitive learning.
In the conditional learning, the consumer derives learning from being conditioned to particular
stimuli, i.e. when he is exposed to the similar situation, again and again, he develops a
particular response towards it. While in the cognitive learning the individual applies all his
knowledge, skill, attitudes, values and beliefs to find the solution of a problem and derive
satisfaction out of it.

iv. Attitudes and Beliefs

The individuals have certain beliefs and attitudes towards products on which their purchase
decisions rests. These attitudes and beliefs are the tendency to respond to a given product in a
particular way, and these make up the brand image that influences the consumer buying
behavior. Thus, the marketers try to understand the attitudes and beliefs of the individuals and
modify these through several marketing campaigns.

Information Search is a stage in the Consumer Decision Process during which a consumer
searches for internal or external information. Information search is considered the second of five
stages that comprise the Consumer Decision Process. During this stage, a consumer who
recognizes a specific problem or need will then likely be persuaded to search for information,
whether it be internally or externally. This is also when the customer aims to seek the value in a
prospective product or service. During this time, the options available to the consumer are
identified or further clarified.

The types of information search which i will use for our services will be both internal and
external information search.

Internal research refers to a consumer’s memory or recollection of a product, oftentimes

triggered or guided by personal experience. This is when a person tries to search their memory
to see whether they recall past experiences with a product, brand, or service. If the product is
considered a staple or something that is frequently purchased, internal information search may
be enough to trigger a purchase.

External research is conducted when a person has no prior knowledge about a product, which
then leads them to seek information from personal sources (e.g. word of mouth from
friends/family ) and/or public sources (e.g. online forums, consumer reports) or marketer
dominated sources (e.g. sales persons, advertising) especially when a person’s previous
experience is limited or deemed inefficient.

References

https://www.investopedia.com/terms/p/perfectcompetition.asp

https://keydifferences.com/difference-between-micro-internal-and-macro-external-
environment.html#:~:text=Micro%20environment%20is%20defined%20as,working%20of%20all
%20business%20enterprises.&text=COSMIC%2C%20i.e.%20Competitors%2C
%20Organization%20itself,%2C%20Market%2C%20Intermediaries%20and%20Customers.

https://14kbsol.com/effective-management-strategies/

https://webrezpro.com/getting-to-know-your-guests-how-to-gather-guest-data/

https://businessjargons.com/psychological-factors-influencing-consumer-behavior.html
https://courses.lumenlearning.com/boundless-marketing/chapter/the-consumer-decision-
process