... for the travel agent. 2. To achieve a 5% share of the holiday market for private customers in Preston city centre. 3. To gain a foothold as a provider of business travel services to the local business community. 4. To generate positive word-of-mouth surrounding the travel agent, both amongst private customers and the business community. Task As part of their planning process, they have asked you to prepare for them a marketing communications plan, which must include the following elements: 1. A contextual analysis 2. A set of marketing communication objectives. 3. A positioning proposal. 4. Promotional strategies (pull/push/profile) 5. A promotional mix/es. "Marketing communications seeks to deliver the essence of the corporate goals, the direction and intention of the business plan and the conviction and detail of the marketing plan to its [the firm's] target markets." C.Fill Marketing Communications (p199) Contextual Analysis: A contextual analysis is defined as follows, "The purpose of compiling a context analysis is to determine ...

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