FACULTY OF HOTEL ADMINISTRATION, TOURISM AND

GASTRONOMY

CAREER IN TOURISM MANAGEMENT

COURSE
Consulting

TEACHER
Walter, Vizarreta

CHALLENGE 2

Students:

Rivas Campos, Joanna Yersy 1510518

Cobian Murillo, Linder Raid 1312021
Santillan Leon, Sandy Gretel 1111767

2018-02
Lima - Perú

CHALLENGE
¿What would you propose to improve the level of innovation of the SMSE?
PROPOSAL

Use the fund to improve the level of innovation of the SMSE with the implementation
of a new and very useful app.

I. Introduction

The proposal consists in developing a mobile application that allows finding,

comparing and buying tourist packages from unconventional Peruvian destinations,
according to the preferences, time and budget that the respective target audience
handles. So we will try to make a "match" between the user and the destination thanks
to the preferences and needs pre-established by the tourist at the moment of entering
the application.

The virtual platform will operate under a free mode and will be presented to the public
only in Spanish. In addition, this will be compatible with the Android operating system
at the beginning of the project, and the application for IOS can be developed in the
future, according to the reception of the same.

The system will initially have 3 packages in three national destinations: Lima, Ica and
Piura, which will find all the necessary information so that tourists have an idea of the
destination they are about to visit and the services they will receive in that place. .

The profit of the company will be through commissions for the services offered, thanks
to the agreements generated with the providers of tourist services of the different
unconventional national destinations.

II. Diagnostic Summary

1. On the Demand side:

The Generation of Millennials includes a range of ages from 23 to 38 years, but for
the development of the present study, Millennials between 18 and 38 years will be
considered.

Currently, more than 95% of this generation has greater knowledge and
management of devices, mobile applications and digital platforms, whose tools are
key to the project. In turn, Millennials qualify as the ideal segment, since travelers
use these digital resources a lot during the course of their trips and are part of their
daily lifestyle.

In 2015, PromPerú prepared a document to identify the Peruvian Millennial tourist,

from which the following most relevant ones of that profile have been extracted.

82% of Millennials come from Lima, their average spending is 479 soles and they
travel 3 times annually.

In addition, 72% have higher education, 71% use means of land transport
(interprovincial bus) and 71% use their cell phone during the trip.

The main departments visited by the Millennials in Lima are (29%), Ica (12%) and
Piura (9%), 38% of these are staying in family homes.
The main issuing cities are Lima, Arequipa, Trujillo, Chiclayo, Piura and Huancayo.

External analysis
One of the technological trends in tourism is that of Big Data, which allows storing
information about repeat patterns of customers and serves to know the needs,
preferences and what the customer expects.
Another is the mobile environment, where most users have a mobile device and
Internet access and this is where the opportunity to promote a product or service is
used. For ex. Through the use of apps.
On the other hand, social networks and applications are the most used virtual media
nowadays by people, and allow many companies in the tourism industry to bring them
closer to their brands, offering information about the products or services that are
offered in a more fast.

Internal analysis

According to a study prepared by the UNWTO, it is predicted that tourism will focus
on the technological sector since it will improve the competitiveness of the business
and awaken the interest of other competitors.
However, this project will specialize in the sale and promotion of tourism packages
for non-conventional tourism, our main feature being our added value, taking
destinations such as Lima (Oyon), Piura and Ica at the beginning of the business
turnaround. As a direct national competition, there are platforms such as:

Peru Travel App, its function is to put together the trip plan of the client and Peru
Natural

As part of the indirect competition are companies that work with the same modality in
international contexts such as Jauntaroo, Pack up + Go and Expedia.

In addition, the level of bargaining power with suppliers is medium because both the
company and the suppliers will be benefited: the company through commissions for
the sale of tour packages; and, suppliers through marketing and advertising of non-
conventional attractions in the application.

After having analyzed the information, it has been determined that the level of threat
of income of substitute products is medium-high, since the substitutes would come to
be the same direct or indirect competitors, such as travel agencies.

Despite the striking, this segment of the market is unattended by travel agencies in
Peru, so there is still no formal Peruvian company that specializes in this specific
public.

Type of channels

DIRECT

-The application will have a website and mobile application for the promotion and
distribution of its services.

-In addition, it will have Facebook, Instagram in order to maintain constant

communication with customers.

-Also, Youtube will be used to upload videos about what the App is about, how it is
used, its benefits, among others.

INDIRECT

-An alternative is through the contact of a traveler or bloggers known as Fatima and
Daniela of "Misias but travelers" so they can help spread the App with their followers.

Channels according to their phases

Information

-We will provide information on the services and products we provide through social
networks.
-For the website you can get information about the destinations with which you work.

Evaluation

- Thanks to the initial survey that is done to the client to find out their tastes and
travel needs, they will be offered offers of tourist packages made more to their
measure, there you can have the option of choosing the one that suits you best. All
this process is done through the website and App.

Purchase

-By means of the mobile application or web page. Payment will be made with debit
or VISA credit card.

Delivery
-La entrega se da con la reserva del servicio, el cual se hace efecto por la página
web y el App.

After-sales

- A short survey of customer satisfaction will be carried out after completing the
service provided, through the mobile application.

INCOME

-For commission, through intermediation. For this, the App offers the services of the
suppliers, through the sale of tourist packages, in exchange for receiving pre-fixed
commissions with them.

-For advertisements on the website and in the App.

The type of income is only once and the pricing mechanism is the fixed prices, since
the price will be defined based on the following variables: characteristics or the value
of the App, the customer segment and the number of packages tourist sold.

MAIN RESOURCES
-Physical Resources: Computers, cell phones and Internet will be used.

-Human Resources: A qualified person to develop the App; a designer to create the
website and social networks; a Community manager to interact with clients, create
virtual brochures and update the content of the App, website and social networks. In
addition, personnel will also be required to be in communication with the project
providers (lodging establishments, restaurants, among other services)

-Economic Resources: We have a budget of S /. 1'000'000.00 to put the march on

this project.

-Strategic partners: Our main motivation is to acquire resources through alliances

with suppliers such as: transport services, hotels and restaurants in Piura, Ica and
Oyón. People or bloggers known in the tourism sector.

OUR BUDGET
Costs in the Investment phase:

DESCRIPTION COSTS

Tangible asset purchase of real estate S/. 200’000.00

machinery and equipment.
Intangible asset TOTAL S/. 146’300.00

Development of the App, group of specialists in S/. 40’000.00

the development of Apps.

Payment to specialists in the marketing area to S/ 60’000.00

promote the app more efficiently.

Payment of: Influencers, promotion on the web, S/ 200’000.00

promotion on social networks, promotion on TV,
Radio.

1 Manager (S / 2500, 6 months) S/. 15’000.00

10 Call Center (S/1200, 6 months) S/. 72’000.00

Marketing Team 15 (S / 1800, 6 months) S/162’000.00

Cleaning 1 (S / 950.00 6 months) S/. 5’700.00

Personnel for product development and S/. 60’000.00

innovation (5person) S / 2000.00

Office rental, services including internet and S/. 9’000.00

server hosting. First 2 months and one
guarantee and payment first month. (S/.
3’000.00 per 3 months)

Administrative expenses and CIF S/, 30’000.00

TOTAL INVESTMENT S/ 1’000’000.00

ANNEXES

BUSINESS MODEL CANVAS