Sta Travel Agency Marketing Strategy And Tactics

STA Travel is the world's largest student travel organization. Sinceestablished in 1963, STA Travel has developed more than 450 branches,2000 partners and Franchise in over 90 countries. STA Travel is a distributorwith 4 million customers annual and 850 million turnovers. This paperaimed at studying the marketing strategy of STA Travel. And it is hoped thatthe paper would provide a general template or a comprehensive review forChina travels or organizations who also aimed at the student and youngertravel market by sharing the successful experience of STA Travel.Firstly, it is be illustrated that STA Travel's history, achievement,target customer and policy of operation. Secondly, this paper presents theoutline of the student and younger travel market, analysis the consumerbehavior and develop trend. The last but not the least, the author emphasizeon STA Travel's target market, market positioning strategy, and themarketing tactics of price, product, place and promotion. It is conclusionthat exact target market and appropriate market positioning strategy are thebase of STA Travel's success. By integrating the 4P tactics', STA Travelsuccessful implemented its market positioning strategy, created an uniquemarket position and formed its special differential competition strength.This study utilized the principle of global marketing, marketing theory,the knowledge of consumer behavior and IMC.