The Client Brief

JD Tours is a tour operator based in Dunfermline, Fife. The company has been in business for 10 years and has built up a successful product based on coach tours of Scotland, England and Wales for the over 50s domestic market. A high level of repeat business has been achieved through focusing on the provision of excellent customer service.

More recently the main brochure, which is distributed through travel agents in Scotland and Northern England, has featured tours in Belgium and Holland. These tours have attracted a wider market, especially people travelling on their own.

Encouraged by its success in Europe the company has decided to expand its market by offering tours of Scotland for incoming tourists. Germany, Holland and Belgium have been identified as potential markets as there are good transport links including direct flights to Scottish airports.

You are an employee of JD Tours and the manager (Kirsty-Anne Nicholson) has asked you to prepare proposals for three touring itineraries of five nights/six days duration, each based on a different theme:

  • Tour 1 will follow an itinerary based on Scottish culture
  • Tour 2 will follow an itinerary based on Scottish History
  • Tour 3 will enable the visitor to participate in a selection of activities for which Scotland is particularly noted.

The manager has also asked you written briefs on:

  • The most appropriate methods of promoting the new tours to the incoming market
  • Recommendations regarding the customer care strategy for the new expanded operation.

Specific stages will have to be undertaken to provide the information that is required (Planning – Development – Evaluation).
Here are some important deadlines to remember:

  • 14th December 2011: Planning Stage
  • w/c 23rd April 2012: Developing Stage
  • w/c 28th May 2012: Evaluating Stage.
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Last edited: 2011-11-07

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