Marketing plan based on tourist packages for young people

Uočava se trend rasta putovanja za mlade kako u Hrvatskoj tako i u svijetu. Kroz ovaj rad prikazuje se razrada jednostavnog marketinškog plana na temelju turističkih paket-aranžmana za mlade. Ovaj proizvod cilja na određenu tržišnu nišu čije su potrebe i motivi ispitani provedenim istraživanjem. Upravo su aranžmani ovakve vrste putovanja odabrani jer se kroz zabavne i informativne aktivnosti te socijalizacijom mladih na putovanjima razvijaju društvene vještine, stječu nova iskustva, uspomene i poznanstva, što u konačnici pomaže mladima da postanu odgovorni članovi društvene zajednice. Analizom konkurencije utvrđeno je kako postoji prostor za zauzimanjem jedinstvene tržišne pozicije metodom fokusiranja na diferencijaciju. U ovome radu definirani su i elementi marketinškog miksa koji su ključni za razvoj ovakve vrste proizvoda.Youth travel trend is on the rise both in Croatia and the world. This paper presents a simple marketing plan based on tourist packages for young people. The product targets a market niche whose needs and motives were examined by the conducted research. This type of tourist product was chosen because, while travelling, young people develop social skills, gain new experiences, create memories and strike up acquaintances through entertaining and informative activities and socialization with their peers, which ultimately helps them to become responsible members of the community. Competition analysis revealed that there is room for achieving a unique market position by focusing on differentiation strategy. This paper also defines the elements of the marketing mix that are crucial to the development of this type of product