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FRAM marketing plan

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case study
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  1. Company Overview
    1. Structure
    2. Historic Overview
    3. FRAM today
  2. FRAM Marketing Mix
    1. Product
    2. Price
    3. Communication
    4. Distribution
  3. SWOT Analysis
    1. Strengths
    2. Weaknesses
    3. Opportunities
    4. Threats
  4. Target and Segmentation
    1. Main targets
    2. Positioning
  5. FRAM's CRM
  6. Loyalty Program

The French Tour Operator market has some specific features. Indeed, 25% of the Germans travel with Tour Operator whereas the only 10% of French use tour operatiors. In spite of the difficulties that some operators are suffering, FRAM is still a successful company as they stand among the top 5 travel companies in France. FRAM had an amazing success for many years and this success was quite inexplicable. The "family war? between Georges COLSON and Marie-Christine CHAUBET has split the group into half, despite of which FRAM remains unaffected. FRAM, in French stands « Fer, Route, Air, Mer » which when translated into English becomes « Train, Road, Sky, Sea » is a reference to all touristic transportation means available, was created in 1949 by 16 friends from Toulouse and its area in France.

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