1. Summary Blue Ocean Travels (Pvt) Ltd was established to provide customers with airline flight bookings along with all levels of accommodation, travel insurance and other travel related service providers. The company's target customers are high and middle income people. These include lawyers, bankers, executives, doctors, etc. The main buyers are located in urban areas of Sri Lanka. Customers are generally loyal and loyal customers. In addition to all these changing customer needs, niche markets are also evolving by favoring differentiated products. It would therefore be a very difficult competitive situation with experienced providers, in particular with market leaders. But Blue Ocean Travels (Pvt) Ltd is just a small, growing company that is not yet part of this larger caliber range. Members of Blue Ocean Travel's target market will have similar activity interests, higher disposable income and less price sensitivity. As a small business, it has significant weaknesses that need to be addressed for the business to move forward.2. Situation Analysis2.1 Company AnalysisBlue Ocean Travels (Pvt) Ltd is a family-owned company providing services primarily focused on the airline industry. It is a Tourism Board approved and IATA accredited service provider, incorporated in August two thousand and four in Colombo. The company provides a variety of services related to travel services, such as airline flight reservations when the reservation is made for special reasons. flight which the customer prefers on the desired date, the travel insurance service offered which is the insurance required for the passenger during his or her travel period can be obtained at the agency,...... middle of paper.. .... marketing plan. A monthly periodic review should be carried out to monitor improvements.ReferencesTicketing Manager of Blue Ocean Travels (Pvt) LtdLankabusinessonline.com. 2014. Travel Goal. [online] Available at: http://www.lankabusinessonline.com/news/sri-lanka-tourist-arrivals-reach-2013-target-after-data-revision/922133990 [Accessed February 24, 2014].Anonymous. 2014. [online] Available at: http://www.sltda.lk/sites/default/files/Annual_Statistical_Report-2012_new.pdf [Accessed: February 26, 2014].Tutor2u.net. 2014. Ansoff Matrix. [online] Available at: http://www.tutor2u.net/business/strategy/ansoff_matrix.htm [Accessed: February 26, 2014].Indexmundi.com. 2014. Sri Lanka – Urban Population. [online] Available at: http://www.indexmundi.com/facts/sri-lanka/urban-population [Accessed: February 27, 2014].Blythe, J. 2006. Marketing. London: SAGE Publications.