The basis of growth in any market understandsthe market and the philosophy to approach the market. Marketing concepts and philosophy defines the different ways and strategies that have to be used by the company to approach and reach the target market(Fanning, 2015). The basis of this is understanding the customers, their aspirations, their economic status, their likes and dislikes, and most of all, the best strategy to reach them.
In addition, a company must understand that it is not in the market alone, since monopolies are a thing of the past. Just like vultures hovering over a piece of meat on the ground, there is more than one company that is seeking to attract and retain a customer in the tourism industry. As a travel agency, the company must therefore move fast to understand the needs, likes and dislikes, and other aspects of that customer and consequently come up with a strategy that differs from the rest in order to win(Shaw, 2007). Essentially, it means the travel agency must come up with a unique marketing philosophy that differs from the rest of the companies.