Markting trabajo pdf

REALIZADO POR LA PRESTIGIOSA

LAURA RODRÍGUEZ

CUADERNOS VIAJE: |LA MEJOR [Escribir el subtítulo delDE documento] Rodrguez REVISTA DE MARKETING TURÍSTICO

1. MARKETING SEGMENTATION……1 2. Steps for effective segmentation of the tourist market…2 3. Variables segmentation…3,4,5 4. 8 necessary criterios….5 5. Requirement for our variables and why the segmentation….6 6. SAOIN IS DIFERENT…7,8 7. Evaluation the segmentation…..8,9 8. Somes products related with this segments…..9,10 9. 4 hedgings strategies…10 10. How we aplly the strategies?....11 11. Andalucía in Tourism…12,13

MARKETING SEGMENTATION By segmenting tourism marketing found 40 types or segments, we will work with the following 4:

According to the four criterios we have chosen: Nationality, lifestyle, purpose and age are different segments are those that have encuadro in red on the images of both sides

EXAMPLES OF TYPES OF TOURISM

Uno de los ejemplos de los tipos de segmentaci贸n

Steps for effective segmentation of the tourist market

For proper tourism market segmentation the following steps were necessary: 1- First you establish what should be the criteria for this, in this way, the market divided into about forty types of which we discussed in the previous step Picked out criteria 23- They applied the methods of the market at all these criteria 4- Finally, checked the obtained segments against the criteria for effective segmentation

For example became one of the segments of which more will talk in this publication, IMPSERSO, once obtained the criterion of age, the elderly segment appeared

VARIABLES SEGMENTATION‌ To begin major classifications which group the huge tourism market demand is made.

To make a classification of the types of tourism one big of money were needed, but the result ended up giving and giving an income well above the money spent.

To respond properly to the demand of the sector so those criteria are segmented, specialized work products acquired more details to satisfy the customer and thus higher profits

1. Nationality: One of the most easy variables to make was the criterion by nationality, is the best way to divide the tourism sector broadly, so in the Internet is easier to know the daily consumption of the Russian market or Japanese in Spain another segment more complex

2. Lifestyle:

3. PURPOSE:

4. AGE:

THE 8 NECESSARY CRITERIOS ARE:

THE REQUIREMENT FOR OUR VARIABLES Rusian Tourism IMSERSO GREEN people for child TOURISM 50% more this year Increase for the Increase for a old Increase for a Measurable families people sustainable tourism A big statment With statment A small statment Different statment Substancial You can see in the Real accesible Accesible for For a young people Accesible beach government help Different business to Defended from The competitor are a Strong competitor Defensible work this type competitor little bit Takes time in Spain It has 20 years more Recently but strong Increase Durable and growing or less It´s one of the most In some month Increase and will be increasingly create Competitive famous here strong more Homogeneous

consolidate

Consolidate

Consolidate

Consolidate

Compatible

Don´t create conflict

Don´t create conflict

Don´t create conflict

Don´t create conflict

WHY THE SEGMENTATION?

SPAIN IS DIFFERENT

What if we make a product regardless segmentation? FAILURE: we see for example in the Castell贸n airport.

What important peculiarity is the Spanish tourism market? A hotel industry, we have already made, and we have to build a market to fill these hotels we already have in place coo Magalu, Salou or Torremolinos, so a market that fill hotels quickly sought as built are young

EVALUATION THE SEGMENTATION

RUSSIAN TOURISM: we give it the importance it deserves to this sector and has been growing in recent years and will not stop growing. Russians seek to Spain, beach, food and service almost luxurious. So they choose areas such as Malaga where they find it. It is an important sector for the money they leave the economy and services where they go. They also tend to be elderly so their stay is much longer than normal

TOURISM FOR CHILDREN: when we think of tourism we usually imagine a young person, free from all charges can have a holiday alone

IMSERSO: This group becomes very important as we talk about the seasonality of the same, as it provides tourism in months that is more difficult to get information such as the summer months. It is quality tourism, seeking rest and does not give problems, and there is a whole exclusivad devoted to market them on these grounds

GREEN TOURISM: green tourism is currently on the rise since the importacia that he is giving in recent decades to the importance of sport, and the valuation that people on nature and the landscape around us does. People prefer in their vacacones ent in contact with nature and out of the city and the stress they cause

SOMES PRODUCTS RELATED WITH THIS SEGMENTS A: GREEN TOURISM.

B. TOURISM FOR CHILDRENS

C. IMSERSO

D. RUSSIAN PEOPLE

4 HEDGING STRATEGIES

Marketing strategies may differ depending on the unique situation of the individual business. However, there are a number of ways of categorizing some generic strategies. A brief description of the most common categorizing schemes is presented below: Market introduction strategies: At introduction, the marketing strategist has two principle strategies to choose from: penetration or niche Market growth strategies: In the early growth stage, the marketing manager may choose from two additional strategic alternatives: segment expansion or brand expansion.

Market maturity strategies: In maturity, sales growth slows, stabilizes and starts to decline. In early maturity, it is common to employ a maintenance strategy (BCG), where the firm maintains or holds a stable marketing mix.

Market decline strategies: At some point the decline in sales approaches and then begins to exceed costs.

And not just accounting costs, there are hidden costs as well.

How we apply the strategies?

HOW WE APPLY THE STRATEGIES? Product: Decisions about product-service includes, among others, the design and implementation of actions and policies concerning: The portfolio of products is to determine the set of products and services that the company plans to offer the market (not to be confused with product line, which are products with features in common).

Price: What price should be understood not only money paid by the consumer, but also the time, effort and inconvenience required to obtain or involved in your enjoyment. The price is decisive on income and profits of the company. If spare capacity, prices fall, but any extra demand will go up. The price can also have impact on the image of the product: many consumers identify high price with quality.

Place: The distribution tourism mission is to facilitate the potential customer the possibility of booking. There are several factors that determine the characteristics of the product and the market, the resources available from the company, the most common forms of distribution within the sector ... the company must assess that it limits the choice of channel distribution.

Promotion: The promotion includes the whole set of activities that seek to communicate the existence and benefits of a particular tourism product and persuade the consumer to buy them. It is a combination of the following activities

POSITIONING: is the marketing activity and process of identifying a market problem or opportunity, and developing a solution based on market research, segmentation and supporting data.

Positioning may refer the position a business has chosen to carry out their marketing and business objectives. Positioning relates to strategy, in the specific or tactical development phases of carrying out an objective to achieve a business' or organization's goals, such as increasing sales volume, brand recognition, or reach in advertising.

DIFFERENTS COMERCIAL TOOLS: -Product

ANDALUSIAN TOURISM MARKET

-Price -Distribution -Merchandising

The tourism that takes place in the Andalusian coast is highly seasonal, since the highest percentage his visits he has concentrated in the third quarter, namely 44.5%, one proportion of over 7 percentage points at which recorded the total tourism in the region received in the same period.

This feature coastal tourism is accentuated when the tourist comes from the domestic market, since about half of these tourists visited the Andalusian coast in the third quarter, while the foreign market coastline He divided his visits throughout 2013 in a more balanced way, a behavior that also presented for total tourism. Interior tourism in Andalusia include a 68.7% domestic visitors and 31.3% foreign. Andalusians are the main domestic issuers, contributing more than half of Spanish domestic tourism. Over the previous year, it is observed that tourists come from Spanish territory, both those from other regions as those of Andalusia itself, have lost weight in the structure of the inner demand for of foreign tourists, increasing its share in recent +2.6 percentage points, gain brought about by the improved performance of this market compared to the national during the year this tourist typology.

Point H1 is the same that point G1 and point H2 is the same tan point F2.