Juana Mateos Navarro. 1ยบ GIAT B
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A.1
3. Lifestyle 4. Age
1. Purpose of trip 1.Leisure 2.VFR 3. Religious Purpose 4. Others
Under 15 years From 15-24 From 25-44 From 45-64 Older than 64 years
2. Nationality 1. Spaniards 2. Britains 3. Germans 4. French 5. Italian 6. Rest. Europe
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A.2
1. The criteria were identified. 2. Picked out criterion/a. 3. The method on the market was applied. 4. Checked the obtained segments against the criteria for effective segmentation.
B.1 Purpose of: We need this segment for lodging, restaurant, travel agency, cruise line, airline and destination marketing organizations. Every organizations of tourism require every segment. Nationality. This is the most widely used segmentation base in the hospitality and travel industry. Geographic segmentation means dividing the market into groups of customers who share the same geographic location. Lifestyle. This as a personal factor that influences customer behavior, and as psychographic segmentation approach that many marketers favor.
Example of the segmentation of products made by Cocacola
Age. Consumer needs and wants change with age, therefore we need to be adapted depending on which age segment or segments are being targeted. 3
C.1
Eight criteria for effective segmentation. The target markets must be: Measurable. We are in need to set marketing objectives in numerical terms and to measure the results of marketing plans. Substantial:A target market must be big enough to warrant a separate investment. It must produce more in added profits than the amount required to pursue it. Accessible. The essence of market segmentation is being able to select and reach specific customer groups.
Defensible.The marketer must feel confident that the organization’s shareof each target market can be defended from competitors. Durable. Some market segments are short term or medium term, meaning that they exist for less than five years. In our industry we are not interested in fads. Competitive. The more precisely the service fits the needs of a particular segment, the more likely it is to succeed. On the other hand, if a service does not match the needs well, there is little point in pursuing the segment.
Homogeneous. The organization should make sure that the segments are as different from each other, or as heterogeneous, as possible.At the same time, the people within each segment should be as similar, or as homogeneous, as possible. Compatible. When an organization selects a target market it must be sure that the market does not conflict in any way with the markets it already serves.
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C.2
Criterion
Segment
Product
Lifestyle Nationality Purpose of trip Lifestyle Lifestyle
Adventurous Britains VFR Cultural visitor LGTB
Organized tour for the “Camino de Santiago�. Hotel in Playa del Ingles, Grand Canary. Hotel with full board in the center of Barcelona. Guided tour in Toledo Hotel in Chueca, Madrid
5 Figures of the most visited tourist resources in the world.
D.1 We need to do a segmentation of market because the main reason companies divide markets into identifiable groups is so that the marketing team can create a custom marketing mix for the specific group and identify the target market and create a specific marketing plan to communicate effectively with their prime customers.
The importance of market segmentation is that it allows a business to precisely reach a consumer with specific needs and wants. In the long run, this benefits the company because they are able to use their corporate resources more effectively and make better strategic marketing decisions.
In summary, the principal reason for segmentation, therefore, is to focus effort and marketing dollars in the most effective way. There are several choices to be made, and it is helpful to think of the answers to the who, what, how, where, and when questions.
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D.2 Regarding to the Spanish tourism industry. What features make Spain different? What gives personality? And what is it that makes tourists come?. Spain offers something that can not be found elsewhere. (Typical your things, stereotypes are used in tourism). It also has in its favor the climate, cuisine, art, history, cities, beaches, everything we have has implications for the products we offer, for example: The musical segment, they want to see a show of flamenco. The gastronomic segment wants a Paella in Valencia or maybe samples the tapas, or “Gazpacho andaluz” in Andalucía, etc. The leisure segment, wants a beach with good weather and sunny days insured. The segment of culture will see the Cathedral of Sagrada Familia in Barcelona. These are features that only has tourism in Spain, why is given a unique personality, thanks to its specific features that it possesses, and thanks to this we offer the product and sell it successfully.
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E
1. The segment of hiking and mountaineering, this segment is characterized by the desire to see and to feel the nature firsthand while exercising, always looking for sites outside of urban and commercial, normally throw themselves into the activity with the good weather, either in summer or spring.
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2. Gourmet segment is characterized by the desire to try everything Spanish cuisine has to offer, can be a paella, a "Spanish omelette" Andalusian gazpacho, etc., also they want to look into the world of tapas. Usually tourists go looking for Mediterranean food because is related to southern Spain and the area of east , and also they looking the seafood north, particularly in Galicia. And the kitchen more valued by the Spanish tourists is of PaĂs Vasco.
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3. Leisure segment is given by people looking for sun and sand among other. This segment requires working holidays or free weekends. Concentrated mostly in summer by the weather conditions and this generates high and low seasons in this sector.
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4. The musical segment, opts for macros festivals or concerts. For example: Arenal sound festival. Or lady gaga concert in Barcelona.
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5. The business segment. This segment is moved by the job requirements, there are no high or low seasons. They Congresses and meetings for to move, and this can occur throughout the year.
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F-H.2
strategies and instruments used in the previous 5 segments
The rural-natural tourism is in the introduction phase, therefore is used the introduction strategy. It is a new product, the price can not be very high, distribution is complex at first, and in communication must be constant and high.
Business tourism is at the beginning of the maturity phase, therefore requires the maturity strategy. The gastronomy of Spain has direct competition with the gastronomy of France and Italy, so communication is still necessary. Is a product that has accepted therefore can be expensive. The distribution is important to move forward due to competition from neighboring countries 13
The segment of sun and sand is in the maturity phase therefore is used the maturity strategy. It is an established and without competition product, communication and distribution costs are reduced and the price can increase. But in Spain one of the features it has is a holiday on the beach has an average price. The musical segment is in a growth phase, so we therefore use the growth strategy. The price should be medium and communication, distribution should be very high and expensive, and being a growing product must be of top quality. The gastronomy tourism the product is not new but is a product growing, therefore is needed the growth strategy, the distribution is complicated and expensive and the price of the product need not be cheap because this product has acceptance. 14
G-H.1
Four P's of Marketing Product, place, price, and promotion.
If tourists repeat, is well positioned. The repetition and satisfaction in Andalusia index is high, by the beach and because the products are quality, also the price is affordable. The weather is always good in the summer months and summer weather has a habit extended more 5 months therefore the tourist is satisfied in Andalusia. 70% repeats, and around 94% are satisfied. AndalucĂa is well positioned thanks to the publicity of its beaches, cuisine, folklore, culture, history, etc. Ultimately for our typical things. Everything the we sell is we sell because Spain attracts them, and Spain is an economically acceptable destination. Also thanks to the fame of heat from Spain inhabitants is widely accepted. 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 15
WEBGRAPHY http://www.spain.info/es/reportajes/espana_un_destino_de_negocios_de_primer_orden.html http://www.tercera-edad.org/cultura-ocio/turismo.asp http://en.wikipedia.org/wiki/Positioning_%28marketing%29 http://toolkit.smallbiz.nsw.gov.au/part/3/12/56 http://www.mindtools.com/pages/article/newSTR_94.htm http://www.purelybranded.com/insights/the-four-ps-of-marketing/ http://www.hotelnazariesgranada.com/es/eventos/ http://www.arenalsound.com/cartel/cartel-2015/ http://www.ticketbis.com/entradas-lady-gaga/ca422
http://www.nautaliaviajes.com/hoteles-playa/ http://turismodevino.com/ http://www.hosteltur.com/185340_ranking-destinos-demandados-su-oferta-gastronomica.html
http://www.lapepica.com/la-paella-pepica/
http://study.com/academy/lesson/market-segmentation-why-market-segments-are-important-to-marketers.html http://turismoemcifras.es/
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