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ASSIGNMENT BRIEF
QUALIFICATION: B.TECH HNC BUSINESS UNIT NO AND TITLE: UNIT 4- MARKETING PRINCIPLES STUDENT NAME: THOTA NITHIN SRI SAI BHASKER ASSESSOR NAME: SWATI RAGHUPATRUNI DATE ISSUE: 20-5-2013 DEADLINE: 18-6-2013 SUBMITTED ON: 18-6-2013
ASSIGNMENT TITLE: A REPORT ON STP ANALYSIS AND EXPANSION OF TOURS AND TRAVELS OF INDIA
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A REPORT ON STP ANALYSIS AND MARKET EXPANSION OF TOURS AND TRAVELS OF INDIA
STUDENT DECLARATION
I certify that the work submitted for this assignment is my own and research sources are fully acknowledged.
T.N.S.S.BHASKER
Student signature
Date: 16-2-2013
OBJECTIVES: To identify the micro and macro environmental factors that affects the tourism industry. To find the different segments in tourism industry in Indian market. To choose a targeting strategy and positioning for TOURS AND TRAVELS OF INDIA. To know about the buyer behaviour in different buying situations. RESEARCH METHODOLY:
Data can be classified in to two types depending on sources used for collection data. First one is primary data and the other is secondary data. In this report secondary data is collected from the internet and books.
achieved by the company. Competitive advantage is one of the key factors in determining company profits. Indian chardam yatra, Easy tours of India, Kesari are the some of the Competitors of TOURS AND TRAVELS OF INDIA. There are so many competitors both small and big in tourism industry in India.
THE COMPANY: The TOURS AND TRAVELS OF INDIA should think properly in
understanding needs and wants of the customer. Management of the company should make decisions which satisfy the customers to achieve customer value and relationships.
PEST ANALYSIS:
ECONOMICAL ENVIRONMENT: It is the very important factor in macro
environment which determines the sustenance of the company. Economic environment consists of factors that affect the buying power of customer. As India is a developing economy the company should very careful in pricing the service. The changing trends in the economic conditions of country severely affect the business of the company.
STP ANALYSIS:
SEGMENTATION: Tourism industry is one of the largest employment generators in
service sector. India is so diverse in culture as well as in geographic structure. Tourism market can made in to innumerable segmentations. Segmentation based on geographic:
1. City: Major cities where population is high, there the availability of the customers is maximum 2. Climate: Southern India is hot compared to northern India, so in summer there are tours in southern states to cold places due to hot weather. Segmentation based on demographic: 1. Income: Based on income level of income of customers different facilities are offered to middle class and upper middle class income level of customers. 2. Occupation: Based on the occupation of the customers different tours are offered like for students and teachers there are educational tours, and for retired ones sightseeing tours etc. 3. Religion: Religious tours are offered to different religions for example Hindus are interested in tours related to temples and their religious holy places, while Muslims are interested in mosques. Based on psychographic: 1. Life style: Depending on the interests of the customer different types of tourisms like adventure, medical, sightseeing etc are offered to different customers. Based on behaviour: 1. Occasions: There are some occasions are occurred in India at different states like camel fare, kumbhmela, pushkar etc. On those occasions tourists in particular places is very high.
TARGETING: After studying different market segments there is need for the
company to identify the target market for their business different types of target markets are TARGET MARKET: A set of buyer sharing common needs or characteristics that the
company decides to serve. (Principles of marketing, Philip kotler 2011.)
VALUE PROPOSITION: The full positioning of a brandthe full mix of benefits upon
which it is positioned (principles of marketing, Philip kotler 2011).
Generally there are four positioning strategy followed MORE FOR MORE: This type of positioning involves in providing a high quality product/service and charging a high price. This positioning strategy is used for niche market products. Here the more the customer is expecting the more is the quality and higher is the price. MORE FOR SAME: This positioning involves in companies which follows the strategy more
quality is offered to customers at same price. It offers the same quality product with low price compared to other companies. SAME FOR LESS: Here the company offers normal products for those customers who want less than that. LESS FOR LESS: In this type the company offers product/service with low quality and hence prices is low for that type of product/service. It is not so popular in marketing. MORE FOR LESS: It is the winning value proposition which offers the high quality product at low price. This strategy is useful in making customer relationships. Since TOURS AND TRAVELS OF INDIA is new to market in south India, to achieve customer value and satisfaction it is better to follow more for less targeting strategy. The positioning statement for TOURS AND TRAVELS OF INDIA is Enjoy the life time
experience means the company says that the tours offered by the company gives life time experience.
CULTURAL FACTORS:
CULTURE: India is a diverse country having different cultures. One culture is different from
other so people are attracted by other cultures of different places.
SOCIAL FACTORS:
FAMILY: Family relations can strongly affect the buyer behaviour. If one member of the
family lives in different place from the family, then the family is needed to visit he if the place is popular in tourism then automatically then they visit surrounding tourist spots.
ONLINE SOCIAL NETWORK: These are very popular now days blogs, social
networking websites are useful for exchanging information and sharing opinions
PERSONAL FACTORS:
INCOME LEVEL: The income level of buyer restricts him in buying the product/service
without making his own choice
OCCUPATION: Students and teachers are preferred for educational tours and different
professionals in visits different places according to their work needs.
LAUNCHING STATE: After doing research in south Indian states, I conclude that
Andhra Pradesh is the suitable place to launch the business of TOURS AND TRAVELS OF INDIA This state attracts nearly 153.1 million domestic tourists every year For every year it
attracts nearly 21% of the total domestic tourists in India(source: ministry of tourism, government of India). So by studying the above statistics we came to know that Andhra Pradesh is one of the important tourist places in southern India. The population of Andhra Pradesh is nearly 84 million (source: AP stats published on 2011). The customers are available for the company in that state. The major cities like Vijayawada, Vizag, Vishakapatnam are the places to start small boutiques of the company.
CONCLUSION: I want to conclude that Andhra Pradesh is suitable state in south India
for launching business