Criticaly examine the segmentation strategy within the organization of your choice -e

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INTRODUCTION

Segmentation strategy, according to online dictionary is: Different approaches to subdivision of a market or population into segments with defined similar characteristics. Five major segmentation strategies are (1) behavior segmentation, (2) benefit segmentation, (3) demographic segmentation, (4) geographic segmentation, and (5) psychographic segmentation. I will try to explain this idea within the organisation that belongs to tourism industry, a tourist destination. In this paper, I will observe my home city, Belgrade, as an turistic destination.

The right marketing management is a way of finding the proper combination of marketingmix, or a combination of instruments for appearance on a market, because that is the way in which Belgrade, as the tourist destination will have priority over competition. The meaning of application of marketingmix is shown throughout unlimited numbers of possibilities which issue from the combination of it’s instruments and their application into the different areas; from planning approach of formulation of marketing strategy; adapting of the offer toward specific needs etc.

Appliance of marketing conception actually is a key for successful select of tourist’s needs. Management of tourist destination should permit a prosperous conversion of the needs into the products and services. Marketing-mix of the tourist destination can be considered of two aspects: on macro level (from aspect of the tourist destination), and from micro level (from aspect of tourist subjects individually).

When elaborating organization of marketing activities and their proper management we actually talk about their arrangement in the organized structure of the marketing. The organization of marketing activities actually refers to the organization of research on the market, the planning and development of the product, the propaganda and organization of the sale.

For successful promotion of the tourist destination it should be implement a process of coordination and reconciliation of efforts of all participants into the tourist industry. That is the only way to get the maximum of the tourist destination’s potential. In modern economic conditions, when the conditions of economy rapidly change, the marketing-management strategy enables the tourist destination to react on time on the market and to gain certain advantage over the remaining (competitive) destination. In Belgrade, this is delegated to Belgrade turist organisation, which coordinates all the activities in this area...

Sadržaj :

INTRODUCTION 2
1.1 Pozitioning of Belgrade as tourist destination on the market 3
1.2 An analysis of the surrounding 3
1.3 An analysis of the market and competition 4
1.4 Marketing Management Strategy of Belgrade 5
CONCLUSION 7