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Criticaly examine the segmentation strategy within the organization of your choice - VS1 - 01-06-2010 06:49 PM
Maturski, Seminarski , Maturalni i diplomski radovi iz engleskog jezika.
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.
The tourist destination can determine and set its objective, first of all, by considering and evaluating the factors it has at its disposal, making an evaluation of the income and establishing the character of the surrounding. What make one destination different from the others are actually the factors that the destination has at its disposal (attractive, communicative etc.). In Belgrade, these are rivers Sava and Danube, historical an cultural sights that can be find nowhere else, but also, national cuisine and opportunities for many activities, such as swimming and rowing in the summer, or skiing and parashouting in the autumn and winter. It takes less than two hours from Belgrade to the nearest ski center.
Pozitioning of Belgrade as tourist destination on the market
The objective of undertaking marketing activities and their proper management is to direct the tourist destination towards occupying the desired and planned position on the tourist market. Nevertheless, in order to accomplish that, the first thing that has to be done is to scan the condition of the tourist destination, which is to establish its achieved level of development and its position on the market. In order to establish the achieved degree of development, certain analyses have to be done that will provide data concerning:
• the structure of the accommodation and catering capacities, (Belgrade can offer every type of accomodation, from low cost hostels, to 5 star hotels)
• the condition of the communication factors (roads), (It should be enough to mention international airport in the city, exellent railroad and Corridore 10)
• the degree of valuation and allocation of the attractive resources (cultural and historical monuments, natural resources, etc.), (More than 3000 sights, churches, museums, monuments, castles, fortresses..)
• the activities undertaken to enrich non-board offer, ( It is well known that Belgrade is Balcan center of night-life)
• the degree of development of the intermediary factors,
• the degree of participation of the remaining activities in the constitution of the final tourist offer etc.
An analysis of the surrounding
The determination of the position of the tourist destination on the market can bi done, first of all, by analyzing the surrounding, the market and the competition, that is, by analyzing those tourist destinations that can be competitive in various respects. Everyday and constant changes take place in the surrounding. The need for their constant observation and recording is a prerequisite for the successful development of the tourist destination. At the same tame, it is very important to understand and accept the changes as a starting point of the marketing management activities for the development of the tourist destination. In our case, Belgrade is surrounded by Budapest, Zagreb, Sarajevo, and it is necessary to adjust marketing activities, since it is almost impossible to organize, for example, a successful Fashion Week, in the same time when it is organized in Budapest, for the 31st time! Also, it is not smart to organize a Film festival in February in Sarajevo, since the famous FEST takes place in Belgrade in the same time.
The broader surrounding of the tourist destination has a great influence on the desires and needs of the tourist, and consequently on the creation of the tourist product the destination and the way of its selling. Therefore, the observation of the changes is of great importance, especially because the ignoring of these changes could result in complete failure of the tourist destination. Of the various and numerous components of the macro-surrounding, the economic surrounding no doubt has the utmost influence on the marketing-management of the tourist destination.
Within this surrounding indicators can be pointed out that stimulate or inhibit the tourist travels, and depending on the degree of the demand have a positive or negative influence on the development of the tourist destination. The influence of the tourism on the development of the tourist destination is reflected in the inflow of foreign currencies which contributes to
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.
The tourist destination can determine and set its objective, first of all, by considering and evaluating the factors it has at its disposal, making an evaluation of the income and establishing the character of the surrounding. What make one destination different from the others are actually the factors that the destination has at its disposal (attractive, communicative etc.). In Belgrade, these are rivers Sava and Danube, historical an cultural sights that can be find nowhere else, but also, national cuisine and opportunities for many activities, such as swimming and rowing in the summer, or skiing and parashouting in the autumn and winter. It takes less than two hours from Belgrade to the nearest ski center.
Pozitioning of Belgrade as tourist destination on the market
The objective of undertaking marketing activities and their proper management is to direct the tourist destination towards occupying the desired and planned position on the tourist market. Nevertheless, in order to accomplish that, the first thing that has to be done is to scan the condition of the tourist destination, which is to establish its achieved level of development and its position on the market. In order to establish the achieved degree of development, certain analyses have to be done that will provide data concerning:
• the structure of the accommodation and catering capacities, (Belgrade can offer every type of accomodation, from low cost hostels, to 5 star hotels)
• the condition of the communication factors (roads), (It should be enough to mention international airport in the city, exellent railroad and Corridore 10)
• the degree of valuation and allocation of the attractive resources (cultural and historical monuments, natural resources, etc.), (More than 3000 sights, churches, museums, monuments, castles, fortresses..)
• the activities undertaken to enrich non-board offer, ( It is well known that Belgrade is Balcan center of night-life)
• the degree of development of the intermediary factors,
• the degree of participation of the remaining activities in the constitution of the final tourist offer etc.
An analysis of the surrounding
The determination of the position of the tourist destination on the market can bi done, first of all, by analyzing the surrounding, the market and the competition, that is, by analyzing those tourist destinations that can be competitive in various respects. Everyday and constant changes take place in the surrounding. The need for their constant observation and recording is a prerequisite for the successful development of the tourist destination. At the same tame, it is very important to understand and accept the changes as a starting point of the marketing management activities for the development of the tourist destination. In our case, Belgrade is surrounded by Budapest, Zagreb, Sarajevo, and it is necessary to adjust marketing activities, since it is almost impossible to organize, for example, a successful Fashion Week, in the same time when it is organized in Budapest, for the 31st time! Also, it is not smart to organize a Film festival in February in Sarajevo, since the famous FEST takes place in Belgrade in the same time.
The broader surrounding of the tourist destination has a great influence on the desires and needs of the tourist, and consequently on the creation of the tourist product the destination and the way of its selling. Therefore, the observation of the changes is of great importance, especially because the ignoring of these changes could result in complete failure of the tourist destination. Of the various and numerous components of the macro-surrounding, the economic surrounding no doubt has the utmost influence on the marketing-management of the tourist destination.
Within this surrounding indicators can be pointed out that stimulate or inhibit the tourist travels, and depending on the degree of the demand have a positive or negative influence on the development of the tourist destination. The influence of the tourism on the development of the tourist destination is reflected in the inflow of foreign currencies which contributes to