a.1 El/la alumno/a ha identificado los pasos que se han de dar para la realización de una segmentación eficaz en el mercado turístico español. After reading the materials pdf “a1 Seven Steps in market segmentation” and pdf. “a1 Market segmentation criteria - Five essential criteria _ Alessandro Iannuzzi _ LinkedIn” go to http://estadisticas.tourspain.es/es-ES/turismobase/Paginas/default.aspx and identify if on that website the steps in market segmentation and the segmentation criteria that have been observed.
A. In the case of the text “The Seven Steps in market segmentation”, we must speak of these points: 1. 2. 3. 4. 5. 6. 7.
Determining the needs of the segment; Identifying the segment; Choosing the most attractive segment; Analysing if the segment is giving profits; Positioning for the segment; Expanding the segment; Incorporating the segmentation in one’s marketing strategy.
B. But, according to the web text “6 steps for marketing segmentation”, it is important to define them so: 1. 2. 3. 4. 5.
Delimitation Descriptive cathegories Segments’ analysis Selection of objective markets Design and implementation
Bibliography and web direction used: 1.
“The 7 Steps of Market segmentation – Process of segmentation”, by Hitesh Bhasin (http://www.marketing91.com/steps-of-market-segmentation/) 2. http://www.merca20.com/6-pasos-para-la-segmentacion-de-un-mercado
a.2 El/la alumno/a ha identificado y clasificado los segmentos existentes en el mercado turístico español. You can use the following http://estadisticas.tourspain.es/es-ES/turismobase/Paginas/default.aspx to classify the different segments that exist in the Spanish tourism market.
1. NATIONALITY
2. SEX AND AGE
identify
link and
3. TRAVEL REASONS
Web direction used: http://estadisticas.tourspain.es/es-ES/turismobase/Paginas/default.aspx
b.1 El/la alumno/a ha analizado las variables que se han utilizado en en la segmentación del turismo en España. After reading the pdf. “b1 Variables and factors” you can use the following link http://estadisticas.tourspain.es/es-ES/turismobase/Paginas/default.aspx to identify and analize the different factors and variables used in the Spanish tourism market.
The main variables we can find in tourism segmentation are in these groups: GEOGRAPHIC This is the most simple. Depending on the nationality of the tourists, we’ll see so many variables like their culture or trait of behavior. To explain this, we can take the examples of the Chinese people in comparison with the South American People: 1. The firsts tend to go only to famous places by plain during a week; 2. The seconds tend to go to so many places by bus during two or three weeks. DEMOGRAPHIC This other group comprises other variables like gender, age, marital status, occupation, income, etc. 1. I n the case of age, for example, we can distinguish the older people from the youngers. We cannot sell an adventure trip to the first group because they won’t complete it (they can feel so tired) and an all-included trip to the second because they’ll feel so bored. 2. I n the case of marital status, there are people who travel alone (and they want to meet new friends and their possible soul mate) and those who do it with their own partners (on honey moon or a pleasant trip for both). 3. Speaking about the incomes, there’s a difference between those who tend to spend their money on a luxurious trip from those who only do a typical tourist trip. PSYCHOGRAPHIC In this case, we must take in count variables like tourist’s interests, attitudes, way of life, opinions, etc. For example, speaking about attitudes, we have to differentiate those who love exotic places like the Caribbean (they want to disconnect a bit from their reality) from those who love cultural places like Moscow (they want to know more of their own culture).
CLASSES OF TOURISTS Depending on these variables, we can mention different types of tourists.
●
TOURISTS TRAVELLING WITH FAMILIES
Are those who travel with their families, or the families of their relatives. In this group, there’s a head who decides what to do during the travel or they agree with it. ●
SINGLE TOURISTS
They travel alone, but not lonely. Here, we can find so many kind of tourists (singles, divorced, widowers, etc.). They decide by themselves and are able to spend more. ● GROUPS OF TOURISTS Under this rubric, we can see students of every type, members of a group, association, etc., senior citizens or groups with common interests. ●
TOURISTS VISITING FRIENDS AND RELATIVES
These kind of tourists keep their holidays to visit friends or relatives who are so far from their homes and tend to stay with them from a few days to a month (in this case, if they are in a so far country).
●
BUSINESS TOURISTS
This kind of tourists are professional tourists who decide by themselves without spending so much. Normally, they travel to attend a business fair, strike a deal, participate on a trade show or assist a meeting of their own enterprise). ●
INCENTIVE TOURISTS
Are those tourists who have won an award at their work for having achieved its goals. That award can consist on a few nights in a hotel or resort or a tourist trip. ●
HEALTH TOURISTS
Are those tourists who travel to receive a special medical treatment, operation, medication, etc., or to have operations that can be so expensive in their own country. c1. El/la alumno/alumna ha descrito los requisitos necesarios para que una segmentación sea efectiva. You can use the pdf: “a1 Market segmentation criteria - Five essential criteria_Alessandro Lanuzzi_LinkedIn”.
1. MEASURABLE: Syze, purchasing power and the characteristics of the segment must be measurable to decide whether, how and to what point we have to focus our efforts on marketing to this segment. 2. SUBSTANTIAL: Market segment must be big enough and profitable in order to be attended. 3. ACCESIBLE : Market segment must have the possibility of being reached and attended efficiently. 4. DIFFERENTIABLE : Market segment must be conceptually distinguishable and respond differently to different combinations of elements and marketing programs. If single and married women answer likewise to a certain perfume, they don’t conform different segments. 5. ACTIONABLE : It is possible to formulate effective programs to attract and attend the segment. 6. HOMOGENEOUS : Customers’ group must be tightly united by different variables that will determine the segment area. 7. HETEREGENEOUS : Customers of various segments must be so different from their likely answers facing the variables of marketing mix. 8. STEADY : We have to measure the balance level of these characteristics. 9. FEASIBLE : It serves to identify customers and pick the variables of marketing mix. We must include the demographic dimension to take decisions related to place and promotion.
Bibliography and web direction used: 1.
“a1 Market segmentation criteria - Five essential criteria_Alessandro Lanuzzi_LinkedIn” 2. https://es.wikipedia.org/wiki/Segmentaci%C3%B3n_de_mercado 3. http://www.monografias.com/trabajos13/segmenty/segmenty.shtml#ixzz4U 9zJmOW7 4. https://segmentaciondemercado.wordpress.com/2010/11/10/definicion-de-inv estigacion-de-mercados/ c.2 El/la alumno/a ha identificado dichos requisitos en 3 de los principales segmentos del mercado turístico español. You can use the following link http://estadisticas.tourspain.es/es-ES/turismobase/Paginas/default.aspx to pick out three of the most important segments in the Spanish tourism market. Then use the pdf. “a1 Market segmentation criteria - Five essential criteria _ Alessandro Iannuzzi _ LinkedIn” to check that those three segments meet the criteria for an effective segmentation.
REQUIREMENTS
GERMANY
45-64
LEISURE
MEASURABLE
We have a number
There are different
We
have
the
(1.186.256).
ages.
significant number of 6.360.
ACCESSIBLE
We can offer trips by different ways like: internet, magazine, travel agencies…
Through investigations we choose this number of age because is the most relevant in the cases of travel agencies that offer these age what they need.
They are related to their age.
SUBSTANTIAL
The number of German visitors is higher and we can offer them so many services.
It is when they travel so much.
Is the main reason to travel.
DIFFERENTIABLE
It is different in comparison with other segments.
Each aged people have different interests.
We can see other types of reasons like: business, visiting a relative, etc.
ACTIONABLE
It is a segment to work and do business with them due to their characteristics.
Not everyone can have the same interest.At this age they’re interested in health tourism
This kind of segment (leisure) offers a package of activities dedicated to this age.
HOMOGENEOUS
There is a set of characteristics they share (culture, climate, traditions, etc.).
Every age of this group has the same interests.
The reason of this segment is only one: leisure.
HETEROGENEOUS
It’s different from other segments.
It’s different from other segments.
It can be so if we compare this option with others like business, visits, and so on.
STABILITY
It should be stable because if we had a small segment which few gains it wasn’t interesting and stable.
If we had chosen a different number of ages we could see that segment in other way. They didn’t think to pay for things that make a profit for
People who travel from this country want to enjoy in the best way, someone with luxury.
our country. OPERABILITY
According to their nationality, we can choose a suitable pack.
This segment is fine, so we can find better results.
Leisure is at the order of the day; at this age, this segment needs to enjoy life’s pleasure.
Bibliography used: “a1 Market segmentation criteria - Five essential criteria _ Alessandro Iannuzzi _ LinkedIn” d.1 El/la alumno/a ha justificado la importancia de una efectiva segmentación para el diseño de una eficaz estrategia comercial. You can find the reasons for doing segmentation in the materials “CHAPTER 2 MARKET SEGMENTATION extended version pdf” provided by the teacher.
According to the text mentioned on the activity, market segmentation helps strategists to define more precisely the needs and desires of consumers. There are three basic reasons for this: 1. Market segmentation allows to identify groups of customers with similar needs and analyze the features and behaviour of purchase of every group. 2. It provides information that allows sales agents to design marketing mixes adapted to specific characteristics and desires of one or more segments. 3. The segment is in concordance with the concept of marketing satisfaction of needs and wishes of customers, at the same time that it meets the objectives of the company. These reasons could be resumed in five questions: 1. WHO? (The market segment we should pursue) 2. WHAT? (The looking for in our type of services) 3. HOW? (The development in our marketing programs to best fit their needs and wants) 4. WHERE? (The place where we should promote our services) 5. WHEN? (The time when we should promote them). According to the text “La importancia de la segmentación” (“Segmentation importance”), there are six more reasons:
1. As marketing competence is growing up, it’s more and more recommendable. So, our company will adapt better its offer in order to satisfy more effectively customers’ needs. 2. It allows to identify business opportunities that were improperly satisfied. 3. It helps to define the goal crowd. 4. It provides the identification of the most direct rivals. 5. It can be more adaptable to the customer, so we can get a more faithful client. 6. It allows to allocate marketing resources more efficiently. Bibliography and web direction used: 1. “CHAPTER 2 MARKET SEGMENTATION extended version pdf” 2. http://territoriomarketing.es/la-importancia-de-la-segmentacion d.2 El/la alumno/a, en función de las características del mercado turístico español, ha justificado la necesidad de una segmentación eficaz para poder diseñar una buena estrategia comercial en el sector turístico español. Use the information and materials that you have used so far. You can also use the following link MARKETING TURÍSTICO Hurtado de Mendoza http://www.themanager.org/2015/02/market-segmentation/ and the materials used in d1.
The Spanish tourist system has experimented an evolution on its own rise underneath the whole Spanish economy and the Spanish trips abroad have an effect on the balance of payments. In comparison with many of its competitors, Spain has a solid competitive advantage due to the guarantee, security and quality offered. The complicated development of the policy framework and the shortage of tourist leadership on those subjects that have an impact over it affect to competitivity.
STRENGTHS 1. 2. 3. 4. 5.
Closeness to the main European outgoing markets. Security and stability of the surroundings of the European Union and the Euro. Great weather conditions for the development of the tourist activity. Wide offer with beaches with a great water and service’s quality. Wide offer, capacity and variety on lodging. An increasing hotel offer on its top categories. 6. Recognition of Spain like a sun and beach tourist destination. Irrelevant positioning on European middle classes. WEAKNESSES 1. Part of the hotel staff is old, especially in sun and beach establishments. 2. High dependence on German, French and British markets. 3. Weak positioning on segments of the demand of high purchasing power.
4. Difficulties for the development of new segments due to the scarce business and products’ management. 5. Scarce business initiative on the development of new territories and products driven by public investments. 6. High presence of foreign tour operators and limited size of its own tour operators. 7. High concentration and seasonality of the activity, which implies the saturation of destinations on high season, concerning to all the satisfaction levels of the demand. To improve these weaknesses, it’s needed to renew the hotel staff in sun and beach establishments, the non dependence on European markets (but on our own services) and the influence of a good development of segments on the international market. Bibliography used: “Plan Turismo Español Horizonte 2020”, Ministerio de Industria, Turismo y Comercio, 2007 e.1 El/la alumno/a ha relacionado y valorado 3 de los principales segmentos que se han identificado en el mercado turístico español. You can use the following link http://estadisticas.tourspain.es/es-ES/turismobase/Paginas/default.aspx and the materials that you have used so far to make your assessment.
The travel strength of German emitter is one of the highest of the world: at least, 77% of population makes a holiday trip every year. Germany is the 3rd country spending more on tourism, and is still being the second highest tourist emitter of greater volume behind the UK. The German tourist comes to Spain individually, without purchasing a tourist package (75%). In 2015, for the first time in a decade, the outgoing capacity of German emitter has been reduced (-3%). This drop is due to the less number of trips of the +55 years’ segment and 14-34 years segments (-6% and -4%, respectively) as a consequence of the sociopolitical circumstances in certain international destinations. With 10,3 millions of tourists and having spent 9.837 millions of euros in 2015 in Spain, the demanding segment with more weight is that of 50-64 years (25,6% of the whole), followed by the 35-49 years’ segment (23%). People with 64 years or more represent a 21,5% of the whole.
The favourite holiday product of German emitter is sun and beach, with a growing interest focused on the multiproduct, at the expense of those trips with only a cultural, active or relax motivation. 66% of the German that come to Spain prefer islands destinations (standing out Baleares, with a 40%, and the Canary Islands, with a 26%). These destinations are followed by CataluĂąa (14%), Andalusia (9%), the Valencian Country (5%) and Madrid (3%). Spain is still being the 1st international destination, with a quote of 14,2% in 2015, a 3,6% more than 10 years ago, and is the only one which has grown more this last decade, being followed with lower quotes and growths Italy, Turkey, Croatia and Greece.
Sun and beach is still the favourite product for German tourists in Spain (62%), followed from afar by the urban tourism (7%), the routes (6%) and the active/sport tourism (4%), with sports like hiking, cycling and golf. Web direction used: http://www.turisme.gva.es/turisme/es/files/pdf/estadistiquesdeturisme/estudios_ mercado/Alemania_febrero2016.pdf
e.2 El/la alumno/a ha identificado en el mercado turístico español diferentes tipos de productos-servicios que se ofertan a cada uno de los diferentes segmentos identificados en el punto e.1. You can check out some travel agencies online to find actual products for the three different segments.
Speaking about the German tourists, we can differentiate between these segments: 1. 14 - 34 years old. This kind of group tends to be more active. In fact, and as a consequence of this, they prefer trips of adventure or moving by themselves (going with their suitcases or rucksacks to everywhere). For them, it would be suitable hotels or lodgings nearer to places where they can do activities like speleology, windsurf, trips on bike, kayak, canoe, boat trips, water-sports, etc. This could be the case of Cabo de Gata (in Almería). This first package tour is offering the possibility of doing activities like kayaking & canoeing, nature & wildlife tours, boat tours & water sports and so many more outdoor activities:
This second package offers other activities like scuba & snorkelling, boat tours & water sports and outdoor activities:
2. 35 - 49 years old. This segment, normally, makes family trips or travel with friends. At Cabo de Gata there are so many possibilities for this people of enjoying their travel with their groups. This is an example of what this people can find at Cabo de Gata: a package including eco tours, fun & games, boat tours & water sports and outdoor activities, between others:
In this segment, there are people who make trips with their partners (honeymooners or those who pretend to surprise their partners with something special); for them, this example is great: a spa & wellness hotel:
3. 50 - 64 years old. This segment prefer relaxing and cultural trips, but their main purpose is their pleasure. This next example could be great for them: a visit by bus or 4x4 to Cabo de Gata - NĂjar’s Natural Park:
This experience is recommendable for them, too: a weekend at the only one hotel located at the peaceful site of Cabo de Gata (so nearer to the enormous main beach with the same name and the town of Las Salinas), where they can taste so many kind of rices (the speciality of its own restaurant):
Web direction used: https://www.tripadvisor.de/VacationRentals-g187427-Reviews-Spain-Vacation_R entals.html f.1 El/la alumno/a ha identificado las principales estrategias utilizadas con los 3 segmentos de mercado turístico identificados en el punto e1. You can find some hints at http://www.tronviggroup.com/marketing-strategy/ The material “MARKET SEGMENTATION presentation. Ppt” from slide 30 can be very useful.
The marketing strategy used in these segments is the differentiated marketing because, in the same product, we can find different offers to the different segments. At the same time, we have a strong product adapted to every segment and loyal customers that repeat because they see us like an endless source of resources. The costs of our product are higher because of the separate offers we provide to every segment (extra marketing research, sales analysis, promotional planning and channel management). With this marketing strategy, normally there’s a comparison between sales and costs (the seconds advance as a result of the firsts). Finally, these characteristics resume the reason of this strategy to the sun & beach product: -
PRODUCT VARIABILITY.
We have seen that the same destination can be suitable for every age but there must be so many different hints (young people prefer a more active tourism and older people prefer relax). At the same time, they
want to do different things on the site (kayaking, canoeing , diving, snorkeling, etc.). -
PRODUCT’S STAGE IN THE LIFE CYCLE. This product is not new (it dates
back to the late 60s), so we must relaunch our offer updating our product. Apart from the variety mentioned in the last paragraph, we should renew the staff of sun & beach establishments, restore older buildings and attractions, develop new activities, etc., in order to renew our product.
Bibliography and web direction used: 1. “MARKET SEGMENTATION presentation.Ppt” 2. http://www.tronviggroup.com/marketing-strategy/ g.1 El/la alumno/a ha identificado los instrumentos comerciales utilizados para cada una de las estrategias identificadas en el punto f1. con el posicionamiento de los principales productos turísticos relacionados con los 3 segmentos elegidos en el punto e1. You can use the material pdf.” g1 Tourism Management Marketing Mix” alongside with the materials pdf. “g1 Tourism Management Marketing Mix “.
PRODUCT The most important tourist product is sun and beach, but why this product? We must notice that we are speaking about a country with a colder climate (specially, in winter); so, what the German tourists are searching is what they can’t have on their own country.
PRICE Depending on the quality, there’s one price or another. For example, we know that sun and beach tourism is the most important for German tourists; however, we tend to see it overall. But in that group there are young and ancient people and families. Depending on the desires and activities they want to do, there’s a price or another (according to the images, there are different prices depending on the offered product). We could speak here about the services offered with a product.
PROMOTION Like the persons we are, we tend to be influenced by publicity, but we really are more influenced by friends, neighbours, our family and people nearer to us. These people are more impressionable to us than publicity on social media. For example, we know there webpages, magazines and a tv that can offer us a specific destination publicity, but even so we don’t believe it totally (we even say that it shows us the best of all). Whereas, if a friend or one of our relatives tell us that he/she have gone there or have had a great experience, that is more impressionable to us than the advertisements watched on tv, readed on a magazine, etc.; so we want to try it and live the same (or similar) experience.
DISTRIBUTION Today, we know there are so many ways to sell a product: webpages, online travel agencies, tourist packs, etc.
BIBLIOGRAPHY AND WEB DIRECTIONS USED: 1. ” g1 Tourism Management Marketing Mix” 2. www.tripadvisor.com 3. https://www.xploretenerife.com/ g.2 El/la alumno/a ha comprobado que los instrumentos comerciales identificados en el punto g1 son compatibles con el posicionamiento de los principales productos turísticos (e2) relacionados con los 3 segmentos elegidos en el punto e1. To answer this question you have to check that the instruments you have previously selected in g1 (4Ps) are compatible (help to achieve) the positioning of the tourist products selected in e2.
According to tracking studies, for German tourist our country is, first of all, a sun & beach destination; so the product is perfectly well placed and is reliable. In fact, for the last 25 years Spain is still being their favourite destination. In addition to this, our country broke, in 2013, the so-called ‘resistance ceiling’, quantified in 10 millions of travellers. The tourist trademark of Spain in Germany add up, provides values. It has been so important is this hard last years of crisis (a clear example of this is the fact that Turespaña trademark, Miró’s sun, is still being an object of desire for the German tourist companies, which notice a great value there and think it is important to boost their sales. The ideal object in the mind of the German tourists is sun & beach, together with the other two big icons: Mallorca and Barcelona. The image of our country hasn’t been spoiled as a tourist destination.
Actually, there are campaigns that are focusing on this group actions of promotion and cross-selling, related to our wine and gastronomy. The Spanish enogastronomy is noticed in the mind of German tourists with an emerging power. Spanish wines are considerated between the most prestigious all over the world and German people consume them. This potential vector, as a vehicle of promotion, will improve the Spain trademark as a cultural, nature and rural destination in the German market. Web direction used: www.hosteltur.com/197330_marca-espana-suma-cados-emisores-europeos.html h1. El/la alumno/a ha analizado el valor de cada uno de los diferentes instrumentos de los productos dirigidos a los 3 segmentos del mercado turístico español elegidos en el punto e1. You must analyse the different instruments of the products designed for each of the three segments.
The instruments are the 4 p’s : Product, Price, Promotion, Place Respect to the product (sun and beach), they have relation: -
THE PROMOTION : The promotion offered in the webpage www.andalucia.org
by the entrepeneurs of Tourism in Andalucia is compossed by offers that appeals to the German segment; for example, the lack of sun and good climate make the segment to be interested in our p roduct, such as sun & beach.
We provide different ways of promotion: travel plans, travel agencies for tourist intermediation, magazines and newsletter. The most famous campaign, inaugurated in 2010, calls " I need Spain ". This international campaign promotes the country and reflects the tourist offer.
The institution responsible for the universal promotion of españa is TURESPAÑA which 33 tourism council in the foreign countries Nowadays every time the mobile applications are more important.Turespaña It has developed three programs for Ipad and Iphone: iSpain , IneedSpain and Experience Spain. "ISpain" contains tourist information of the cities most known about Spain as Madrid, Barcelona, Seville etc, -
THE PRODUCT : Why this product? Because for them, our country it’s like their
paradise. Spain and its islands have what they are searching for: sun & beach, landscapes, culture and hospitality are the characteristics that, according to the German tourists, define us better. But, at the same time, they don’t still want only sun & beach; they are looking for new experiences, searching for something in particular. That’s the reason why our offer must be open to new kind of tourism (specially, the family and seniors’ trips,
the high standing holidays, the active and sport tourism or the personalised holidays on residences) and other things (a great flying offer, the quality of hotels, the staff, the environment and the professionalism and kindness of its people). In fact, since the late 80’s we can see a huge interest in other products like those related with the healthy tourism and the weekend trips. -
THE PRICE : Our prices are cheaper, and we can see this case reflected on the
-
THE PLACE :
●
The television. The form of distribution on tv has so many ways. It can be on:
hotel prices (these have been adapted to the customer’s pocket without losing their own quality) and the flights (we provide great offers and they appreciate so much the possibility of arriving to our country on low-cost flights). Speaking about this point, in our country there are so many low-cost companies operating in Spanish airports like those of Girona and Murcia (specialized in low-cost flights) But we must reduce prices on the extra-hotel products.
publicity are:
(distribution). The main important ways of distribution of the
A. Tv spots of 30 to 50 seconds of length (you can find an example at https://www.youtube.com/watch?v=Nq2Ae6rQOgg and https://www.youtube.com/watch?v=KpUBgPL3Eyg ); B. Doccumentaries about our coasts and islands (there’s another example here: https://www.youtube.com/watch?v=KJJAA_ZniNc); C. Short reports on travel programs. ●
Internet. Most of the German tourists make an online reservation. The online agencies are showing our sun & beach destination mixing it with culture.
●
Magazines and catalogues. We can see the same sun & beach image of Spain in famous magazines specialised in tourism and travel catalogues.
●
Trade fairs. The Spanish mark has a good selling not only by its sun & beach product, but by our politics and culture. Speaking about this last point, we can outline the musical concerts that take place in Germany representing our country (like the "Spanish Rock Invasion" in Berlin) and cinema festivals (a great example of this is the “Spanische Filmfest Berlin”). And there are so many artists that act like ambassadors of the Spanish culture in Germany (like Plácido Domingo, Josep Carreras, Ainhoa Arteta, Ferrán Adriá, etc.).
At the same time, the German public feels atraction for the Spanish art (an example of this is the exposition which is taking place there about the works of Zurbarรกn, Picasso and Sorolla). But our Spanish mark is having a high presence on Internet.
WEB DIRECTIONS USED: 1. 2. 3. 4. 5.
http://www.uhu.es/uhutur/documentos/npturisticos2/Turismo%20de%20sol %20y%20playa.pdf https://prezi.com/athaew45axoi/tfg-la-imagen-de-espana-en-la-publicid ad-turistica-alemana/ http://marcaespana.es/Espana-Alemania-mas-de-50-anos-de-amistad https://www.youtube.com/watch?v=Nq2Ae6rQOgg https://www.youtube.com/watch?v=KJJAA_ZniNc
This work has been developed by: Chaimae Chriha Roberto M. Martínez Beatriz Julián