Marketing solutions to attract domestic tourists of Trung Thanh Transport Tourism Service Joint Stock Company - 10

Complete segmentation and target market selection

Complete market research

Market research is an important step in implementing marketing policies. Market research results are the basis for businesses to plan future strategies. Therefore, in the coming time, the company needs to pay more attention to market research. Research must be carried out in both past, present and future customer markets.

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Research methods can be used flexibly such as direct research through the company's market staff, finding information through newspapers, radio, documents related to market development trends, through the company's paper and internet surveys. In order to detect new needs and the level of current and future market needs.

Research time must be conducted regularly and continuously, in which market research before each main tourist season is very important, aiming to understand the needs of tourists in both quality and quantity each tourist season. Researching the tourism market after the tourist season aims to understand the strengths and weaknesses of product quality, the level of customer satisfaction, from which to make decisions to supplement and improve products for the next time.

Research time must be conducted regularly and continuously, in which market research before each main tourist season is very important, aiming to understand the needs of tourists in both quality and quantity each tourist season. Researching the tourism market after the tourist season aims to understand the strengths and weaknesses of product quality, the level of customer satisfaction, from which to make decisions to supplement and improve products for the next time.

Market segmentation

The company cannot satisfy all customers in the market but can only satisfy some customers in some markets, so market segmentation is an important step in selecting target customers and building the company's development strategy.

Market segmentation needs to ensure the following objectives:

- Can evaluate the size of the target market to see if it is worth investing in.

- Is the demand large enough to make the investment profitable, is the number of customers sufficient to require marketing efforts?

- How can customers in this market segment be reached and in what ways?

- Can protect the market from competition from businesses

other.

- The market is long-term, ensuring long-term profits for the company, when

Development must maintain the characteristics of the market itself.

- The company's products are highly competitive in that market segment.

- The market has relatively homogeneous needs but different needs from other market segments.

Trung Thanh Transport and Tourism Service Joint Stock Company has used two market segmentation methods: geographic and demographic. In general, this segmentation method has brought quite a lot of success in attracting customers of the company in the recent past. However, if applying segmentation according to psychological graph, it will be more complete.

Applying additional criteria for segmentation by psychographic graph will limit disadvantages such as real customers and potential customers living in the same geographical area, not providing marketers with information for advertising, data collected from the demographic segmentation method is often inaccurate, so businesses will have difficulty grasping and developing marketing policies to stimulate demand in the target market segment.

The criteria for segmenting by trip purpose helps businesses divide the market into smaller segments for easier management. The same market of customers is the state administrative staff, who often travel at the beginning or end of the year or under the preferential regime of the state. Most of them are middle-aged people, very picky in using services with very high requirements. They

are all staff who work quite stressfully so they often go on vacation at the end of the year, or festivals at the beginning of the year. To apply this segmentation method, the company should pay attention to understanding the travel needs of customers, how to evaluate the value of their work, whether they are interested in promotional forms, customer behavior... Through questionnaires, customer information surveys, and comments on the recent travel program. Through that, the marketing department and the operator can build suitable products, promotion policies... Understanding customer information will help the company develop a more suitable development strategy, accurately segment and choose the right target market. When choosing a market segment, it should be divided into many stages to be able to properly evaluate each market segment, but the segmentation must ensure that it meets the requirements of the market segment, avoiding dividing too small, leading to waste and difficulty in identifying the target market. Depending on the specific time, applying it flexibly will bring higher results.

Select target market

The selected target market must be a market segment with a larger size and growth rate than other market segments, the structural attractiveness of the market segment and that market segment must be consistent with the company's goals and financial resources. The target market is the most profitable market for the business.

The target customer market that Trung Thanh Transport Service Joint Stock Company has chosen is the group of employees in the administrative sector, a demanding market with high demand for services. This is a market with a high proportion of customers, bringing great profits to the business. However, because it is a demanding market segment, ensuring the number of customers requires a huge investment in product policies and promotion.

Enterprises focus on this target customer market, investment in products is especially focused. For the customer market of state administrative staff, quality is especially focused. The quality of tourism products is concerned from the quality of design and implementation.

current tour program, quality of tour program.

If you only focus on one market segment above, you will encounter difficulties when the demand of the above market decreases. Therefore, you also need to pay attention to the potential customer market segment when the target market segment shows signs of decline. For the market of civil servants in the administrative sector with average demand for products and tourism consumption, the company considers it a market that needs more attention in the future.

Besides, in an industrial city like Hai Phong, the majority of customers are workers. This is a large market that the company has not focused on exploiting. In the future, this market could be an important domestic customer market for the company.

2. 2 Perfecting product policy

Product policy is the most important policy, deciding the entire marketing strategy of the company. To be able to complete the product policy, it must be based on research on the customer market demand for the product. The company's tourism products include traditional tourism products and new tourism products. For each type of product, there is a suitable policy.

Traditional products

Traditional products are products that are familiar to customers, and are the products that bring the main revenue to the company. With this type of product, depending on each market, apply appropriate and flexible product policies to satisfy the maximum needs of customers and bring high revenue and profit to the business.

 The target customer market is civil servants in the state administrative sector. This is a very demanding customer market, with high demands in the use and consumption of tourism products. The product policy in this market segment should be to improve service quality and product quality. Choose high service quality and high product quality.

- To ensure high quality service, the most important thing is to ensure improving the quality of tour guides and operators with expertise, qualifications, and solid career.

gold. Right from the selection stage of operators and tour guides, there must be high and complete requirements to be suitable for the job. In addition, businesses need to have preferential policies to retain good employees.

- The quality of the program designed to serve customers must ensure that it fully meets the diverse needs of customers (legitimate needs). The quality of the program must ensure that it is attractive, unique, reasonable, flexible, and rich in programs. Depending on each specific program and the characteristics of the customers served, it must be applied to serve customers in the best way, bringing satisfaction to customers.

- No matter how well a program is designed, if it is not implemented well, it is considered unsuccessful. When implementing, there are many different factors that affect the quality of the program. Enterprises with good plans can control the difficulties that can be overcome and minimize the difficulties from outside that cannot be controlled.

- The product of a travel agency is a tour program. A quality program must ensure savings in time and money, ease from the moment the need to buy a tour program is formed until it is consumed and returned home. Ensure physical and mental comfort for customers during the process of consuming the goods and services that make up the tour program. Ensure the freshness and cleanliness of the general environment and each service in particular during the consumption process. The quality of a tourism product also has the factor of safety for customers, that is, ensuring the best possible protection for the body, health, luggage, property, and privacy of customers during the consumption process.

- In general, this is a relatively narrow market segment, but the revenue generated in this market segment is larger than in other market segments. Enterprises focus mainly on exploiting this market segment. The solution to improve service quality is the main marketing solution for the target market segment. Other market segments apply flexible product policies.

 The market segment is the staff in the administrative sector, which is a potential target market segment that the business wants to exploit. Specifically

The point is that this market segment has moderate spending on tourism consumption and is not picky in its demand for products and services. In this market segment, it is decided to increase the size of the product mix, increase the length of the product mix, and extend it downwards.

- This product policy decision is suitable for the characteristics of the customer market, the characteristics of the market outside the business. The product quality does not require too high but can be lower than the target market to suit the price policy for this market.

- The market segment of workers in industrial zones is a very easy-going market with low service quality and low consumption requirements. Product policies for this market segment mainly focus on simplicity, short implementation time of 1-2 days, product quality mainly depends on price. Mainly products meet the needs of rest, entertainment... of this customer group.

- For other markets, product policies will be applied flexibly to suit the customer market and the business's marketing policies to achieve the business's short-term and long-term goals.

New product design

The market's needs are diverse and rich, to meet the market's needs to satisfy the legitimate needs of customers, the design of new products is a requirement.

To design a new product - a new tourism program, it is necessary to go through 3 basic steps:

- Idea generation

Idea generation must be done systematically based on the objectives of new product development and the market the business is targeting. The sources of information that the business collects must be reliable, such as customer opinions through surveys of tourists after each trip, their opinions sent through suggestion letters, complaints, research sources from the research and development department, tour guides, market departments, etc.

scientists, successes or competitors. To facilitate the formation of ideas, businesses must create conditions for the formation and provision of ideas from information sources such as: creating easy conditions for giving feedback via mailbox, by phone, through polls; creating a common atmosphere in the entire business for proposing new ideas; regularly encouraging, rewarding information sources and providing feedback to those who have opinions.

- Choose ideas

When generating many ideas, choosing the best and most suitable idea is necessary to decide whether to test and launch it on the market.

- Drafting and reviewing projects

Once the idea has been chosen, it is necessary to form a specific plan such as a specific tourism program before it can be launched on the market. It is necessary to test and evaluate the project by conducting a test for tour guides who will directly participate in the future, along with the evaluation of scientists. From there, there will be specific assessments and a more specific tourism program.

 After a new product is formed, launching it into the market requires satisfying many different factors, from factors of the internal environment of the business to factors of the business environment. Using marketing policies flexibly in each product life cycle contributes to attracting more customers for the company to expand the market in business, especially it contributes to building the brand for the company's products.

The difficulty is that building a new product is very costly in terms of both time and money, and once built, it is very easy to copy, so the life cycle of a new product is very short. This is considered a long-term solution to build and affirm the position of the business in the future, in the product policy of the business.

 In addition to the main products and actual products, activities that increase the value of the product such as focusing on additional products. Still maintaining the same policy on additional products as before such as convenience in the process of registering for reservations and purchasing programs, consulting to help customers choose suitable products, incentives for regular customers...

 Relations with service providers

An important factor that determines the quality of a product or a good tourism program is whether the travel agency can choose service providers that provide good services for the tourism program or not.

Businesses should expand partnerships to provide products and services, creating a complete tourism product for tourists.

Enterprises increase investment capital in technical facilities in many forms to proactively ensure the most important transportation and accommodation services in the service components of the trip. Choose a strategy of relative loyalty to suppliers, diversify suppliers and always have backup suppliers for all services of the tourism program. Create great influence and prestige of the enterprise with the signed suppliers by regularly providing a large and stable source of customers, properly implementing the signed contract. Bind suppliers with economic benefits and contracts. Establish formal and informal relationships with public service providers, career services.

2.3 Perfecting pricing policy

Pricing policy is one of the important marketing policies. Price is an element of the marketing mix, a factor that creates revenue, and price competition is very important.

 Pricing

When pricing, many factors need to be considered such as market segments, customers, current and future environmental factors regarding prices, fluctuations in product input goods, and business goals.

 For target market segment