Point & Know App for Tourism Market - Tourism Assignment Help

Assignment Task

INTRODUCTION
The term tourism consists of all persons and firm who buy and sell their product or services related to tourist and it is collective name for given marketing within tourism industry (Chen and Prebensen, 2017). The goal of tourism marketing is to promote business or apps and attract more customers to increase their brand awareness. For this assessment, point & know app for Moscow tourist market is considered. In this report, STP Analysis, target markets are identified, marketing mix elements and marketing communication plan.

MAIN BODY

Moscow tourism market
They should arise problems in hospitality industry and tourism in Russia and approx. 6.4 million of tourists visited Russia in 2020 as nation borders with most of nations due to Covid19. Their income for travel and tourism should be forecast 6.79 billion U.S dollars in 2020 raking fourth among BRIC nations.

STP analysis
This analysis focus on some commercial effectiveness and select most valuables segments for firm and developing some marketing mix and conduct positioning for each segment (Nekmahmud, Farkas and Hassan, 2020). It stands for segmentation, targeting and positioning and is a procedure where they can target each segment according to their preferences and habits and make positioning in branding and some marketing strategies which allows for development for particular and actionable strategy. It is useful when creating some marketing communications that marketers are prioritize their position engage with different customers. Different segmentation is covered for this point & know app which are described below:

Market segmentation: It is a procedure where segments are divided into different parts and is all about identifying some common traits between people in market. It helps to identify their features of app which shall be appeal to users and each market segment instead of sending generic messages to all users with help of segmentation. Various strategies to identify some potential app such as demographic segmentation is based on some product offering and marketing efforts are considered should offer into various customers based on their usage patterns which are considering app which are named as heavy user, one-time buyers and occasional users. Geographic segmentation is generally use for those purpose for business where app should be launched and managing some complex situations related to user for apps. Behavioral segmentation are mainly used for those user who know about how they interact within these app how they can spend use app (Ngo, Lohmann and Hales, 2018). They also check whether people are purchase for this app and even quantum of app is purchase make.

Targeting: To determine their identified target market for Moscow to identify some opportunities for firm and firstly they look size of segment. Well defined target customers is most important segment because they can build our design and describe target audience involving analyzing goals of app and what problem is solving. They can allow making users design and features for managing their target audience but based on some platforms target audience is major factor and acquiring right users for app. App can also decided to target age groups for children adults, old user and older users.

Positioning: It will help to respond and unmet need and desired in market that product can fulfill. It should also predict their competitors in minds of target customers and some position can achieve a competitive advantage such as functional, symbolic and experiential. To determine how effectively position a product into market and considering for competitor and focus on how positioning can win a large amount of share.
Marketing mixThis element is considered for different elements that should be promoted by brand and its products (Poddubnaya, 2019). It offers various guidelines for putting their right products in right place at a right time.

Product: It should work effectively to satisfy their customer demand and provide solution to consumer problem. Product should be determining like customer have a native app or not and is a best way to bring products or service to them. Develop their user app and competitive landscape and target customers.
Price: The price of app should allow turning into profit and providing customer value for their money and it need to be clearly pitched. It also takes consideration factors like market share and competition such as paid app, free subscription, free app with purchase and free app with ads.
Place: This app is shall be placed easily available through different channels and focus only on most effective ones. App should be available in all different stores and having website are ready for download (Rather and Hollebeek, 2020). If there are more places are allowed for customers then it will be easy to fund and download such app and better.

Promotion: To develop their promotional strategy is a fundamental for successful marketing mix and increase downloads. For promotion their app are advertising, public relations, sales promos should be a part of promotions that they want to target.

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