BY ALBA AVALOS AMPARO FERNÁNDEZ

1ºGIAT-B

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1 STEPS FOR EFFICIENT SEGMENTATION.

The tourism market spanish is divided insegment. this division is efficient because hasfollowed a process with six steps that arewithin two step more big:

• STEP 1: Segmenting the market.

• STEP 2: Selecting target markets.

*You can see this steps in diagram 1

*diagram 1

1. identify the market 2. determine the variables3. the above variable were applied

on the market4. the customer was the different

segments(INE)5. Check that the segments comply

the 8 criteria for effectivesegmentation

6. we pick out the best segments

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2 SEGMENTS

We have seen what is the segmentation process, we will now identify and classify segments that are formed according to the variables:

• NATIONALITY• LIFESTYLE• PURPOSE OF TRIP• AGE• EXPENDITURE

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3 ANALUSYS OF VARIABLES Exist multiple variables to do segmentation, but we have selected five variables(previous

tables) that are used in spanish tourism market.

NATIONALITY: Spanish tourism market depends on the

foreign market, therefore, we need to knowhow are foreign tourists to classify them and

to know that we have to offer according totheir customs.Also,we have to keep in mind

spanish people, because the most of thespanish tourist do tourism in Spain.

PURPOSE OF TRIP:The tourists demand diferent product

according to purpose of trip. It is importantbecause people look for accommodation near

attractions,beaches or similar things whenthey travel for pleasure or businessperson

want to stay close to their place of business.

LIFESTYILE:People´s activities,interests and opinion are

diverse. you should know this aspects of yourcustomers for satisfy their needs and you can

see who fit with the product you offer

EXPENDITURE: The importance of this variable is to identifywhich type of client makes higher spending,here is where you have to focus: more profit

with less effort

AGE: This variable is important in spain because it

permit reduce seasonality.That is because the old people can travel inwinter and it is a good point for coast hotels.Another example can be the students,their

trips are in season low. Obviously, different age groups need different

things.

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4 CRITERIA FOR EFFECTIVE SEGMENTATION

MEASURABLE: We are in need to set marketing

objetives in numerical terms and tomeasure the results of marketing plans.

SUBSTANTIAL:A target market must be big enough towarrant a separate investment. It mustproduce more in added profits than the

amount required to pursue it.

ACCESIBLE: The essence of market segmentation isbeing able to select and reach specific

customer groups.

DEFENSIBLE:The marketer must feel confident that

the organization´s share of each targetmarket can be defended from

competitors.

DURABLE: Some market segments are short term

or medium term, meaning that theyexist for less than five years. In our

industry we are not interested in fads.

COMPETITIVE:

The more precisely the service fits theneeds of a particular segment, themore likely it is to succeed. On theother hand, if a service does not

match the needs well, there is littlepoint in pursuing the segment.

HOMOGENEOUS.

The organization should make sure thatthe segments are as different from

each other, or as heterogeneous, aspossible.At the same time, the

people within each segment shouldbe as similar, or as homogeneous,

as possible.

COMPATIBLE.:

When an organization selects a targetmarket it must be sure that the

market does not conflict in any waywith the markets it already serves.

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5 IDENTIFY CRITERIA IN THE SEGMENTS

Once known the criteria necessary fora effective segmentation, we will select 3 segments to see if they meet these criteria.(table 1)

table 1

They are MEASURABLE because havenumerical terms.( column 3, table 1)

They are SUBSTANTIAL because arebig enough to warrant a separate

investment (column3, table 1)*

They are ACCESSIBLE because arespecific customer groups. In this case thespanish tourism can access to needs ofthese people groups (people from U.K

and EE.UU and people that come inleisures and holidays)-(column 1,table 1)

They are DEFENSIBLE because thetourism market spanish is a

established market. it is specialized inthe holidays segment. we are leaders

in the world within this segment.

They are DURABLE because thesesegments are not interested in fads. theyare segments maintained for long term.

They are COMPETITIVE because aresegments that the tourism marketspanish can satisfy with their offer.

They are COMPATIBLE with each otherand with other segments because we can

satisfy at the same time.• U.K: they are compatible with

people that come from rest of the world and the spanish people.

• LEISURE AND HOLIDAY: they are compatible with other types of tourism, for example, cultural turism.

• EE.UU: their expenditure not influence about expenditure rest of the segments

They are HOMOGENEOUS becausethe people within each segment are

similar.• U.K: they have habits and tastes

similar• LEISURE AND HOLIDAY: they

are the same target of trip• EE.UU: they have a expenditure

similar in their travel when cometo spain

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6 IMPORTANCE OF EFFECTIVE SEGMENTATION

The essence of good marketing is to pick out the segments that are most interested in specific services and to aim marketing programs at them. Therefore, you should to focus effort and marketing dollars in the most effective way. There are several choices to be made, and it is helpful to think of the answers to the following questions:

More effective use of marketing dollars.

If you do a effective segmentation you willcan obtain benefits as:

Clearer understanding of the needs and wants ofselected customer groups.

More effective positioning

Greater precision in selecting promotionalvehicles and techniques.

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7 EFFECTIVE SEGMENTATION INVOLVES A GOOD BUSINESS STRATEGY

According to the characteristics of the spanish tourist market (image 1)we will see why we need a efficient segmentation for a good business strategy in the spanish tourism sector.

HIGH SEASONALITY:

We need differentiate several segmentthat they can do tourism in differentseasons of the year. Spain receive a

lot of tourism in summer becausetheir main atraction is sun and

beaches. Therefore is importantdetect some segments that will cantravel in low season as people with

more than 65 years old (INSERSO) orstudents( Study tours).

DEPENDENCE ON FOREIGN TOURISM:

Here it is important differentiate domestictourism and foreign tourism because wehave to promote our tourist product forthat tourism in Spain will be higher than

the spanish tourism abroad.

CONSOLIDATED MARKET:

The place of the Spanish tourism market in the minds of customers is good so,the Spanish tourism has to keep attention to detail.

One thing that could change is the preparation of employees because theyare not implicated with companies because they will work only for a short

time

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8 IMPORTANT SEGMENTS

LEISURES AND HOLIDAYS (purpose of trip)

EE.UU (expenditure) U.K (nationality)

Si relacionamos los segmentos de estas 2 variables (nationality y expenditure), podemos observar que son unos segmentos grandes y que en el gasto total Reino Unido tiene ventaja pero que si observamos el gasto medio por persona son los estadounidenses los que hacen mayor gasto,por tanto tiene un punto positivo que es a menos esfuerzo mas beneficios.

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9 PRODUCT TYPES AMERICANWe can offer cultural tourism, nightlife and gourmet tourism that they are the main activities demanded by american (source of information EGATOUR)

BRITISH

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LEISURES AND HOLIDAYSIn Spain you have a big variety of options for enjoy your vacances. For example in page web www.spain.info you can find a lot of options that they are classified according different tastes.

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10 MAIN STRATEGIES

The main strategies used with our segments studied (EE.UU, U.K and LEISURES AND HOLIDAYS) is strategy indiscriminated/undiferentiated because within these segments have a big variety of customers.

11 TRADE INSTRUMENTS OF EACH STRATEGY

PLACE

Place’ also refers to ‘channels’ and‘distribution’. The tourism industry has

particular distribution channels bothnationally and internationally —

including retail travel agents,wholesalers and Inbound Tour Operators(ITOs) — which has implications for howyour tourism product needs to be pricedand packaged . And with the growth of

online, an ever-increasing number ofconsumers are cutting out these

intermediaries and booking directly withproviders. You need to be there where

they look for you.

PRICEAll businesses have to ensure that their prices are right if they are to stay in business.

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PROMOTION Promotion is the communication linkbetween sellers and buyers for the purpose of influencing, informing, orpersuading a potential buyer’s purchasing decision.

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PRODUCT

You need to have a clear understanding of your potential business, its differentelements, who your ‘typical’ customer will be, as well as the level of service or

standards you intend to provide.

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BIBLIOGRAPHY

MATERIAL Y THE TEACHER http://estadisticas.tourspain.es/es-ES/turismobase/paginas/default.aspx http://estadisticas.tourspain.es/es-

es/estadisticas/fichadecoyuntura/paginas/default.aspx http://www.dirigentesdigital.com/articulo/mercados/eeuu/218552/record/turistas/estado

unidenses/espana.html http://territoriomarketing.es/la-importancia-de-la-segmentacion/ http://www.actibva.com/magazine/economia/el-sector-turistico-espanol-caracterizacion-de-

una-esperanza

http://www.tronviggroup.com/marketing-strategy/

http://www.tourismconnect.com.au/industry-action-kit/view-the-kit/starting-a-tourism-business/the-principles-of-tourism-marketing/

http://www.ocholeguas.com/2011/07/20/otrosmundos/1311159686.html http://www.tripadvisor.es/Vacation_Packages-g187427-Spain-Vacations.html

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