How to plan a day in a foreign city? Have you ever felt lost in a megacity? How can I find out what attractions are waiting for me and how can I get there?
This report is based on an experience I have had. We were planning a daytrip to an English city where we had been never before. We tried to figure out what the city could offer us and what the different attractions would cost and when they close. After more than two hours searching on the web we decided that we have to go without knowing what we will see. We found it especially difficult to figure out where the attractions were located in the city and how long it would take us to come from one point to another. We only found out by accident that one attraction was half an hour out of the town centre at the edge of the city. We asked ourselves again: How do you plan a day in a foreign city?
The following part is the elaboration of a city-day-trip planner and explains especially the marketing aspects for this service.
To minimize the risk of a failing business the market research is a systematic approach which helps to find out more about the customer when plans are being made (Woodruffe, 1995). For my service it was important to find out how many people could use this service and if this is a growing or a dying market. The alongside table is limited to the UK. It shows how the number of short stays form 1-3 nights increased by 39 percent in the last few years to 12.8 million in 2005
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Proposal for a new service
- Market research
- Minimizing risk
- Area of stay
- The service offer
- Core and secondary service offers
- The Shostack molecular model
- The service Blueprint
- The service characteristics
- Market research
- The potential target market
- Segmentation and targeting
- Private persons (Age 15-60)
- B2B and B2 non-profit/social customers
- Concentrated approach
- Positioning and competition
- Segmentation and targeting
- The service strategy
- Product
- Core and secondary services
- Service encounter
- Service quality
- Service intermediaries
- Price
- Price discrimination by type of buyer
- Place
- Promotion
- Promotion mix
- People
- Employees and Customers
- Process
- Monitoring performances
- Critical incidents
- Feedback system
- Physical evidence
- Product
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The objective of this report is to propose a new city day-trip planner service, focusing on the marketing aspects of its development and implementation. It analyzes market research to assess feasibility, defines the service's core and secondary offerings, and outlines a comprehensive marketing strategy encompassing product, price, place, promotion, people, process, and physical evidence.
- Market analysis and risk minimization for a new service
- Definition and differentiation of core and secondary service offerings
- Development of a comprehensive marketing strategy
- Identification and targeting of potential customer segments
- Service design and quality management
Zusammenfassung der Kapitel (Chapter Summaries)
Introduction: This introductory section details the inspiration behind the proposed service, stemming from personal experience in planning a day trip to an unfamiliar English city. The difficulties encountered in researching attractions, their locations, and travel times highlight the need for a user-friendly, comprehensive city day-trip planning tool. The report then outlines its purpose: to elaborate on the design and marketing aspects of such a service.
Proposal for a new service: This chapter lays the groundwork for the proposed city day-trip planner. It begins with market research, emphasizing the importance of minimizing risk through a systematic approach to understanding customer needs and market trends. Data on the increase in short-stay tourism in the UK underscores the potential demand for this service. The chapter then defines the core service (providing a comprehensive overview and planning tool for day trips) and its secondary services (like online booking and information). It uses models like the Shostack molecular model and the service blueprint to visually represent the service and its constituent elements, emphasizing the holistic and integrated nature of service offerings. The chapter concludes by analyzing the key characteristics that differentiate the service in the marketplace.
The potential target market: This section focuses on identifying and defining the target audience for the city day-trip planner. Market segmentation and targeting strategies are explored, specifically focusing on private individuals (aged 15-60) and businesses (B2B and non-profit organizations). A concentrated approach to marketing is proposed, aiming to effectively reach the identified segments. The chapter also discusses the service's positioning within the competitive landscape, highlighting its unique value proposition.
The service strategy: This comprehensive chapter details the marketing strategy for the proposed service, using the traditional 7Ps framework (Product, Price, Place, Promotion, People, Process, Physical Evidence). The 'Product' section elaborates on the core and secondary services, service encounters, quality aspects, and intermediaries. 'Price' examines price discrimination strategies based on different customer types. 'Place' discusses distribution channels, 'Promotion' defines the promotion mix, 'People' highlights the importance of employee-customer interaction. 'Process' emphasizes performance monitoring, critical incident management, and feedback systems. Finally, 'Physical Evidence' addresses the tangible aspects of the service, enhancing the customer experience.
Schlüsselwörter (Keywords)
City day-trip planner, service marketing, market research, tourism, target market segmentation, marketing strategy, service design, 7Ps of marketing, online service, mobile application, user experience, customer satisfaction.
Frequently Asked Questions: City Day-Trip Planner Service Proposal
What is this document about?
This document is a comprehensive proposal for a new city day-trip planner service. It covers market research, service design, marketing strategy, and target market analysis. The proposal utilizes established marketing models and frameworks to create a detailed plan for the service's launch and ongoing success.
What are the main objectives of this service proposal?
The main objective is to propose a new city day-trip planner service and detail its marketing aspects, from initial market research and risk assessment to the development of a comprehensive marketing strategy encompassing product, price, place, promotion, people, process, and physical evidence. The goal is to demonstrate the feasibility and potential success of this service.
What market research was conducted?
The proposal includes market research focusing on the increasing trend of short-stay tourism in the UK, demonstrating the potential demand for a city day-trip planning service. It also emphasizes a systematic approach to understanding customer needs and minimizing risk associated with launching a new service.
Who is the target market for this service?
The target market includes both private individuals (aged 15-60) and businesses (B2B and non-profit organizations). A concentrated marketing approach will focus on effectively reaching these identified segments.
What is the core service offering?
The core service is a comprehensive planning tool for day trips within a city. This includes providing a detailed overview of attractions, their locations, and travel times. Secondary services might include online booking and additional information resources.
What marketing strategy is proposed?
The proposed marketing strategy utilizes the 7Ps framework: Product (defining core and secondary services, service encounters, quality, and intermediaries), Price (considering price discrimination), Place (distribution channels), Promotion (the promotional mix), People (employee-customer interaction), Process (performance monitoring, feedback systems), and Physical Evidence (tangible aspects enhancing customer experience).
What models are used in this proposal?
The proposal utilizes the Shostack molecular model and the service blueprint to visually represent the service and its components. These models help illustrate the integrated nature of the service offering.
What are the key characteristics of the proposed service?
The key characteristics are designed to differentiate the service in the marketplace. These are determined through the market analysis and the service design process and aim to offer a user-friendly, comprehensive, and convenient planning tool for city day trips.
What are the key chapters of this document?
The document is structured into chapters covering an introduction, a proposal for the new service, an analysis of the potential target market, a detailed service strategy, and a conclusion. Each chapter progressively builds upon the previous one to present a cohesive and thorough proposal.
What are the key words associated with this service proposal?
Key words include: City day-trip planner, service marketing, market research, tourism, target market segmentation, marketing strategy, service design, 7Ps of marketing, online service, mobile application, user experience, and customer satisfaction.
- Citation du texte
- Andreas Schmale (Auteur), 2007, Marketing Services, Munich, GRIN Verlag, https://www.grin.com/document/84422
