Trends, surveys, statistics, reports, market segments, etc. + Business watch
Segments of travelers by profile, by theme
The trade: tour operators, travel agencies
How will you choose your markets?
The Ansoff matrix
The Push-pull strategy
The Product/Market match
The Ansoff Matrix www.madelis.com PRODUCTS MARKETS Current New Current / actual Market Penetration Ex. Rebates, privileges, personalized service in order to keep attracting current clients Product Development Ex. Offering new products to current clients New Market Development Ex. Offering current products to new clients Diversification Ex. Offering new products to new clients
The PUSH – PULL Strategy www.madelis.com Develop the product -> Put up the product -> Market the product = Push: taking the product to unspecific/all markets Research the needs of the target market -> Develop the product -> Put up the product -> Market to the target market = Pull : attracting the target market towards your product Adapted from the Michael J.C. Martin model - Managing Innovation and Entrepreneurship in Technology-based Firms , p.44
The market /product match : an example www.madelis.com Market Product / Package Promotion / Distribution Ecotourists of North America , looking for natural environment experiences Guided nature observation and hiking Guidebooks, Internet website and marketing, trade shows, media coverage, word-of-mouth, tourist board, etc. European tourists interested in culture, and in meeting with local people Village experience (homestay, meeting with a community, etc.) European marketplaces with INGUAT; Tour Operators Initiative; Guidebooks, word-of-mouth, tourist board, etc. Travelers environmentally conscious, looking for sustainable tourism experiences Guided visits to protected areas ; Meeting with environmentalists; Visiting community projects The International Ecotourism Society; Rainforest Alliance; responsible travel websites; Word-of-mouth, forums on green travel, tourist board, brochure, etc.