AP Purposeful Market - Product Strategy for 2014


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Based on six weeks of market research by Dhruv Gupta from India, these are proposed market - product strategies for entities in AP to implement to raise TNs that will develop leadership and positively impact society

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AP Purposeful Market - Product Strategy for 2014

  1. 1. Incoming GIP Market Research Global support team output
  2. 2. What purposeful GIP strategies am I recommending? Partner with various sub-sectors in the Tourism Industry to increase Outbound and Inbound Travel from the countries contributing to the nations economic state and cultural reputation. By providing the industry with management and marketing solutions we can increase inbound and outbound tourism helping create a world with no boundries.
  3. 3. Market product strategy 1 • Capitalization on the industry boosts the Tourism Sector leading to cultural exchange of people/ideas and thoughts completely aligning the sector to AIESEC Values. • The Sector contributes directly in contributing to the national economies of these developing countries • The Sector finds international interns extremely valuable as it gives the Industry direct access to an international market. • Capitalize on each kind and sub-sector by promoting top country supplies to promote tourism services in those countries as a standard yet flexible intern JD.
  4. 4. The Reality Countries:- Developing Economies Four least developed countries (Bangladesh, Bhutan, Maldives Nepal and Afghanistan) and four developing countries (India, Pakistan, China and Sri Lanka). Economical • Merchandize Trade on an extreme low • Services Trade is negligible • High FDI Potential • Low Currency Value Cultural • Cultural Stereotyping South Asia • Lack of Cultural Awareness • Lack of knowledge of the future opportunities
  5. 5. The Solution The Tourism product is an amalgam Depending upon the nature or the purpose of travel various sectors come together to facilitate tourism Tourism Industry • • • • Inbound Tourism Outbound Tourism Medical Tourism Educational Tourism Sub-Sectors • • • • • The Attraction Sector The Accommodation Sector The Transport Sector The Travel Organizer Sector The Destination Organization Sector http://v5.books.elsevier.com/bookscat/samples/9780750666374/9780750666374.PDF
  6. 6. The Connection Tourism can help a country’s economic state and cultural reputation in various ways:The Reality • Merchandize Trade on an extreme low • Services Trade is negligible • High FDI Potential • Low Currency Value • Cultural Stereotyping South Asia • Lack of Cultural Awareness • Lack of knowledge of the future opportunities Solution • Source of hard currency, purchasing of national currency • Increase business activities in retail • Increase the net services • Creates a ripple effect • Encourages investment in the country • Creates social and cultural awareness about the country
  7. 7. The Sector The Tourism Industry finds Global Perspective, Mindset and Talent extremely valuable . Intern JD • Promoting Host Country tourism in the Intern’s country. • Helping create Promotional Package suiting the preference of a particular country. • Helping develop new products suiting international market preference. • Manage Social Media Marketing for the organization. • Help Generate partner leads from tourism Industry abroad. Contribution • Sales • New Partners • More Revenue • Better Visibility
  8. 8. Examples Application in different sub-industries / sectors By providing interns to international universities we can help increase the no. of foreign applicants. By providing interns to hospitals we can help them increase their medical tourism business and promote the benefits of traveling for such reasons. By providing interns to travel agents and tour operators we can overall increase the inbound and outbound travel for the country in question.
  9. 9. Statistics 2011 India Inbound tourism expenditure (% GDP) Outbound tourism expenditure (% GDP) 1 0.7 Pakistan 0.6 1 Nepal 2.5 2.5 0 0 China 0.9 1.3 Sri Lanka 2.6 1.7 Afghanistan
  10. 10. what was my market research process? Primary Research:• Research Validation by interviewing Company Heads from the Industry. Secondary Research:• Online Research with PATA, UNESCAP and other web sources
  11. 11. What entities would you recommend implementing this strategy? • Sri Lanka • Mainland of China • Pakistan • Afghanistan • Nepal • India
  12. 12. Training required for members • Study different trends connected to tourism including timelines and popular destinations in the country. • Find out the largest markets that contribute to tourism in the country and the prospects of partnering with them. • Speak to your Local Boards/ Existing Partners and Clients on the prospects of tapping into the industry. • Meeting a few organizations that can help you understand the value of global talent and the need for a leadership pipeline in the sector better. • Create Target Market Value and Pilot it in the country