Analyzing Segmentation, Targeting, and Positioning in Moscow Tourism Market

CASE STUDY- MOSCOW TOURISM
MARKET

Table of Contents
INTRODUCTION.....................................................................................................................................2
Analyzing segmentation, targeting and positioning.................................................................................2
Applying 7 Ps of marketing mix..............................................................................................................3
CONCLUSION..........................................................................................................................................5
REFERENCES..........................................................................................................................................6

INTRODUCTION
The current assignment will be based on specific new service that Express to Russia as
travel agency offer to its customer, within Moscow. The study will explain STP and 7ps of
marketing mix in the context of new service such as local area visits with accommodation
services.
MAIN BODY
Analyzing segmentation, targeting and positioning
STP is one of the best strategic frameworks that help marketer to take a wide, anonymous
target market. It permits them to identify how their services relate to specific customer segments
within that wider buyers. This framework encompasses three category of stages that are;
Segmentation-
There are varied strategies consist within this phase, which help marketer to select which
strategy they may use to target particular group of market.
Demographic, is one of those tactics that usually answer query of marketer related to
who are their customers (Çınar, Yetimoğlu and Uğurlu, 2020). They may target them on the
basis of age, education, profession, gender and location. It divides specific market into smaller
areas based on demographic elements.
Geographic, is another tactic of STP model which includes segmenting target customers
based on region where they work or live in. It may use in any form of ways such as grouping
consumers by the nation where they live or smaller geographical segments (Hartanto and
Agustini, 2020).
Behavioral, as segmentation strategy may possibly the most beneficial for company. It
allows marketers to target group of customers on the basis of their spending, buying, browsing,
habits as well as loyalty and interactions with brand. It enables them to known about their
consumer’s actions, which help them to take better decision accordingly in term of creating plan
for package and other things related to it. It gives power to marketer related to understand how
an individual interacts with their company and other activities that occurs away from their firm.