Market Research

This document provides a market research analysis on the growth and expansion of the tourism businesses. It includes information on market targets, market analysis summary, market segmentation, customer demographics, SWOT analysis, and more.

Running head: MARKET RESEARCH
Market Research
Name of the student
Name of the university
Author Note:

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Table of Contents
The Market Strategy........................................................................................................................4
Mission............................................................................................................................................4
Keys to Success...............................................................................................................................5
Objectives/Purpose for the creation of the translation application..................................................5
Market Targets.................................................................................................................................5
Market Analysis Summary..............................................................................................................7
Figure No 1: Indian Tourists Record...........................................................................................8
Figure No 2: Indian Tourists Arrivals.........................................................................................9
Figure No 3: Ages of Chinese Tourists to Australia..................................................................10
Market Segmentation.....................................................................................................................11
Customer Demographics...........................................................................................................11
Key Customers...........................................................................................................................11
Customer Management..............................................................................................................11
SWOT Analysis.............................................................................................................................12
Beneficial for future.......................................................................................................................13
Growth in the future.......................................................................................................................13
Figure No 4: Top Ten Languages of the Internet......................................................................14
Reason behind the liking of the people..........................................................................................15

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Means of Promotion......................................................................................................................15
Competitor Analysis......................................................................................................................16
Sales and Marketing Objectives....................................................................................................17
Sales Techniques.......................................................................................................................17
Tools and Materials...................................................................................................................17
Unique selling position..............................................................................................................18
Sales & distribution channels........................................................................................................18
References......................................................................................................................................20

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The Market Strategy
The communication industry is filled with new products and strategies at every point and
every juncture. The changing technologies in the competitive and global business market have
led to the creation of different types of new technologies that facilitates the growth of the
hospitality industry in the global business. Multilingual audiovisual texts are part of the modern
and globalized world, with the co-existence of the languages and the cultures. The traces of the
use of multilingualism and the code of mixing and switching of the codes have always been
present not only in the regular cultural activities but also in the hospitality industry. The presence
of guides in the hospitality industry with extensive knowledge of different kind of languages is
important for the growth of the industry. The new dynamics of the contemporary world led to a
new competitive environment in the field of tourism and the hospitality business. The changing
scenario has forced the management of the business organizations to adapt new strategic options
and implement new operational strategies for the growth and expansion of the tourism
businesses. The exponential development along with the increased dependency of different kinds
of technology has increased the needs of communication among the people. The tourism
companies have targeted this particular area to develop the macro and micro based forms of
communication policies in order to easily communicate with different kinds of the tourists
accordingly.
Mission
The mission for the creation of the translation application is to facilitate the tourists with
the best possible translator services to help them easily explore different countries. The presence

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of the translator application can remove the language barrier that usually creates hurdle to tour
other countries having different languages and different cultures.
Keys to Success
The success of the application is dependent on some factors. This includes the likes of;
a. Faster, efficient and professional management of each of the factors
b. Selection of the best and accredited translators who can facilitate the growth of the
translation
c. Translations must be reviewed by expert and able professionals to ensure success
Objectives/Purpose for the creation of the translation application
The objectives and the purpose of the translation application to be developed are as
follows;
a. To facilitate easy communication in between the tourists and the local people
b. To facilitate a boost in tourism activities
c. To make the tourists confident and demonstrate a cultural togetherness
d. To expand the application to new markets
Market Targets
Our app will target the Top three languages which are used globally by people at the
airport. Mandarin Chinese (1.1 billion speakers), English (983 million speakers), Hindustani
(544 million speakers) are top three most spoken languages in the world. We are targeting people
from age 18 -65 years when they travel between India, china, Spain and English speaking
countries. They like to be prepared they don’t want to spend their time on searching of different

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translation on books or online sites. That’s why our application comes into make things easy for
customers to translate the words instantly. It will be easy for those customers who are not much
familiar with technology. This app will be suitable for everyone. For example, As we are seeing
from the pie chart which is describing the age of people from china who travel the Australia. So
it’s clear from pie chart mostly young people from china use to travel Australia; it could be
student or professional. So, we are going to focus on these two age groups rather than other
groups.
Demographic- The demographic division will include the race, religion and gender of the people
visiting places. The application will have female friendly characteristics that will make it easy
for lonely women to visit different countries. Apart from this the application will also provide
religious translator options for visiting religious places in a country.
Geographic- The Chinese, Hindi, Spanish and English speaking tourists have been selected for
the conduction of the research. The application will be designed in such a manner that it will be
able to address the geographic needs of the people. A Chinese speaking tourist will feel equally
comfortable while visiting India as well as Australia by using the application. Addressing this
particular area can help address the issues and weaknesses of the other translator applications in
the market.
Physiographic- The different kinds of the people have different personalities. The3 tourism
companies who will use the following application will ask about the different features of the app
whereas the tourists will ensure whether all their problems related to the knowledge of the place
and culture have been addressed or not. The address of the physiographic characteristics will
thus help the organization to ensure success.

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Behavioral- The behavior of the targeted customers will be analyzed in this segment. The
different behaviors of the organization include the likes of the different needs and wants of the
tourists. This may include the tourists who want to have an idea of the culture and language of a
particular area or people who may intend to have a taste of the foods in the particular country.
All such needs can be fulfilled by the presence of a proper translating application. The following
application will focus on the accents and different regional dialects to ease the communication
process among the individuals.
The customers we are going to target are students, professionals and holiday makers, that
want to immerse themselves in Local culture and want to have at their finger tips, a translator
app, that is easy to use and translates language semantics and picks up on accents and converts
the message authentically, compared to Google translator- as current translation does not make
sense in the target language. AI technology it doesn’t pick up semantics- meanings of the words.
Market Analysis Summary
The market is filled with different types of IT companies as well as the application
development companies which have their own products in the market. Each of the new product
in the following industry instantly gains recognition and develops its own market. However, the
problem that can be faced by us is during the developmental process as finding an experienced
and proper translator is highly essential for the success of the application in the market. The
involvement and introduction of the Foreign Direct Investments can be essential for the business
to attain success. It is an essential component of releasing the product to market during its
optimum window of opportunity. The presence of poor translations can create delays that will

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push back release dates. This ultimately will have a negative impact on the sales and the
reputation of the company which will be developing the application.
Figure No 1: Indian Tourists Record
Source: (Bai 2018)
The above figure has presented a bar graph related to a statistical analysis. The statistical
analysis has shown the steady rise of Indian tourists visiting Australia. It can be seen that the
number of tourists from India visiting Australia was well below 50,000 in the year 1993.
However, in recent times the island continent has welcomed around 300,000 tourists from India.
The rise in the number of tourists has been due to different reasons which include the ease of
communication. The economical growth of India, the spread of education and the use of the
voice translation applications has been believed to be key behind the rise of the Indian tourists
visiting Australia.

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Figure No 2: Indian Tourists Arrivals
Source: (Lin et al. 2016)
The above shown table has shown the statistical analysis of the rise in the Indian tourists
visiting China. The most interesting fact from the statistical analysis is that equal number of
tourists from China and India has been visiting both the countries on an annual basis. This
clearly shows that language is now no barrier for the visit to the different countries. The chart
shows that Indian visitor arrivals for China are the same as that of Chinese arrivals to India in the
year 2004. The rise in the visits of the arrivals from both China and India has been mainly
possible due to the development of the tourist friendly mobile applications that ensures the voice
translator options. The presence of such voice translator applications has helped in the rise of the
tourist numbers in both the countries.

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Figure No 3: Ages of Chinese Tourists to Australia
Source: (Wang and Wu 2018)
The above shown pie chart has presented the age group segmentation of the Chinese
tourists that visit Australia annually. The age group of the visiting tourists is one of the most
important factors of the report as because it helps to determine the type of the tourists that visit
Australia. The majority of the people belonged to the age group of 24-35 years with 61% of the
people belonging to the following category. On the other hand, the age group of 45 -54 years
consisted of 19% of the visiting tourists. There were people who belonged to the age group of
below 13 years as 13% of the people belonged to the following age category. The presence of
such a population ensures the visit of a large proportion of young people. The young teenagers
are able to visit the country because of the presence of high tech applications and digital
translators.

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Market Segmentation
Customer Demographics
Customers Demographics
Age 15-65
Gender All
Religion n/a
Nationality n/a
Occupation All
Key Customers
Our key customers are tourists because we experienced mostly tourists face language
problems and could not deliver their messages properly when they go out from one country to
another country. As we know there are already other translate apps in the market so, we will
provide advanced and easy features in our application to customers so they can translate their
words easily from one language to other languages as compared to other translate applications.
Customer Management
This app offers extreme versatility. It’ll translate anything you speak into three targeted
languages. It’ll spout out voice-to-voice translations in a multitude of male and female voices.
Most travelers will feel comfortable with the free app, but an upgrade to Pro is required for
offline translation in the languages. The $0.99 monthly subscription also provides in-app website
translation, which helps you scour local-language blogs for tapped-in recommendations. We are
going to use this method with great success. By providing trails to our customers in the app,
regardless of whether they purchase any deal. we will encourage customers to buy our deals they

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may not have considered before. Small businesses don’t have the budget that most big
companies out there have, but we can still provide free trails to our first timer customers.
 Professional: Professional people always travels for business purposes, so the application
will help them to build relationships and so can make them capable to respond to clients
accurately and in the right context is imperative.
 Golden Oldies- The people love to travel and want to learn new cultures and languages.
They want to immerse themselves and have an authentic experience, they don’t want to
be searching through books, they want to merge in with the locals and be able to respond
and translate like pros.
 Adept at using technology: Love their tablets and great at navigating, happy to pay $.99
for ease of use, they have problems with grammar and so are not comfortable typing in
words and prefer to use the speech recognition API. They also come from all parts of
Asia and south East Asia and they only know how to speak their dialect. This app
converts dialects and accents and converts into target language in the proper context.
SWOT Analysis
Strength Weaknesses Easy Accessibility to markets
 Ease of development
 Easy to use
 Dialects-accents
 Works offline
 Many Accents and dialects to capture
so heavy and costly
 Literacy and numeracy skills of our
clients and how to incorporate this-
voice capture
 Ease of entry to the market- much
competition
 Unknown in the market
Opportunities Threats

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 Many Accents and dialects to
capture so heavy and costly
 Literacy and numeracy skills of our
clients and how to incorporate this-
voice capture
 Ease of entry to the market- much
competition
 Unknown in the market
 Competition from other app
development companies
 Budget will be a constraint
 Free applications can be a large
problem
Beneficial for future
The application is to be developed for the ease of communication for the tourists who
visits places of different cultures. The application can be beneficial for a number of different
ways. These include the likes of;
a. Easy and smooth global communication
b. Solo tourists will feel confident to visit places on their own
c. Expansion of the business by expanding the selection of many new European languages
d. Translation business will be one of the most important business sectors in the future
Growth in the future
The development of modern and developed technologies have led to the development of
the different types of highly efficient and functional mobile applications that will be essential for
the tourists who visit different places with different culture and different languages in the future.
The rise in the activities of the tourists and the increase in the amount of tourism related
activities has forced the organizations related to tourism to rethink on the strategies of the
business and develop tourist friendly applications that can be beneficial for the future.

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Figure No 4: Top Ten Languages of the Internet
Source: (digitalistmag.com 2019)
The above shown figure has shown the most spoken languages of the world and thus the
importance of the need for a major translator for the tourists will be the most important for the
future. Going forward with the number of new language opportunities it can be said that the
opportunities are substantial and represents a new and established market for business.
According to reports issued by Common Sense Advisory, enterprises will need to translate
content into a steadily increasing number of “niche” languages in order to reach out to the small
but the fast growing economies. Where approximately 14 languages are sufficient to reach about
75% of global Internet users today, reaching the next 20% requires adding about 40 more. By
2027, the firm estimates that enterprises will need to translate into more than 60 languages in
order to reach 96% of the online population. The growth of the market and the increase of the

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tourism activities thus clearly relates to the growth of the translator applications in the global
market.
Reason behind the liking of the people
The global population has changed their attitude and is no longer confined in the four
walls of their home. The people have now started to explore new places and new areas of the
world. Therefore there is a high need to develop the communication skills to visit places with
different cultures and different languages. The creation of the application will cater to the needs
of the tourist as this will help to remove the language barrier. the mitigation of the language
problems will be helpful for the tourists as the people can then easily communicate with locals
and enjoy their visit to the different places.
Means of Promotion
The promotional and advertising strategy has been provided below;
Planned promotion
/advertising type
Expected business improvement Cost
($)
Target
Time
Pamphlet It will be useful for those people who are
not interested in social media so, they can
know about our app by pamphlets.
$500 2 Months
Social media Now a day’s most of the people use the
social media like Facebook, Instagram and
YouTube. So if we play add of our
application on social media people can
easily come to without any searches.
$100p
er day
3 months
Travel agencies Value added services for travel agent and
us referral from travel agents.
contra 1 Month
Airport Advertisements on digital/led on airports
will also help us to improve the business.
$4000
per
month
2 Months

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Planned promotion
/advertising type
Expected business improvement Cost
($)
Target
Time
Local newspapers It will also help us to improve our
business because this is the easiest way
promote our application.
$500 3 Weeks
Hotels Value added services for travel agents and
us referral from travel agents.
contra 2 months
Competitor Analysis
Competit
or
Establis
hed date
Size Marke
t share
(%)
Value to
customers
Strengths Weaknesses
Google
translate
April
2006
n/a 79.66% Google
translate
can
translate
multiple
forms of
text and
media,
including
text,
speech,
images and
sites from
language to
another.
Its free, no need
to pay anything
for translation
The translation
process of a
machine is
based on
recognizing the
words and
translating them
one by one
rarely following
the grammar
and punctuation
rule

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Competit
or
Establis
hed date
Size Marke
t share
(%)
Value to
customers
Strengths Weaknesses
Microsoft
Translator
Between
1999--
2000
n/a 9.52% It’s also
built into
Skype
translator
that lets
you
translate
conversatio
ns in real-
time in
another
language.
We can control
the speed of the
speech and
choose from
various dialects.
Microsoft
translate does
not offer offline
mode.
I translate 2009 n/a 8.93% Downloade
d by 100
million
people
almost
every
county in
the world.
Offline
translation mode
over 40
languages
This app cannot
translate the
words
accurately
Sales and Marketing Objectives
Sales Techniques
 New possibilities with Digital technology—Online and e-mail marketing are common
elements of promotional campaigns. Social media offers additional interactive tools that
companies can use to reach customer directly. Communication and social media allow
companies virtually 24/7 access to customer.

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 Events and community activities— Sponsoring events and community activities saves
as promotional opportunities for companies as well. Small business often gains public
favor by active involvement in local events
Tools and Materials
 Get frontline input—Sales people can offer tremendous insight into customer need and
objections as well as your company’s competitive challenges. sales people can figure out
objection they face most often during the selling process so you can create market tools
and materials that support their effort to overcome them.
 Hold Regular Sales Team Meetings— Most small businesses have weekly sales
meetings, but many are not sure how to make them as effective as they could be.
Meetings should be focused on bringing together your sales team and providing them
with the information, accountability, and encouragement they need to meet their sales
performance goals.
 Short term objective— The short term objective of the application is to, reach 300000
users by 31 December and also add some new features in the application.
 Long term objective— The long term objective of the application is to enter new
markets both internationally or locally and also to cover all the main languages by the
next 2 years.
Unique selling position
We have an advantage over our competitors because we are going to make our
application better and efficient as with Google translate meaning can be lost in translation
because there is no way to incorporate context. The complexity of text as well as any context that
cannot be interpreted with a true knowledge of language increases the chance of many errors.

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Sales & distribution channels
Channel type Products/
services
Percentage
of sales (%)
Advantages Disadvantages
App store Certain
number of
applications
40% Its easily
approachable for
customers to
download the app.
-other apps also over
there and people
cannot make
comparison between
apps
YouTube Grammarly,
mobile phone
ads and many
more
20% know a day’s people
use YouTube for
entertainment so
while seeing any
drama or other thing
they can see the add
our application
easily.
While seeing
something on
YouTube people use
to skip the add.
Social sites Other apps
links likes
games etc.
40% People can get direct
link of our app on
social sites to
download the apathy
don’t need to search
for app. They can get
direct link to
download app.
Sometimes links on
social sites doesn’t
work properly and
shows errors and we
also must monitor
social sites daily.
Additional resources
may be needed to
manage online
presence.

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References
Bai, H., 2018, July. The Enlightenment of Corpus-based Translation Studies for Chinese-English
Translation of Tourism Texts in Xi’an. In 3rd International Conference on Contemporary
Education, Social Sciences and Humanities (ICCESSH 2018). Atlantis Press.
Digitalistmag.com. (2019). From The Business Of Language To The Language Of Business: The
Future Of Translation Worldwide. [online] Available at: https://www.digitalistmag.com/future-
of-work/2018/05/17/future-of-translation-worldwide-06168565 [Accessed 12 Apr. 2019].
Esfehani, M.H. and Walters, T., 2018. Lost in translation? Cross-language thematic analysis in
tourism and hospitality research. International Journal of Contemporary Hospitality
Management, 30(11), pp.3158-3174.
Lin, R., Wang, J.M., Li, B.Z., Yuan, C.S. and Liu, F., 2016, October. Chinese-Thai-English
Translation Audible Electronic Dictionary Design and Implementation. In 2016 4th International
Conference on Mechanical Materials and Manufacturing Engineering. Atlantis Press.
Waibel, A. and Lane, I.R., Facebook Inc, 2015. Enhanced speech-to-speech translation system
and methods for adding a new word. U.S. Patent 8,972,268.
Waibel, A. and Lane, I.R., Facebook Inc, 2017. Lexicon development via shared translation
database. U.S. Patent 9,753,918.

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Wang, H. and Wu, H., Beijing Baidu Netcom Science and Technology Co Ltd, 2018. On-line
voice translation method and device. U.S. Patent 9,910,851.