Principles of Marketing

This document provides an overview of the principles of marketing, including marketing plans, STP analysis, marketing mix, and controlling and monitoring strategies. It focuses on a case study of a start-up company in the tourism industry. The document also includes a Gantt chart and references for further reading.

Principles of Marketing

Contents
Introduction................................................................................................................................3
Main Body..................................................................................................................................3
Marketing Plan...........................................................................................................................3
Executive Summary...................................................................................................................3
Company Overview...................................................................................................................3
Vision and Mission statement....................................................................................................3
Strategic Objectives...................................................................................................................4
STP.........................................................................................................................................5
Marketing Mix.......................................................................................................................6
Gantt chart..............................................................................................................................7
Controlling and monitoring....................................................................................................8
Conclusion..................................................................................................................................8
References..................................................................................................................................9

Introduction
Throughout reaching a rentable customer base, it is necessary for start-up companies
to establish an efficient marketing plan which covers various aspects, such as target audience,
positioning and others. This is because each consumer's goal is a tactic of failure in specific
marketing. The "Lets Go" Marketing Company, which is an application designed for visitors
in Moscow, is included in the present paper. The strategy involves marketing material,
positioning, mixing, promotional platforms, tracking and control (Linnik and et. al., 2020).
Main Body
Marketing Plan
Executive Summary
The beginning business model includes the identification of the target customer base
and the evaluation of the most appropriate marketing platforms to engage with the consumer.
Furthermore, a campaign blend and marketing strategy follow-up strategies are important in
order to achieve the desired outcomes.
Company Overview
"Lets Travel" is a small company that has developed an application that helps
Moscow tourists to grasp the history of the city and other places of interest in it. When it
relates to tourism, the brand name of the business is appropriate. "The friend" is the
company's tagline, which reflects the company's essential services. The firm offers minimal
basic details services on monuments without charge, but after ordering premium membership
social media connectivity, advertising free use and exhaustive city knowledge is provided
(Troshin and et. al., 2020).
Vision and Mission statement
Mission statement: “Be a customer advocate and help them acquire excellent travel
expertise”
Vision statement: “Help travellers efficiently with their software during their trip and
being top tourism company in next 10 years of service”

Strategic Objectives
Objective Specific Measurable Attainable Relevant Timely
Promoting
Lets
Travel via
social media
outlets.
It relies
exclusively
on the
platforms of
social media
marketing.
The number
of leads
produced
will calculate
this goal.
This goal can
be achieved by
providing
forums for
travel content
on social media
sites.
This is
important
because the
start-up
wants to
engage
economically
with
customers
3 months
To
guarantee
that more
people sign
up for paid
services
The goal is
calculated
by the
number of
users
converted to
premium
users.
This goal is
unique
because it
aims to
ensure
existing free
users with
subscription
applications.
Each customer
has a
personalised
subscription
offer to achieve
this goal.
It allows the
business to
make profit.
This goal is
important.
4 months
In the
continental
European
and
Northern
European
nations to
raise brand
recognition.
This is a
particular
goal since it
aims at
raising
brand
visibility in
territories
from which
many
visitors
come to
The
percentage
of viewers
from
Northern
Europe and
Continental
Europe will
calculate this
goal.
This can be
accomplished
by the provision
in West
European and
Northern
European of
Lets
Travel facilities.
This goal is
important
because the
organisation
wants to raise
visibility in
areas from
which many
visitors come
to Russia.
2 months

Russia.
STP
In the research and implementation of marketing the STP method is a key term. The
STP letters mean segmentation, targeted and placed. STP is a basic principle for commercial
effectiveness and without it companies would have generic marketing campaigns and would
not usually perform successfully. This is an important tool which is adopted by managers of
several firms. It enables managers of the firm to direct effective operational activities of the
firm towards better productivity and ensure completion of organisational goals and objectives
in the given period of time. Operational management department of Lets Travel uses this tool
to ensure all the efforts being produced in the business firm are applied to correct directions
(Bedanokov and et. al., 2020). The STP analysis of chosen firm are as follows;
STP of Lets Travel
Segmentation
The method of dividing a market into smaller categories with identical commodity
demands or features to choose suitable target audiences. Respective company divides its
customer base in following segments;
 Demographic: Demographic segmentation is the very first segmentation process in
Lets Go. Based on their revenue, this segmentation process group customers. The
customer base of the business selected belongs to the middle income population and
to the population segmentation of the generation between 18 and 40 years.

 Psychographic: This second section used to describe respective company target
market as the psychographic segment, which describes the groups of individual
travellers with a technically knowledgeable lifestyle who want to experience Moscow
freely through technology without travel guides' intervention.
 Behavioural: The third process of segmentation is the behavioural segmentation
method. This method approaches customers with internet buying preferences and the
habit of offering social media cultural experience.
 Geographic: Potential customers from Western Europe and Scandinavia are part of
the company's geographical segmentation, as these regions offer many visitors to
Moscow.
Targeting
For such point and select application Creation Company, the market segmentation of
the technologically-savvy market segment is the most competitive focus segment for any
consumer segment. The reason behind this consumer sector is that social media marketing
allows them to be available and that Lets Travel solves the simple necessities of these users
for efficient technologies for their independent travel. More likely to be charged or premium
subscribed in comparison to this autonomous traveller. This market is extremely productive
and easy for the corporation to join (Sharafutdinov and et. al., 2020).
Positioning
The only sales point of the company is to have point and awareness of the landmark
of Moscow to enter the perfect customer group of technologically skilled, self-employed
travellers and link them with their social media to make posting of their travel experience
with information about the application. The value proposition of Lets Travel is affordable
technology.
Marketing Mix
The Marketing Mix is a strategy used by an enterprise to increase the productivity of
the corporation and to enhance the company's organisational activities. The commodity,
place, prices and promotion are primarily condensed in 4 pp. In view of the global pandemic
crisis, when developing a certain campaign strategy they would put the resources of the
business at high levels. With volatility in the enterprise economy and the presence of
numerous non-productive market activities that this COVID pandemic requires of the firm.

Product: An application is the product of the business. Innovative and appealing
products have been created by company management in order to provide the company with
greater goodwill in its specific area of business.
Place: The Company most often uses technology in its operational tasks. The quality-
service products of the group are also available on the official website of the company.
Price: Business rates are very competitive because the company is a recent start-up.
Therefore, with its quality services in this region, it needs to develop its decent market
position.
Advertising: The Company wanted to advertise its social media platforms for goods
and services. The company's managers choose the marketing platform, which is trendy and
best in use and cost efficiency (Mariani and et. al., 2020).
Gantt chart
Gantt chart is a horizontally binary image used to display the project
schedule/progress. The first technique to be designed and used in 1917 was Henry Gantt.
Since then, almost 67% of consultants and contractors use this method to lists the work, the
preparation and the interrelationships between them. The Gantt chart of given company is
displayed below. It lists all the activities conducted in this report through studying this chart a
reader can get a quick overview of the report of which all the facts and information being
presented in this document related to chosen company (Alaverdov, 2020).
Activities Week
1
Week
2
Week 3 Week 4 Week 5 Week 6 Week 7 Week 8
Context
analysis
SMART
objectives
STP
Marketing
Mix
Monitoring
and

controlling
Controlling and monitoring
In the corporation selected for "Lets Travel" the corporation's management must
ensure the Company's good work in order to guarantee a safer future in order to avoid
situations such as the current pandemic. In consequence, the statements of profit and loss of
the corporation are affected. In this case, the company's management must undertake many
actions that have proved expensive to the company by using diverse communications
technology and strategic processes. Accordingly, after vigorous rounds of debate in the
company's General Meetings, the management had formulated profit and loss reduction plans
(Mikhalkina and et. al., 2020).
 Keeping reserves of resources.
 Performing up to date market researches.
 Keeping close eye towards monitoring respective operational activities of the firm.
 Adopting innovation.
 Conducting risk assessments.
Conclusion
From the aforementioned article it can be assessed that a company's board and
management play a vital role in the good performance of the businesses. With the
unpredictability and dynamism of a business and competitive organisation, the organisation
has implemented a number of policy tools and models for the optimum use of resources in
order to reach the company's objectives. In addition, deep business research and meetings for
the company were given before the introduction of new products on the field. Products fulfil
both customer trend needs and demands on the given market.

References
Books and Journals
Linnik, A., Amerkhanova, A., Kudaibergenov, N., Sariyeva, Z. and Nurlikhina, G., 2020.
Modern aspects of adapting sustainable strategic business planning. Studies case from oil
industry and the tourism industry. Journal of Environmental Management & Tourism, 11(8),
pp.2028-2042.
Troshin, A.S., Sokolova, A.P., Ermolaeva, E.O., Magomedov, R.M. and Fomicheva, T.L.,
2020. Information technology in tourism: Effective strategies for communication with
consumers. Journal of Environmental Management & Tourism, 11(2 (42)), pp.322-330.
Bedanokov, M.K., Chich, S.K. and Chetyz, D.Y., 2020. Ecological tourism development in
the Republic of Adygea.
Sharafutdinov, V.N., Onishchenko, E.V. and Nakonechnyi, A.I., 2020. Tourism Technology
Platforms as a Tool for Supporting Competitiveness of Regional Tourism Products. Regional
Research of Russia, 10, pp.48-55.
Mariani, M.M., Borghi, M. and Okumus, F., 2020. Unravelling the effects of cultural
differences in the online appraisal of hospitality and tourism services. International Journal of
Hospitality Management, 90, p.102606.
Alaverdov, E., 2020. Religious Tourism as a Source of Knowledge Sharing and Trading: A
Case From Russia. In Accelerating Knowledge Sharing, Creativity, and Innovation Through
Business Tourism (pp. 132-148). IGI Global.
Mikhalkina, E.V., Gozalova, A.V. and Makarova, A.I., 2020, June. Main trends in tourism
development in Russia and abroad. In Inclusive Development of Society: Proceedings of the
6th International Conference on Management and Technology in Knowledge, Service,
Tourism & Hospitality (SERVE 2018) (p. 79). CRC Press.