Market Strategy for Translation Application

This presentation discusses the market strategy for a translation application that aims to facilitate communication between tourists and locals, boost tourism activities, and expand into new markets. It explores the mission, keys to success, objectives, and target segmentation of the application. The presentation also includes a market analysis summary, statistical analysis, customer segmentation, future analysis and developments, sales and marketing objectives, promotional strategies, competitor analysis, unique selling process, sales and distribution channels, and references.

PROJECT MANAGEMENT
NAME OF THE STUDENT:
NAME OF THE UNIVERSITY:

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 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.

FACTORS OF DEVELOPMENT OF
APPLICATION
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 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;
 Faster, efficient and professional management of each of the factors
 Selection of the best and accredited translators who can facilitate the growth of the
translation
 Translations must be reviewed by expert and able professionals to ensure success

FACTORS OF DEVELOPMENT OF
APPLICATION
Objectives/Purpose for the creation of the translation application
The objectives and the purpose of the translation application to be developed
are as follows;
 To facilitate easy communication in between the tourists and the local
people
 To facilitate a boost in tourism activities
 To make the tourists confident and demonstrate a cultural togetherness
 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.

MARKET TARGETS
 It is because of this the 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.

TARGET SEGMENTATION
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.
Physiographic
 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.

TARGET SEGMENTATION
Physiographic
 The different kinds of the people have different personalities.
 The 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.
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.

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 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.

STATISTICAL ANALYSIS

STATISTICAL ANALYSIS

STATISTICAL ANALYSIS

CUSTOMER SEGMENTATION
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 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.

SWOT ANALYSIS

FUTURE ANALYSIS AND
DEVELOPMENTS
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;
Easy and smooth global communication
Solo tourists will feel confident to visit places on their own
Expansion of the business by expanding the selection of many new European languages
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.

FUTURE ANALYSIS AND
DEVELOPMENTS

FUTURE ANALYSIS AND
DEVELOPMENTS
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 tourism activities thus clearly
relates to the growth of the translator applications in the global market.

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.
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.

SALES AND MARKETING
OBJECTIVES
Short term objective—
Reaching 300000 users by 31 December
Adding some new features
Long term objective—
Entering new markets both internationally or locally
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.

FUTURE ANALYSIS AND
DEVELOPMENTS
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.

PROMOTIONAL STRATEGIES

COMPETITOR ANALYSIS

UNIQUE SELLING PROCESS
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.

SALES AND DISTRIBUTION
CHANNELS

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.
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.