Marketing Research: Greenwich Walking Tour in the Service Sector

This report examines the importance of marketing research within the service industry, using the Greenwich Walking Tour as a case study. It highlights the need for target-driven marketing research, focusing on the 20-35 age group and launching on January 1, 2018. The report emphasizes the relevance of market communication through online social media tools to engage potential tourists and details the importance of a communication mix to promote the unique features of the tour. A competitive analysis identifies existing tour companies and stresses the need for quality services and brand image development. The marketing plan focuses on a unique selling proposition (USP) and the concept of gaining market efficiency by understanding customer needs. Ultimately, the report concludes that these marketing strategies are essential for attracting a diverse audience, developing customized tour packages, and achieving a competitive advantage in the tourism industry. Desklib provides access to this and other solved assignments.

Importance of Marketing
Research in Service Industry

 Marketing Research technique is a process through which one can
understand the overall launch plan.
 This allow the users to understand the process and follow the effective
plan technique in order to gain competency.
 Greenwich is located at the south-eastern part of London
 The place is known for strolling around a standout amongst the most
fascinating areas in London.
 It has made certain independently directed voyages through London
and guided tour through Greenwich (Greenwich London Tour, 2017).
 The primary focus of the report is to align the tourism industry with
hospitality and to provide readers with a guided insight.
 It is necessary for managing the tourist requirements and to frame the
package accordingly (GTGA, 2017).
 The competitive practice is to add basic requirements and gain
competitive advantage in order to gain excellence (Holcomb,
Upchurch and Okumus, 2007).
Introduction

 The marketing research of Greenwich Walking Tour ought to
be target driven. By targeting upon the requirements of the
association, it is possible to gain competitive advantage.
The target market is the young crowd between the age
group of 20-35 years.
 The decided launch date is 1 January 2018.
 The program conveyed by The Company will help in
safeguarding individual requirements. It is basic to give
preference to the people belonging to every age group.
 The marketing strategies of the organization depend on
including reasonable preferred standpoint by making more
open doors. Right now the company is more focused gaining
objective situated arrangement.
 This will help in contributing towards the objectives that will
give high yield on a long run (Kang, et al 2012).
Concept of Marketing Research in the service industry

 The association is predominantly focusing upon the age group in
between 20-35 years. This age amass for the most part searches for
enterprise and an alternate affair.
 The purpose is to focus on the group by focusing over the
promotional technique. It is focused upon the individual requirement
depending upon the tourist..
 It is however important to build up the enthusiasm of the gathering
by revealing to them the significance of the Greenwich walks. It is
additionally basic to include essential sights that are critical in term
of tourism. This specific age group is more adventurous.
 This is however conceivable by including every one of the sights in
the pamphlet. Online networking apparatuses like Facebook,
Instagram and so forth should be taken with a specific end goal to
add more adherents to the company. These apparatuses are vital in
current age so as to spread word (Sharpley and Telfer, 2014).
Relevance of market communication

 The fundamental motivation behind the visit ought not
to be disregarded while illuminating the intended
interest group about the different highlights of the
travel.
 The centre obligation of the company is to elevate the
enthusiasm of the group (Goeldner and Ritchie, 2012).
 The product is important for the service industry in
order to develop effectiveness. This makes a feeling of
achievement inside the travelers.
 This is planned according to the expectations of the
people.
 It gives everyone an apparatus to enhance their
expectation for everyday comforts and gives the
traveler a chance to comprehend and experience
changes taking place in the surroundings
Importance of communication Mix

 There are already companies that are carrying Greenwich tour in
Edinburg, York, city of London. It is vital for the travel and the
organization to give a fundamental and great quality services to
the clients.
 Before starting with the way toward advertising, it is important for
them to build up the brand picture, distinguish the patterns in the
market and to give quality administrations
 Advertising plan
 USP: One stop answer for all travel issues
 The idea
 With a specific end goal to pick up advertise proficiency it is
imperative for a business association to pick up competency. For
a business company it is imperative to pick up productivity by
understanding distinctive customer needs. The promoting idea
concentrates on conveying compelling outcomes by
understanding the necessities of the buyers.
Competitive analysis

 Greenwich walking tour can be promoted online either by using
the social media tools. It is proposed to the company to create
viable promoting plan so as to make a distinction in the tourism
business. It is important to Plan for survival in the aggressive
market. Special methodologies are one of the imperative parts
in the much focused environment.
 An uninformed client can't make purchases. To pick up
advertise effectiveness it is imperative to deal with the inward
and outside variables that influence a business. Large scale and
small scale environmental elements guarantee the item
feasibility.
 The business condition as far as promoting incorporates the
outer and the inside business condition. It delineates the
association's capacity to develop efficient relationship with the
clients.
Promotion

 Keeping in mind the end goal to comprehend the
market limit it is important for a travel
organization to develop a competent
communication process.
 To motivate the clients, it is important to acquire
viable and imaginative administration designs.
Inspiration is one of the critical elements that
enable a person to develop.
 In an each industry inspiration is one of the
essential factor that enables an association to
create abilities. An economy with all the more
buying influence might want to spend more cash.
Range of marketing communication and
process

 These plans are important enough to deal with the
situation and to provide with the special tour packages.
 It is significant from the point of attracting people from
every segment and developing the package according to
the specific requirements.
 This will however help in promoting the business function
and gaining competitive requirements. In general this will
allow in making remarkable changes and gaining
competitive advantage in order to arrange effectiveness.
 The changes can only be adopted if one can gain
competitive average in the plan. This is evident from the
point of developing an effective plan in order to launch a
pilot project.
Conclusion

 Altinay, L., Paraskevas, A. and Jang, S.S., 2015. Planning research in hospitality and tourism.
Routledge.
 Briassoulis, H. and Van der Straaten, J. eds., 2013. Tourism and the environment: regional,
economic, cultural and policy issues (Vol. 6). Springer Science & Business Media.
 Gayle, D.J. and Goodrich, J.N., 2014. Tourism Marketing and Management in the Caribbean
(RLE Marketing). Routledge.
 Goeldner, C.R. and Ritchie, J.B., 2012. Tourism: principles, practices, philosophies (No. Ed.
12). John Wiley and Sons, Inc.
 Greenwich London Tour, 2017. Online. Available at:
http://www.freetoursbyfoot.com/london-tours/walking-tours/greenwich-tour/ Accessed on: 2
December 2017
 Greenwich Royal Tours – half and full day walking tours,2017. Online. Available at:
https://www.visitbritainshop.com/world/greenwich-royal-tours-half-and-full-day-walking-tours/
Accessed on: 2 December 2017
 GTGA,2017. Online. Available at: http://www.greenwichtours.co.uk/ Accessed on: 2 December
2017
 Hall, C.M., Timothy, D.J. and Duval, D.T., 2012. Safety and security in tourism: relationships,
management, and marketing. Routledge.
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top hotel companies reporting?. International journal of contemporary hospitality
management, 19(6), pp.461-475.
 Jamrozy, U., 2007. Marketing of tourism: a paradigm shift toward sustainability. International
Journal of Culture, Tourism and Hospitality Research, 1(2), pp.117-130.
References

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