Analyzing Moscow Tourism Market: A Case Study of Express to Russia

This case study examines the Moscow tourism market, focusing on Express to Russia's new service offerings, specifically local area visits with accommodation. It begins with an introduction to the context of the assignment. The main body analyzes segmentation, targeting, and positioning (STP) strategies, including demographic, geographic, behavioral, and psychographic segmentation. The study suggests using undifferentiated targeting to attract a broad age range and leveraging social media for positioning. Furthermore, it applies the 7 Ps of the marketing mix (product, price, people, place, process, promotion, and physical evidence) to the new service, proposing competitive pricing, hiring local staff, utilizing physical outlets, conducting market research, and employing social media and billboards for promotion. The conclusion summarizes the successful launch of the new service through social media and physical presence. References to academic sources are also included.

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.

Psychotropic, is the last and most important segmentation which marketer within
Express to Russia may utilize. It categories market and consumer by each factor that directly
related to their features and personalities. Personality traits, attitudes, lifestyles, values, priorities,
etc. are the most common elements on the basis of that a marketer may take decision to target
their guest.
In regard to local travel visit, as new service, marketer may utilize demographic,
psychographic and behavioral segmentations strategies, which in return help to increase
productivity and profitability of brand.
Targeting-
For purpose of target market, marketer may use undifferentiation targeting strategy,
which they use to attract people aged 20 to 50 towards purchase of their new service.
Positioning-
Furthermore, they may use social media channels such as Instagram and other to set the
most influencing image in mind of customers.
Applying 7 Ps of marketing mix
Product-
Express to Russia marketer and other departments may focus on offering new service
along within existing products, which in return increase customers base, profitability and
productivity of brand even better than its rivals within Moscow (Raja, 2020). They may take
initiative to prepare a new service through which they offer local area visit service to each guest
in nation that help to enhance their satisfactory level and retain them for longer with purchase of
firm service.
Price-
It is quite important for marketer to set specific price in the context of new service, which
made each guest able to take decision regarding purchase. They may use competitive pricing
strategy, which set by considering the same related to rivals. It is one of the best tactic that
marketer may chose and implement for long run. It helps to increase customer base as well as
revenue and allow to maximize web traffic as well.

People-
Organization may hire local people because they are capable to understand whole market
of Moscow even better than other individuals. By hiring them, marketer may provide satisfactory
service to customers or visitors, which allow them to conduct word of mouth promotion in
market or across national boundaries. It helps to make each guest happy and give memorable
experience, which is not an easy job to do as it requires a lot of hard work and efforts.
Place-
Organization may offer its new service by using own outlet within Moscow, where guest
may reach at easily and get all the information they want regarding their package, service,
reservation, etc. By having own office, marketer with skilled workers may offer satisfactory
service which is quite essential. With the help of this they may enhance satisfaction of guest and
give useful information to them that is important and beneficial too.
Process-
In term of procedure, management may take decision to conduct market research which
enable them to know current market trends and changes that directly impact guest decision
making process. Through this action, company may take better decision regarding new service
such as local area visit to guest along with their travel package.
Promotion-
Each guest may understand and get information about what marketer may offer to them
by visiting their social media and official website of Express to Russia. In recent time, social
media is one of the most beneficial and useful marketing platforms where marketer may mention
everything about company and its offering. Furthermore, they may also use billboard to promote
venture in effective and systematic manner, which help to attract new guest and retain existing.
Physical evidence-
Express to Russia may show its physical presence in the market to gain the attention of
customers, towards new local travel service by using billboard, placing holdings and creating
official web site where marketer may place all the information related to new service in effective
manner, which is quite important and beneficial too.

CONCLUSION
From above analysis, it has been summarized that organization has successfully launched
its new local travel service with accommodation in market, by using social media channels and
establishing own outlet in Moscow. Furthermore, by summing up above discussion, it has been
identified that by showing physical evidence, management has gained the attention of
international consumers.

REFERENCES
Book and Journals
Çınar, K., Yetimoğlu, S. and Uğurlu, K., 2020. The Role of Market Segmentation and Target
Marketing Strategies to Increase Occupancy Rates and Sales Opportunities of Hotel
Enterprises. In Strategic Innovative Marketing and Tourism (pp. 521-528). Springer,
Cham.
Hartanto, F.W. and Agustini, M.Y.D.H., 2020. A THOUGHT ON APPLICABILITY OF SUN
TZU'S STRATEGY ON MARKETING STRATEGY. Journal Of Management and
Business Environment. 2(1). pp.38-57.
Raja, P., 2020. Environmental Management System (EMS) and Green Marketing Mix (7Ps) for
Hotel Sustainable Industrial Performance: A Conceptual Model. Environmental
Management. 29(7s). pp.3724-3732.