Effective Market Segmentation for Optimizing Tour Operating Services

Desklib provides past papers and solved assignments for students. This presentation analyzes customer needs in tour operations.

The value and importance of
understanding the needs, wants and
preferences of target customer
groups for tour operating services

Table Of Contents
• market segmentation and customer profiling
activities to determine its ‘target market
SLIDE 3
• Drivers of customer engagement SLIDE 9
• Customer Experience map SLIDE
12
• Reference List SLIDE
14

Market segmentation and customer profiling
activities to determine its ‘target market’
• The demographic segmentation helped the
organsaition to identify the aspects of the
lower pricing inclinations demonstrated by the
purchases of tour packages and instigated
them to produce cost efficient tour packages.

Demographic Segmentation
•The demographic segmentation helped the
organization to identify the aspects of the
lower pricing inclinations demonstrated by the
purchases of tour packages and instigated
them to produce cost efficient tour packages.

Behavioral segmentation
• As the competitions in the travel and tourism
sector has been observed with increased
competition, the aspect of the customer
loyalty comes into play and if the organization
fails to deliver on the particular aspect that
company runs the risk of losing the lines of
customer retention.

Identify the Untapped Market potential
• The organization has undertaken this feature
to incorporate the tour packages with a
prospect for the market potential by assessing
the consumer profiles of the urban population
and that inclines to the leisure in the
countryside.

Enhanced Targeted Marketing
• The consumer profiling helps in understanding
the cluster of customers who reflects on the
interest of purchasing the services or products
that is provided by the company.

Affinity profiling
• The organization uses the affinity profiling by
identifying the consumer perceptions about
the purchases made in the leisure sector with
their disposable income and compare the
purchases with the services that is provided by
them.

Drivers of customer engagement
• The company of Thomas Cook is widely
known for its instantiation in the
domains of Corporate Social
Responsibility. This in turn alleviates the
role of the business imparting value to
the society and propagates the image of
the company in front of its customers.

Product Assortment
• The manner in which the features are incorporated
within the product and the reflection of the product
line plays an important role in making the customer
communicate with the company with the positive
assertions.
• The institution of Thomas Cook has taken this into
consideration while developing the low pricing
strategy in the developing economies and helping in
driving the customer engagement on an
international scene.

Customer Experience
• This is one of the influential factors that
decides on how well the company is able to
communicate with the customers with the
provisions of services.
• Thomas Cook has dedicated a cell for the sole
purpose of solving the queries of the
customers, ranging from the predicaments in
the booking procedures packages to the
grievances in the hotel services.

Customer Experience Mapping