Market Research Report: Translation Application for Global Tourists

This report provides a comprehensive market research analysis for a translation application designed to facilitate communication for tourists. The report begins with an overview of the market strategy, including the mission, keys to success, and objectives of the application. It identifies target markets, focusing on the top three languages spoken globally and specific age groups. A detailed market analysis summary is presented, supported by figures illustrating trends in tourist arrivals from India and China, along with age demographics of Chinese tourists in Australia. The report then delves into market segmentation, customer demographics, and customer management strategies. A SWOT analysis is conducted to assess strengths, weaknesses, opportunities, and threats. The report also covers competitor analysis, sales and marketing objectives, sales techniques, and unique selling propositions. The overall objective is to provide a thorough understanding of the market landscape and offer strategic recommendations for the successful development and launch of the translation application.

Running head: MARKET RESEARCH
Market Research
Name of the student
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Table of Contents
The Market Strategy........................................................................................................................4
Mission............................................................................................................................................4
Keys to Success...............................................................................................................................5
Objectives/Purpose for the creation of the translation application..................................................5
Market Targets.................................................................................................................................5
Market Analysis Summary..............................................................................................................7
Figure No 1: Indian Tourists Record...........................................................................................8
Figure No 2: Indian Tourists Arrivals.........................................................................................9
Figure No 3: Ages of Chinese Tourists to Australia..................................................................10
Market Segmentation.....................................................................................................................11
Customer Demographics...........................................................................................................11
Key Customers...........................................................................................................................11
Customer Management..............................................................................................................11
SWOT Analysis.............................................................................................................................12
Beneficial for future.......................................................................................................................13
Growth in the future.......................................................................................................................13
Figure No 4: Top Ten Languages of the Internet......................................................................14
Reason behind the liking of the people..........................................................................................15

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Means of Promotion......................................................................................................................15
Competitor Analysis......................................................................................................................16
Sales and Marketing Objectives....................................................................................................17
Sales Techniques.......................................................................................................................17
Tools and Materials...................................................................................................................17
Unique selling position..............................................................................................................18
Sales & distribution channels........................................................................................................18
References......................................................................................................................................20

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The 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 traces of the
use of multilingualism and the code of mixing and switching of the codes have always been
present not only in the regular cultural activities but also in the hospitality industry. The presence
of guides in the hospitality industry with extensive knowledge of different kind of languages is
important for the growth of the industry. The new dynamics of the contemporary world led to a
new competitive environment in the field of tourism and the hospitality business. The changing
scenario has forced the management of the business organizations to adapt new strategic options
and implement new operational strategies for the growth and expansion of the tourism
businesses. 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.
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

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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;
a. Faster, efficient and professional management of each of the factors
b. Selection of the best and accredited translators who can facilitate the growth of the
translation
c. Translations must be reviewed by expert and able professionals to ensure success
Objectives/Purpose for the creation of the translation application
The objectives and the purpose of the translation application to be developed are as
follows;
a. To facilitate easy communication in between the tourists and the local people
b. To facilitate a boost in tourism activities
c. To make the tourists confident and demonstrate a cultural togetherness
d. 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. They like to be prepared they don’t want to spend their time on searching of different

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translation on books or online sites. That’s why our 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.
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.
Geographic- 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.
Physiographic- The different kinds of the people have different personalities. The3 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.

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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.
The customers we are going to target are students, professionals and holiday makers, that
want to immerse themselves in Local culture and want to have at their finger tips, a translator
app, that is easy to use and translates language semantics and picks up on accents and converts
the message authentically, compared to Google translator- as current translation does not make
sense in the target language. AI technology it doesn’t pick up semantics- meanings of the words.
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

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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.
Figure No 1: Indian Tourists Record
Source: (Bai 2018)
The above figure has presented a bar graph related to a statistical analysis. The statistical
analysis has shown the steady rise of Indian tourists visiting Australia. It can be seen that the
number of tourists from India visiting Australia was well below 50,000 in the year 1993.
However, in recent times the island continent has welcomed around 300,000 tourists from India.
The rise in the number of tourists has been due to different reasons which include the ease of
communication. The economical growth of India, the spread of education and the use of the
voice translation applications has been believed to be key behind the rise of the Indian tourists
visiting Australia.

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Figure No 2: Indian Tourists Arrivals
Source: (Lin et al. 2016)
The above shown table has shown the statistical analysis of the rise in the Indian tourists
visiting China. The most interesting fact from the statistical analysis is that equal number of
tourists from China and India has been visiting both the countries on an annual basis. This
clearly shows that language is now no barrier for the visit to the different countries. The chart
shows that Indian visitor arrivals for China are the same as that of Chinese arrivals to India in the
year 2004. The rise in the visits of the arrivals from both China and India has been mainly
possible due to the development of the tourist friendly mobile applications that ensures the voice
translator options. The presence of such voice translator applications has helped in the rise of the
tourist numbers in both the countries.

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Figure No 3: Ages of Chinese Tourists to Australia
Source: (Wang and Wu 2018)
The above shown pie chart has presented the age group segmentation of the Chinese
tourists that visit Australia annually. The age group of the visiting tourists is one of the most
important factors of the report as because it helps to determine the type of the tourists that visit
Australia. The majority of the people belonged to the age group of 24-35 years with 61% of the
people belonging to the following category. On the other hand, the age group of 45 -54 years
consisted of 19% of the visiting tourists. There were people who belonged to the age group of
below 13 years as 13% of the people belonged to the following age category. The presence of
such a population ensures the visit of a large proportion of young people. The young teenagers
are able to visit the country because of the presence of high tech applications and digital
translators.

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Market Segmentation
Customer Demographics
Customers Demographics
Age 15-65
Gender All
Religion n/a
Nationality n/a
Occupation All
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

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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.
 Professional: Professional people always travels for business purposes, so the application
will help them to build relationships and so can make them capable to respond to clients
accurately and in the right context is imperative.
 Golden Oldies- The people love to travel and want to learn new cultures and languages.
They want to immerse themselves and have an authentic experience, they don’t want to
be searching through books, they want to merge in with the locals and be able to respond
and translate like pros.
 Adept at using technology: Love their tablets and great at navigating, happy to pay $.99
for ease of use, they have problems with grammar and so are not comfortable typing in
words and prefer to use the speech recognition API. They also come from all parts of
Asia and south East Asia and they only know how to speak their dialect. This app
converts dialects and accents and converts into target language in the proper context.
SWOT Analysis
Strength Weaknesses Easy Accessibility to markets
 Ease of development
 Easy to use
 Dialects-accents
 Works offline
 Many Accents and dialects to capture
so heavy and costly
 Literacy and numeracy skills of our
clients and how to incorporate this-
voice capture
 Ease of entry to the market- much
competition
 Unknown in the market
Opportunities Threats