Segmentation, Targeting and Positioning
A literature review about Volunteer tourism
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Abstract
This assignment focuses upon developing STP (Segmentation, Targeting and Positioning)
marketing strategy for Species saver- a volunteer tourism agency. The company is willing to
promote its conservation strategy to recruit Australian volunteer tourists to save endangered
species in the Truong Son region, Central Vietnam.
The literature on volunteer tourism is sparse and depicts both positive and negative impacts
upon the welfare of the environment and society. We assumed it to have a positive impact
and altruism as the motivation for volunteer tourism.
Here, international volunteer tourism is considered as a perspective. The firm is a not-for-
profit organization and has limited resources and growth prospects. The competition in the
market is intense and rising day by day. Due to commercialization, it is felt that conventional
marketing methods are a waste and the company has to adopt a new marketing strategy and
thus plans to run an STP marketing strategy. As a part of conclusion it is concluded that, the
firms should focus on older age group tourists as the preferred market segment with
concentrated target market strategy. Further the company must focus to position itself as
under the same foe less value proposition and adopt an appropriate marketing mix to
communicate the positioning of offerings given.