Đề tài Nghiên cứu thị trường cho tour du lịch trăng mật

rty + a wedding anniversary tour - How much are they willing to spend on our services? - When do they buy? - What do they expect for + A wedding anniversary party + A wedding anniversary tour Effective advertising method - Which sources do they use to find information about these services? To have effective promotional method to attract customers Characteristics of target customer To understand some psychological factors and buying behavior Observation and websites Product - Describe the services our Conduct a suitable Survey sheet business will provide. market Competitor - Who would be competitors in the short term and long term? - Attitudes of competitors’ users - Measure customer satisfaction and dissatisfaction of competitors - Strengths and weaknesses of competitors To do better than competitors and survive in this competitive environment Interview directly Research methodology Secondary data Two members of our group were responsible for searching information on several credible websites and newspapers as well. Primary data Using the survey sheet When did the survey be given? After Hung King’s festival day (15th April, 2011) Where did the survey be given? Offices at which our parents and relatives is working. These are: Viet Nam bank for agriculture and rural development Viet Nam maritime commercial joint stock bank Electricity of Viet Nam (EVN) Military Bank Newspaper of Family and Society Who did we survey People who were surveyed: Have high income (more than VND 7 million/ month) Number of people were surveyed: 280 people Survey sheet (can be seen on the final page) Interview directly Contact methods: Yahoo messenger Face book Telephone Face to face The number of interviewees: 25 people. Total cost of the research Method Cost (VND) Internet Email 0 Face book  0 Yahoo Messenger  0 Websites Phone call ( about 2 hours) 18,000 Print questionnaire sheet ( 300 sheets) 70,000 TOTAL 88,000 Research study results Business law and tourism industry Business law According to “Business law” adapted from July 2006, government encouraged every citizen to run business to enrich themselves and society. Macro information Collected data Sources Population of Viet Nam 87.000.000 ( March, 2011) Population of Ha Noi 6.913.161 (in 2010) Number of households in Ha Noi 1.702.552 (in 2010) GDP per capita of Ha Noi USD 1,950 DanTri news (7th December, 2010) The growth rate of tourism industry 11% (in 2010) Baomoi.com Number of Ha Noi’ foreign tourists 1.2 million (in 2010) Some favorite destinations Ha Long, Phu Quoc, Nha Trang, Phan Thiet,… Wedding anniversary demand on the Internet Comments on the Internet present the fact that there is a high demand on organizing a wedding anniversary. Lots of people want to organize a wedding anniversary for themselves, even sons and daughters want to celebrate this special day for their parents. Here are quotations from several forums “ I want to celebrate my 45th birthday and our 20th wedding anniversary, both of which are this October. What would you recommend?? What travel agency should I choose? Do they have this kind of tour?” – said, CuongeSc from www.webtretho.com “We started dating in the fall of 1999, so a year from now we will have been together for ten years. I can’t wait until our tenth anniversary, though. What a happy life is with this man! We want to plan ahead and make reservations at a good resort or location.  Our current guidelines: Family Friendly Reasonably priced, or even Cheap! (Some ability to make meals a plus.) No more than maybe 3 hours from home? Some flexibility here, since the cheaper the location, the more worthwhile the drive/time committed.” – said, Dakuwashinzen from www.ttvnol.com “Need Advice on How the Celebrate 2Nd Wedding Anniversary with Low Budget this year will be our 2nd wedding anniversary and we both were working new jobs on our first anniversary not to mention I was also happily prego last year & couldn’t pop the champagne. Our ideal anniversary would be an enjoyable not to mention memorable anniversary but for a reasonable rate, so we need help on deciding what to do besides sleeping it in and out” – said, dothihuyentrang from www.naungon.com “I need help. My husband and I will celebrate our 20th wedding anniversary in Dec. and want to take our family on a memorable trip. We have 3 grown children. We thought of a trip to the beach but have a 5 years old daughter with severe diabetes who has motion sickness so no long air trips. We are also concerned about a cruise as she gets seasick also. Any suggestions? We prefer something far away from Ha Noi. Many thanks” – said, Violetmoon_157 from www.tcan.com “I want to do something special….do I do a party for a 10 year anniversary? Where do I have it, at home or at a hall? It is in September….where do I begin??? I’m little bit confused! Should I introduce my friend and family? Is there any company specialize in organize this kind of event?? I need some help!!!!!!!!!!!” – said, Goddess of love from www.webtretho.com “Wedding anniversary help. . .Its our 8th wedding anniversary on the 29th and we'd love to do something but have limited money. . ., no babysitter , no experience and I really don’t want to cook my anniversary too and I cook every day. Has anybody has some experiences? What should I do??” – said, Echipk1 from www.ttvnonl.com “I need anniversary ideas!!. . .My hubby and I are celebrating our 3 year anniversary at the end of the month (June)...I know 3. . . years isn't a "large" anniversary, but each year to me is BIG... especially at this day in age... What . . . are some ways you celebrated anniversaries?? I need ideas! I need help??” - said, Linhpham_elegent from www.ttvnonl.com “I am going to celebrate our 1st anniversary. . .My husband and I are approaching our first anniversary, we want to do something to celebrate. . . was hoping some of you would share some of the things you've done for anniversaries, so we can get ideas and support : ). Thanks a lot!” – said, Johnydeep_mylove from www.zing.vn “A little wedding anniversary help!. . I'VE ALWAYS DREAMED OF HAVING A WEDDING ANNIVERSARY! But I don’t know how. How to organize this event? How many people should I invite? How would I decorate?? I need some help!!!” – said, Haianhpham from www.amthucvietnam.com “This upcoming April will be the 25th wedding anniversary of my parents, and I wish to plan a classy surprise party for the both of them. I need some ideas on themes that will be fun, but still remain fairly sophisticated. I am planning on inviting many of their friends, for I feel that it would make the occasion more meaningful to them. Anyone have any ideas on where I should start!?I want to plan a surprise party for my parents’ 30th wedding anniversary. I need help with everything...Any ideas?” – said, Transon.english.ftu from www.ttvnol.com Target market and their demand on our services Question Answer Percentage (%) Comment 1 A 74,29 - Large number of short- term customer - A certain number of long-term customer This result shows that the market is quite practical for our company to conduct our plan. B 25,71 2 A 76,14 - Most of customers show that they are willing to accept and support our service, which makes our idea become more practical, suitable for the market demand and attract great attention once it is launched. - 18, 14% is still considering, which implies that our company need to improve our advertising strategy to reinforce and increase the belief, the loyalty of customers. Besides, we should also provide more information about our service to the market. - 5, 72% want to ignore this service. This means that 5, 72% here is not out potential customer. However, in fact, with a reasonable and attractive marketing strategy, our company still can change their attitude to this service and make them use the service. B 18,14 C 5,72 3 A 62,86 - The majority wants to spend their anniversary B 27,14 with their partner only According to this data and our own ability as well, our packages should be narrowed in order to suitable for customer wants and also suitable for our own resources. - Besides, if can, we will expand our packages in the near future. C 10 4 A 14,29 This emphasizes that the idea of organizing a wedding anniversary including a trip and a dinner is greatly suitable for the market demand. We also prepare some small gifts for our customers, and give them on that special day to make them happy and satisfy with our service B 37,14 C 48,57 5 A 17,14 People chose both mostly but our company only offers services in restaurants. This means they are considering between 2 choices and have not decided yet. In order to attract customers and change their minds (choosing restaurants instead of their homes), we should do conduct promotional campaigns. B 62,86 C 82,15 D 0 8 There are 2 different answers: - People chose “a party” => Most of them are willing to spend from VND 5 million to VND 10 million (44.76%) - People chose “ a trip” => They are willing to spend from VND 10 million to VND 20 million mostly (55.24%) The price of our services needs to be adjusted. 9 A 53.33 Many people support our idea and want to try our service (40%). However, most of people are not willing to try this service. The reason may be because our service still too new. Our company need to push up our marketing strategy B 42.76 C 3.91 10 A 17,14 The most suitable and effective advertising methods are the Internet and mouth-to-mouth, because most of people search and believe in the information through these information channels. B 2,86 C 48,57 D 51,43 Question 6 Here is the result (just the highest percentages of each factor) Price: quite important (45,27%) Decoration: important (37,48%) Unique: very important (67,23%) The company should focus on making unique tours and parties for each couples. To do this objective, we need to be very creative. Question 7 There were various chosen destinations, these are: Hue Nha Trang Lang Son Sa Pa Cat Ba Mui Ne Da Nang Ha Long Tam Dao Hoa Binh Phan Thiet Phu Quoc Bai Chay Psychological factors and buying behavior of the officials People don’t like activities We should build a tour with few activities. People are not too strict with the employees People update new trends frequently People are often influenced by foreign culture because of the globalization People go for tourism in order to completely relax and ignore problems. People are likely to be persuaded. People often spend time on tourism about 2 – 4 days Several companies and corporations where we can find our customers Electricity of Vietnam (EVN) The Vietnam Posts and Telecommunications Group (VNPT) The National Petroleum Corporation (Petrolimex) The Asia Commercial Joint Stock Bank. IT firm FPT The PetroVietnam Exploration Production Corporation PVEP Newspaper of Family and Society Unilever VietNam Company Toyota VietNam Company Yamaha Motor Viet Nam Company Limited Prudential Viet Nam HSBC Viet Nam Viet Nam bank for agriculture and rural development Viet Nam maritime commercial joint stock bank These companies were chosen because: They offer high – salaries Employees have many chances to spend time on traveling Our relatives are working in some of these companies. Ha Long – a great destination for couples Here are several positive comments on Ha Long that will be introduced to customers. We also make sure that Ha Long is an excellent places and suitable for the features of our tour. We found information on websites and newspapers. Information Details and sources “ Ha Long - Bay of the Descending Dragon” Vietnamese people newspaper “World Natural Heritage” At the 18th Session of UNESCO’s Council of World Heritage hold on 17 December 1994 in Thailand. “World Natural Heritage” In 2000, UNESCO recognized it as the World Heritage for the second time for its geographical and geomorphologic values “Renowned National Landscape Monument” 28 April 1962. Established as a historical and cultural relict and national scenic spot under Decision No. 313/VH VP, issued by the Minister of Culture. “World’s 7 Natural Wonders” In 2009, the New 7 Wonders Foundation, which runs the New Seven Wonders of the World program, included Halong Bay on its list of nominations as one the World's 7 Natural Wonders. “The Ha Long Carnival will wrap up the week at the Bai Chay Tourist area on May 1st, with art performances, a masquerade, and a carnival parade.” Competitors There is no DIRECT competitor but after interviewing directly, we found 3 INDIRECT competitors that offer the same services (tour for lovers) and prices as us. These are: Far east tour Viet Heart travel co., ltd Tourism Joint Stock Company, Tan Dinh – FIDITOURIST Below are detailed descriptions of these companies. This information was collected by searching on Websites and word – of – mouth. Areas Far east tour Viet Heart travel Advertising, Marketing, Promotion Image, Reputation Professional and impressive advertising Detailed introduction and information Main advertising technique is the use of banner. Effective marketing strategy, attract large number of customers Advertising is not really impressive Detailed introduction and information Main marketing tool is internet - Pretty effective marketing strategy, attract considerable number of customers Image, reputation Famous National image (Vietnam’s famous landscapes, minority ethics’ people, foreign tourists in Vietnam…) Name, slogan, image and logo are meaningful and impressive Name: “Far East” is a term mostly equivalent to East Asia (including the Russian Far East) and South East Asia, sometimes to the inclusion of South Asia for economic and cultural reasons (include Vietnam) => symbolize Vietnam Slogan: sharing all feelings Logo: mountainous scenery when the sun is rising Pretty famous (less famous than Far East Travel) Name, image and logo are meaningful Name: “Viet heart” symbolize Vietnamese people Slogan: Truly a trip Logo: Lac Viet bird symbol => symbolize Vietnam Images (relate to season): famous landscapes all over the country (now – it’s summer time: the images are famous beaches) Specific packages - Honeymoon tour Summer tour Ha Long Yacht tour Sapa tour Daily tour Ha Long – Cat Ba tour Northern Vietnam tour Northern and Middle Vietnam tour Vietnam tour VIP tour – Resorts Cheap tour Spring festivals tour - Honeymoon tour 2011’s festivals tour 2011’s summer tour 30/4 – 1/5 tour Industrial zone tour West highland tour Weekend tour North East and North West Vietnam tour 2011’s beach tour Middle Vietnam tour Southern Vietnam tour Vietnam tour Students tour Location Central area of Hanoi (Ly Nam De St, Hoan Kiem Dist) Located in the center of Ha Noi. Non-central area of Hanoi (Nhan Hoa St, Thanh Xuan Dist) Pricing Almost honeymoon tours price are reasonable The cheapest tour (usual): Sapa tour in 2 days (2.099.000VNĐ – 3.059.000VNĐ) The most expensive tour (usual): Nha Trang – Da Lat tour (6.869.000VNĐ – 8.645.000VNĐ) *Special package is expensive The most expensive tour (special): Princess Junk 4* Yacht in Ha Long in 3 days & 2 nights (1.350USD) Honeymoon tours price are quite cheap The cheapest tour: Da Lat tour in 3 days 3.350.000VNĐ) The most expensive tour: Nha Trang tour (5.000.000VNĐ) Advantages Destinations are so diversified and attractive Suitable and impressive services Tour programs and itineraries are planned professionally Attractive destinations Good attitude of employees Disadvantages Attitude of staffs is not good ( comments of previous customers) Monotonous tour programs Areas Fiditourist Advertising, Marketing On website and many forums Image, reputation With a successful beginning that exceeds any expectation, Fiditour quickly became a prestige travel trade name inside and outside of Vietnam. Not only known as reliable, Fiditour is also well-recognized as one of the first travel companies in Ho Chi Minh City. Fiditour merged with Tan Dinh Commerce Service & Commerce Co., and was renamed as Tan Dinh Trade & Travel Service Co., transaction name as Fiditourist - 14/7/2000, Fiditour became an independent business of SaiGontourist. - From 05/2005, Fiditourist Tan Dinh Trade- Travel Services Company began the activies with join stock model, Fiditourist Tan Dinh Travel Join Stock Company; transaction name was Fiditour, charter capital: 25 billion VND. - Overcoming numerous difficulties, today Fiditour is improving constantly and has expanded into many travel branches, agents, restaurants and hotels with systematic and professional management. - Fiditour is also the formal member of World Tralvel association as: PATA, ASTA JATA, Viet Nam Travel Association (VTA), Ho Chi Minh Travel Association (HTA)… Specific packages This company offers honeymoon tour (may come from Ho Chi Minh City, may come from Hanoi) and all tours are by air travel. Companies have many choices for guests such as HOI AN - Son Tra peninsula, DA LAT - CITY OF LOVE, HA LONG BAY - WHERE LOVE SUBLIMATION, etc. ... Location 34 Phan Chu Trinh Street, Hoan Kiem District, Ha Noi Pricing About 10 million to 12 million VND Advantages There are many choices for customer Disadvantages - Throughout the tour there are too many activities, making customers less private time together Besides that, we also have some rivals that provide the tour for lovers but at higher price. These are: Vietnam honeymoon Luxury Travel Company Sinh Café travel Companies Medium price (tour for couple) VietNam honeymoon VND 14,742,000 Sinh Café travel VND 16,000,000 Luxury Travel company VND 40,000,000 The implications of the results Essential resources above played an important role to help our company deal with some big problems. Business environment According to the “Business Law”, we are legal to set up our company. Our company operates in the tourism industry. However, we just take part in a very small part of it (celebrating wedding anniversary by holding parties and organizing tours). We focus on niche market – small part with typical features, easy to approach and dominate. Our company has a lot of opportunities in this industry: We are the pioneer in this kind of service and have not had the direct competitors. Ha Noi – a great market Ha Noi is the capital of Viet Nam where citizens have modern life-styles. We are a small business and features of our services are only for couples (wife – husband). As a result, we’d like to focus on “households” in Ha Noi which accounted for slightly fewer than 25% of HaNoi population. It may be a very small but suitable for our company’ resources. The information “A large number of Ha Noi’ foreign tourists (1.2 million)” led to our decision: Foreigners would be our secondary market Our company offers a unique service that customers can find no where else. The demand on our services The information: Lots of comments on the Internet have presented the high demand on the kind of our service. 76.14% surveyed people are willing to accept and support our services = > This implies that the establishment of our company is essential and undeniable Primary and secondary market Primary market In this section, we would like to answer the questions mentioned in the first part of the assignment (Page 2) CHARECTERISTICS OF TARGET CUSTOMERS Questions Answers How old are they? Age group: 25 – 34 and 34 - 44 Where do they live? Ha Noi What do they do? Officials How much do they earn? At least VND 7 million/month What is their gender? Female What is their marital status? Be engaged or married How much are they willing to spend on our services? VND 5 million to VND 20 million When do they buy? At the weekends What is the most important factor they expect for our services? Unique What are their common psychological characteristics and buying behavior? - People don’t like activities => We should build a tour with few activities. - People are not too strict with the employees - People update new trends frequently - People are often influenced by foreign culture because of the globalization - People go for tourism in order to completely relax and ignore problems. - People are likely to be persuaded. - People often spend time on tourism about 2 – 4 days. Potential market Foreign tourists are our potential customers. According to information from Vietnam National Administration of Tourism, the percentage of Chinese tourist accounted for 72% of all foreigner tourists in Ha Noi (in 2010). This figure is predicted to increase gradually in the 5 following years. Generally, we will focus on Chinese tourists who have the same characteristics and culture as our target customers. Currently, our company is only in small size so we are planning to expand our packages in the near future. At that time, we will consider this secondary in the near future. Our core services Romantic dinner Raising ideas for romantic dinners Searching for suitable restaurants and decorating. Wedding anniversary tour (2 days – 1 night) Destination According to the found information: Favorite places that most of tourists have chosen are Ha Long, Phu Quoc, Nha Trang, Phan Thiet, Mui Ne We considered Ha Long because other destinations are quite far and beyond our resources. 36.7% surveyed people chose Ha Long Great comments on Ha Long We decided to choose Ha Long to our place to conduct tours Main services Raising ideas for lover tours. Every couple has different tour based on their own memories and experiences. Following is an example tour recommended Day 1: HA NOI - HA LONG 8 -8.30 AM Our tour guide and driver pick up you from hotel, take a transfer to Halong. On the way you can see the life of Vietnamese, rice field, people working, red River delta,…. After 3 hours, you arrive in Halong Boat station. 11:30 Arrive at Bai Chay/Halong pier. 12:15 Get on boat – enjoy Welcome Drink, check in to cabins and begin cruise. Take round over Dinh Huong island, Ga Choi Island, Dog island, Sail island. . . 13:00 Lunch - Vietnamese and International Set Menu. 14.30 A fantastic Jasmine cruise in Ha Long bay to visit Thien Cung cave, Dau Go cave or Surprising cave (Sung Sot cave). Arrive at Titop Island. Enjoy swimming, relaxing on the beach and climbing the steps to the top of the mountain on the island for fantastic views and photo opportunities. Water and towels supplied. Then back to the boat 16.15: Stop to visit the largest floating fishing village in Ha Long Bay. We will travel to the life style of fishing village. 17:00: Arrive at area - anchor for overnight. You enjoy swimming; kayaking with tour guide to explore Ha Long Bay, then back to Boat for Dinner. 19:00: Dinner - Vietnamese & Western Buffet or Set Menu Dinner. 20:30: Evening activities include: film entertainment in the dining room at approximately 21:15: board games and playing cards are available; join squid fishing from the boat with our crew. Also at this time we offer, when possible - depending on weather conditions, an excursion to a nearby squid fishing boat. 21:22 – 23:00: End of program for Day One, Overnight on private boat. Day 2: HA LONG - HANOI 08h00: Tea, coffee, fresh fruit and pastries... for Breakfast. 08h30: A morning cruise to visit Man’s head island, Tortoise Island, visit Luon cave by small bamboo boat.  09h00: Continue cruising through small part of Bai Tu Long bay, Toad Island, see over the Bai Tho mountain  10h30: Check-out and have lunch  12h00: Back to Ha Long city, the car picks up to come back to Hanoi  13h30: Stop in Dong Trieu town for visiting Ceramic village  16h30: Arrival in Hanoi, drop you off at your hotel. End the trip. Competitors As mentioned above, we have 3 main indirect competitors: Far east tour Viet Heart travel co., ltd Tourism Joint Stock Company, Tan Dinh – FIDITOURIST And also need to consider other rivals: Vietnam honeymoon Luxury Travel company Sinh café Travel Position of our company (the star) How is our service different from that of your competitors? What makes it unique? Why would a customer choose us over someone else? Our typical characteristic is the unique factor. Each couple of customers has distinguishing memories, about which our company raises ideas and assures that their tour is the only one. Customers use our services not only once but annually. Customer information will be saved on database and our company will send E-cards as well as gifts ahead of the anniversary 3 weeks in the next 3 years. For repeated customers, special events of the previous year will be collected in order to build