Nghiên cứu thị trường cho tour du lịch trăng mật-Tiếng Anh

CONTENT I. Executive summary 2 II. Description of the problem 2 III. Research methodology 4 1. Secondary data 4 2. Primary data 4 3. Total cost of the research 5 IV. Research study results 5 1. Business law and tourism industry 5 2. Wedding anniversary demand on the Internet 6 3. Target market and their demand on our services 8 4. Ha Long – a great destination for couples 11 5. Competitors 12 V. The implications of the results 16 1. Business environment 16 2. The demand on our services 16 3. Primary and secondary market 17 a. Primary market 17 b. Potential market 18 4. Our core services 18 5. Competitors 20 6. Promotional ideas 20 Executive summary The key findings from the market research Information about 5 aspects: Business law and tourism industry Wedding anniversary demand Target market Services Competitors The findings above would be really necessary for us to know whether our idea is feasible or not. Description of the problem KEY QUESTIONS Aspect  Necessary information  Why it is necessary  Research methods   Tourism industry  - Business law - Population of Viet Nam - Population of Ha Noi - Rates of households in Ha Noi - GDP per capita of Ha Noi - Tourism industry + The growth rates + Favorite destinations + Number of Ha Noi’s foreign tourists - Number and size of the company in this industry - What are the current opportunities and theats in this industry?  - Setting up a company is legal or not. - Identify the size and purchasing power of the market segment and target market. - Foresee threats and chances in the industry  - Internet - Book   Wedding anniversary demand  Quotations from several forums  Identify the urge of wedding anniversary services  Internet        Target market  Profile  - How old are they? - Where do they live? - What do they do? - How much do they earn? - What are their genders?  To build a target market profile and adjust our services to satisfy them.  Using survey sheet    Perception towards company  - Rate of customers’ perception + a wedding anniversary party + 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 i