The E-Service of Vision ET in the UK - Essay Example

The E-Service of Vision ET in the UK Table of Contents Section A 4 Introduction 4 Environment Analysis 5 The nature of competition in study travel tours industry 6 Key competitors in study travel tours industry 7 Section B 8 Current strategy of Vision ET 8 Brand positioning 9 Target market 11 E-marketing mix analysis 12 E-marketing communication mix 12 Section C 13 Recommendations 13 E-marketing communication strategy 13 The characteristics of social media and digital media marketing 14 Social media campaign 14 Justification of social media campaign (Conclusion) 15 References 16 Section A Introduction The E-marketing is referred to marketing and advertising efforts that uses the digital media and internet proficiencies to sell products or services via electronic commerce. It is also stated as web-marketing, online marketing and internet marketing. The e-marketing is not only refers to promotions and marketing via internet but also consists of marketing via wireless and e-mail media. Furthermore, this means of using digital technologies can embrace the electronic customer relationship management and management of digital customer. It also includes the use of online promotional practices like e-mail marketing, viral marketing, online directories, interactive online advertisements, social media marketing and search engine marketing, etc. The characteristics of internet marketing are flexibility, accountability, reach, interactivity, control and accessibility. The internet marketing provides opportunity for marketers to allow customers to express their wants and needs by marketing communications. Additionally, it allows customer to have in-depth info and access about competing blog opinions, reviews, prices and products (Graham, 2001, p.22). The challenges faced by e-marketing director is handling the online marketing system, transforming lead in to sales and prioritizing the money and time for best possible outcomes. The internet marketing involves attracting potential and new customers in to market sales. The opportunities that can be implemented by e-marketing director are development of competitive strategy, cost effect promotions, worldwide presence, search engines, domain names, enhanced cost and 24/7 easy online access and improvement of supply chain efficiency. The brand that has been identified to develop virtual marketing communication movement is Vision ET. It is a travel company which aims to provide essential services and special experiences for study tour facility. Environment Analysis The implementation of environmental analysis on Vision ET can help to identify internal external elements. This analysis can affect the performance of selected competitive brand. This section of the paper is focused on cultural and technological aspects. Technology- In travel sector, the internet can be used as a medium for connecting within students via social media websites. The social media sites such as Twitter, Facebook, LinkedIn, etc. can be utilized in the travel sector by Vision ET Company to encourage and improve vision of the students. In case of tour business and travel agencies like Vision ET, the internet acts as profitable medium for sales and promotion (Fogli, 2006, p.75). Furthermore, it represents useful and fascinating distribution channel for identifying and collection valuable information about needs and desires of clients. Additionally, the internet can allow Travel Company like Vision ET to provide necessary information and speed up communication with desired clients. The application of GDS and CRS systems can enables tour operators and travel agencies to be more efficient on operating business with clients in United Kingdom (Mudie, 2012, p.44). Cultural- The customer expects to have self-service booking and effective communications with travel agency. The customer can use internet a medium for connecting with travel agency and evaluation of queries. The internal influences of using internet towards consumer behaviour are semiotics, self-image, motivation, perception, learning and attitudes. The internet provides opportunity for consumers to connect with customer service of respective firms. The feature of internet allows consumers to shop and browse online for 7 days a week and 24 hours a day. It provides effective ways to save time and money for businesses and consumers. It is believed that online trust is essential and basic component for constructing good relationships with the customers. This can help to increase brand awareness of Vision ET. The e-marketing communication channels can be email, social media sites, videoconferencing, blogs and websites (Verma, 2012, p.77). The social media channels include YouTube, Twitter, Facebook, MySpace, etc. The other modes of communication include online message boards, websites and personal blogs. The technological landscape on internet is changing so fast that it is becoming hard to reflect every technology that is influencing digital marketing. The use of technology via e-marketing channels can be beneficial for travel organization like Vision ET to harness their marketing opportunity (Strydom, 2001, p.18). The introduction of new website design can create excellent impression of consumers about the brand. The nature of competition in study travel tours industry In recent years, it has been witnessed that there is a rapid upsurge of number of Chinese students opting to pursue their studies abroad. It is also predicted that augmented demand in the emergent market can be continued as vital for inbounding spending and global tourist arrivals. This travel tour industry in United Kingdom is based on providing educational tours to the students with high quality tour routes and essential services (Reid, 2009, p.62). The nature of competition is based on providing low prices guaranteed international tours to students. The quality level of tours and low prices are some of the important factors that determine the nature of competition. The steady inclination in the chart proves that there is a firm rise of study abroad programs. Key competitors in study travel tours industry The competitors in study tour industry can be identified and effectively analyzed by implementation of Porter five forces analysis. This macro environmental analysis on five forces includes threat of new entrants, intensity of rivalry, bargaining power of suppliers, bargaining power of customers and threat of substitute (Basu, 2012, p.45). The competitors of Vision ET are Omega, Gap360, Absolute Travel and EF. Threat of new entrants The threat of new entrants is low. This is because there are certain barriers to entry in study tour industry such as brand loyalty, high fixed costs, high investment, economics of scale, access to raw materials and high stitching costs (Gilmore, 2010, p.52). Intensity of rivalry The intensity of rivalry in study travel tour industry is highly intense. The rivalry is this sector can be intense but it is not cut throat as market growth is high, low fixed cost and low exit barriers. Bargaining power of customers The buyer power is fragmented and reasonable. The switching cost for changing their perception their brand preference is not high. In study travel industry, the buyers are fragmented with corporate profiles and diversified retail students. Bargaining power of suppliers The powers of suppliers are high. This is because the travel industry is particularly dominated by few suppliers. Threat of substitute The threat of substitute is low in this industry. The students are provided opportunity to travel abroad and enhance their awareness. There is not substitution regarding the benefit. Section B Current strategy of Vision ET The present strategy of the company is providing high quality travel products, creating competitive study tour brand, customized services, essential services and high-quality tour direction. The travel company created by Gene and Terry in UK is based on providing openings to students to improve their vision and find their dream (Nijssen, 2001, p.28). The application of Ansoff Matrix can help Vision ET to develop its online marketing strategies in United Kingdom. The four distinct strategies include product development, market penetration, diversification and market development. Market penetration- The Vision ET can expand their market by discounting, advertising and competitive pricing. Product development- the company can enhance their service quality with unique experience for students. Diversification- the company can diversify their brand portfolio by acquiring another business and development of new product with effective service. Market development- the market can be developed by using internet and social media sites to sell and promote products or services of Vision ET (Zeithaml, 2006, p.61). Brand positioning The name, logo and symbol are regarded as destination brand that distinguishes and recognizes the direction. It is vital for a company in UK to position their brand as a unique and memorable ravel experience. The positional mind map depends upon customers and competitors (Kourdi, 2011, p.19). The Vision ET Company positions their brand with high quality tourism and private custom travel that provides opportunity for guests to enjoy their journey without any fear. Positional map of competitors High Quality EF EiC PE Consultancy Low Prices High Prices StudyGroup Kalpan Low Quality PE Consultancy Premium Education, Educational International Cooperation, Kaplan and StudyGroup are some of the competitors in this industry. It can be stated from positioning graph is that EF brand has high market share and consequently high capital. The company focuses on prevising extensive wealth of services and effective educational facilities. The EiC is a Chinese company that has high market share with reasonable prices. This company has high market share in China and provides multinational educational service. Target market The target market is analyzed by focusing on market segmentation including geographic, psychographic, demographic and behavioural segmentation in the United Kingdom. Behavioural segmentation- this provides opportunities for students to study on elite schools around the globe. Furthermore, students are provided with better job prospects and overseas development. Demographic segmentation- this company wants to motivate and encourage students with middle to high spending power and above 20 years of age. Psychographic segmentation- this segment is based on students with greater interest on individual development and desire to change. Geographic segmentation- the countries that are best for educational department are Taiwan, United Kingdom, China and USA. The graph provides vivid explanation that United States and United Kingdom have larger international student population (Cottam, 2010, p.18). E-marketing mix analysis The e-marketing mix considers the element e-promotion, e-price, e-place and e-product. E-price- the emergence of internet has made pricing strategy very competitive. The internet provides opportunity for students to select best possible packages from different study travel company websites. E-place- it is better for Vision ET Company to know where customers visit. This would help the company to know where to advertise and place online links. E-product- the company must provide follow-one services across the globe like PE Consultancy Company. The market share can be enhanced by focusing on introducing services of high quality and unique experiences. E-promotion- the common e-promotional strategies that can be implemented by Vision ET is banner advertisement and Web Public Relations. Any new news and launch of new packages for study travel can be place on WPR articles and company web site to pull attention of the customers (Kapoor, 2011, p.18). E-marketing communication mix The E-marketing communication mix includes discounts, promotions, advertising, public relations and direct marketing on social media sites. The students with high rate of interest for studying abroad can receive message from Vision ET. The company must use direct mail, email and social media websites like Facebook, Twitter, Google+, etc. to communicate with targeted students. The messages and mails received include special offers, new package launch and limited time deals. Promotions and discounts communication tool involves discounted price, percent-off deals and coupons revealed on social media sites to students regarding study on abroad. The public relation communication tool is like advertising tool which includes using mass media for communication messages. The social media websites is best possible place for mass media communication (Srinivasan, 2014, p.89). The company can create personal social media profile and share their offers to millions of people. A feature on newspaper and television can help Vision ET for global exposure and communicate effectively with students. Section C Recommendations E-marketing communication strategy The e-marketing communication strategy can be developed in the UK by application of DRIP model. This model enables to reposition existing business and set broader communication objectives. Differentiate, reinforce, persuade and inform are elements of DRIP model. Differentiate- The main attributes of the company are tourism and education. The company is differentiated by providing special experiences and high-quality travel routes for students. This new service brand requires differentiation in their service portfolio to enhance their level of awareness. Reinforce- The Vision ET must reinforce a message about their brand to demonstrate why their product is cheaper than that of other competitors in Asia. The company highlights to provide professional international education services, ethical consciousness and accomplishment of customers dreams (Nargundkar, 2006, p.7). Inform- It is known that Vision ET is a new service brand that is required to be informed to the customers or students by social media. The availability and features of the brand is presented to the target consumer like mid to high income level consumers. Persuade- consumers can be persuaded by encouraging them with positive purchase linked behaviour. For example, social media websites is used to connect with customer and share new products or services to the customers. The characteristics of social media and digital media marketing The characteristics of digital media marketing include connectivity, accessibility, interactivity and addressability. The digital media marketing enables consumers to connect with marketers, marketers to acquire digital material. This marketing strategy enables marketers to categorize and classify customers before making any purchases. The key features of social media marketing includes maintaining relationships, effective communication, information sharing, user generated content, potential to start conversation with student and building community. The emergence of social media and social networking websites has created opportunity for individual to create marketing brand and communicate with thousands of people. Social media campaign The available modes of communication through social media are Facebook, Twitter, LinkedIn, etc. The company Vision ET can create Facebook page and launch a contest for fans. The contest is basically uploading and sharing personal vacation experience photographs of students. This can enable them to win a vacation trip. It is vital for new service company in United Kingdom to offer prize to showcase their own expertise, services and products. Therefore, the company must offer prize to the winner like gift card to restaurant, discounts on study travels and vacation trip. Furthermore, the company would collect unique experience pictures of students undergoing high-quality tour and sturdy. YouTube can be used as another form of social media marketing campaign. The videos of students experiencing unique travel is being incorporated in storytelling and short form video. These videos are uploaded and shared with subscribed customer. These campaigns would benefit the Vision ET to develop level of interest and brand awareness among customers. The increased use of mobile devices has augmented the introduction of mobile optimized sites on mobile devices. According to Sergios Dimitriadis and Georgios Tsimonis, the main actions that a firm can opt for creation of brand pages on social media sites is by announcing new service, making prize competitions, etc. Therefore, it is believed that introduction of personal mobile application or mobile blogs for Vision ET can help to expand their business portfolio and enhance customer engagement. Justification of social media campaign (Conclusion) These social media campaign can provide opportunity to social media users to know about the brand and enhance brand awareness. According to Michael Haenlein and Andreas Kaplan, the consultants and decision makers tries to find out the importance of using of social media websites such as Facebook, YouTube, etc. The quality, cooperation and friendship revealed on those social media websites can disclose the quality and objective of the service company. The survey conducted by EpiServer discloses that out of 10 companies in United Kingdom eight companies do not have mobile adjusted sites. This reveals the fact that there is a scope for new service business to enhance their market share through digital marketing. References Basu, P., 2012. Marketing Management. London: Routledge. Cottam, A., 2010. Management and Marketing. London: Sage. Fogli, L., 2006. Customer Service Delivery. London: Kogan Page. Gilmore, A., 2010. 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