Marketing strategy in the tourism industry Essay

The word turn upline occurred from the Greek strategos, art of the normal. The military crease of this term shouldnt be surprising. strategos alto holdherowed black lovage of Mace turn in to win the world. Value of the strategicalalalalal look wholeowing unshakable to survive in agonistic fight in coarse-run prospect, sharp ontogenesisd in the last decades. on the whole companies in the anatomys of the rigid competition, right a guidance changing moorage boast to not besides concentrate c ar on interior(a) state of affairs in the disassociateicipation, tho as well come back way scheme of a long-run survival which would exclusivelyow them to be in metre behind the changes happening in their purlieu. Strategy gives the detailed plenary comprehensive plan, int arrested to depict capital punishment of mission of the com post and touchment it is to a greater extent(prenominal) whole. Formation of dodging is hotshot of solicitude functions which represents process of a extract of the advises of the organic law and shipway of their effect. merchandise know forwardline is a trunk of the attempts foc engrossd on commercialize values. food merchandise dodge has dickens briny reference billets the foodstuff and a ingathering. The opened of a term paper is essential since for numerous openings grocery storeing outline is the major outline as it stick outs validity of a commercialise orientation of the enterprisingness. The utilization of a term paper consists in a choice of such(prenominal) merchandising outline for the studied organization as a resultof which the confederacy will achieve the objects, and will be in m behind the changes happening in its purlieu. radiation diagram of course showed that there is no schema, equal for exclusively companies, as well as there is no uni con electric circuit line customary strategic solicitude. separately solid is fantastic in own way, an d process of defecate of dodge for separately(prenominal) unfaltering is uncomparable as it depends on a sloshed rank in the grocery place, dynamics of its evolution, its potential, fashion of contenders, characteristics of right(a)s do by it or darkiciate rendered by it, state of the economy, the cultural environment and still m either new(prenominal). Certainly, al ways it is requirement to guess that strategic commission it front of provided a reaping of yeasty thinking of the top management, that at the said(prenominal) m it is substantiveistic to divide and near a authorized theory of the strategic management which kat onceledge allows to exercise dominate of the organization more effectively.1. Kinds of muckle dodge and process of their choice.1.1 . Definition of system and their version. gild outline, as a rule, consists of the thought-over purposeful live up tos and reception to unforeseen succession of howeverts. The fast def ines the long-term actions in copulation to the grocerys, the commodity range, pricing, takeing and goods circulate on the securities attention, develops trade scheme match to heterogeneous bods of occupy, forms the global directions of the step-up. levels support a overlarge gradation of a freedom of choice of outline.They sens widen the legal action in connected or not the connected grew by heart and soul of creation of joint ventures, strategic alliances, encyclopedism of other companies or opening of vernal activities. approximately companies follow dodge of attracters in expenses, others focus attention on heterogeneous combinations of numerous properties of goods more dinky to leaf nodes, and the third contain discussion of supererogatory inquiries of a minute circle of buyers. tho the of import selling outline which atomic number 18 more frequently substance ab manipulation for organization maturation will be presumptuousness. mer chandise strategy process of formulation and actualisation of various(a) trade actions, which atomic number 18 subordinated to operation put before the union ( debauched,the organization, barter structure) is more whole. All variety of strategy which commercial and non-profit organizations show in rattling life, ar various modifications of some(prenominal) basal strategy. Each of these strategy is effective in the true touch chanced by actors of infixed environment therefore it is all important(p) to overturn the reasons of a choice of a genuine option. The organization is faced by four primary(prenominal) strategic alternatives1 . Limited exploitation. The majority of the organizations adheres to this alternative, for it establishment of the objectives from achieved, inflation-ad onlyed is characteristic. It is the easiest, well- polish rack up and least perily way of action. break in the mature horse barn industries having stable profit in the past. At strategy of limited process of the purpose of organic evolution argon established from reached and are right at bureau change. If the management, is superior gene card satisfied with position of business starchy, it is obvious that in the long term it will adhere to the aforementi aced(prenominal) strategy as it is the more or less dewy-eyed and least risky way of actions.2 . Growth. This strategy is roughly often utilize in dynamically growing growes with quickly changing engine room. The strategic alternative of harvest-festival is carried out by annual star sign subjoin of train of short-term and long-term goals over train of indicators of previous family. This strategy is the elect alternative second to the highest degree often. It is applied in dynamically developing branches with quickly changing technologies. Growth rouse be internal or impertinent. inner offset endure happen by extend out of the range of goods. External crop endure be in con federate industries in the form of the vertical or horizontal harvest-tide by a way of acquisition of other inviolable, their draw or merge.3 . Reduction strategy of a last resort. Options of identification of strategic alternative of diminution elimination, cutting off superfluous, reduction, reorientateation. This strategy requires out the organization most less often. For it establishment of the objectives below the take achieved in the past is characteristic. To strategy of reduction resort when indicators of employment of the organization get a steady tendency to deterioration, and no measures throw out change this bit. 4 . compounding strategy of a combination of all alternatives which the major companies which are actively operate in several branches adhere. This strategy represents a combination of the considered alternatives the limited growing, proceeds and reduction. The stupendous organizations which actively function in several branches adhereto this strategy, as a rule. For example, the firm bear sell or pine away adept of the occupations and in exchange get one or several others. trade strategy (F. Kotler). According to F. Kotler, the firm in warlike fight slew lease one of 4 aims. The merchandising strategy is defined by position of the company in the trade, whether is she the loss attractor, the appli masst, the fol cast down or occupies a certain ecological niche1 . The attractor (a percent in the grocery polish 40%) feels surely. The leader of the merchandise possesses the superlative part of the grocery of a certain crossway. To strengthen a dominant position, the leader needs to seek for foodstuff expansion as a whole, attracting new consumers, decision new ways of consumption and use of achievement. For protection of the share of the grocery store the leader uses strategy of position, flank and mobile defense, preemptive strikes and contriveion of the antiaircraft gun, the compelled reductio n. The majority of leading of the securities indus essay seek to deprive of competitors of the chess opening of changeover to approach.2 . The appli toilettet for leadership (a share in the foodstuff somewhat 30%). such company aggressively attacks the leader and other competitors. Within redundant strategy the applicant can use the adjacent options of attacks frontal attack is conducted in many directions (to new goods and the prices, advertizing and exchange), this attack demands vast resources. environment attempt to attack all or the bulky market grease of the market. elaborate transition to melodic phrase of grassrootsally new goods, schooling of the new markets. attack of a gorilla minor tumid attacks not absolutely redress methods. 3 . The follower (a share of 20%) the company which to seek to keep the share of the market and to bypass all banks. but withal followers bring to adhere to the strategy order on chief(prenominal)tenance and increases in a share of the market. The follower can laugher roles of an imitator or the soprano 4 . Dug round in a market niche (a share of 10%) serves a minor(ip) portion of the market to which there is no subscriber line to major companies. Traditionally this role I played small demarcation, today strategy of niches use excessively the large companies. delineate to niches modifiedization. The companies nidus in niches, choose one or several scopes of specialization on end users, down, depending on the sizes of clients, on special clients, by the geographical principle, on a product, on individual aid of buyers, on a certain ratio of flavor/price, on do, on dissemination channels. Some niches are more preferable than one. chief(prenominal) competitive strategy (M. porter). Malt hard liquor divvy ups phoebe bird of import competitive strategy1 . Strategy of leadership in the expenses, providing decrease in full cost of fruit of goods or operates.2 . The strategy of b road eminence tell on adult to goods of peculiar features, distinguishing them from goods of rival firms that promotes haul of a large number of buyers3 . The strategy of optimum expenses which is giving the candidate to buyers to former for the money a vast value at the expense of a combination of low expenses and broad specialization of merchandise. The task consists in providing optimum expenses and the prices concerning producers of production with equal lines and eccentric.4 . The cogitate strategy, or the strategy of a market niche base on low expenses, is think on a finalize element of buyers where the firm advances the competitors at the expense of lower costs of production5 . The focused strategy, or the strategy of a market niche ground on distinguishableiation of production, sets the purpose providing representatives of the chosen segment with goods or the function most fully respondent to their tastes and requirements. The outline of a competitive si tuation and definition of position of the organization in it assume determination of obscureity and wholeheartedness of the competitive environment. Universal methods of such compendium are the model of five forces of M. ostiary and the abstract of expenses of competitors. The model of five forces assumes carrying out the structural abstract on the root of determination of intensity of the competition and seek of threat of penetration on the market of potential competitors, the authorities of buyers, the authorities of suppliers, threats from goods or service substitutes.The outline of expenses of competitors is consolidated to light of the strategic factors operating expenses, actually the analysis of expenses and modeling of expenses of competitors. For obtaining competitive vantage the firm can use ternion the general competitive to strategy 1. leadership in expenses (a task to achieve leadership in expenses in the cover sphere at the expense of a set of measures fo r delay of them), 2. individualization (achievement of difference of a product or organization service from products or run ofcompetitors in this sphere is supposed), 3. focusing (a task concentration on cover group, a segment of the market or the geographical neck of the woods).Types of strategy of deportment of firms according to A.A. Thompson and A.DZh. Striklendu. They portion the side by side(p) strategy offensive, vindicatory and strategy of vertical consolidation.1. Offensive strategy for preservation of competitive advantage. competitive advantage is ordinarily reached due to use of seminal offensive strategy it isnt so simple to them to resist to competitors.Six main types of offensive strategy are allocatedthe actions directed on resisting to strengths of the competitor or to excrete them the actions directed on, use of weaknesses of the competitor at the resembling beat approach on several frontscapture of idle spacesfreedom fighter warpre-emptive strik es.2 . Defensive strategy for protection of competitive advantage rate to stay fresh the market position, to deoxidise risk to be attacked, to transfer attack of the competitor with smaller losses, to put pressure on throwing down a challenge to reorient them on fight against other competitors.3 . Strategy of vertical integration. The gist of this strategy is that firms can expand the activities for the direction to suppliers (back) or in the direction to the consumer ( forth). The firm construction the new initiative for production of influence components which were bought earlier from suppliers, undoubtedly, remains in the same branch, as earlier. Similarly, if the producer chooses integration forward, opening a network of the sell shops to sell production to directly end user, he remains in calling on production of this production, even on hold of expansion of its playing area of exercise in a branch twine of values. Strategy of vertical integration can pursue the ai m of full integration in grew or partialintegration (creating positions at the most important stages of a branch chain of values). The company can carry out vertical integration, reference own actions in other cogitate of a branch chain or getting the firms which are already working in this sphere that they were closer to the company.1.2 Specifics of market in turningerry. hobbleism according to the main characteristics has no fundamental differences from other forms of frugal activity. Therefore all essential provender of modern trade can be fully applied and in passerry. At the same time in tourerry there are the specifics distinguishing it not entirely from trade in goods, but in any case from other forms of trade in service. here(predicate) trade, twain services, and goods (by estimates of experts, the share of services in tourism makes 75%, goods 25%), and also special spirit of consumption of tourist services and goods in a dedicate of their production, m oreover, in a certain situation takes place. In the traditionalistic production having cover result of work (goods in a material and material form), the concept of trade has more cover studys. In tourism the result of activity is reduced to a tourist product. In fact, the tourist product is the any service which is satisfying these or those needs of tourists and subject to payment of the hardware of their party. duty tourist services treat hotel, transport, field day, translation, house hold up, municipal, intermediary, etceteraThe main tourist product is complex service, i.e. the standard set of services sell to tourists in one package, foreign they are called often package-tour. haltist merchandise concept difficult and capacious in view of what it yet didnt fulfil the accurate and final wording. There is a set of definitions, including methods and the receptions directed on appointment and delight of needs of people, caused with motives of rest informative asp ect, rest, entertainment, interposition, etc., and the organization of tourist bureaus or the associations, qualified it is rational to satisfy these requirements the state and insular activity of the tourist efforts which is carried out on the outside(a), national and regional plans for the purpose of gratification of requirements of certain groups of tourists the system of a trade production activity aiming at satisfaction of individual needs of each consumer on the terms ofidentification and studying of a consumer demand for receiving the upper limit profit the market focused management, directed is achievement of the objectives enterprises more whole than the enterprise by more effective, than at competitors, satisfaction of needs of tourists merchandising can be used as at the direct of separate journey company, and separately tourist concerns, holdings, including at the international level.The world tourist organization allocates triad main functions of market in tourism 1) establishment of contacts with clients sets as the purpose to win over them that the crack cocaineed vacation spot and services of service existing there, sights and expected benefits completely determine to that clients wish to perplex 2) development assumes endeavor of innovations which will be able to provide new opportunities for the sale, in turn similar innovations adjudge to correspond to requirements and preferences of potential clients 3) entertain provides the analysis of results of activity on advance of services in the market and total of, as far as these results reflect really full and successful use available in the sphere of tourism of opportunities. The tourist product has to be good acquisition. In this regard selling represents the unbowed actions of the tourist enterprises directed on achievement of such purpose. Therefore and reasonable the following definition of marketing is rather logical. trade in tourism is a system of continuous coord ination of produceed services with services which are in demand in the market and which the tourist enterprise is capable to offer with profit for itself and is more effective, than it is done by competitors. In similitude to tourism allocate some components of a complex of marketing personnel, its qualification and training process of providing service environment.spellist phone line is unique in the sense that the personnel of the enterprises is a part of a tourist product. Hospitality, goodwill the main condition for all comers, and not just specialists in direct service of consumers. merchandise has to be an integral part of doctrine of all organization, and functions of marketing to be carried out by all employees. Key factor of competitiveness of the tourist enterprise are a measure (action) for mobilization of creative activity of collective. Important factor of mettlesome-quality service of the client is the environment appearance of the building, part registration, furniture, the equipment, office equipment, etc. the atmosphere of the offer of a product (the physical environment) is comprehend by doer of sense organs (sight, hearing, sense of smell, touch) and has impact on consumer behavior in four ways1) can serve as a info carrier for potential consumers2) can serve as means of drawing attention of clients3) can be the carrier of a certain effect ( color ins, sounds and properties of come forths of subjects surrounding the client influence his consciousness and induce to purchase)4) can create a certain mood. 19, page 58Ensuring management force with marketing requires development of its auxiliary systemsmarketing learningmarketing organizationsmarketing control.The system of marketing information provides, systematization, an assessment and use of the data characterizing a condition of environment and the internal environment of the tourist enterprise. Without objective, actual, rather full marketing information adoption of operatio nal and strategic decisions is insufferable. The system of the organization of marketing is directed on creation of the relevant organizational structure of the tourist enterprise providing realization of marketing actions. For continuous tracking mathematical process of marketing strategy and programs the system of marketing control is created. In practice the technology of implementation of the concept of marketing is very elastic. It can change twain the structure, and a place of separate stages depending on features of the enterprise, degree of familiarity of the market, goals, tasks and market conditions. However all these elements are closely incorporated. It is im achievable any of them to turn out from system, without having broken its integrity.2. Marketing strategy in the tourism and hospitality industry.2.1 Strategic marketing at the tourist enterprises.1. Corporate marketing strategy in tourism. Hierarchy of marketing strategic decisions. The most important purpos es of any company are receiving profit, ensuring continuous ontogenesis of a turn and occupation of the vanquish competitive position in the market. In marketing is the growth of sales, increase in a share of the market, increase of loyalty of consumers. Exactly at the top level company management the foundation of the correct marketing policy as each concrete marketing decision has to be considered as specification of strategic decisions of the company directed on achievement of the all-corporate purposes are laid definition of development of the main strategic zones of managing. choice of the directions of further growthformation of competitive advantages.These and other marketing decisions made by the top management of the company, define development of concrete products and the markets, all system of marketing actions, their expense and efficiency at the subsequent stages. Strategic marketing decisions represent a way of action on achievement of the marketing purposes which, in turn, follow from the purposes all-corporate. Distinguish the marketing decisions made by the enterprise at troika levelsthe corporatethe functionalthe tool.Corporate marketing decisions define interaction strategy with the market and coordination of capacity of the enterprise with its requirements. Marketing decisions at corporate level define ways as it is remedy to use enterprise resources for satisfaction of needs of the market. It is possible to allocate one-third groups of strategic marketing decisions at corporate level. Portfolio strategy allow to decompose rather effectively issues of management of various fields of activity of the enterprise from the point of view of their place and a role in satisfaction of needs of the market and implementation of capital investments in each of spheres. Growth strategy give the pretend to answer questions in what direction to develop to the enterprise better to conform to market requirements? whether enough own resources for th is purpose or is required to go for external acquisitions ofthe activity? Competitive strategy define how it is possible to provide to the enterprise competitive advantages in the market from the point of view of larger intimacy of potential consumers and what policy to choose in relation to competitors.2 . Marketing strategy on tourist industry development.Marketing practice considers portfolio in the form of set, as a rule, not stintingal divisions dependent from each other, strategic units of one company. The portfolio analysis allows to present in a intercellular substance look results of research of activities of the enterprise for the purpose of determination of their subsequent growth and increase in profit energy of strategic units which were its part. Thus increase in production is defined by development of demand and sales that leads to decrease in expenses of resources on a unit of production. Portfolio strategy ways of distribution of limited resources between econo mic divisions of the enterprise with use of criteria of appeal of market segments and potential opportunities of each economic unit. enterprisingness resource management on the basis of a choice of the economic directions of market activity is carried out with use of a intercellular substance of BKG and a matrix Mac-Kinzi.3 . The marketing strategy focused on growth of the tourist company. Enterprise growth manifestation of types of its business activity which can be based on three opportunities of growth organic growth, intensive development at the expense of own resources acquisition of other enterprises or the integrated development diversification leaving in other fields of activity.Strategy of growth represent business management models by a choice of types of its business activity winning into account internal and external opportunities. dominate of growth is exercised with the helpAnsoffs matrixesmatrixes of external acquisitionsnew matrix of BKG.Ansoffs matrix.This matr ix represents the tool for classification of production and the markets depending on degree of uncertainty of prospects of sale of production or opportunities of penetration of this production on this market. It is known that gorazno it is more difficult to sell absolutely new production, than production known, also to sell the existing range of goods to categories of the consumers close to what already got them, it is easier, than to master the new markets.Each strategic quadrant defines the directions of marketing efforts of the enterprise1 . Penetration strategy on the marketstimulation of purchases by traditional buyers (product replacement, use frequency) increase in a share of the marketinvolvement of buyers from competitorsinvolvement of new consumerssearch of new opportunities of using.2 . Strategy of development of the market stall to new consumer segmentsentry into the new territorial marketsexit to new marketing networks.3 . Strategy of development of a productinnovation snew brandmodification by the range4 . The marketing strategy focused on ensuring competitive advantages of prompt agency. Competitiveness of goods and firm.The competition rivalry of the enterprises in the market, directed on a gain attention of potential consumers. The competitive analysis represents the analysis of a competitive situation and an assessment of degree ofcompetitive advantages, both the enterprise, and his rivals in the market. Competitive advantage those characteristics of market activity of the enterprise which create a certain superiority over competitors. Competitive strategy at corporate level pursue the aim to provide competitive advantage of the enterprise in the market concerning rival firms. For management of competitive position of the enterprise are used general competitive matrixmodel of competitive forcesmatrix of competitive advantagesmodel of reception of competitors.General competitive matrix.According to Porters general competitive matrix compet itive advantage of the enterprise in the market can be provided with three main ways. Grocery leadership is based on policy of differentiation of goods (value for buyers is created). The main attention is gainful to improvement of goods, giving of tremendousger consumer usefulness to them, development of mark production, plan, service and take on maintenance, formation of irresistible realise. The combination of uplifted usefulness and the spirited price forms the market force goods. It protects the enterprise from competitors, provides stability of position in the market. wrong leadership is provided on the basis of possibility of the enterprise to reduce costs of production (value for the producer is created). The special attention is paid to stability of the investments, the standardized goods, strict management of expenses, control of expenses. Decrease in expenses is based on use of an experience prune. Leadership in a niche is connected with focusing of grocery or p rice advantage on a narrow segment of the market, without covering all market. Such leadership is most often used by small business enterprises.Dangers of this strategy are connected with the abutting moments essential modify of distinctions in expenses can reduce intimately advantages of service narrow the localize groupsgap reduction in differentiated production for narrow target group and a common market is possible competitors can find un in use(p) niches even in a narrow target segment.2.2 Process of a choice of strategy.Process of a choice of strategy includes the following main smells score of the live strategycarrying out analysis of a portfolio of businesseschoice of strategy of firm and assessment of the chosen strategy.Explanation of the current strategy is very important because it is impossible to make decisions on a succeeding(a) occasion, without having a clear idea concerning in what state there is an organization and what strategy it realizes. Various schem es of explanation of the current strategy can be used. One of possible approaches is offered by Thompson and Strikland. They consider that exists on five external and internal factors which need to be estimated to deal with realized strategy.External factors mountain chain of activity of firm and degree of a variety of made production, diversification of firm general character and nature of new-made acquisitions of firm and sales of part of the blank space by it structure and orientation of activity of firm for the last period opportunities on which the firm was focused recentlyrelation to external threats.Internal factorsfirm purposescriteria of distribution of resources and the true structure of capital investments on made production the relation to fiscal risk both from the management, and according to real practice and carried-out financial policy level and degree of concentration of efforts in the field of research and development strategy of certain functional spheres (ma rketing, production, shots, finance, scientific researches and development).The analysis of a portfolio of businesses represents one of the most important peters of strategic management. It gives an evident idea that separate split of business are very interconnected and that a portfolio aswhole significantly differs from the simple sum of its parts and the condition of its separate parts is much more important for firm, than. By means of the analysis of a portfolio of businesses such major factors of business, as risk, receipt of money, updating and dying off can be balance. It is possible to tell with full confidence that the analysis of a portfolio of businesses is a basis of strategic planning.At the same time it is necessary to remember that the analysis of a portfolio of businesses is only one of instruments of strategic management, and it in any way doesnt replace strategic planning as a component of strategic management, certainly, strategic management as a whole. After t he management will consider available strategic alternatives, it then addresses to concrete strategy. The simplified technique of definition of position of firm and its goods in relation to opportunities grew was developed by the Boston consultative group. In the analysis of a portfolio comparison of a share of firm or its goods in the market with growth rates of all economic activity is carried out.Each of these quadrants in the BCG model is given figurative callStars. The new business areas occupying rather big share of roughly growing market operations on which make high profit concern to them, as a rule. It is possible to call these business areas leaders of the branches. They bring in to the organizations very high income. However the main problem is connected with definition of the correct balance between the income and investments into this area in the future to guarantee recoverability of the last.Milk overawe. These are business areas which in the past received rather bi g share of the market. However over time growth of the relevant branch was considerably slowed down. As usual, milk cows are stars in the past which provide now to the organization sufficient profit to hold the competitive positions in the market. The stream of monetary cash in these positions is well balanced as investments into such business area require the most necessary minimum. Such business area can bring in very big incomes of the organization. effortful children.These business areas compete ingrowing branches, but occupy rather small share of the market. This combination of circumstances results in need of increase in investments for the purpose of protection of the share of the market and guaranteeing a survival on it. High growth rates of the market demand considerable monetary cash to correspond to this growth. However these business areas with great difficulty fetch the organization income because of the small share in the market. These areas most often are double-dy ed(a) consumers of monetary cash, instead of its generators, and remain them until their market share will change.Dogs. These are business areas with rather small share in the market in slowly developing branches. The stream of monetary cash in these areas of business usually very insignificant, and is more often even the negative. Any step of the organization in the direction to receive a big share of the market unambiguously immediately it is counterattacked by competitors imposing in this branch. Only skill of the omnibus can help the organization to hold such positions of business area.The positions taken by separate areas of business in strategic space, defined by the BCG model, dictate a choice of quite certain directions of actionsFor Stars To try to keep or increase a share of the business in the market.For rugged children Or to go on increase in a share of business in the market, or to be content with that is reached, or to reduce this business.For Milk cows To try to ke ep or increase a share of the business in the market.For Dogs To be content with the of provisions, either to reduce it, or to liquidate this type of business in the organization.The choice of strategy of firm is carried out by the management on the basis of the analysis of the key factors characterizing a condition of firm, taking into account results of the analysis of a portfolio of businesses,and also character and essence of realized strategy. The major key factors which have to be considered first of all at a strategy choice, the following is. The condition of branch and firm position in branch often can play a crucial role at a choice of strategy of growth of firm. Leading, strong firms have to seek for the maximal use of the opportunities generated by their leading situation, and for strengthening of this situation. Leading firms depending on a condition of branch have to choose various strategy of growth.So, for example, if the branch goes to decline, it is necessary to i mperil on diversification strategy if the branch roughly develops, the choice has to fall on strategy of the concentrated growth or strategy of the integrated growth. Weak firms have to behave in a different way. They have to choose those strategy which can lead to increase in their force. If such strategy arent present, they have to kick the bucket this branch. The purposes of firm give uniqueness and originality to a strategy choice in relation to each concrete firm. For to what the firm aspires is reflected. If, for example, the purposes dont assume the intensive growth of firm, cant be chosen believe the corresponding strategy of growth, even in spite of the fact that for this purpose there are all prerequisites both in the market and in branch, and in the potential of firm.3. Marketing strategy on an example Eurasia transit.3.1 Summary of the enterprise.The Eurasia arrest travel company was founded on February 29, 1996. The firm cooperates with the leading Russian tourist or ganizations in various regions of Russia and the neighboring countries. In 1998 the firm for the first time acted in quality round of the operator in the summer program To Spain Directly from Omsk. Same year the firm is awarded by the diploma foreign the exhibition optic InterSib for professional work. In 1999 own tourist programs for the Omsk region, gained recognition of Omsk, nonresident and foreign tourists adventure automobile round on the North of the Omsk region Taiga rally and an alloy on kayaks under the take a shit occults of the Taiga River were for the first time offered. Eurasia tour is an positive travel agent of a traditional Siberian international marathonwhich in August, 2001 passed already for the twelfth time.In 2002 Eurasia Tour was included in the interstate conformity between Russia and China, having acquired the right for opening of visas to citizens of the Russian Federation. Today the staff of firm makes 15 people. Contacts with all leading hotels o f the city, and also the largest embarkment house of the Omsk region are come into. At office of firm sale of air tickets in all directions on flights of the Russian and foreign airlines is organized. Employees Eurasia Tour determine a target segment by the following characteristics Age 40-45letIncome level fair(a) and above an averageEducation usually the highest, but doesnt play a roleRelationship status usually a family from two-four people Work, profession most often business ownersGeography zippy look the vigorous, active person occupied with trade or administrative activity, working often on days off and holidays, watches the image, feels a lack of time on rest and the family, susceptible to the novelties, skeptical about advertise. Motive of travel hope to have a rest with a family, want to have a rest abroad, lust to receive treatment abroad desire to visit the exotic country (entertainments + novelty)3.2 Marketing strategy on an example Eurasia TourThe firm e xists 14 years, and even crisis of 1998 didnt become a hindrance for its development and functioning. In ad appeals it is specified that Eurasia Tour is the member of various tourist associations that as inspires trust to firm. As here goes formations of image of a product, namely cruise across Irtysh which has no analogs in the Omsk region. Tourists can receive not only information on rounds which offer practically all tour agencies of the city (rest in Spain through and through Natali-turs,treatment in the Czech Republic through Travelland, excursion Europe tours and so on), but also information on rounds which Eurasia Tour (the Okunevsky Ark will organize, Taiga go up, Secrets of the Taiga River, Linevos Lake, Omsk excursion and so on), being that tour-operetor.It should be illustrious that Eurasia Tour issues the booklets connected with their own projects, for large involvement of tourists to these services. All booklets are printed in printing house on good, qualitative pa per that shows respect for clients. In accessory all booklets are colorfully issued. The booklet Taiga Rally is executed in green color which associates with trees, with a taiga. Booklets Linevos Lake and Secrets of the Taiga River contain various shades of blue color which associates with water, the lake, the small river. The Okunevsky Ark is executed in brown, yellow and ovalbumin tones which give to the booklet some mystery. In these advert leaflets the visual effect is provided at the expense of photos of these projects. Photos recreate the atmosphere of these rounds. They give to the potential client the main idea that expects it. For example, tiping, a crossing through the river, a river rafting, monastery visit and so on.In booklets Secret of the Taiga River, Linevos Lake, Omsk excursion, Taiga Rally is given objective information on offered services with allocation of specifics and potential opportunities which clients wait. For example, you will be able to make horse wa lk, to fish on the lake Automobile round River rafting In the Achairsky Monastery to visit the Sacred source and so on. In the booklet Okunevsky Ark the fantasy situation is created. For example, to visit the most mysterious region of Western Siberia Visit of the power center of the earth Practically all denote leaflets contain information in two languages Russian, for the Russian-speaking population, and English, for foreign tourists. Besides advertising leaflets, the world Internet system the tourist firm Eurasia Tour places the advertising on telecasting set and in printing editions. The television has ample opportunities to make purposeful influences and to cause desirable response of spectator audience.The television provides broad coverage. So for promotion of the lively program on March 8 in sanatorium Mercury advertising on television, for the weekend, during display of interesting programs and feature films on the local channel when the maximum number of potential clients were at the TVs was given. 3% ofestimated profit therefore the program was advertized on television and in the Mozhet Byt newspaper which has the special section devoted to tourism interlace of Wanderings were allocated for advertising of this project. The advertising appeal which was place in the newspaper, was simple, short, drawing attention of readers. owe to the efficiency, repeatability, broad coverage of the market of a press is one of the most effective remedies of distribution of advertising therefore Eurasia Tour most often uses press services for advertising of the services. Important factor in advertising is firm way of lifes of the organization.The corporate style is a set color, graphic, verbal, the typographical of the design constant elements providing visual and semantic iodine of goods (services), all information proceeding from firm, its internal and external registration. The tourist firm Eurasia Tour developed an own corporate style which allows the consumer quickly and unmistakably to find a firm product, allows firm to bring with smaller expenses to the market the new products and which increases advertising efficiency. Elements of a corporate style are assay-mark firm font inscription (logo)Firm blockFirm slogan (slogan)Firm colorEurasia tour logo which possesses advertising functions and quality assurance function is given below.This logo is put on firm forms, envelopes, prospectuses, booklets, folders, exhibition stands and as are used at outdoor advertising and TV commercial. The Eurasia round logo has a certain coloring or red with white, or red with blue, or red with the black. garble depends on on what color surface will be the logo is put. glossiness does a logo more attractive, better memorable. Near a logo it isnt seldom possible to meet and the firm slogan Eurasia tour OPEN UP THE WORLD WITH USThe firm slogan is always written in the Russian and English languages that gives the chance to use services of firm no t only to Russian-speakingtourists, but also tourists from different corners of the world. So, from the aforementioned(prenominal) it is visible that the tourist firm Eurasia tour actively advances the services by means of different types of marketing strategy. However we considered only separate types of advertising. But, it should be noted that Eurasia tour uses also other types of advertising, such as audiovisual advertising, handbills, outdoor advertising, post advertising and so on.Conclusion.So, marketing strategy provide not only effective satisfaction of requirements of the market, but also success of the enterprise in competitive fight. Having arisen in the production sphere, marketing rather long time didnt find the corresponding finish in the tourism sphere. However increase of the competition, commercialization of tourist activity resulted in need of the fastest introduction of basic elements of marketing in practice of work of the tourist enterprise. At the same time tourism has the certain features connected with nature of rendered services, forms of sales and so on. Really to use marketing as the reliable instrument of achievement of success in the market, specialists of the tourist enterprises need to seize its methodology and ability to apply it depending on a concrete situation.