Segmentation, Targeting and Positioning

A literature review about Volunteer tourism

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Abstract

This assignment focuses upon developing STP (Segmentation, Targeting and Positioning)

marketing strategy for Species saver- a volunteer tourism agency. The company is willing to

promote its conservation strategy to recruit Australian volunteer tourists to save endangered

species in the Truong Son region, Central Vietnam.

The literature on volunteer tourism is sparse and depicts both positive and negative impacts

upon the welfare of the environment and society. We assumed it to have a positive impact

and altruism as the motivation for volunteer tourism.

Here, international volunteer tourism is considered as a perspective. The firm is a not-for-

profit organization and has limited resources and growth prospects. The competition in the

market is intense and rising day by day. Due to commercialization, it is felt that conventional

marketing methods are a waste and the company has to adopt a new marketing strategy and

thus plans to run an STP marketing strategy. As a part of conclusion it is concluded that, the

firms should focus on older age group tourists as the preferred market segment with

concentrated target market strategy. Further the company must focus to position itself as

under the same foe less value proposition and adopt an appropriate marketing mix to

communicate the positioning of offerings given.