View
512
Download
2
Category
Tags:
Preview:
DESCRIPTION
Case study for Balkan Case Challenge competition, about estimating the market potential for selling tickets online on "Exploring Macedonia" web portal
Citation preview
“EXPLORING MACEDONIA” Web portal
OUR GOALS
Analysis of data obtained by primary research:• Online survey• Number of units in the sample – 80• authenticity of the sample assured through selection respondents from various ages, occupation and location
Information obtained through analysis of secondary information• www.stat.gov.mk• www.mio.gov.mk
Task 1: Estimating market potential for online sale of tickets
Task 1: Estimating market potential for online sale of tickets
Internet users in Macedonia – 50,3%
80% of respondents use Internet few times a day
Internet is mainly used for communication
Increased usage of Internet as a service provider ( online banking)
Task 1: Estimating market potential for online sale of tickets
Have you ever used Internet for buying? Answers:
YES – 26%
NO – 74%
Market potential in this stage – 13% of all Internet users mentioned above
Task 1: Estimating market potential for online sale of tickets
Are you prepared to buy tickets for sport and cultural events online???
Answer:
YES -59%
NO – 41%
Market potential in this stage – 29% (percentage of people that would buy tickets is greater than &of people that would use Internet for buying overall)
two basic criteria
1.AGE OF INTERNET USERS
2.LEVEL OF EDUCATION OF INTERNET USERS
Age: 18-40Reasons:
• All units in the sample within this age use Internet few times a day
• They have more time for leisure activities such as attending sport or cultural events, especially people between 18-25
•This group of consumers is more keen on visiting the same web sites over and over again which could be used in promotion and positioning strategy
•They are mostly oriented towards innovation and new ways of doing things
Task 2: Select target segments for online sale of tickets and positioning on the market
Task 2: Select target segments for online sale of tickets and positioning on the market
LEVEL OF EDUCATION – SECONDARY SCHOOL AND ABOVE
Type of education Percentage of users
Secondary education 24.6
Tertiary education 69.9
PREPARING MARKETING MIX FOR THE SERVICE
Product: Sales of tickets for sport and cultural
events Selling convenience and extra time to
consumers Selling hope and patriotism to consumers
Price Possible decrease of the price between 3-
5% because of eventual elimination of middle man and costumers stimulation
PREPARING THE MARKETING MIX FOR THE SERVICE - PROMOTION
Email advertising
PREPARING THE MARKETING MIX FOR THE SERVICE - PROMOTION
74% of all Internet users use Internet for social networking – Facebook is the place where they could be found74% of all Internet users use Internet for social networking – Facebook is the place where they could be found
PREPARING THE MARKETING MIX FOR THE SERVICE - PROMOTION
Reasons for implementing the strategy: Potential consumers are not well
known with the method – 33%
Opinion that this method is far more expensive – 50%
Lack of confidence in this method – 8%
PREPARING THE MARKETING MIX FOR THE SERVICE - Distribution Distribution »»» Convenience to
buy
Online ordering and delivering by mail
Discount could be offer (paid delivery costs) for bigger orders
PREPARING THE MARKETING MIX FOR THE SERVICE -
Environment – online environment with friendly users interface that will make the buying process as simple as possible
People - System for generating automatic responses or online support (chat) in real time
On line vs. offline sales of tickets – for the company and the consumer
Availability 24/7 Promotion of using new technologies and
solutions Avoid travelling long distances or
crowds. Convenience from the chair Elimination of season fluctuation in sales Two sided interaction Easier communication and interaction process
Recommended