Marketing strategy in the tourism industry Essay

The word dodge occur loss from the Greek strategos, art of the oecumenic. The phalanx origin of this term shouldnt be surprising. strategos wholeowed Alexander of Macedon to win the world. entertain of the strategicalalalal carriage eachowing sign to survive in agonistical scrap in semipermanent prospect, sharply increased in the last decades. each(a) in all companies in the forms of the rigid opposition, quickly ever-changing view have to non save concentrate upkeep on internal state of personal moving in in the company, and too develop dodging of a remoteseeing-term survival which would allow them to be in judgment of conviction behind the changes calamity in their environment. dodge re manifests the detailed comprehensive comprehensive plan, intended to affix implementation of mission of the scheme and achievement it is more(prenominal) than whole. Formation of schema is unrivalled of management functions which represents process of a prime( prenominal) of the projects of the requireup and slipway of their achievement.Marketing body is a dodging of the attempts think on merchandise values. Marketing dodging has two briny reference back breakers the mart and a harvest-festival. The subject of a term paper is actual since for many opening moves grocery dodging is the major outline as it provides validity of a trade orientation of the endeavour. The offer of a term paper consists in a excerption of such foodstuffing schema for the studied presidential term as a publicationof which the company will achieve the objects, and will be in season behind the changes happening in its environment. Practice of byplay showed that thither is no strategy, uniform for all companies, as well as there is no uniform universal strategic management. separately family is unique in suffer way, and process of elaboration of strategy for to separately one secure is unique as it depends on a firm couch in the foodstuff blot, dynamics of its emergence, its latent, behavior of adversarys, characteristics of corkings make by it or assist rendered by it, state of the economy, the cultural environment and still many other. Certainly, everlastingly it is requirement to remember that strategic management it kickoff of all a point of intersection of creativity of the cover version management, scarcely at the very(prenominal)(prenominal) period it is potential to tell and ab pop out a accredited theory of the strategic management which knowledge allows to exercise control of the brass section more effectively.1. Kinds of merchandise strategy and process of their choice.1.1 . Definition of strategy and their version.Company strategy, as a rule, consists of the thought-over occasionful actions and reaction to unforeseen succession of chargets. The firm fixs the long-term actions in relation to the trades, the commodity range, pricing, merchandising and goods advance on the merchandise, develops merchandise strategy jibe to various(a) intends of demand, forms the global precautions of the victimization. Firms have a heavy(a) spirit take of a freedom of choice of strategy.They send away diversify the act in connected or not the connected grew by meat of establishment of joint ventures, strategic alliances, acquisition of other companies or opening of naked as a jaybird activities. Some companies follow strategy of leading in set knock offs, others focus solicitude on various combinations of numerous properties of goods more attr lively to clients, and the third consider discussion of extra inquiries of a narrow circle of buyers. Further the main(prenominal) selling strategy which be more frequently practiced for organization development will be buildn.Marketing strategy process of provision and realization of various merchandise actions, which ar subordinated to achievement put before the company (firm,the organization, melody grammatical construction) is more whole. All variety of strategy which commercial-grade and non-profit organizations show in real life, argon various modifications of several(prenominal) fundamental strategy. Each of these strategy is effective in the certain situation determine by brokers of internal environment therefore it is valu up to(p) to consider the reasons of a choice of a certain option. The organization is faced by quadruple main strategic alternatives1 . Limited harvesting. The majority of the organizations sticks to this alternative, for it establishment of the objectives from achieved, inflation-adjusted is characteristic. It is the easiest, commodious and least lucky way of action. Apply in the mature electrostatic industries having stable profit in the recent. At strategy of hold in evolution of the place of development argon established from reached and are readyed at situation change. If the management, is generally satisfied with position of firm, it is obvious that in the long term it will adhere to the same strategy as it is the intimately simple and least risky way of actions.2 . Growth. This strategy is more or less(prenominal) often applied in dynamically developing limbes with quickly changing engineering. The strategic alternative of egress is carried out by annual positive increase of level of short-term and long-term goals over level of indicators of preceding year. This strategy is the chosen alternative second approximately often. It is applied in dynamically developing branches with quickly changing technologies. Growth eject be internal or outside(a). Internal harvest-feast crowd out happen by amplification of the range of goods. remote growth suffer be in allied industries in the form of the vertical or horizontal growth by a way of acquisition of other firm, their association or merge.3 . Reduction strategy of a last resort. Options of realization of strategic alternative of reduction elimination, cutting off superfluous, reduction, reorientation. This strategy gets out the organization most less often. For it establishment of the objectives below the level achieved in the past is characteristic. To strategy of reduction resort when indicators of activity of the organization get a steady tendency to deterioration, and no measures stool change this situation. 4 . conspiracy strategy of a combination of all alternatives which the major companies which are actively operating in several branches adhere. This strategy represents a combination of the considered alternatives the limited growth, growth and reduction. The large organizations which actively function in several branches adhereto this strategy, as a rule. For example, the firm rat sell or cop one of the toils and in exchange get one or several others.Marketing strategy (F. Kotler). According to F. Kotler, the firm in agonistical bear on can play one of 4 single-valued functions. The merchandise st rategy is delineate by position of the company in the commercialise, whether is she the leader, the applicant, the follower or occupies a certain niche1 . The leader (a section in the market about 40%) feels surely. The leader of the market possesses the greatest dole out of the market of a certain product. To streng so a dominant position, the leader unavoidably to attempt for market expansion as a whole, attracting impertinently consumers, finding new ways of consumption and mathematical function of fruit. For protection of the share of the market the leader uses strategy of position, flank and mobile defense, preemptive strikes and reflection of the ravish, the compelled reduction. The majority of leaders of the market seek to deprive of competitors of the possibility of transition to approach.2 . The applicant for leaders (a share in the market about 30%). such company aggressively attacks the leader and other competitors. Within peculiar(a) strategy the applicant can use the succeeding(a) options of attacks frontal attack is conducted in many troubles (to new goods and the prices, publicise and sale), this attack demands considerable resources. environment attempt to attack all or the considerable market grease of the market. round transition to production of essentially new goods, development of the new markets. attack of a gorilla low-pitched gusty attacks not abruptly correct 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. hitherto even followers have to adhere to the strategy say on maintenance and increases in a share of the market. The follower can play roles of an impersonator or the double 4 . Dug round in a market niche (a share of 10%) serves a small surgical incision of the market to which there is no billet to major companies. Traditionally this role I played small transmission line, today strategy of niches use besides the large comp anies. Key to niches bug outicular(prenominal)ization. The companies stress in niches, choose one or several areas of specialization on end users, down, depending on the sizes of clients, on special clients, by the geographical principle, on a product, on individual work of buyers, on a certain ratio ofquality/price, on service, on distribution channels. Some niches are more preferable than one.Main matched strategy (M. Porter). Malt liquor allocates atomic number 23 main warring strategy1 . Strategy of leadership in the spendings, providing decrease in affluent costs of production of goods or services.2 . The strategy of large specialism directed on giving to goods of peculiar features, distinguishing them from goods of rival firms that promotes attraction of a large number of buyers3 . The strategy of optimum outgos which is giving the notice to buyers to percolate for the money a great value at the expense of a combination of low expenses and broad contrastingiati on of production. The task consists in providing optimum expenses and the prices concerning producers of production with alike lines and quality.4 . The foc utilise strategy, or the strategy of a market niche establish on low expenses, is focused on a narrow segment 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 based on antitheticiation of production, sets the purpose providing representatives of the chosen segment with goods or the services most in full answer to their tastes and requirements. The outline of a competitive situation and definition of position of the organization in it assume determination of compl leave behindy and dynamism of the competitive environment. usual methods of such synopsis are the model of five forces of M. Porter and the analytic thinking of expenses of competitors. The model of five forces assumes carrying out the structural analysis on t he fanny of determination of intensity of the competition and research of threat of penetration on the market of strength competitors, the authorities of buyers, the authorities of suppliers, threats from goods or service substitutes.The analysis of expenses of competitors is consolidated to clarification of the strategic factors operating expenses, actually the analysis of expenses and simulation of expenses of competitors. For obtaining competitive benefit the firm can use triple the general competitive to strategy 1. leadership in expenses (a task to achieve leadership in expenses in the concrete sphere at the expense of a set of measures for control of them), 2. individualization (achievement of difference of a product or organization service from products or services ofcompetitors in this sphere is supposed), 3. focusing (a task concentration on concrete classify, a segment of the market or the geographical region).Types of strategy of behavior of firms according to A.A . Thompson and A.DZh. Striklendu. They allocate the following strategy offensive, defensive and strategy of vertical integrating.1. Offensive strategy for rescue of competitive improvement. Competitive utility is usually reached due to use of seminal offensive strategy it isnt so simple to them to resist to competitors. cardinal main types of offensive strategy are allocatedthe actions directed on resisting to strengths of the competitor or to surpass them the actions directed on, use of weaknesses of the competitor at the same time approach on several frontscapture of spare spaces irregular warpre-emptive strikes.2 . Defensive strategy for protection of competitive advantage aim to hold the market position, to inhibit risk to be attacked, to carry-forward 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 essence of this strategy is that firm s can expand the activities for the direction to suppliers (back) or in the direction to the consumer (forward). The firm building the new first step for production of entrance components which were bought earlier from suppliers, undoubtedly, endures in the same branch, as earlier. Similarly, if the producer chooses integration forward, opening a network of the retail shops to sell production to directly end user, he remains in championship on production of this production, even on measure up of expansion of its field of activity in a branch chain of values. Strategy of vertical integration can travel along the aim 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, beginning own actions in other links 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 merchandise in h olidaymakerry. ecstasyism according to the main characteristics has no fundamental differences from other forms of economical activity. Therefore all essential provisions of modern merchandise can be fully applied and in circleism. At the same time in tourism there are the specifics distinguishing it not exclusively from trade in goods, but excessively from other forms of trade in services. Here trade, some(prenominal) services, and goods (by estimates of experts, the share of services in tourism makes 75%, goods 25%), and also special reputation of consumption of phaeton services and goods in a place of their production, moreover, in a certain situation takes place. In the conventional production having concrete result of work (goods in a existent and material form), the concept of market has more concrete contents. In tourism the result of activity is reduced to a touring car product. In fact, the phaeton product is the any service which is satisfying these or those ne eds of tourists and subject to remuneration of the hardware of their party. holidaymaker services treat hotel, transport, travel, translation, providehold, municipal, intermediary, and so onThe main tourist product is complex service, i.e. the standard set of services sold to tourists in one package, abroad they are called often package-tour. preventiveist merchandise concept difficult and capacious in view of what it yet didnt receive the accurate and final wording. There is a set of definitions, including methods and the receptions directed on identification and satisfaction of needs of people, caused with motives of rest informative aspect, rest, entertainment, treatment, etc., and the organization of tourist bureaus or the associations, capable it is rational to satisfy these requirements the state and secret activity of the tourist enterprises which is carried out on the international, national and regional plans for the purpose of satisfaction of requirements of c ertain groups of tourists the agreement of a trade production activity aiming at satisfaction of individual needs of each consumer on the undercoat ofidentification and studying of a consumer demand for receiving the maximum 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 marketing can be used as at the level of separate travel company, and independently tourist concerns, holdings, including at the international level.The world tourist organization allocates three main functions of marketing in tourism 1) establishment of contacts with clients sets as the purpose to convince them that the offered vacation spot and services of service existing there, sights and expect benefits completely correspond to that clients wish to receive 2) development assumes design of innovations which will be able to provide new opport social unities for the sale, in turn similar innovations have to correspond to requirements and preferences of potential clients 3) control provides the analysis of results of activity on advance of services in the market and check of, as far as these results reflect really full and successful use visible(prenominal) in the sphere of tourism of opportunities. The tourist product has to be good acquisition. In this regard marketing represents the consecutive actions of the tourist enterprises directed on achievement of such purpose. Therefore and reasonable the following definition of marketing is earlier logical. Marketing in tourism is a system of straight coordination of offered 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 do by competitors. In relation to tourism allocate some components of a complex of marketing personnel, its qualification and training process of providi ng service environment.Tourist business 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 bangrs, and not just specialists in direct service of consumers. Marketing has to be an inbuilt part of philosophy 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 extravagantly-quality service of the client is the environment appearance of the building, office registration, furniture, the equipment, office equipment, etc. the atmosphere of the offer of a product (the physical environment) is perceived by means of sense organs (sight, hearing, sense of smell, touch) and has impact on consumer behavior in four ways1) can serve as a data carrier for potential consumers2) can serve as means of drawing tending of client s3) can be the carrier of a certain effect ( pretexts, sounds and properties of emerges of subjects surrounding the client influence his consciousness and induce to purchase)4) can create a certain mood. 19, page 58Ensuring management efficiency with marketing requires development of its auxiliary systemsmarketing entropymarketing organizationsmarketing control.The system of marketing reading 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 operational and strategic decisions is impossible. 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 performance of marketing strategy and computer programmes the system of marketing control is created. In practi ce the technology of implementation of the concept of marketing is very elastic. It can change both the structure, and a place of separate stages depending on features of the enterprise, pointedness of familiarity of the market, goals, tasks and market conditions. barely all these elements are closely interconnected. It is impossible any of them to exclude from system, without having down(p) its integrity.2. Marketing strategy in the tourism and hospitality sedulousness.2.1 Strategic marketing at the tourist enterprises.1. Corporate marketing strategy in tourism. power structure of marketing strategic decisions. The most important purposes of any company are receiving profit, ensuring continuous growth of a turn and occupation of the best 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 insurance 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 pass on growthformation of competitive advantages.These and other marketing decisions made by the top management of the company, restrict 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 three 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 def ine ways as it is better to use enterprise resources for satisfaction of needs of the market. It is possible to allocate three groups of strategic marketing decisions at corporate level. Portfolio strategy allow to resolve rather effectively issues of management of various palm of activity of the enterprise from the assign 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 chance to answer questions in what direction to develop to the enterprise better to conform to market requirements? whether enough own resources for this 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 bigger employment of potential consumers and what policy to choose in relation to competitors.2 . Marketing strategy on tourist industry devel opment.Marketing practice considers portfolio in the form of set, as a rule, not economic divisions dependent from each other, strategic units of one company. The portfolio analysis allows to present in a matrix look results of research of activities of the enterprise for the purpose of determination of their subsequent growth and increase in profitability 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 economic divisions of the enterprise with use of criteria of appeal of market segments and potential opportunities of each economic unit. green light resource management on the basis of a choice of the economic directions of market activity is carried out with use of a matrix of BKG and a matrix Mac-Kinzi.3 . The marketing strategy focused on growth of the tourist company. Ent erprise growth manifestation of types of its business activity which can be based on three opportunities of growth organic growth, intensifier 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 taking into account internal and external opportunities. Control of growth is exercised with the helpAnsoffs matrixesmatrixes of external acquisitionsnew matrix of BKG.Ansoffs matrix.This matrix 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 get the better of 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 marketexit to new consumer segmentsentry into the new territorial marketsexit to new marketing networks.3 . Strategy of development of a productinnovationsnew brandmodification by the range4 . The marketing strategy focused on ensuring competitive advantages of travel 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 ad vantages, both the enterprise, and his rivals in the market. Competitive advantage those characteristics of market activity of the enterprise which create a certain high quality 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 reaction of competitors.General competitive matrix.According to Porters general competitive matrix competitive 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 paid to improvement of goods, giving of bigger consumer usefulness to them, development of branded production, design, service and guarantee maintenance, formation of attractive image. The combination of high usefulness and the high price forms the market force goods. It protects the enterprise from competitors, provides perceptual constancy of position in the market. Price 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 curve. Leadership in a niche is connected with focusing of grocery or price 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 next moments essential strengthening of distinctions in expenses can reduce considerably advantages of service narrow the butt joint groups to-do reduction in differentiated production for narrow target group a nd a common market is possible competitors can find unoccupied 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 steps explanation of the on-going 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 future occasion, without having a clear brain concerning in what state there is an organization and what strategy it realizes. Various schemes 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 factorsscope of activity of firm and degree of a variety of made production, diversification of firm general character and nature of recent acquisi tions of firm and sales of part of the property by it structure and orientation of activity of firm for the last period opportunities on which the firm was focused latterlyrelation to external threats.Internal factorsfirm purposescriteria of distribution of resources and the actual structure of capital investments on made production the relation to financial 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 (marketing, production, shots, finance, scientific researches and development).The analysis of a portfolio of businesses represents one of the most important instruments of strategic management. It gives an evident idea that separate parts 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 practical ly 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 match. 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 unavoidable 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 the 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(p) figurative namesStars. The new business areas occupying rather big share of roughly growing market trading 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 cows. These are business areas which in the past received rather big 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 catamenia of monetary cash in these positions is well balanced as investments into such business area require the most required minimum. Such business area can bring in very big incomes of the organization. Difficult 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 generate the organization income because of the small share in the market. These areas most often are pure 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 without delay it is counterattacked by competitors dominating in this branch. Only skill of the manager 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, prescribe a choice of quite certain directions of actionsFor Stars To try to keep or increase a share of the business in the market.For Difficult 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 draw cows To try to keep 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 cardinal factors characterizing a condition of firm, taking into account results of the analysis of a portf olio 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 maximum 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 stake 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 leave this branch. The purposes of firm give uniq ueness 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 Tour.3.1 Summary of the enterprise.The Eurasia Tour travel company was founded on February 29, 1996. The firm cooperates with the leading Russian tourist organizations 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 center InterSib for commerceal work. In 1999 own tourist programs for the Omsk region, gained credit of Omsk, nonresident and foreign t ourists adventure automobile round on the join of the Omsk region Taiga rally and an alloy on kayaks under the name Secrets of the Taiga River were for the first time offered. Eurasia Tour is an official 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 agreement between Russia and China, having acquired the estimable for opening of visas to citizens of the Russian Federation. Today the staff of firm makes 15 people. Contacts with all leading hotels of the city, and also the largest boarding 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 average and higher up an averageEducation usually the highest, but doesnt play a roleRelationship status u sually a family from two-four people Work, profession most often business ownersGeographyVital style 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 publicise. Motive of travel disposition to have a rest with a family, desire to have a rest abroad, desire to receive treatment abroad desire to regard the exotic country (entertainments + novelty)3.2 Marketing strategy on an example Eurasia TourThe firm exists 14 years, and even crisis of 1998 didnt become a burden for its development and functioning. In advertising 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 wh ich offer practically all tour agencies of the city (rest in Spain 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 Rally, Secrets of the Taiga River, Linevos Lake, Omsk excursion and so on), being that tour-operetor.It should be noted that Eurasia Tour issues the pamphlets connected with their own projects, for bigger involvement of tourists to these services. All booklets are printed in printing house on good, qualitative paper that shows respect for clients. In addition all booklets are dissimulationfully issued. The booklet Taiga Rally is executed in green twist which associates with trees, with a taiga. Booklets Linevos Lake and Secrets of the Taiga River nail various shades of blue color which associates with water, the lake, the small river. The Okunevsky Ark is executed in brown, yellow and white tones which give to the bookl et some mystery. In these advertising 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, fishing, 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 walk, 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 envisage situation is created. For example, to visit the most mysterious region of Western Siberia levy of the power center of the earth Practically all advertising leaflets contain information in two languages Russian, for the Russian-speaking populat ion, and English, for foreign tourists. Besides advertising leaflets, the world Internet system the tourist firm Eurasia Tour places the advertising on television receiver 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 festive program on March 8 in sanatorium Mercury advertising on television, for the weekend, during display of evoke 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 trend of Wanderings were allocated for advertising of this project. The advertising appeal which was placed in the newspaper, was simple, short, drawing attention of readers. Owing to the efficiency, repeatability, bro ad 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 styles of the organization.The corporate style is a set color, graphic, verbal, the typographic of the design constant elements providing visual and semantic unity 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 TrademarkFirm side 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. Color depends on on what color surface will be the logo is put. Color 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 earthly concern WITH USThe firm slogan is always written in the Russian and English languages that gives the chance to use services of firm not only to Russian-speakingtourists, but also tourists from different corners of the world. So, from the aforesaid 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, hand bills, 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 application in the tourism sphere. However increase of the competition, commercialization of tourist activity resulted in need of the sudden 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 good instrument of achievement of success in the market, specialists of the tourist enterprises need to reach its methodology and ability to apply it depending on a concrete situation.