TEMA 3 ANÁLISIS DEL ENTORNO, MERCADOS TURÍSTICOS Y DEMANDA UNIVERSIDAD DE LA LAGUNA Dpto. de Economía y Dirección de Empresas Marketing Turístico

Marketing Environment All the actors and forces influencing the company’s ability to transact business effectively with it’s target market. Includes: –Microenvironment –Microenvironment - forces close to the company that affect its ability to serve its customers. –Macroenvironment –Macroenvironment - larger societal forces that affect the whole microenvironment.

The Marketing Environment Company Demographic Economic Natural Technological Political Cultural Company Customers Intermediaries Suppliers Competitors Publics

The Microenvironment Company Customers Publics Suppliers Competitors Intermediaries Forces Affecting a Company’s Ability to Serve Customers Forces Affecting a Company’s Ability to Serve Customers

The Company’s Microenvironment Company’s Internal EnvironmentCompany’s Internal Environment- functional areas such as top management, finance, and manufacturing, etc. SuppliersSuppliers - provide the resources needed to produce goods and services. Marketing IntermediariesMarketing Intermediaries - help the company to promote, sell, and distribute its goods to final buyers.

The Company’s Microenvironment CustomersCustomers - five types of markets that purchase a company’s goods and services. CompetitorsCompetitors - those who serve a target market with similar products and services. PublicsPublics - any group that perceives itself having an interest in a company’s ability to achieve its objectives.

Customer Markets Company Consumer Markets International Markets Government Markets Business Markets Reseller Markets

The Macroenvironment Demographic Technological Cultural Economic Political Natural Forces that Shape Opportunities and Pose Threats to a Company Forces that Shape Opportunities and Pose Threats to a Company

The Company’s Macroenvironment DemographicDemographic - monitors population in terms of age, sex, race, occupation, location and other statistics. EconomicEconomic - factors that affect consumer buying power and patterns. NaturaNatural - natural resources needed as inputs by marketers or that are affected by marketing activities.

Demographic Trends Changing Age Structure Population is getting older Changing Age Structure Population is getting older Changing Family Structure Marrying later, fewer children, working women, and nonfamily households Changing Family Structure Marrying later, fewer children, working women, and nonfamily households Geographic Shifts Moving to the Sunbelt and suburbs Geographic Shifts Moving to the Sunbelt and suburbs Increased Education Increased college attendance and white-collar workers Increased Education Increased college attendance and white-collar workers Growing Ethnic and Racial Diversity

Economic Environment Changes in Consumer Spending Patterns Changes in Consumer Spending Patterns Economic Development Economic Development Changes in Income Changes in Income Key Economic Concerns for Marketers Key Economic Concerns for Marketers

Natural Environment Factors Affecting the Natural Environment More Government Intervention More Government Intervention Shortages of Raw Material Shortages of Raw Material Increased Costs of Energy Increased Costs of Energy Higher Pollution Levels Higher Pollution Levels

The Company’s Macroenvironment TechnologicalTechnological - forces that create new product and market opportunities. PoliticalPolitical - laws, agencies and groups that influence or limit marketing actions. CulturalCultural - forces that affect a society’s basic values, perceptions, preferences, and behaviors.

Technological Environment Rapid Pace of Change Rapid Pace of Change High R & D Budgets High R & D Budgets Focus on Minor Improvements Focus on Minor Improvements Increased Regulation Increased Regulation Issues in the Technological Environment Issues in the Technological Environment

Political Environment Greater Concern for Ethics Greater Concern for Ethics Increased Legislation Increased Legislation Changing Enforcement Changing Enforcement Key Trends in the Political Environment Key Trends in the Political Environment

Cultural Environment Of Organizations Of Nature Of Oneself Of Society Of the Universe Of Others Views That Express Values Views That Express Values

Responding to the Marketing Environment Environmental Management PerspectiveEnvironmental Management Perspective –Taking a proactive approach to managing the microenvironment and the macroenvironment to affect changes that are favorable for the company. How? Hire lobbyists, run “advertorials”, file law suits and complaints, and form agreements.

La coyuntura turística Hay una incertidumbre sobre la evolución del sector del turismo internacional -Parece existe una recuperación en los últimos años -La recuperación del número de viajes no lleva asociado un volumen de ventas del mismo orden -Los precios son un elemento clave en la toma de decisiones de la demanda; -Cambio comportamiento de los turistas, especialmente el retraso en la formulación de reservas y las compras de última hora; -Las empresas del sector siguen dando prioridad a asegurar su rentabilidad -Estrategia empresarial centrada en una política activa de alianzas, adquisiciones y fusiones como medida de racionalización económica y de garantía de resultados; -Las administraciones turísticas siguen movilizando recursos y las mejores técnicas de gestión en apoyo del sector -Las expectativas a medio plazo son positivas.

Tendencias del mercado - Clara tendencia a reducir la estancia de las vacaciones; - Mayor fragmentación de las vacaciones - Mayor demanda de vacaciones a la medida: la madurez de una parte notable de la demanda así lo exige, y el uso de sistemas de información avanzados lo potencia; - Aumento relativo de la demanda de alojamiento no hotelero convencional; el paso de las vacaciones activas a las vacaciones como experiencia; conseguir una vivencia participativa completa, que permita adquirir conocimiento y hacerlo experimentando emociones auténticas; - Retraso de las reservas hasta última hora - Aumento de turistas de la tercera edad; - Creciente importancia que se concede a supeditar las actuaciones turísticas a criterios de desarrollo sostenible y comercio justo; - Movimientos migratorios, que tienen un peso específico en la demanda turística; - Procesos de integración económica; - Irrupción de destinos emergentes, ya que están llevando a replantear el diseño de productos a otros destinos; - Oportunidades que ganan los destinos con menores trabas fronterizas; - Segmentación de la demanda, que se hace más compleja al entrelazar diversos motivos tradicionales de viajes (viajes de novios a destinos en los que poder acceder a sol y playa y cultura, cruceros temáticos).

Tendencias de la oferta Estrategias de integraciones empresariales (alianzas, fusiones o adquisiciones). Se ha modificado la configuración del sector de transporte aéreo. Cambios en los sistemas de distribución. El reto es adelantarse a los movimientos de la demanda para atenderla, asegurar niveles adecuados de calidad y trasladar a los clientes esos valores a través de la creación y acreditación de marcas. Como alternativas, se están tratando de establecer criterios de calidad homologados por sistemas de acreditación reconocidos. A corto plazo, las empresas turísticas están trabajando en la reducción de costes estructurales, rebajando el nivel del punto muerto, refinando y saneando su gestión financiera, e implantando medidas de marketing que afectan a productos y sistemas de distribución. En este sentido, se está valorizando el papel de los GDS. Una fórmula permanece válida en general: la cooperación entre gobiernos, y entre sectores público y privado