Introduction to demand analysis and how it can be used in business / marketing plans

1. Johanna Heinonen

2. GROWTH OF TOURISM
 Tourism is one of the fastest growing economic sectors
in the world
 The business volume of tourism equals or even surpasses
that of oil exports, food products or automobiles
 Factors that have led to the
 Technology and destination development
 Changing social patterns
 Changing Living standards

3. EXTERNAL ANALYSIS
 Analysis of competitors and
competition
 Analysis of demand and customers
 Analysis of culture, laws,
regulations, technology and trends

4. GENERAL IDEA
Competitors
Our company
CUSTOMER
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NO! YES!

5. ANALYSIS OF DEMAND AND CUSTOMERS
1. Study, what kind of customers company has right now and why
these customers buy company’s products
2. Study, how demand is going to develop in the future on the
company’s market and in the target group
3. Analyze, what kind of people are going to company’s
customers in the future and why (wat kind oc
products/services they want, what kind of values they have
etc.)
4. Analyze also, what kind of producst/services company should
offer in the future based on the developmen in the demand
5. Analyze also, which is the most profitable target group in the
future
6. Think also, what kind of marketing efforts a company should
take in the future in order to reach the most profitable target
group

6. DIVIDING CUSTOMERS INTO TARGET GROUPS
 In order to make marketing more effective and to
concentrate on the most profitable target group a company
must divide its potential customers into target groups
 Demografic and social‐economic basis
 Psychografic basis
 According to situation

7. CUSTOMER PROGRAMS
 It is also important to think, how the company shall
keep the customers as its customers in the future
 This is called as cusstomer program and it aims to keep
customers satisfied
 Customer satisfaction is alwaus customer’s own
decisions and evaluation
 Customer satisfaction is effected by:
 The quality of product / service
 The whole personnels skills and attitude towards customers
 Managers’ attitude towards customers and personnel
 A long‐term planning and implementing process
 Keeping of the service promise