Презентация на тему Business game “international marketing” territorial marketing in the international markets

aimed at practical skills development in marketing. This game

is a simulation of marketing activities such as product creation for the target audience and development of marketing-mix strategies.

THIS IS A TEAM WORK
The potential target market consists of the inhabitants of St. Petersburg (B2C market) as well as of the companies (the B2B market), working in St. Petersburg.

The “product” you are going to introduce to the market is a country with its special, unique characteristics.

of recommendations how to attract tourists from St. Petersburg

to the country. MILESTONES OF BUSINESS GAME:  STEP 1. To conduct a research of St. Petersburg tourism market in order to determine its fundamental characteristics. RESULTS OF THIS STEP:
- key St. Petersburg tourism market trends; - state in major market sectors; - St. Petersburg tourism market dynamics; - St. Petersburg tourism market capacity; - most popular touristic destinations; - competitive advantages and disadvantages of the promoted country (political, economic, socio-cultural, geographical, environmental, national, etc.)

DESCRIPTION OF THE GAME

of recommendations to attract tourists from St. Petersburg to

the country. MILESTONES OF BUSINESS GAMES: STEP 2. Analyzing St. Petersburg tourism segment structure RESULTS OF THIS STEP:
- Identification of segmentation criteria (makrosegmentation: B2B and B2C markets); - Selection of significant segmentation criteria; - Description of segment profile, choice of target customer segments; -  Description of the characteristics of the target segment (segments), their needs, behavior and consumer expectations.

DESCRIPTION OF THE GAME

of recommendations to attract tourists from St. Petersburg to

the country. MILESTONES OF BUSINESS GAMES: STEP 3. To develop a market positioning strategy and product for the chosen segments
RESULTS OF THIS STEP:
- Key positioning attributes for the St. Petersburg tourism services market; - Description of the main characteristics of product policy (range of proposed services); - Description of the main characteristics of the pricing policy (price level, discount system, loyalty programs); - Description of the communication policy and promotion methods, including creation of communication materials.

DESCRIPTION OF THE GAME

lot with a country. - This is a team work!

The results of the research are presented publicly (Power Point), and contain the results of each step. THE JURY EVALUATES:
 - the quality of the analysis and proposed solutions;  -  presentation quality and creativity;  - teamwork - the level of involvement of all team members, team leader motivating influence

DESCRIPTION OF THE GAME

4 teams playing
18.04. (17.25-18.55) – Start of the game,

distribution of tasks, team work on Stage 1
25.04 (15.50-17.20) - individual team consultation, Team 1,2 - one academic hour per team
25.04 (17.25-18.55) - individual team consultation, Team 3, 4 - one academic hour per team
16.05 (15.50-17.20) - individual team consultation, Team 1, 2 - one academic hour per team
16.05 (17.25-18.55) - individual team consultation, Team 3, 4 - one academic hour per team
23.05 (15.50 - 18.55) – the presentation of the project results to the expert jury (English), expert evaluation
30.05 (15.50 - 18.55) - feedback on the results of the game, awarding the winners

the project results to the expert jury (English), expert

evaluation, the order determined by lot performances

PRESENTATION DAY TIMING:

TIMING