P. E. S. T analysis First of all, the P. E. S. T analysis of Germany would help the organization to analyses the marketing environment through political, economic, social cultural and technological sides. Political aspect Of Germany Germany is a federal parliamentary republic country in Europe. Government affairs, such as Foreign affairs, military and currency are under the jurisdiction of federal. The government of Germany could be divided into three main parts- legislature, executive and judiciary. Yet, different departments would response and engage to these components.
Federal Parliament responses to legislature, Federal government responses to executive and Federal constitution court responses to judiciary. Then, Germany is VISA free and VISA on arrival access to more than 170 countries. There are no VISA requirements when resident of Germany visit countries such as United Kingdom, Spain and Sweden. Moreover, there are low VISA requirements for EX. nationals. Residents from the EX. countries only need to bring their ID with them to enter Germany. For non- ELI nationals, people are no need to apply for a VISA when they stay less than 90 days in Germany.
Since Germany is a part of the European union, the union had signed some VISA facilitation agreements with different countries, such as the Russian Federation and Ukraine. The agreements simplified the process of applying for the VISA. For example, less documentary evidence required and shorted length of the process. There is a complex tax system in Germany. However, it could be divided into two categories- German taxes and income taxes. Vehicle tax, audiovisual license fee, property tax, VAT, dog tax and church tax are the basic tax the residents from Germany need to pay. The most common one is the VAT.
The latest current VAT rate in Germany is 19%, but the VAT for foods, Gaines and books is 7%. Corporate tax, personal taxation, double taxation, freelancer tax are included in the income taxes. The corporate tax is charged for businesses. In 2013, the rate was 15%. Then, personal taxes are another typical income tax. The taxation is progressive, which means taxes requirements depends on the income level of a resident. The higher income level represents the higher rate of taxes people need to pay. For example, when the income is between 0-8130 EURO, then they do not have to pay tax.
When the income is between 8131 ;52881 KIER, people have to pappy% for taxation. Economic Since the country is a part of the European Union, Germany has to share a single currency with other 17 European countries such as France. The currency named Euro. Then, the exchange rate of EURO to GAP in April 2014 is 1: 0. 828. On the one hand, the exchange rate of EURO to U. S dollar in the same period of time is 1: 1. 3887. This means people who own Euro would have less purchasing power in the united Kingdom but have more purchasing power in the United States.
After that, the disposable income is measuring the amount of money people are able to spend after paying taxes and pension contributions to the local government. The higher amount of disposable income means people have more abilities to buy. The total disposable income of Germany is 440. 89 million in 2014, which rose rapidly since 2010. This results shows the resident of Germany have high purchasing power. So, they may have extra money to spend on tourism products. The unemployment rate of Germany was 5. 1 in the beginning of 2014. Compared with 201 3, the rate dropped. Also, there are 41. Million residents in Germany were being employed in the February 2014, which increased 31500 persons when comparing with February 2013. Nowadays, most people in Germany have table jobs. Therefore, they may have more opportunities to join business trip or having more wealth and extra money to travel for recreation. The inflation rate of Germany was 1. 04% in March 2014. It dropped nearly 1% since June 2012. So, people would have more purchasing power to purchase goods and services. However, they may tend to visit countries with lower inflation rate, then people could spend less amount of money and buy more goods.
Social Cultural Germany is located in the central of Europe. The climate of Germany is cool, gloomy and wet whether summer or winter. Germany is the country with the cost population. Since there are nearly 81 million people in the country. There are over 90% citizens are German, 2. 4% are Turkish and 6. 1 % citizens are from countries such as Greek, Italy, Poland and Spain. The major language in Germany is German. Most people are able to speak German fluently. Then, there are three major religions in Germany-Protestant, Roman Catholic or Muslim. There are nearly 70% of people are having religions.
After that, the population could be distributed into rural and urban. In 2010, over 70% of populations are living in urban area, most of them are living in Berlin, Hamburg and Munich. The urban population growth rate is 0. 29% in the beginning of 2012. On the one hand, there are 22 million of rural populations in 2014. However, the rural population growth rate is keeping declined. In 201 2, the rate was -0. 4%, which means more citizens are leaving the rural area. There will be more people living in urban area instead of the rural country sides in the future.
According to the age Structure Of Germany, over 40% people are between 25-54 years old and over 20% people are be;en 55-64 years old. People have long life expectancy in Germany, because of the average is around 80 years old. Due to the long life expectancy, people have more time to explore. They may join some golden package tour to travel around the world. Yet, the average school life expectancy is 16 years. So, the graduates may start working since 16 years old. So, people who are over 25 may have money and abilities to travel by their own.
They would also enjoy experiencing some new culture. Tech analogical There is a well developed transportation system in Germany. People could travel with airways, roadways, railways or waterways easily. Nowadays, Germany has 539 airports, over forty thousand kilometers of railways, 645000 limiters of roadways and 7467 kilometers of canal. Restock and Wilhelmina are well known seaports in Germany. Buses are the most popular public transport. Different central bus stops are usually near the major train stations, people are easy to access the buses and travel around the Germany.
There are also night buses services cover the midnight period, to help the citizens go home when other transportations are out of services at the night time. On the one hand, the internet usage in Germany is wide, since over 92% teenagers could access different sources, such as watch live show n the internet and nearly 30% of old people could use the internet. There are nearly 70% adults in Germany could connected to the internet. So, people in Germany are able to order tickets for transportations or reserve rooms for accommodation through the internet easily.
The ops marketing plan The ops marketing plan included product, price, promotion, place, people, process and physical evidences, which shows the marketing plan through different aspects then the company can focus on their aims easily. Product The product could be divided into three major types- package tour, icepack tour and the game. Since there are no German athletes would engage the game, so the company should focus on the games German may interested. From the former statistics, athletes from Germany usually win the track and field games and cycling games from the Olympic game. So, they may interest to these two sports.
Furthermore, they may interest to diving, hockey, judo, shooting, table tennis, weightlifting and swimming too. So, the company should provide different package to different customers, then they can enjoy the games and holidays. Every tour would include at least one final name and one normal game. First of all, the target customers of the package tour are mainly the golden age customers. There are two types of packages they could choose-the golden package and the silver package. The golden package lasts two weeks, which included two specific final games or ceremony and three optional normal games.
They would live in five-star hotel in Scotland, such as Baltimore. Then, they would take parts in 5 different tours for exploring the country. They may visit the attractions like Edinburgh Castle and have an exclusive whisky tour. On the other hand, the silver package lasts en week and would only include one specific final game and two optional normal games. The tourist would live in four-star hotels and have two days for local explorations. For the backpackers, they are mostly young people. So, there are mainly three types of packages they are able to choose- the silver, the gold and the diamond.
The silver one only lasts for three days, which included one final game and one normal game. The tourists would stay in B&B accommodation for two nights, which would near the venues. If they want a four-star or five star hotel experiences, they could pay more for upgrading the accommodation. There are no local exploration sections for them. Then, for the gold one, it lasts one week. It includes two specific games and one optional normal game. Tourists will stay in five-star hotel and they will have tickets for entering two attractions such as the Edinburgh Castle and the steam trains tour over the Glaswegian viaduct.
The diamond one lasts two weeks, which included two specific games or ceremony and three normal games. Tourist would stay in five-star hotels and have tickets for entering four local attractions, which is optional too. They are able to choose the Edinburgh Castle, the Edinburgh Zoo, Steam trains tour or the bus tour to highland. For the game, the design of the tickets would be clear and fashionable. There are enough facilities in the venues, which includes enough Seats, rest area, smoking area, washrooms, free shuffle buses services and food and beverage services.
There would be a 24 hours hotlist and a 24 hours web chat system to solve tourists’ requests and problems. There would also be convenient transportation connections from the venues to the railways and airports. Last but not least, there would be tourists’ information centre around the city, which provides maps, guides and helps. Price There would be a premium pricing policy for both package tourists and backpackers, which depends on their length of stay and the number of attractions they would like to visit.
Packages (prices for two tourists) The Silver star 3500 GAP The Golden star 5500 GAP Backpackers (prices for two tourists) The silver 1350 GAP The Gold The Diamond Yet, there would be penetration pricing policy for the silver tours. There would be an early bird price for people who order the package tour in September 2013. People who order the package in April 2014 would be the cost expensive one, since it is very difficult to purchase tickets and reserve a room in this period. There would also a loyalty system for the tourists. When they join the tour at an early time, they would have extra 10% discount for joining the next tour.
Then, when there are four or more backpackers are traveling together, they would have 10% discount of the total prices. The tickets are divided into three classes- the first class, the second class and the third class. The most expensive game is the boxing final game, it cost GABBY for the first class, 90 GAP for the second class and 70 GAP for the third class. Audiences who are under 16 or over 60 could get the concession price for the tickets. Children under 2 would consider as babies in arms, which do not need any tickets to access. The wheelchair tickets and easy access tickets are available.
Personal assistant seats would provide for no extra charge. People are able to purchase the tickets through queue, credit card, debit card, pre- paid credit card or postal order. Promotion The company could use three different ways to promote the game. First of all, the company could promote the game through some traditional ways, such s advertise on newspaper, radio, posters, sports magazines and travel magazines, billboards, televisions etc. The target customers oftenest methods are the elderly. There are only 30% of elderly know how to access to the internet.
So, these traditional methods would help the company to spread the information of the package tours to the elderly in Germany. Then, the game should have a mascot, logo and slogan, which help the organization to build up a special image and concrete the major factors of launching the game. Moreover, the company should advertise on Backbone, Twitter, Youth. They would also launch an official website, Mainstream account, Youth channel to share the important information of the game. These multimedia sites would help the company to attract the young generations and build up a trendy image for the game.
After that, the company could also cooperate with other businesses like Ms Dona’s and Samsung and let them sponsor the game, which would increase the fame of the game and more people would interest to the game. Place There are three four major distributions for the products. Firstly, the travel agents would be the middle man and help the customers to purchase the tourism products they need. In SKI, people could purchase different tourism products such as, packages, flights, accommodation from travel agents like SAT Travel, Thomas Cook and Cooperative Travel.
In Germany, people could purchase tourism products through agents like Spacecraft in Frankfurt or Labials GSA in Hamburg. Moreover, people could purchase tourism products online, such as Transplanted. Co. UK and Expedite. Co. UK. These sites would help customers to purchase in a convenient way. Customers only need to fill in information such as departure date, return date, destinations then all information of the products would shown below. Sometimes, customers would able to find deals through these sites, which is cheaper than purchasing from the travel agents.
Yet, people could order the common game tickets through the official site- Glassblowing. Com/tickets. Customers only need to complete to forms and then apply for the tickets directly. Customers only need to pay when the organization accept the request. The tour products could distributed through dealers like souvenir shops. Sometimes, these products would sell in airports, railway stations and bus terminals too. People There are six main kinds of people would engage to the game. The first one is the volunteers, they need to guide the visitors and control them, and for example, telling them which venue should they go.
They would also be the assistant Of general staffs and help translations. So, the volunteers should know more than one language, since they need to communicate with the tourists. Then, they should be well trained and learn how to solve problems in different situations. They should wear uniform to be easy to recognize. Then, the duties of the general staffs are to organize tourists, due with different situations, solve the problems occur from the games and from the tourists. The major mission is training the volunteers to help them to maintain the condition of the venue.
The general staffs should know more than one language and have experiences. Supervisors are important too. They would organize the game and provide advanced services to important customers and VISP. They should be well experienced and able to deal with different situations. They should dress decent. After that, the mission of the marketing team is to distribute to tickets and cooperate with the sponsors. They need to face different groups of people, so they should be cooperative and easy going. The tour guide duties are to lead the tourists, help translations and provide tourism products.
They should speak German, since the target customers are from Germany. The staff from the accommodation should prepare a comfortable environment for the tourists to rest. So, they should dress in uniforms and be trained. Process of the one week tour 1 . The first step is reading the advertisement. 2. Then, the target customers would consider and discuss with their family members. 3. After that, they would go to the travel agent and ask the staff to explain the details of the tour or read the details online. . They would order the tourism products they need.
They may order the package tour with the elderly or the backpackers’ tour with friends. 5. The next step is to fill in some documentary for the tickets and choose hotels. 6. Then, they should start preparation and packing. They should notice the currency exchange rate and prepare the contact details of the tour guide or the travel agents. 7. The tour started 8. They settled down and started exploration to the city. 9. They watch the swimming competition. 10. They explore the Edinburgh Castle and move to another accommodation. 11. They watch the cycling final competition. 2. They would enjoy the bus tour to highland and then moved to another accommodation. 13. They would enjoy the steam train tour. 14. They watch the track and field’s final competition. 15. The end of the tour and leave. Physical evidence There are five main categories, which are strongly requires on physical evidence. They are transports, the venue, the accommodation, the attractions and the tourist information centre. Firstly, the main transport of the package tour is the coach. So, the coach should have soft seats, wide spaces for tourists to relax on the coach.