Market and Customer Insight of travel

and travel business in Batam

Syndicate 1
Boy Zasmina I Abdollah Siregar I
Prihtiono Sejati I Prastiwo Anggoro
I Theofilus Purnama Putra
Marketing Problem
Average day and Spend Money Foreigner
in Batam vs in Bali *)

Foreigner just stay 1,68 days/person

in Batam
Based on the Survey Bank Indonesia

Just spend $ 168/person

Average spend money in Batam

Batam Bali

*) Survey of Bank Indonesia 2015

Purpose Report to Government Batam

1) To offer an insight on market segmentation;

2) To give better understanding on the motivation and drive of the foreign tourist
visiting Batam;

3) Based on item 1 and 2, to give a feedback and input to focus on creating better
value and position for Batam to attract more tourist and spend more;
Research Method
Primary and
01 Secondary Data

I. Government Institution ; Put product

image here
II. various articles are collected

02 Methodology

SEGMENTATION TARGETING POSITIONING

Market Segmentation

India

4,22
%
39.580 China

6%
4.1
39.011

Singapore

51,9
8%
487.891

Malaysia

10,7
0%
Others
100.417
Countries
247.498
Philippines

2,58
%
26.37% 24.194

Foreign Visitor to Batam by Nation

938.591 Up to June 2019

Report by : BPBatam
Targeting
Market targeting will be Use for the Following :

Product and mix marketing strategy

It will help to adjust the product and mix marketing
strategy in view of the marketing target
develops product
It develops product positioning and mix
marketing strategy.
Anticipating competition
It will help in anticipating competition.

Utilize
It helps utilize our limited resources efficiently and
effectively
Global reach
It may help to target bigger market.
Identifying the Target Market
Needs to understand below:

Markets
The Intended Market Target The Quality Target
The purpose is to understand how This is to understand what is
many markets to be supplied the expectation on the
Category 1 Category 2 quality of the product
including the best way to deliver to
those market. delivered from those
markets

Products

Category 3 Category 4
The Quantity Target The Geographical Target
This is to understand how much it will help us to understand the area
demand is needed by those of the market covered
market target
How to Achieve the target Market
There are 3 strategies as follow :

Undifferentiated Marketing
is defined as the marketing effort to review the market as a
hole and focus on product packaging.

Differentiated Marketing
It is the marketing effort to segmented the market by
dividing the market to become two or more

Concentrated Marketing
focus the marketing of its products and services to
selected market segment which it considers to be the most
potential

your
logo
CustomerTargeting Malaysia

10,70
%
100.417

2,58%
Philippines
Concentrated Marketing 24.194

65,26 - Singapore
- Malaysia

%
51,98
Singapore

%
487.891
- Philipina
is Asean
Market
Middle Class Asean
Economy
Dayli exp. USD 10-USD
statues
100/day

Achieve a) Average 2 days stay

b) USD 200 tourist spent/person
Positioning

the weekend gateway destination

in the region

as the extension of tourist destination

of Singapore
 Conclucion
Foreigners will :
 2 days Stay in Batam
 Spend USD 200 in Batam

Achieve the target

development should also be coupled with the creation of
various activities such
1. cultural activities
2. special sales activities,
3. sports activities, etc

Development Of Urban Space

it can create additional destination without spending much
time in travelling

Middle-class income tourist

This group of people are very particular about :
1. the cleanliness; 3
2. the hygiene factors;
3. Safety;
4. and attitude of the host 2

1
Thank You