Recommended Assignment Structure

1.    Introduction

• Overview of the current market context of the selected field, some specific data can be given. Show how it is beneficial/detrimental to the business.

• Summarize the business situation and the key objectives of the company.

Example: Vietravel, founded in 1995, is a pioneer in transportation tourism in Vietnam, despite competition from Saigon Tourist and Hanoi Tourism, focusing on enhancing the quality of life for its customers.

• Mention the chosen/assigned segment and the chosen digital platform.

Example: This article explores the target audience of mental and wellness travelers for Vietravel, utilizing McKinsey's customer journey model to identify effective digital strategies on TikTok.

2.    Customer profiles

• General description of the target customers.

Example:

Vietravel caters to both leisure and business travelers, with 83% of international arrivals in 2022 being leisure travelers. Vietnam's spiritual tourism, fueled by historical relics and folklore festivals, attracts 42% of domestic visitors. The country's economic hub attracts 16 billion USD in 2023.

• Describe the target customers with clear identification of sub-segments using different segmentation variables, including geographics, demographics, psychological, and behavioral, of which web graphics are included.

Example:

In 2030, there will be two distinct tourism segments: individuals who are in search of relaxation with religious experiences (85%); and those embarking on journeys for business and professional purposes (15%) (UNWTO-2023).

Spiritually and religiously motivated travel has proven its position in the tourism sector. In 2016, one-third of 62 million domestic tourists visited destinations with spiritual significance, according to the Viet Nam National Administration of Tourism (VNAT).

 Customer segment table: