group assignment market share competitor analysis positioning map

Thismission statement represents our strong will of serving customers with the best quality ofservices at each step.- Your Wings provides skydiving services in the mountains and at sea a

Nguyen Thi Minh Huyen

Le Thi Hanh Nguyen

Nguyen Le Khanh Huyen

Nguyen Thanh Phuong

Vo Lam Quyen

TABLE OF CONTENT

INTRODUCTION

1 Vision - Mission - Value / Competitive Advantages

2 Market And Competition

3.5 Customer Journey Map

4 Service Marketing Management

4.1 Applying The 4Ps of Marketing To Services

a Developing Service Products And Brands

b Distributing Service Through Physical And Electronic Channels

c Setting Prices And Implementing Revenue Management

d Promoting Services And Educating Customers

4.2 Managing The Customer Interface

a Designing Service Process

b Balancing Demand And Capacity

c Crafting The Service Environment

d Managing People For Service Advantage

4.3 Developing Customer Relationships

a Managing Relationships And Building Loyalty

b Complaint Handling And Service Recovery

4.4 Striving For Service Excellence

a Improving Service Quality And Productivity

b Building A World-Class Service Organization

5 Conclusion

Da Nang is known as a livable city that everyone should come to at least once in their lifebecause of not only the friendliness and openness of the people but also a destination thatattracts tourists by the natural landscape of the sea , diverse mountains, many interestingentertainment activities In particular, skydiving is an outstanding adventure on the top of SonTra, which has been popular in recent years, attracting a large number of tourists Manytourists come to this subject mainly out of curiosity because of the adventure and interestingnature of the subject, besides, the desire to find a breakthrough for themselves You can fullyadmire the whole beauty of a series of famous landmarks such as Linh Ung Pagoda, My KheBeach, Hai Van Pass

1 VISION - MISSION - VALUE / COMPETITIVE ADVANTAGES

VISION

- Your Wings wants to become the top 3 agencies providing skydiving services in the next 4years in Da Nang We will gradually expand the customer segment and focus more on theforeign tourist segment From there, expanding market share in the market and transforminginto an agency providing general entertainment services

MISSION

- Our mission is to Provide safe and high-quality skydiving services, bringing memorableexperiences for customers to feel secure and satisfied when using Your Wings' services Thismission statement represents our strong will of serving customers with the best quality ofservices at each step

VALUE

- Your Wings provides skydiving services in the mountains and at sea at affordable prices,giving customers great, novel and safe experiences We also provide supplementary services

to help customers most conveniently use Your Wings' services

UNIQUE SELLING POINT

- When customers pay for Your Wings' skydiving service, Your Wings' system willautomatically deduct VND 200,000 service fee to contribute to the Vietnam Children's Fund -

- Customers can contact them anytime to book new trips Your Wings is committed to solvingall customer problems within 24 hours of receiving customer complaints.

COMPETITIVE ADVANTAGES

- Unique experience: Skydiving is an adventurous and exciting activity that brings a unique andexciting experience to customers The excitement and challenge of skydiving creates anunforgettable experience

- Skydiving location: YourWings offers a variety of beautiful skydiving locations in Da Nangsuch as My Khe beach, Nguyen Tat Thanh beach, Son Tra peninsula, Customers can enjoythe beauty of the whole city Da Nang from above

- Professional staff: A team of qualified, experienced pilots, professionally trained andknowledgeable about skydiving techniques will The medical staff is flexible and professional,handling all situations quickly and efficiently

- Modern equipment and technology: YourWings provides parachute equipment and moderntechnology, increasing safety and reliability for customers Using the latest equipment andadvanced technology, conduct thorough testing before and after skydiving, periodically testand inform customers about the quality of the parachute

- Service quality: YourWing ensures good service quality, from the registration process,preparation instructions to the actual experience of skydiving YourWings focuses onprofessionalism, dedication and convenience for customers in every step of service Therebygiving customers the full enjoyment during the experience

- Diversity of service packages: YourWings offers a variety of main service packages,supplementary services and skydiving options to suit the needs and desires of customers.YourWings can be flexible in customizing the service package that can create interest andattract customers

2.1 Market Survey

a Timeline - Survey

- Survey timeline: 25/06 - 30/06

- Number of people: 20 people

- QuestionnaireSurvey Analysis:

b Analysis Survey

- Survey analysis: This survey shows who the main target group of customers are and the waysand priorities that customers access skydiving services

- Through surveying each customer group with different ages, YourWings' target customers will

be in the age group of 25–35 years old At the age of 18-25 years, this is the age of mainlystudents or recent graduates, the level of spending a decent amount of money on a paraglidingdiscipline is quite small Secondly, most people have never experienced this game before,only a few people have participated in this game and they are willing to spend some money toexperience it Customers aged 25-35 are the group of customers who usually have stable jobsand some are married and foreign tourists in Da Nang at this age are also higher Therefore,the demand for tourism and experience sports such as skydiving, paragliding will be higher,the cost for them to spend on travel and experience will also be higher

- Through the survey, in addition to developing core products and services, YourWings willfocus on developing supplementary services that customers prioritise including videography,theoretical and practical skydiving courses, and door-to-door shuttle services

- We have surveyed and found that when interested in a certain service, customers tend to findout information from the experiences of relatives, friends or comments, reviews of customers,KOLs on social networking sites) These will be the main communication channelsYourWings uses to reach customers And in the process of using the service, the top 3 criteriathat customers care about that YourWings will focus on are the assurance of safety, price andquality of service, quality of customer consulting services of employees

willing to pay to experience it.

CHALLENGE

- Because this is a sport that costs quite a bit for a jump, and customers want the experience mainly to satisfy their curiosity, the time for customers to participate again is quite long

- The number of diverse places to organise paragliding is limited

2.2 MARKET SHARE - COMPETITOR ANALYSIS - POSITIONING MAP

MARKET SHARE

- Based on the estimate in the first quarter of 2023, the total number of visitors staying in DaNang is estimated to exceed 1.4 million Due to the continuous promotion of beach tourismactivities, YourSwings projects a profit of over 1 billion VND in the first quarter, capturing a7% market share in the paragliding market in Da Nang This profit includes revenue fromparagliding tickets and registrations for professional paragliding courses

COMPETITOR ANALYSIS

- Some direct competitors of YourSwings in Da Nang city are Da Nang Paragliding Club,DaNang Beach, D Blue, Nano Travel, Đà Thành Travel, These businesses have been in themarket for more than 1 year Their advantage is the ability to attract returning customers ifthey excel in the paragliding process and customer care This report focuses on analysingcompetitor businesses based on the following factors: service strategy, online presence,service distribution, and customer feedback

- Nano Travel's paragliding service is the first example of a direct competitor to YourSwings.Firstly, in terms of product strategy, besides paragliding activities, this business offers andorganizes other tourism activities for both domestic and international tourists, such as tours toHue and a 3-day-2-night tour to Măng Đen The advantage of this business is that it helpscustomers have a complete travel experience Customers tend to choose multiple forms ofentertainment for their trips, so Nano Travel can easily attract customers with the diversity ofits services Customers do not need to search for multiple providers for different activities asNano Travel can integrate all of them into a single service provider Customers can contactthem anytime to book new trips This is particularly important for foreign tourists becausesearching for multiple organizers can be time-consuming and inconvenient for their trips.Furthermore, after customers finish paragliding over the sea, they can continue using servicessuch as coral diving and night squid fishing tours For customers who are afraid of heights or

are traveling with a group of friends with different preferences, they can split into smallergroups to participate in individual activities Secondly, in terms of communication activities,Nano Travel has very few interactions on social media or almost no interactions on platformslike Facebook and YouTube, despite their efforts to use these media However, this business isstrong in organizing activities for businesses and groups.

- Danang Paragliding Club is the second direct competitor in paragliding According to theobservation of a high-ranking website on the first page of Google when searching for thekeyword "paragliding service in Da Nang," this club has many years of experience and skilledpilots, ensuring the professionalism and safety of paragliding journeys Moreover, there aresome videos on YouTube that capture their paragliding journeys and are posted on personalchannels, confirming their status as a paragliding organizer Particularly, the interaction ontheir official Facebook Page is better than that of Nano Travel They regularly post customerphotos to showcase their services Their media language emphasizes the exploration of newjourneys and the unique sensations compared to everyday life One customer commented onone of their posts that they enjoyed the intense yet safe experience of this business'sparagliding service Danang Paragliding Club has many years of experience in the paraglidingmarket, so their advantage is that they are well-known to many customers If the experiences

of their existing customers are positive, they don't need to do much marketing because theircurrent marketing strategy is word-of-mouth They just need to excel in the experiences oftheir current customers to attract more customers in the future They also have a similarproduct strategy to YourSwings as their main products are paragliding activities and short-term, professional paragliding courses They also organize some successful flyingcompetitions like "Bay trên biển bạc" to enhance the relationship between the business andcustomers

- Other businesses, although not heavily invested in communication, are still featured on sometop-ranking news websites on Google

POSITIONING MAP

- YourWings positions itself as a paragliding brand in the mid-range segment, providingcustomers with a strong yet safe experience YourSwings ensures the professionalism of itspilots and a paragliding inspection process that meets quality standards

- YourWings also makes a difference when focusing on developing a variety of supplementaryservices, meeting all the needs of customers during service use

- In terms of communication, YourSwings is predicted to have stronger media coverage than itscompetitors by leveraging the power of social media platforms and creating consistentcommunication campaigns throughout the year It aims to become a healthy entertainment

destination for financially capable young people.

- YourSwings positions itself as a strong brand in storytelling through professionally filmedvideos showcasing customers' paragliding experiences It creates engaging communicationstories with elements of Da Nang and Vietnamese tourism culture

GEOGRAPHICS

- The geographical segment will focus mainly on customers who are living or visiting Da Nang,

as it is a place where paragliding services are provided In addition, it can also attractcustomers from nearby areas or visitors who are traveling to the area

- Local: Paragliding services in Da Nang can target both local customers and visitors staying inthe city

- Da Nang attracts a large number of visitors from all over the world Paragliding services can

be an attractive experience for visitors who want to explore Da Nang from above

PSYCHOGRAPHICS

- This segment focuses on the psychological characteristics, values, and lifestyles of customers.Potential customers for paragliding services in Da Nang can be adventurous people who loveoutdoor experiences and outdoor activities They may prefer unique and thrilling experiences.Adventure and love of the outdoors: Danang can attract adventure enthusiasts and lovers ofoutdoor activities These customers often want to experience something new, stimulating, andunique

- Experience value: This group of customers can be highly valuable for experiences that creatememories and enjoyable feelings They seek experiences that are unique and not limited bytraditions and bonds

- This segment considers customer behavior and preferences The target customer may have ahistory of participating in extreme sports or looking for stimulating activities They may also

be willing to spend on premium experiences and prioritize safety and quality in their choice

- Previous consumption: This group of customers has experience participating in adventureactivities and extreme sports in the past

- Willingness to spend: They are able and willing to spend on special and premium experiences

- Safety and quality: This group of customers puts safety and quality first and will prioritizeservices that ensure safety and high quality

3.2 Target Customers

- The target customer of the service may have the following characteristics:

+ Age: 25-35 years old

+ Tourists and tourists who love to explore and experience new things They arepassionate about extreme sports and outdoor activities

+ Group of friends, family or corporate group that want to have unique and cohesiveentertainment activities

+ Occupation and education level: Experts, domestic and foreign tourists, people withstable jobs and fairly - high average income can be potential groups of visitors

- Target customers for paragliding services in Da Nang will be adventurous people looking forstimulating experiences and willing to try new and unique activities They must be financiallyable to pay for the service and can include both locals and tourists to explore the city

- Extreme sports lovers:

+ People who are passionate about extreme sports and like to experience

+ Experiencing the thrill, they may look to attractive parachute services to satisfy this desire

- Visitors and tourists:

+ Da Nang is a popular tourist destination, so an attractive umbrella service can attract tourists

to join the experience and explore the beautiful landscape of the city

- Groups of friends, family and corporate groups:

+ Service though can be a great leisure activity for a group of friends, family or corporategroup that want unique and cohesive experiences

- Name: Hoang Minh

Personality traits: Adventurous, outgoing, energetic, likes to take risks, willing to open up

- Goal: Experience stimulating and memorable adventures, explore from a new perspective,seek out new activities, create roving memories to escape the daily stress

- Short Bio: Minh is a 28-year-old IT engineer working at a technology company in Da Nang

He has a steady income and his job requires concentration in a pressurized environment.Therefore, he often looks for outdoor recreational activities to relieve and refresh his spirit.Minh is passionate about discovering new adventures and enjoys the thrill of trying differentthings He is always looking for opportunities to break away from the routine and embracenew challenges

- Motivation: Minh is motivated by the desire to experience new and stimulating experiences

He likes the thrill and the feeling of success from overcoming challenges He wishes to enjoylife and create memorable memories Minh also seeks a sense of freedom and escape fromeveryday responsibilities through adventurous activities

- Hobby: Besides paragliding, Minh enjoys hiking, camping, water sports and exploring thenatural landscape He also enjoys photography, capturing beautiful moments in hisadventures

3.4 Empathy Map

Is the service safe?

What is the price of 1 flight?

Is registration complicated?

Is there a paragliding course?

How long is each jump?

Is there a choice of paragliders?

(if yes, how much does each type of paraglider

cost?)

Is there a regular subscription to experience?

What to prepare before flying?

If you are afraid of heights, can you fly a parachute?

Are paragliding couples accompanied by a pilot?

After registering, are you sure you can fly?Can I get a refund if I don't fly?

How is paragliding different from skydiving?Should paragliding or double flying?

Before joining:

Visit the experiences of those who have played

to understand the feeling of flying in the air

Compare service prices of companies before

making a decision

Go online to find reviews of past customers

about the company and see if the company has

received any complaints about the quality and

attitude of its employees

Go online to find safe paragliding instruction

readings and ways to gauge your instructor's

qualifications

Tell your friends about your next paragliding trip

and ask your friends if anyone wants to join

(because the larger the group, the cheaper the

price

While paragliding:

Take pictures yourself or ask someone to

accompany you to film the paragliding scene

Observe people who are taking part in

paragliding sessions on the same day as you

Although it is an adventure sport, the level of danger of paragliding mainly depends on the consciousness of the player

Parachuting is safer than many popular sports like soccer or martial arts

Want to experience it again

3.5 Customer Journey Map

AWARENESS

- Customer actions: Customers hear about skydiving and paragliding through information

sources such as online advertising, social networks, or recommendations from friends.Besides, customers learn more about locations, prices, reviews from previous customers

- Touchpoint : Customers come across ads promoting our services online, visit the website andhave friends review the service thereby creating awareness and interest

- Customer experience: Customers know about our services through many different channels,which makes them interested in skydiving and paragliding experiences They are exposed to

interesting images, compelling descriptions and positive testimonials, creating excitement andanticipation.

- Business goals: Desire to attract the attention of adventure enthusiasts and locals andtourists

- Touchpoint: Word of mouth Social media, Review, Websites, Fanpage

- Customer experience: They explore our website, social media sites and online reviews tobetter understand the experiences of previous participants Clear and comprehensiveinformation helps customers make informed decisions and feel confident in their choices, butthey feel a little hesitant about this service

- Business goals: By providing informative content, personalized communication, and promptcustomer support, we aim to actively engage customers and promote positive and interactiveexperiences

- Touchpoint : Websites, booking apps, social media (Facebook, Tiktok, ), feedback

- Customer experience: Customers have a seamless booking experience, whether they choose

to book online, visit our office, or utilize affiliated resorts and hotels The process is friendly, and customers receive prompt confirmation, which reinforces their excitement andcommitment to the activity

user Business goals: Clear instructions, useruser friendly interfaces, and multiple booking channelsthe decision-making process and ultimately facilitate drive bookings and conversions

- Touchpoint: Word of mouth, Social media, Review sites, Email

- Customer experience :Our ongoing communication, updates on future events, promotions,and new offerings, helps foster lasting relationship offerings, encourages repeat business andreferrals Therefore, customers feel satisfied and have a good impression with the service

- Business goals: By following up with post-activity communication, offering additionalservices like photos or videos, and maintaining communication through social media andnewsletters, we aim to encourage customer loyalty and advocacy Recommend our services totheir friends, family, and social networks, thus driving referrals and expanding our customerbase

4.1 Applying The 4Ps of Marketing To Services

a Developing Service Products And Brands

* Facilitating Elements

- Information:

+ Location of service store:

+ Service hours: 7a.m - 18p.m every day

+ Conditions of service use:

+ Age: over 12 years old

+ Ensure basic health requirements When registering to use the service, you must sign

a commitment to be responsible for personal health issues

+ Customers can search for service details through channels such as social networks(Instagram, Facebook, Tiktok, ), website or through staff at Your Wings service storecounter

- Order taking:

+ Customers can order services via hotline, website, Facebook page or directly at YourWings service store

+ Customers order the service at least 2 days before use

+ A confirmation letter of successful service registration is sent via email, text message

or confirmation depending on the form of customer registration

+ The staff will call to confirm the service schedule 1 day before the appointment

- Billing:

+ The invoice clearly states the price of each type of service that the customer has used

and gives it to the customer for confirmation before exporting.

+ Issue paper invoices or electronic invoices after customers pay

+ Invoices are stored for 6 months from the date of issue

+ Payment: Customers can pay in many forms: cash, transfer or through the paymentsystem of intermediary service booking applications when ordering services throughthe application

*Enhancing Elements

- Consultation:

+ Consultancy service directly at the service store or via hotline, website, Facebookpage Quick consultation system, detailed advice on skydiving service, attachedutilities and service packages, prices, service usage process, according to therequirements, needs and desires of customers Customers At the same time answer allquestions of customers

- Hospitality:

+ The staff is well-trained, specialized in taking care of customers from the smallestproblems, always dedicated in all communication activities with customers.+ Always stand up and say hello when you start communicating with customers.+ Always serve water and snacks to customers coming to the service store

+ Always respect, be happy, keep a warm attitude and the spirit of absorbing ideas tocustomers