End module assignment module using data to build business practice s

UNIVERSITY OF BEDFORDSHIRE FOREIGN TRADE UNIVERSITY END-MODULE ASSIGNMENT Module: Using Data To Build Business Practice Code: BSS004-1 FOR EXAMINERS ONLY ASSIGNMENT°S TABL#f24e in

UNIVERSITY OF BEDFORDSHIRE FOREIGN TRADE UNIVERSITY

END-MODULE ASSIGNMENT

Module: Using Data To Build Business Practice

Code: BSS004-1

FOR EXAMINERS ONLY ASSIGNMENT°S TABL#f24e (in number):

Student: NGUYEN NGOC MINH VY ses cvssesseeceeosees Student ID: 2045519128 Examiner 1

(Signature & Full name)

Cohort: K59BF-B

Academic year: 2021-2022 (Signature & Full name) Head teacher: Nguyen Thi Hoang Anh

Submission date: 27th December 2021

Ho Chi Minh City, December 2021

UNIVERSITY OF BEDFORDSHIRE FOREIGN TRADE UNIVERSITY

END-MODULE ASSIGNMENT

Module: Using Data To Build Business Practice

Code: BSS004-1

Student’s full name: NGUYEN NGOC MINH VY

Student ID: 2045519128 Cohort: KS59BFB

Lecturer: Dr Nguyén Thi Hoang Anh

STATEMENT OF AUTHORSHIP Except where reference is made in the text of the end module Assignment, this

assignment contains no material published elsewhere or extracted in a whole or in part from an assignment which I have submitted or qualified for or been awarded another degree or diploma No other person’s work has been used without the acknowledgments

in the end-module assignment This end-module assignment has not been submitted for the evaluation of any other models or the award of any degree or diploma in other tertiary institutions

Ho Chi Minh City, Decmeber 27th, 2021

Nguyen Ngoc Minh Vy

Table of Contents

I ©0301.) vi ©v:eummvy c1 4

I TRAVELPAC DATABASE FOR REPORTING

CHAPTER 2: ANALYZE DATA TO CREATE A MARKETING PLAN 6

Il © ANALYZE DATA TO CONDUCT A MARKETING PLAN

ANALYZE THE EXPENDITURE TREND

ANALYZE THE QUARTER TREND

ANALYZE THE MEANS OF TRANSPORT

ANALYZE THE PACKAGE DATA

ANALYZE THE GENDER DATA

ANALYZE THE DURATION DATA

Ill CONCLUSION

CHAPTER 1: EXECUTIVE SUMMARY

| General information about data usage

In a development world, we can not deny the fact that the existence of data has diversified our

life as there are a variety of products & services established just to serve each person’s unique needs Therefore, many organizations have used data as valuable sources in finding market trends to have overview insights about their customer’s demands

Data promotes crucially to identify the target segments, as well as supporting businesses, come

up with a reasonable strategy

Admitting that data appears everywhere on the Internet, it can be applied in many fields from

technology, education, transportation, healthcare, mineral, tourism, etc To conduct an effective

marketing or strategic plan, marketers must learn to manipulate the data in the right way for their decision-making process if they do not want to lose potential customers

Travelling has long been not only a common therapy but also a typical mean of relaxation “1.3 million people travel for work purposes every day in the U.S alone” (Condor Ferries) People

travel everywhere every day for very different reasons, each of them has disparate hobbies and

demands as well as their financial affordabilities Thus, standing as personnel in the Marketing department of a Britain travel agent firm, my responsibility is to analyze the given datasets (TravelPac) to have a further understanding of the tourism model of UK citizens in recent years

II Travelpac Database for reporting

Specifically, my given data set is TravelPac Databases from the International Passenger Survey

provided by the Office of National Statistics It includes survey results of UK residents and

overseas residents traveling abroad in the period of 2009-2019

In this dataset, we can analyze:

- Main means of transportation

- Most popular tourist sites and destinations

- Traveling time duration

- Independent or Non-independent type of travel

- Time ofa year people usually spent time traveling

- Purpose of the trip

This report aims to provide the analyses of the travel pattern by UK residents, the interesting findings over it and a suggestion on the target segment As the focus of the firm is selling

overseas tours to Britain customers, here I would like to present some methods as well as

specific strategies that we can execute to retain potential customers every year as well as help the company attracts a large number of new customers

Initially, with the enormous data that I have been received from my superiors, I have filtered out

2 datasheets, including information about 2017-2019 for UK presidents and overseas presidents

as well as filtered out the holiday purpose only Therefore, the investigated data will be simpler compared to the originally given one

Moreover, to get everything in detail, I had looked over some features and conducted a pivot table showing the countries that people tended to go to on a holiday After reducing some

countries with minor visitors, I come up with 13 countries that most attract travelers around the

world

But for this report, I will concentrate only on 5 countries which are Australia, France, Italy,

Spain, and the US as explained below in the introduction of chapter 2 In addition, I will move

on to examine more deeply about the number of visitors, expenditure, length of stay, gender of

UK residents when they travel to those countries

CHAPTER 2: ANALYZE DATA TO CREATE A MARKETING PLAN

According to the analysis of costs paid, time duration, means of transport paid by travelers in different countries, I would like to present a marketing strategy to attract more potential customers to the company also retain old customers to use our tourism services All the statistical features in this report will be based on the Travelpac databases

In this article, I will analyze data focusing on the travel segment to Australia, France, Italy,

Spain, and the US due to these factors:

PRESIDENTS

40,00%

35,00%

30,00%

25,00%

20,00%

@ UK residents 15,00%

@ Overseas residents 10,00%

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% cè xÀ © © A À © > 2À rs

& s SEF SF SF & đề we « Sw SY

SF về EE SK LR ef Fs <x

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XU Y S

FIGURE 2.2: AVERAGE EXPENSE UK PRESIDENTS SPENT IN EACH COUNTRY

2017-2019

18.000.000

16.000.000

14.000.000

12.000.000

10.000.000

8.000.000

w@ UK residents

6.000.000

4.000.000

2 & \ (@ we NÀ > © Oo A &

Kò = & & ma ` về we x Fr Y

v ¥ QS S Qể xe q9 x

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we > S

In figure 2.1, it indicates that if they have to pick holiday destinations for traveling, both

presidents tend to choose France, Germany, Italy, Netherlands, Spain, and the USA since the

president proportion accounts for a large number of visits

In figure 2.2 also shows that the expense that UK presidents are ready to pay off for an overseas

trip is high on the USA, Spain, Italy, Greece, Australia mostly

Combining all two pieces of information, I will pick Germany, France, Italy, Spain, and the

However, Germany was recorded as the nearly least wanted destination of

Britain customers but I have seen some potential features of this country since there was a huge amount of overseas customers interested in this location even though its charge is not high, we can sell tourist tickets in large quantity to receive high profit

A ANALYZE THE EXPENDITURE TREND

Through 3 years the total expenses still keep the flame of growing steadily, it means that travelers are having big concer of those countries

FIGURE 2.3: THE TOTAL EXPENDITURE OF 5 COUNTRIES IN THE PERIOD OF

2017-2019

10,000,000,000

8,000,000,000

@ France

@ Germany

m@ Spain

TS ; [ EI | | m | | O

10

2017,0 2018,00 2019,00

FIGURE 2.4: THE TOTAL EXPENDITURE RATIO OF COUNTRIES IN 2019

Figure 2.4 shows that

Moreover, the record of visiting Spain of Britain customers never leave the top high for the last 3 year, which means that there will always have a stable number of demands

to visit Spain

= Spain can bring a stable source of income for the company

In contrast,

Even though Germany’s total expenditure of UK citizens was not too high, but it did not belong to the lower top, as

recognizing that Germany still rises year by year If our company establish Germany tourist

packages, with the power of the Internet and world trend, Germany can be a new hit destination

to bring profit

B ANALYZE THE QUARTER TREND

FIGURE 2.5: THE QUARTER TREND OF VISITS FROM 2017-2019

16000000

1400000!

12000000

USA

—«—=

Italy

Germany

200000

oO

a

3

©

In this visualization, it is easy to see that the number of tourists to these 5 countries has

significantly increased in the period from July to September constantly through 3 years

> July — September is the peak season — the time when people spend time traveling most

FIGURE 2.6: TOTAL EXPENDITURE BY QUARTER IN 2019

@ Apr-Jun

Jul-Sep

@ Oct-Dec

It also explains that the sum of expenditure made by travelers of a year is highest in July-

September (37%) due to the outstanding visits recorded in 5 countries: France, Germany, Italy, Spain, and the USA in July- September (figure 2.5)

1 USA:

July-August is the summer season that is recognized as the best time to travel to the US if

visitors want to enjoy holiday vibes with several famous festivals such as the 4th of July

celebrations- one of the grandest spectacles in the world It is also the time when all attractions are opened to the public The temperature can be around 21-40 degrees Celstus depending on the region It is a great time to visit the beaches But summer does bring rains to the western region

of the country

September is the time when the streets are lined with red and orange dead leaves which make nature look beautiful Fall is a pleasant time over in the USA and it is regarded as the harvest season

2 Western and Southern Europe:

The weather is warmer, the days are longer and the sheer level of activity and buzz is higher as you might find crowds of tourists whenever you go Europe in the summer is outstandingly

beautiful- some key cities (especially beach destinations) Summer is unquestionably the finest season to visit Europe Furthermore, many activities, such as celebrating Bastille Day in France

or taking part in the La Tomatina festival in Spain, are only available during the summer If you're traveling with children, the excitement and bustle of peak season will undoubtedly appeal

to them!

As a result, we can use the marketing strategy as manipulating the information from my research, posting the image of countries during summertime, and updating pictures, videos about the

festivals, attractions to advertise our package trip Moreover, we can design a tour with summer festival tickets for our customers as they can have practical experiences about the people and

cultures of the country

C ANALYZE THE MEANS OF TRANSPORT

FIGURE 2.7: SUM OF VISITS UTILIZING TRANSPORT OF 5 COUNTRIES

60000000

50000000

= Air

Due

to that, our company can decide to increase promotions, offers some special policies such as cheap flights, or combo tour of hotel + flights with reasonable price to stimulate customers Moreover, we can cooperate with some airplanes that have main flights to France, Germany, Italy, Spain, and the USA Being an airplanes company’s partner can bring tourist companies many benefits such as cheap flights, vouchers, improving services, booking flight services

immediately,

We can exploit this school to establish some tour service vouchers such as a VIP lounge waiting,

business class seats, 5-star services in the airplane, to satisfy the need of business customers

7 Figure 2.8 can explain the reason why Air, Sea, Tunnel are all common to the

transportation to transfer to France We can see that the geographic distance of the UK and

France are the closest of all analyzed countries, hence it is easier to reach France with normal

land and sea vehicles instead of flying methods Travelers can get to France through the English

Channel by Channel Tunnel as you can see on the map Therefore, we can create a UK- France

tour transport by Channel Tunnel to save the financial aspects Moreover, we can hire a tour guider to talk about Channel Tunnel’s history to stimulate the customers, also enrich the people and culture of the place visitors are coming To conclude, our company can provide additional services for all three forms of transportation for tourists traveling from the UK to France

FIGURE 2.8:MAP SHOWN FROM UK TO FRANCE

oe

4

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ch Maidstone « pi, \edway

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Newhaven- 1 Dieppe ,

X s®Abbeville

\ Dieppe X ®Le Treport

Neufchatel-en-Bray Forges-les-Eaux Rouen

e Beauvais

Pontoise s

== London to Paris cycle route @) PARIS

* Dreux

Asa UK citizen, it reduces the sophisticated process of visa procedure since the British passport

is one of the most powerful passports in the world, it is allowing Visa-free travel to 139

countries across the world, as well as 7 nations with online travel authorization and 38 countries

where you can apply for a visa upon arrival rather than before It is easier since the visa procedure usually takes time for more than 2 weeks, with a UK passport, travelers can stay up to

90 days in France, Spain, Germany, Italy, or the USA without any permission procedure