A REPORT ON TATOI- GOING B2B AND INTERNATIONAL

ABSTRACT
There are many differences between B2B and B2C in terms of customers, marketing, and decision making process after studying in detail about B2B and B2C markets B2B markets are a bit more complicated and good opportunities to capture more market share. After identifying the differences between international and domestic markets joint venture is the best possible way to enter in to international markets for TATOI.

INTRODUCTION
TOURS AND TRAVELS OF INDIA (TATOI) is the tourist agency in northern India. The company launched its business in Andhra Pradesh and after studying about marketing mix for different segments finally the company is running in profits. The boards of directors are thinking about scope for B2B markets and International marketing in tourism sector.

OBJECTIVES
To identify the differences between services and business in term of business organisations. To identify the differences between international marketing and domestic marketing. To find the scope for B2B marketing in tourism industry.

RESEARCH METHODOLY
Data can be classified in to two types depending on sources used for collection data. First one is primary data and the other is secondary data. In this report secondary data is collected from the internet and books.

THEORITICAL FRAMEWORK
DIFFERNCES BERWEEN B2B AND B2C MARKETING
B2B refers to business to business marketing. It involves in buying of services and products to use in the production of other services and products. Its market is huge. It includes the sales between businesses to other businesses; Whereas B2C refers to business to consumer marketing. It involves in buying of products and services to sell to customers directly. B2B MARRKETING: The set of processes and activities that optimize the value of a firms assets and free cash flow by connecting those assets to exact right demand (Handbook on Business to Business marketing,Gary L. Lilien) B2C MARRKETING: marketing directly to consumers as your target market. (web definitions, www.getcurata.com)

CHARACTERISTICS OF B2B AND B2C MARKETS

B2B markets involves in large number of buyers than B2C markets Business buyers buy directly from producers, whereas consumer buyers buy from intermediaries. Buying decision process is complex in B2B markets whereas it is not so in B2C markets.

Coming to tourism industry it mainly concentrates on B2C markets. Even though there is a scope for B2B market, for example if we take a tourist agency it may have linkups with any of the following like hotels, and travel agencies and tourist guides.

NEED FOR B2B

Tourism marketers use both B2C and B2B marketing but as far as the company TATOI is considered it had long virtual network over northern India B2B is not necessary to be followed in north side, but coming to southern part it is new to market and it has not so big network as in northern part so to increase their market share it is better to follow B2B marketing in southern India.

HOTELS

RESTAURANTS

TATOI
TOURIST GUIDES

TRAVELS

Figure 1 B2B markets in tourism

WAYS TO ENTER B2B IN TOURISM MARKET

Tourism is a vast sector to enter B2B market. First the company has to identify the service which they want and after that search for the list of other business which offers them a best service, then approach to B2B marketing. Digital communication is the one of the important factor that helps to develop B2B marketing. Online channels, print channels, visitors bureaus, visual branding are effective for B2B marketing. (B2B World Tourism meetings group, Istanbul, 10-11 April,2013)

INTERNATIONAL MARKETING
International Marketing is the multi-national process of planning and executing the conception, prices, promotion and distribution of ideal goods and services to create exchanges that satisfy the individual and organizational objectives(American marketing association).

DOMESTIC MARKETING
It refers to marketing practices of the marketer in his native country.

DIFFERENCES MARKETINGS

BETWEEN

INTERNATIONAL

AND

DOMESTIC

Trade barriers are included in international marketing where as they are not present in domestic marketing. Large scale audiences are present in international markets compared to domestic markets. Huge investments are needed to start international marketing, whereas it is not so possible in domestic markets. It is difficult to interpret the trends of international markets than domestic markets.

WAYS TO ENTER IN TO INTERNATIONAL MARKETS

1. Franchising / licensing 2. Exports 3. Joint ventures 4. Direct investment (Principles of marketing, Philip kotler 2011). Of all above joint venture is suitable for tours and travels of India. Tourism is a service exports cannot be applied. Franchising / licensing not offers flexibility in making foreign companies to come and license with TATOI. Direct investment requires a lot of capital which is a disadvantage.

LEARNINGS AND FINDINGS:

For expansion of market and to attain international brand image, company should go for International marketing. B2B transactions are more complex than B2B transcations.

SUGGESTION
For Tourism industry the market is vast and it is not possible to enter in B2B business, but if thinking creatively there may be a chance of getting in to both B2B and International marketing by making tie-ups with tourist agencies in other countries. TATOI as a company in India cannot offer packages for international tourist packages but after making tie-ups with tourist agency in foreign

country it will be able to offer international packages, in foreign country that travel agency will provide services for the customer as a result requirement for large investments can be avoided in international markets and getting a chance to enter in to B2B markets.

CONCLUSION
B2B marketing is more complex and transactions are high compared to B2C marketing. International market provides economies of scale and consistency in brand image. Best mode of entry in to international market for TATOI is joint venturing.