(Kotler and Keller, 2007) states that customers are value maximizers.

They form an expectation of value and act on it. Buyers will buy the firm that they perceive to offer highest customers-deliveried value,defined as the difference between total customer value and total customer cost . Total customer value is the perceived monetary value of the bundle of economic,functional and psychological benefits customers expect from a given market offering . Total customers cost is the bundle of costs that customers expect to incur in evaluating,obtaining,using and disposing of the given market offering. A competitive advantage can be gained by offering the consumers a greater value than the competitors, such as by offering lower prices or providing quality services or other benefits that justify a higher price. The strongest competitive advantage is a strategy that that cannot be imitated by other companies. Read more: Competitive Advantage - strategy, style, advantages, definition, model, company, business http://www.referenceforbusiness.com/management/Bun-Comp/CompetitiveAdvantage.html#ixzz1pOSZ8ZUD

Wal-Mart Low Price is the Best Price

Lowest is the best price, Wal-Mart business strategy which brings enormous success on WalMart. You know, the owner of Wal-Mart was a mere employee of J C penny. And after serving an employee just 30 months in J c penny and another retail store he began his own business named Waltons five and dime. That was the beginning of world largest retail chain shop. Each week, about 100 million customers, nearly one-third of the U.S. population, visit WalMarts U.S. stores. Wal-Mart customers give low prices as the most important reason for shopping there, reflecting the Low prices, always advertising slogan that Wal-Mart used from 1962 until 2006. Wal-Mart is gigantic. In terms of sells its bigger than ExxonMobil, General Motors, and General Electric. Its three months sells figure match the one year sells figure in home depot, second largest retail chain shop in U.S.A. Wal-Mart unprecedented success for over four decade is not a miracle. Rather continuous thirst for innovation and perennial honesty is the key to success. Wal-Mart is firmly committed to its customers and its suppliers as well. Wal-Marts has diversified its business operation like Wal-Mart Stores U.S., Sams Club, and Wal-Mart International. Business is divided in various format such as super centers, food and drugs, general merchandise stores, bodegas (small markets), cash and carry stores, membership warehouse clubs, apparel stores, soft discount stores and restaurants. Recently Wal-Mart has come out from its long standing slogan one-size-fits-all and introduced new slogan, one designed to reflect each of six demographic groups AfricanAmericans, the affluent, empty-nesters, Hispanics, suburbanites and rural residents. That brings huge success to Wal-Mart. Around six months later, it unveiled a new slogan: Saving people money so they can live better lives. Its prudent market segmentation increase the revenue of Wal-Mart. Factors behind the Success Wal-Mart always focus on lively opening. Every year new stores are opened. One can find a Wal-Mart store in every ten km in U.S.A. Wal-mart encourage suppliers and service companies to demonstrate creativity with P-O-P displays and in-store retailtainment initiatives.

 The use of point-of-purchase displays, whether palletized of designed for an endcap as shown here, are cornerstones of Wal-Marts merchandising strategy, as such techniques improve speed to market, simplify shelf restocking and minimize store labor costs. Wal-Mart loves to change things. Unique store design and clean look in its most recent store design by eliminating overhead clutter while also improving the appearance and simplifying maintenance through the use of stained concrete and vinyl as flooring options. Due to large consumer appearance Wal-Mart always keep its store well stocked A good relationship between supply and demand is the key factor. Now that Wal-Marts domestic stores division and Sams Club are more closely integrated, working with the company requires a broader view of its operations and the different customers served by stores and clubs. Wal-Mart likes to diversified its marketing strategy. such as the Connection Center in the electronics department, are experimented with frequently. When these concepts, or aspects of these concepts, prove effective and are widely applied, the resulting changes can impact individual categories or entire departments.

Internet and Social Media

Consumers have instant access to reviews and opinions about travel spots and accommodations around the world, as well as airlines, car rental agencies and other related travel companies. More and more, people turn to the Internet to research potential trips and seek out bargains. Thus, the Internet and social media can influence consumers' travel choices. According to The Digital Letter, reviews on sites like TripAdvisor "can make or break a destination." Prospective travelers can read reviews and find out if others found the hotel to be clean and the staff courteous, or if the "service [they will] receive is worthy of [their] time and money." The Digital Letter points out that travelers can learn everything they want to know about a destination in a matter of minutes on sites such as Facebook, Twitter and Google. While a business's website can also play a factor in consumer choice, if independent online reviews aren't consistent with the company's claims, travelers are likely to make a different selection.

Personal Budgets

Even with a bad economy, some people still need or want to travel. In 2010, savvy travelers have many ways to find deals online and cut their costs before heading out the door. Airlines offer online specials for discount flights and last-minute trips, and companies such as Kayak exist solely to gather the best travel deals on the Internet into one place, so shoppers can compare prices. Travelers no longer need to rely on the standard price for transportation or accommodations. They may now make their travel choices based solely on price.

Read more: Factors Influencing Travel & Tourism Consumer Behaviour | eHow.com http://www.ehow.com/list_6786159_factors-travel-tourism-consumerbehaviour.html#ixzz1pP9G0Dnb There is an emergence of travel agencies which highly compete with Saigontourist such as Vietravel, Ben Thanh Tourist, Sinh Caf and Lua Viet

Saigontourist has multiple advantages, including: Image: customers perceive Saigontourist as the leader of tourism operator. Service: excellent services for customer from the chain of high-quality hotels. Staff: most of tour guides are well-training and can speak at least English fluently and additional common languages if necessary. Cultural factors: Vietnamese people have many holidays thanks to many golden historical events, such as Hung Kings Death Anniversary, Independence Day, Reunification Day Public holiday, and traditional events like Tet holiday. Consequently, people love spending their time with their family and friends in travelling

Personal factors Age: 23 -40 Family life circle: Young, single; and young, married, no children Income: middle income and high income ( 10 million VND and over) Occupation: officials, managers and graduates. Nationality: Vietnamese and foreign tourists and expats.
Social factors

Social class: middle class and upper class. Perception factors Other factors influencing motivation and purchase include learning, beliefs and attitudes, and perception. Learning refers to the way in which visitors receive and interpret a variety of stimuli. People gain experience through taking holidays, by listening to others, and from a variety of other sources. From these experiences a consumer will develop a mental inventory of expectations about places a catalogue of good and bad holiday experiences. These form the basis of learned criteria that will be recalled when selecting future holidays and destinations. Beliefs refer to the thoughts that people have about most aspects of their life. As far as tourism is concerned, consumers will have beliefs about companies, products, and services, including tourism offerings and destinations
Application In order to identify the position in the market, Saigontourist applies More for more strategy that offers superior services with a higher cost (Kotler et al. 2009). In this case, the company tends to utilize advanced-class hotels such as Yasaka Saigon NhaTrang hotel and five-star Vinpearl Resort, while most tourism operators refer to three-star hotels. Furthermore, an add-value service provides customers with kayaking trips and mud bath service in ThapBa hot spring center

Saigontourist introduces the 'TransViet' tour that provides high quality travel service for customers with expertise consultant and promises to guide tourists to wonderful destinations throughout Vietnam. In 'TransViet' tour, consumers will receive advertising specialties and premiums, for instance free mineral water bottle, caps and Polo luggage imprinted with Saigontourist brand. Moreover,

in terms of tourism insurance, it provides customers with reasonable compensation under unexpected problems. In terms of after-sale service, Saigontourist will offer customers membership cards and coupons.