...3 5.3.4 5.3.5 5.4 5.4.1 5.4.2 1 2 2 4 6 7 11 STUDY OBJECTIVES Primary Objective Secondary Objectives 1.1 Contents BACKGROUND Tourism Outlook Tourism Outlook – Global Tourism Outlook – Asia Tourism Outlook – Forecast Indian Economy Tourism Outlook – India 14 15 16 RESEARCH DESIGN Segments identified Segment definition Travelers Segment Trade Partners Directors of Tourism Office Methodology Sample Travelers Segment – Sample Split Trade Partners Segment – Sample Split 17 18 20 20 22 22 23 24 25 26 FINDINGS – TOURISM OFFICE EFFECTIVENESS Executive Summary Detailed Findings – Tourism Office Effectiveness – Travelers Awareness of India Tourism Offices Detailed Findings – Tourism Office Effectiveness – Trade Partners Key marketing Challenges Trade Partners Not dealing with India Disposition to deal with India in Future Efforts required on part of the India tourism office Tourism Office Interaction 28 29 30 30 32 32 33 34 35 36 FINDINGS – TRAVEL BEHAVIOR Key terms used Executive Summary Detailed findings – Travel Behavior – Travelers Past Travel Behavior Future Travel Behavior Source of Destination awareness India Travel – Future Recent Travel Experience Detailed Findings – Travel Behavior –...
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...STRATEGY PROCESS MODELS 1.0 STRATEGIC ANALYSIS Business Process And Operation Air Asia has fostered a dependency on Internet technology for its operational and strategic management, and provides an online ticket booking services to traveler online. The following shows the home page of Air Asia.com as the company key channel of marketing and sales. Exhibit 1 – Air Asia.com Home Page To book a flight with Air Asia, customers can either choose the following channels or simply visit the Air Asia.com home page and follow the below 5 steps. 1. Call centre 2. Sales office and airport sales counter 3. Authorized travel agents 4. Mobile booking via mobile.Air Asia.com or 5. Online (http://www.Air Asia.com) in 5 easy steps as shown below. Step 1 - Search Step 2 - Select Step 3 - Guest & Contact Step 4 - Payment Step 5 – Itinerary The Product Life Cycle (PLC) Air Asia, Airlines Company with 58 flight destination is in the growth phase position of Product Life Cycle (PLC) stage. The growth phase is when loyalty begins to be built up. Some products or services can be taken up by the customer base very quickly and achieve rapid growth. Sales of Air Asia Airlines grew tremendously in every country in which they were available. It is during the growth phase that the product will begin to recover its development and launch costs and slowly move through the break – even mark to begin to make a profit for the organization. During the growth stage of a new...
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...AND TACTICS………………………………………..………….24 5.0 SEGMENTATION, TARGETING AND POSITIONING ANALYSIS 6.7 Market Segmentation………………………………………..………….26 6.8 Target Market Profile……………………………………………………30 6.9 Positioning………………………………………………………….…….32 6.0 MARKETING STRATEGIES AND EVALUATION OF MARKET PROGRAM ELEMENTS………………………………………………………………………..33 Refferences…………………………………………………………………………………………………………….36 1.0 INTRODUCTION AND HISTORY a. Introduction of the product Name of the company: Air Asia Berhad ABOUT THE PRODUCT Air Asia is a low cost airline based in Kuala Lumpur, Malaysia. It operates scheduled domestic and international flights and is Asia’s largest low fare, no frills airlines. Air Asia pioneered low cost travelling in Asia. It is also the first airline in the region to implement fully ticketless travel and unassigned seats. Its main base is the Low Cost Carrier Terminal (LCCT) at Kuala Lumpur International Airport (KLIA). Its affiliate airlines Thai Air Asia and Indonesia Air Asia fly from Suvarnabhumi Airport, Thailand and Soekarno-Hatta International Airport, Indonesia, respectively. The airlines established in 1993 and started operations on 18 November 1996. It was originally founded by a government-owned conglomerate DRB –...
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...future of travel in India The big FOUR travel effects January 2013 Shaping the future of travel in Asia Pacific 2 Contents Foreword The potential of the Indian traveller Low penetration of travel The Me Effect: Changing types of travellers The growth of the business traveller The female business traveller The VFR traveller The young traveller The Red Tape Effect: the breaking down of barriers to travel Barriers still impeding Indian travellers The Leapfrog Effect: technology changing the way that Indian travellers behave The rise of mobility The collaborative traveller – India leading the way The need for capacity at the budget end of the market The need for greater budget airline infrastructure Infrastructure – the cruise opportunity The rail opportunity The Barbell Effect: growth at the upper and lower ends of the travel market in India The Indian luxury traveller The growth of the budget traveller Summary: The changing face of the Indian traveller Appendix Our approach Contributors 3 4 4 5 6 7 7 8 9 10 11 12 13 13 14 14 15 16 17 17 18 19 19 19 Shaping the future of travel in Asia Pacific 3 Foreword While the 21st century has been termed the “Asian Century”, the term “Indian Century” is equally apt as the tremendous pace of economic development in India will drive the country to a leading place in the global economy along with other markets such as China. In terms of the travel industry, India represents the emerging giant of the Asia Pacific travel market,...
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...Event Management Trends in Asia Chapter 1 © 2010 by McGraw-Hill Education (Asia) Chinese calligrapher at work What arts and crafts at your destination will appeal to international visitors within an event setting? Why have you chosen these? © 2010 by McGraw-Hill Education (Asia) Chapter objectives Explain what events and event management means Categorise the difference types of events in Asia Understand events as an integral part of Asia’s tourism industry Appreciate the problems and challenges facing Asian countries becoming event destinations Understand trends and concepts such as Integrated Resort developments, electronic connectivity and the importance of going green in event management © 2010 by McGraw-Hill Education (Asia) Event typology Recreational MICE Arts Event Type Special Private Sports Political © 2010 by McGraw-Hill Education (Asia) Cultural Sports Events Popular in Asia such as Beijing Olympics and FIFA World Cup in Japan and Korea Competition between teams – on land, water or air Amateur or professional participation High involvement of ‘event stakeholders’ such as participants, audience, media, government and sponsors © 2010 by McGraw-Hill Education (Asia) Cultural Events Based mainly on religion, culture and local traditions Can be held at various venues such as local temples and churches, town squares, grasslands or heritage sites Those attending...
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...In this essay I will discuss how the development of travel has impacted Singapore as a tourist destination. I will identify the factors that have assisted in the development of tourism within Singapore and the elements of Leiper’s (1990) Basic Whole Tourist System. I will also discuss the roles the Singapore Tourism Board (STB) undertake to develop Singapore as a destination. Singapore is a unique city that attracts various tourists from young to old, appealing to all generations and interests. The city is dynamic with various cultures, cuisine, art and architecture. “A Single day’s trails will take you from the past to the future, from a colourful ethnic enclave to an efficient business centre, from serene gardens to sleek skyscrapers.” (http://www.stb.com.sg). Singapore is truly a city like no other, a world of possibilities. Its warm and friendly people make tourists feel welcome along with its state of the art infrastructure. With Singapore being a stop over point on long haul flights to Asia or Australia from Europe or the Americas, the tourism within Singapore has been increasing as the flights have been increasing. Many airlines now offer special package deals on stop over holidays in Singapore. In 1964 Singapore’s Tourist Promotion Board was established with the mandate to promote Singapore as a tourist destination. That year they began working with a small staff strength of twenty five workers, that year they welcomed 91...
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...G902- Professional Profiling [pic] Travelling Cheap, With JetStar Asia Competitive Analysis Of JetStar Asia In The Low-Cost Carrier Industry |Content Pages | |1. INTRODUCTION | |1.1 What is JetStar Asia? | |1.2 Low-Cost Carrier? | |1.3 JetStar’s Mission | |1.4 JetStar’s Objective | | | |2. SWOT Analysis | |2.1 Strength | |2.1.1 Demographic | |2.1.2 Finance ...
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...VIETNAM TOURISM MARKETING STRATEGY TO 2020 & ACTION PLAN: 2013-2015 (PROPOSED) Executive Summary Developed by: European Union funded Environmentally & Socially Responsible Tourism (ESRT) Capacity Development Programme Vietnam Tourism Marketing Strategy To 2020 & Action Plan: 2013-2015 (Proposed) Executive Summary Page 1 © 2013 Environmentally and Socially Responsible Tourism Capacity Development Programme This publication has been produced with the assistance of the European Union funded Environmentally and Socially Responsible Tourism Capacity Development Programme (ESRT). The content of this publication is the sole responsibility of the ESRT programme and can in no way be taken to reflect the views of the European Union. The European Union and ESRT do not guarantee the accuracy of the data included in this publication and accept no responsibility for any consequence of their use. By making any designation of our reference to a particular territory or geographic area, or by using the term “country” in this document, ESRT and the EU do not intend to make any judgements as to the legal or other status of any territory or area. ESRT and the EU encourage printing or copying exclusively for personal and non-commercial use with proper acknowledgement of ESRT and the EU. Users are restricted from reselling, redistributing, or creating derivative works for commercial purposes without the express, written consent of ESRT and the EU. Environmentally...
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...star airlines with holding a lengthy record of service and best practices excellence, flies around 50,000 passengers daily to 100 destinations worldwide and having more than 100 awards in the last 10 years (Malaysia Airline, 2011). Vision: To be the World’s Five Star Value Carrier (FSVC). Mission: To be a consistently profitable airline. Customer Value Proposition: To deliver Malaysian Hospitality, hassle free all the way, and in doing so reflect our nation’s highest ambitions. Purpose of the report: As a strategic management consultant, this report is aimed at conducting a thorough strategic analysis in order to recommend the future strategic direction for the Malaysia Airlines and compete in the airline industry on the Southeast Asian market effectively. Table of Contents I. Introduction 2 II. SWOT ANALYSIS 4 Internal Analysis 4 External Analysis 6 III. Competitors Analysis 8 Thai Airways 8 Garuda Indonesia: 9 Financial Data Comparison 10 IV. Conclusion 11 V. Recommendation 12 Strategic Objectives in the next 3-5 years: 12 Key strategies in the next 3 – 5 years: 12 VI. Reference list: 14 II. SWOT ANALYSIS Internal Analysis STRENGHTHS | WEAKNESSES | 1. “Malaysia Airlines has been voted the “World’s Leading Airline to Asia” by World Travel Awards (WTA) which gives recognition to the very best in travel, tourism as well as hospitality products and services” (Tourism-Review.com). Receiving more than 100 awards in the last 10 years...
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...[pic] 37-08 Main Street ( Suite C8 ( Flushing ( New York 11354 E-Mail: WingsofAsiaInc@gmail.com Direct Dial: (718)554-5466 Toll Free: (800) 940-1102 (718)554-5468 Facsimile: (206) 338-2846 Credit Card Authorization Form Your completion of this authorization form helps us to protect you, our valued customers, from credit card fraud. All information filled on this form will be keep strictly confidential. The Form Filling Directions: 1) Fill out and electronic signature on the form, or print the blank form and complete the entire form legibly with black pen, the card holder must sign on the signature line indicated. We reserved the right to verify the provided information with your Credit Card issuing Bank. 2) Include a photocopy of the both front and back of the signed credit card. 3) Fax the completed form and the photocopies of the credit card to (206)338-2846 or scan and email to WingsofAsiaInc@gmail.com to complete your order. ATTEN: B.Q. |Ticket Booking Details: | |1 | |(First Name) ...
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...named Qantas in 2003 as a low-cost domestic carrier. Jetstar carried its first domestic passengers in 2004, and commenced its international services to New Zealand in 2005. The flight of Jetstar’s airline enter into the Asian region such as Hong Kong, Singapore, Japan and Vietnam. The Jetstar value based carriers providing all day every day low fares across Australia, New Zealand and the Asia Pacific region. This essay will discuss how Jetstar’s position its product in the market. Market Segmentation Market segmentation is the process of dividing a market up into different groups of customers, in order to create different products to meet their specific needs. The most obvious type of segmentation is between customers who buy distinctly different products (Robert D, 2009). From the segmentation Jetstar airline company can ensure that all customer expectation are met. Low-cost airline market segmentation : | Segmentation Variables | A | B | C | D | Geographic | Country | New Zealand, Asia, Australia | New Zealand, Asia, Australia | New Zealand, Asia, Australia | New Zealand, Asia, Australia | Demographic | AgeIncomeEducationOccupation | 11-20 yearsPocket moneyHigh school- collegestudents | 21-39 yearsLow- HighGraduated- | 40-54 yearsMedium-High-Businesses | >55 yearsRetire fund-Retired | Psychographic | Personality | AdventurousCoolDynamic | AmbitiousQuickVersatileWise | OrganizedDominant | Health consciousLaid-back | Behavioral | Usage rate | Light | Heavy...
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...Macau destination report 1. Introduction Macau is a developed traditional holiday destination, a legitimacy gambling tourism destination. It is a special Administrative Region of China, and located on the Southeast coast of China to the western bank of the Pearl River Delta. The area of 27.5 sq. km, population in Macau about 95% are Chinese, the remaining 5% includes Portuguese, Europeans and other regions. Chinese and Portuguese are the official languages, Cantonese being most widely spoken. The official languages are used in government departments in all official documents and communications. English is generally used in trade, tourism and commerce. Base on the destination life cycle, Macau is between Maturity and Saturation stage. Macau is well developed, visitors are still willing visit Macau, some are visit Macau frequently. However, some demand is decreased, like hotel, it is starting saturation. Ranking According to UNWTO, Macau ranks the 20th position in terms of the World’s international tourist arrivals and ranks the 5th position in Asia and the Pacific region in 2010. Also, in terms of international tourism receipt, Macau ranks the 11th position among other destinations in the world and ranks the 3rd position in Asia and the Pacific Region in 2009. 2. Comprehensive Inventory and Audit 2.1 The profile of visit and visitors Till to June 2015, the overnight visitors in Macau is around 1,000,000; the main visitors are from Mainland China, over 700,000 (63.8%)...
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...international tourist arrivals worldwide increasing by an average 3.3% a year. A large proportion of the arrivals of the next two decades will originate from the countries of Asia and the Pacific, growing at a rate of 5.0% a year and generating an average 17 million additional international arrivals every year. Europe follows with an average 16 million extra arrivals a year, resulting from a much more moderate growth rate (+2.5% a year), but on top of a much larger base. The remaining 10 million additional yearly arrivals are generated by the Americas (5 millions), Africa (3 millions) and the Middle East (2 millions). International arrivals in emerging economy destinations are expected to continue growing at double the pace (+4.4% year) of advanced ones (+2.2% a year). In absolute terms, the emerging economies of Asia, Latin America, Central and Eastern Europe, Eastern Mediterranean Europe, the Middle East and Africa will gain an average 30 million arrivals a year, compared to 14 million in the traditional destinations of the advanced economies of North America, Europe and Asia and the Pacific. By 2015, emerging economies will receive more international tourist arrivals than advanced economies, and by 2030 their share is expected to reach 58%. There will be increases in the global market shares of Asia and the Pacific (to 30% in 2030, up from 22% in 2010), the Middle East (to 8% from 6%) and Africa (to 7% from 5%), and further declines in the shares of Europe (to 41% from 51%)...
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...ANALYSIS OF NAM HO TRAVEL PTE LTD STUDENT NAME: Huang Yingbo COURSE: ADVANCED DIPLOMA (TTH) STUDENT No.: 130601AD 1.0 Background of the Organisation In this chapter, it will give a throughout brief understanding of Nam Ho Travel Pte Ltd, it will be divided into brief introduction, products and services and locations of the offices. This chapter will help the researcher to do a in-depth analysis of Nam Ho Travel Pte Ltd 1.1 Brief Introduction Nam Ho Travel Service Pte Ltd is incorporate in 1963, until now, it is one of the most established travel agency in Singapore. Nam Ho travel is a travel agency that providing a wide range of services and products to both corporate and leisure traveller. The mission of the organisation is to provide result-oriented services to meet customer’s requirements and also budgets. As one of the oldest travel agency in the market, Nam Ho Travel keep updated with technologies, new computerised technologies helped Nam Ho Travel to retain and even increase the reputation in the industry by providing a efficient service. Nam Ho Travel Service Pte Ltd takes pride in satisfying the customers, and even surpassing the expectation of customers. Meanwhile offer wide-range of products and services, to satisfy different types of consumers. 1.2 Products and Services This chapter will be introducing and analysing the products and services that Nam Ho Travel provides. As listed down: * Outbound group tours Nam Ho’s outbound group...
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...Table of Content 1.0 INTRODUCTION 2 2.0 IN- DEPTH EVALUATION OF AIRASIA 3 2.1 Strategic Objectives of AirAsia. 3 Table 1: Objective evaluations of AirAsia 3 2.2 Strategic fit of Air Asia. 4 3.0 COMPETITIVE SITUATION 5 Table 2 AirAsia and its competitors’ profile 5 4.0 MARKET POTENTIAL & MARKET ATTRACTIVENESS 8 Table 3: Market attractiveness from a macro perspective 8 Table 4: Market attractiveness from a micro perspective 9 Table 5: Porter’s Five Forces for AirAsia 9 5.0 SEGMENTATION, TARGETING AND POSITIONING ANALYSIS 11 5.1 Market Segmentation 11 Table 6: Market Segmentation of AirAsia 11 5.2 Target Market Profile 14 Table 7: Target Market Profile of AirAsia 14 5.3 Positioning 15 Figure 1: AirAsia’s Perceptual Map 15 6.0 CUSTOMER ANALYSIS 17 7.0 INTERNAL CAPABILITIES & CORE COMPETENCIES 19 Table 8: Comparison of Malaysia’s Top Players in Low Cost Carriers’ Marketing Program 20 9.0 FINANCIAL AND MARKETING EVALUATION OF AIRASIA 23 9.1 Evaluation of AirAsia’s financial status using 2007 and 2008 annual reports 23 Table 9 : AirAsia’s financial status in 2007 and 2008 23 9.2 Financial Evaluation for AirAsia as compared to Malaysia Airline [MAS]. 24 Table 10 : AirAsia’s financial status as compared to MAS in 2007 and 2008 24 9.3 Marketing Metrics 25 Table 11: Marketing metrics 25 10.0 PROBLEM IDENTIFIED AND THE ALTERNATIVES 25 11.0 REFERENCE LIST 27 1.0 INTRODUCTION AirAsia is a low cost carrier...
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