The purpose of the Site
In the modern world, the advanced technologies and the preponderance of the Digital Marketing are supporting the business organizations especially the enterprises in the hospitality industry to enhance their popularity and achieve the competitive edge on the market rivals. The organizations are either jumping to the digital marketing plans or tending to amplify their existing strategies converting it to the digitalization. Today, most of the enterprises have realized the importance of digital marketing which is compelling them to implement the digital market9ng in their business operations (Järvinen & Karjaluoto, 2015).
The digital marketing open opportunity for all kinds of businesses along with the most cost-effective way than the traditional marketing. It creates a regular bond between the organization and the customers and also helps to generate better revenues. The present report will deal with the evaluation and auditing of the marketing website the Qualia, Great Barrier Reef resort of Australia deals in. It will further identify the target market and analyze it using suitable tools. The report will conclude by giving an overview of the entire report and highlighting the main points.
Discussion
The purpose of the Site
The Qualia, Great Barrier Reef is one of the most beautiful and famous luxury resorts situated in Whitsundays. It is considered to be a world of sensory experiences standing on the Hamilton Island, Queensland (Australia) (Qualia.com, 2018). It is on a secluded Island and offers the guests a splendor of the Great Barrier Reef. The Qualia resort holds the legacy of an Australian passionate family, the Oatleys. The official site of the resort is https://www.qualia.com.au/ and its purpose is to convince the visitors that they must have an experience of becoming their customers.
The company is placed as a trust worthy and dependable service provider in the market and the customer should not miss the chance to try it out. The site also consists of attractive pictures of the resor6 interiors along with the scenic beauty one can enjoy from the terrace of the resort. It also carries the important awards and affiliations so that customers get to trust them and gauge their superiority (Karjaluoto, Mustonen & Ulkuniemi, 2015). The visitors/customers an also post queries or reviews on the site which they resort management reverts back to instantly in order to retain good customer relationships.
The Qualia resort uses the B2C E-commerce model for their website. The e-commerce is defined as the meeting point of commerce with the internet. It is the other name of the conduction of trade globally. It is a revolutionary way to reach the target customers at every corner of the world with just a single click. It has replaced the traditional trading methods with something that is more cost –effective and trackable (Leeflang et al., 2014). This e-commerce web business is purported to get access of new markets across the world. The customers are engaged more via attractive content pages and there is scope for better conversation where people can do the booking 24 hours for staying or dining in the resort. The B2C model enables to keep the business between the enterprise and the end users or the customers. The customers can also see the special discounts on their website page.
The Web Business Model
The Target Market
The Qualia resort website has targeted the countries of the Asia-Pacific regions such as China because these regions have increased numbers of travelers which has helped to grow the Australian hotel industry and generated significant revenues. However, the domestic market is also among the target list of the resort. First of all, it has targeted the families because each year the families enjoy more number of trips than others. Next, it has targeted the millennials who like to spend bigger amounts on travel and luxury destinations.
Since, the young travelers have occupied 20% of the international tourism, they are on the target list too. It is surveyed that almost 44 % of people aged 55 or above are interested in solo travelling and enjoying the natural beauty the resorts like Qualia offers. It is slightly because the older travelers have more time and money to spend on destinations and luxury hotels (Levy & Gvili, 2015). The business travelers are also the primary targets of the resort site because they have sudden booking habits due to business purpose and hardly care about the expenses.
Consumer Behavior issues
Since, the advancement of technologies has brought about so many opportunities for the business organizations, the issues are also same related to it. The consumer behavior is an area based on which an organization improves itself. However, it is the most vulnerable area that gets easily gets distracted towards other options available in the market. The customers nowadays, have the minimum attention span. The customers now at more power because through the help of the websites, they have an easy access to the information and can easily compare among the options. This issue of fluctuating decisions is related to all types of target market /customers. Hence, like other enterprises, the Qualia resort also have to stay aware of the quality of their service they provide and portray on the website.
The dynamic forces of the industry
The Porter’s Five Force model helps to analyze the condition of the industry and organization deals in. It is a useful tool to understand the dynamic forces of the industry which shapes the competition. There are five components of the Porter’s Five Force namely the power of buyers, the power of suppliers, threat of substitutes, threat of new entrants and the competitors. The Qualia resort operates in the hospitality industry and the analysis is as follows
|
Threat of New Entrants |
Threat of Substitutes |
Rivalry/ competition |
Bargaining power of the buyers |
Bargaining power of the Suppliers |
|
It is medium because although there are less barriers to get entry and exit, the scaling up is highly difficult. Moreover, the requirement of capital is high whereas the digital marketing has made it cost –efficient. |
It is Low because there is no direct kind of competition in the hospitality sector and it is true that people do spend a lot in this industry to experience superior standards of luxury (Tiago & Veríssimo, 2014). |
It is high because the hospitality enterprises especially the hotels and the resorts have increased the advertisings in order to attract the customers. Among the market giants of this industry Longitude 131degree , Capella Lodge , Park Hyatt Sydney are important. |
It is high because there are so many similar operators in this industry and the switching cost is low. Price and service plays a key role. |
It is Low because there are multiple suppliers in the industry. Since quality is most important, the enterprises in this industry can easily switch to others if necessary. |
1.Information Quality – The resort ensures that information provided is accurate, updated and appropriate.
- Functional Fit to Task – users believe that the website meets their needs evident through the reviews
- Tailored Communications – The user’s needs are met with tailored communication by the executives
- Trust –Information privacy is the primary concern and protected by the end-to end encryption.
- Response Time – They respond within 24 hours.
- Ease of Understanding – The content language is easy to read and understand.
- Intuitive Operations – Easy to operate and navigate.
- Visual Appeal – There is appropriate use of color, font and graphics.
- Innovativeness – The uniqueness of the website rests on the communication strategies.
- Emotional Appeal – The emotional intelligence of the site attracts the customers more.
- Consistent Image – The website does not create dissonance for the user by incompatible images with that projected by the firm through other media(Todor, 2016).
- Online Completeness – It allows all or most necessary transactions to be completed online
- Relative Advantage – It is better than other means of interacting with the company.
- Customer Service – It has better customer service that interacts with the customers at regular intervals and addresses the queries of the customers.
E-CRM Activities
The Qualia resort has its website presence as well as other social media presence like Facebook, Instagram. The site is designed to manage the customer profiles and maintain the quality of the email list. It has multichannel customer experience and engages in data mining and mass customization. The resort is easy to navigate because website comes on the front page of the search engine optimization (SEO) (Rowley & Keegan, 2017). The E-CRM benefits the targets most –effectively. It has improved the relationship with the customers. It helps to deliver the loyalty programs and lowered the cost. It has enabled in-depth customer understanding.
Conclusion
Therefore, from the above discussion it can be said that, digital marketing has opened opportunities for all kinds of businesses along with the most cost-effective way than the traditional marketing. The present report has dealt with the evaluation and auditing of the marketing website the Qualia, Great Barrier Reef resort of Australia deals in. It has identified the target market and analyzed it using suitable tools. On a concluding note, the Qualia resort has an ideal design of its website that helps it to reach the global customers and generate better revenues.
Reference
Järvinen, J., & Karjaluoto, H. (2015). The use of Web analytics for digital marketing performance measurement. Industrial Marketing Management, 50, 117-127.
Karjaluoto, H., Mustonen, N., & Ulkuniemi, P. (2015). The role of digital channels in industrial marketing communications. Journal of Business & Industrial Marketing, 30(6), 703-710.
Leeflang, P. S., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European management journal, 32(1), 1-12.
Levy, S., & Gvili, Y. (2015). How Credible is E-Word of Mouth Across Digital-Marketing Channels?: The Roles of Social Capital, Information Richness, and Interactivity. Journal of Advertising Research, 55(1), 95-109.
Qualia.com. (2018). qualia – Australia Luxury Resort | Whitsunday Islands – Great Barrier Reef. Retrieved from https://www.qualia.com.au/
Rowley, J., & Keegan, B. (2017). Looking back, Going forward: the role and nature of systematic literature reviews in digital marketing: a meta-analysis.
Royle, J., & Laing, A. (2014). The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries. International Journal of Information Management, 34(2), 65-73.
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother?. Business Horizons, 57(6), 703-708.
Todor, R. D. (2016). Blending traditional and digital marketing. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 9(1), 51.
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