About the Company
Purpose of the report – The main purpose of the analysis which is being made in the report is to gain knowledge based on the Australian organization named Helloworld Travels which operates in the travel and tourism based industry of the country. The marketing position and consumers of the firm will be analysed in the report in a detailed manner. The internal and external environment of the company will also be analysed with the help of different models.
About the company – Helloworld Travel is an organization which has been able to gain the topmost position in the travel based industry of Australia. The network which has been developed by the company in the entire country is thereby considered to be largest which consists of 2000 travel agents who operate in an independent manner. The knowledge based network of the company is widespread and has been able to develop effective levels travel plans for the clients who are present in the country. The company is mainly based on the ways by which the clients can be analysed in an effective manner and travel plans can be further made based on their choices and preferences (Helloworld.com.au, 2018). The holiday based experiences that have been provided to the clients are thereby able to fulfil their demands in an effective manner. The executives of the organization are thereby available at all points of time in order to assist the clients in an effective manner.
Mission and vision of the company – The major mission which has been thereby developed by the company is based on the ways by the Australian travellers can be provided world class and industry leading level services. The best value related travel deals can thereby be used by the clients in order to assist the customers in an effective way. The network of executives which has thereby been developed by the organization has been able to increase their passion levels to serve the clients in an efficient manner. The executives have thereby been able to go an extra mile in order to provide effective levels of services to the clients (Andaleeb, 2016). The company not sell the packages to its clients, moreover it aims at developing an effective holiday based experience for them. Helloworld has thereby developed a network which is able to operate all over the country. The travel agents of the organization are thereby able to operate all over the nation and is highly community supported in nature. The different non-profit organizations, schools and groups are provided with immense amounts of support by the agents of Helloworld (Bickhoff, Hollensen & Opresnik, 2014).
Resources and capabilities of the company – The most important resources which have been developed by Helloworld in an effective manner are based on the huge customer based in the country. The marketing based efforts that have been made by the company is a major part of the operations of the company in travel industry of Australia. The advertising based activities have thereby been able to increase the awareness of the company among the younger group of consumers in the country. Growing momentum of the company has been based on the integrated campaigns which have been developed by Helloworld Travel. The Instagram based promotional activities were thereby started by Helloworld Travel with the help of an advertising agency named OMD Australia. The human resources of the company have been able to form an important part of the effective services which are provided to the consumers in Australia.
Mission and Vision of the Company
Target market of the company – The major target market which has been developed by the company mainly include, people who are interested in different travel based activities. The target market of the company also includes the premium group of travellers who can be offered with effective and suitable packages in order to fulfil their needs in an effective manner. The marketing and advertising based activities that are developed by the firm are mainly built on the ways by which Helloworld is able to target the consumers or clients in an effective manner. The packages which have been developed by the organization are thereby based on the needs of business travellers and the leisure based travellers as well. The facilities and packages that are offered to the business travellers are quite different from the facilities which are provided to the normal leisure based travellers (Choi & Kim, 2015).
Size and growth of the target market of Helloworld Travel – The size of the target market has shown huge amounts of growth in the current business based environment of Australia. The company has also acquired the topmost position in the country based on the customer base and the human resources. The travel industry is thereby able to provide the required levels of services to the customers in an active way (Dibb, 2017).
Industry or the market where the company competes – The tourism based industry of Australia is booming in nature. The growth which has been shown by the industry is quite high. The international tourism based industry has been able to grow in an effective manner with the help of different organizations. The tourists have started visiting different areas of the country which were not visited quite often previously (NewsComAu, 2018). The most important and lucrative tourists who have been visiting the country currently include the people from China. The boom in the tourism based industry has further been able to provide huge opportunities based on growth to the organizations like Helloworld Travels (Kubacki, Dietrich & Rundle-Thiele, 2017). The airlines based services in the country have also experienced high growth rates due to the increase in tourism activities. The spending based activities of different international tourists in the country have also increased a lot in the current business environment in Australia.
Segmentation, targeting and positioning of Helloworld Travels – The segmentation of customers of Helloworld is done based on the different factor like demographics of the people which is based on their gender, age, education and income based levels. The psychographics of the consumers are also a significant part of the segmentation related process. The data of consumers is used in an effective manner in order to analyse their needs and demands and separating them into groups. Consumers which are made by Helloworld with the help of their website has also been quite helpful in order to decide the services and products which are offered to them. The lifestyle of consumers is also helpful for the company in order to design the products and the offers that can be offered to them. The geographical locations and life stages of the consumers are able to play an important role in dividing the segments in an effective way (Schlegelmilch, 2016).
Resources and Capabilities of the Company
Targeting the consumers with the help of services and products of the firm is the next step which is implemented by Helloworld in the travel industry. The customer based segments are thereby targeted in such a manner which is helpful in deciding the types of products that can be offered to them effectively. Helloworld has been able to target a large group of customers with the help of its packages and services. The benefits which are thereby provided to the customers are based on the customer groups to which they belong (Pyo, 2015). The accessibility of the segments is an important factor that can affect the operations of Helloworld Travels. The segments which are developed by the company are based on huge number of differences. These differences are recognised in such a manner which will play a major role in the operations of the company in Australia and services which are provided to the international tourists (Shank & Lyberger, 2014).
Positioning based process of the company is totally based on the services and products that are provided to the clients and the customer base which have been developed in the country. The company has positioned itself in such a manner which is helpful for its operations on the company in comparison to its competitors in the travel based industry. The major groups of consumers belong to many different age groups of people which include the young people, business based groups and the older age groups as well. The products and packages which have designed by the company are able to fulfil the needs of these groups in an effective way (Venter, Wright & Dibb, 2015).
Consumer behaviour based issues – The marketing based strategies which have been developed by Helloworld Travels are built on the ways by which it is able to provide effective levels of services to the consumers in the country. The consumers in Australia are thereby considered to be an important part of its operations in the country. The clients of the company have been provided with effective levels of services with the help of its packages. The consumers of Helloworld are thereby quite happy about the services and packages which are provided to them. The growth in consumer base is also built on the ways by which the firm has been able to satisfy them in an effective manner (Thoeni, Marshall & Campbell, 2016).
Conclusion and recommendations
The report can be settled by stating that Helloworld has been able to develop a leadership position in the travel based industry of Australia with the help of its services and packages. The company has also created and maintained a huge customer base in spite of the external influences and changes which have taken place in the environment. The consumers base which has been targeted by the company has been based mainly on their specific needs and demands. This has been a major reason behind the effective leadership based position of the company in the travel based industry.
Recommendations – The major recommendations which can be delivered to the company are built on the ways by which firm can develop better packages in order to further increase its customer base in the travel industry of Australia. The improvement in travel packages can thereby act as an important factor in the ways by which Helloworld can maintain an effective position in the tourism based industry. The tourism based activities of the company are thereby based entirely on the booming travel industry of Australia.
References
Andaleeb, S. S. (2016). Market Segmentation, Targeting, and Positioning. In Strategic Marketing Management in Asia: Case Studies and Lessons across Industries (pp. 179-207). Emerald Group Publishing Limited.
Bickhoff, N., Hollensen, S., & Opresnik, M. (2014). Step 2: Strategic and Operative Marketing Planning—Segmenting, Targeting, Positioning. In The Quintessence of Marketing (pp. 47-110). Springer, Berlin, Heidelberg.
Choi, C. S., & Kim, K. H. (2015, June). MARKETING MANAGEMENT IN SOCIAL NETWORK PLATFORMS: SEGMENTATION, TARGETING, AND POSITIONING. In 2015 Global Fashion Management Conference at Florence (pp. 97-102).
Dibb, S. (2017). Changing Times for Social Marketing Segmentation. In Segmentation in Social Marketing (pp. 41-59). Springer, Singapore.
Helloworld.com.au. (2018). Retrieved from https://www.helloworld.com.au/about-us
Kubacki, K., Dietrich, T., & Rundle-Thiele, S. (2017). Segmentation in Social Marketing: Why We Should Do It More Often that We Currently Do. In Segmentation in Social Marketing (pp. 1-6). Springer, Singapore.
NewsComAu. (2018). Government hopes to ‘supercharge’ US interest. Retrieved from https://www.news.com.au/finance/economy/australian-economy/tourism-industry-is-booming-for-australia/news-story/871de337e8c89d7c8f289a23822f60ae
Pyo, S. (2015). Integrating tourist market segmentation, targeting, and positioning using association rules. Information Technology & Tourism, 15(3), 253-281.
Schlegelmilch, B. B. (2016). Segmenting Targeting and Positioning in Global Markets. In Global Marketing Strategy (pp. 63-82). Springer, Cham.
Shank, M. D., & Lyberger, M. R. (2014). Segmentation, targeting, and positioning. In Sports Marketing (pp. 241-290). Routledge.
Thoeni, A. T., Marshall, G. W., & Campbell, S. M. (2016). A resource-advantage theory typology of strategic segmentation. European Journal of Marketing, 50(12), 2192-2215.
Venter, P., Wright, A., & Dibb, S. (2015). Performing market segmentation: a performative perspective. Journal of Marketing Management, 31(1-2), 62-83.
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