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Alaska is more than just snow and grizzlies

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Semester 1, 2008 Assignment 1 UNIT NAME - MARKETING MANAGEMENT UNIT CODE - MPK732 Case study-1: Alaska is more than just snow and grizzlies Due Date: 11th APRIL, 2008 Prepared By: BHARAT BHUSHAN - 700337799 SURYAKANT BEHERA - 700280747 KARTIK CHOPDA - 800386508 SUHAS SAVVASERE SATHYANARAYANA- 800231436 (A)The environmental analysis of travel Industry in Australia Tourism has emerged as one of the most significant economic and social drivers on the 20th century. Tourism industry is growing at a faster rate not only in Australia, but throughout the world (Victoria Tourism website) incorrect referencing format - must be Harvard system. Tourism is an $81 billion industry for Australia (Tourism Australia website). The total economic value of inbound tourism in 2006 was $20.5 billion and the total economic value of domestic tourism in 2006 was $60.2 billion (Tourism Australia website). incorrect referencing format - must be Harvard system. An analysis of the environmental of such a huge industry is crucial. Hence based upon the factors and forces which may impact this industry can be differentiated based on:- * Demographic Environment * Economic Environment * Technological Environment * Natural Environment * Socio-Cultural Environment * Political Environment (Source: Kotler and Keller, 2006) Demographic Environment: The demographic environment is described as the human population with regard to age, income, sex, size and growth rate of the population, geographic distribution, occupation, education, etc ( Kotler and Keller ,2006). Australia's population is growing and its population reached the 21 million mark (Australian Bureau of Statistics, 2008). The population growth is mainly due to natural birth and from overseas migration of people in Australia. More and more people are migrating in Australia every year from different places around the globe (Kotler et al, 2006). There were 180,000 permanent additions of migrants in 2005-06 which was 72% more than the number in 1996-97 (105,000) (Australian Bureau of Statistics, 2007). It provides an opportunity for Phil Hoffman Travel to target these migrating people for holidays in Australia as well as overseas.


that researcher will be use to acquire primary data (Kotler et al, 1998). Researcher can gather secondary or primary data or both. "Secondary data are data that were collected for some other purpose and already exist somewhere" (Kotler and Keller, 2006). Examples of secondary data are company internal records, government publications, periodic and journal and so on (Kotler et al, 1998). Secondary data gives a good initial base for research and often help to identify problems and research objectives. As the data are open to all firms, they do not give competitive advantage when used as a single source of information. In most instances, secondary data sources cannot present all the required information and therefore, will need a considerable primary data collection effort (Kotler et al,1998). Start with internal records - what do PHT know? It is stated in the case that PHT have an extensive database of clients over the years. The quality of the information in the database will be important. How was the information collected, was it updated regularly and is it current? Next look for market intelligence. This is an important step. What information is in the market that PHT can access. There are many reports, such as the IBIS World report, Tourism Australia, ABS reports, government reports into the travel and tourism industries. There is also AC Nielsen reports, Roy Morgan research etc. There are journals (Tourism and travel journals), magazines, and websites that provide information that is industry specific. There is ample information that may be accessed, students MUST identify this. PHT is a small organisation and it would be best for them to use as much free information as they can get. Listed below is a brief sample of websites and reports that are available.!OpenDocument,-1,0,B/l856~b2046428&FF=dindustries+australia+classification&3,,3,1,0 Focus Group Research:- It consists of 6 to 10 people discussing their views about a product, service or organization carefully guided by a moderator (Kotler and Keller,2006).


* Personal- In this context the buyer may refer to friends or family members to get the necessary information about the service or product. * Commercial- In this context the buyer would refer to advertising, websites, sales persons, dealers, packaging and displays for the information about the service or product. * Public- In this context the consumer will acquire knowledge from the sources available in the public. Like mass media, consumer-rating organizations and so on to get the information about the product or service he's willing to buy (Kotler and Keller, 2006). Evaluations of alternatives: There are several processes to understand consumer evaluation process. Some basic concepts of consumer evaluation process are: Firstly, the consumer is trying to satisfy a need. Secondly, the consumer is looking for certain benefits from the product solution. Thirdly, the consumer sees each product or service as a bundle of attributes with varying abilities for delivering the benefits. The attributes of interests to buyers vary product to product. For example: Hotels- location, cleanliness, atmosphere and price. In this case the consumer may have many alternatives to buy a holiday package, but the company which provides unique and best services for the reasonable price would win over the consumer's decision and the service provider gets focused (Kotler and Keller, 2006). One of the key criteria here will be safety. A child is involved in this decision and so the parent will consider the safety and entertainment of the child first and foremost. This must be satisfied. Once the consumer will be happy that the child will be safe, be entertained and be able to eat the local food and enjoy the accommodation, the usual factors come in to play. Other factors that may determine the choice of a destination: * Weather at the destination * Cost * Culture and language * Travel time * Time of year * Accessibility * Safety There are lots of other factors that may influence the decision. Purchase decision: After the evaluations of the alternatives available in the market, consumer decides to purchase a service or a commodity based on the quality and price.

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