Ms. Leung‚ The purpose of this document is to support and outline the creation of a statistically significant study of the Hong Kong market for Huella Online Travel. With Hong Kong’s online travel market expecting an “annual growth of 97.9% during 2006-2010”‚ it is imperative for Huella Online Travel to discover what is impeding them from obtaining a greater market share in Hong Kong. After reading the initial study analysis‚ I agree with your in her decision to hire MarketSense to conduct a new
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Huella Online Travel faces several challenges in penetrating the Hong Kong market. While Hong Kong enjoys one of the highest Internet penetration rate in the world‚ its tech-savvy people are perplexingly wary of transacting business online. Huella situates itself in this kind of market‚ where people generally shun e-businesses‚ including air travel bookings‚ for perceiving it as a high-risk trade to seeing it as second only to the traditional marketplace. Initial qualitative survey results culled
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Introduction Huella Online Travel was an Internet travel portal Founded in 1999 in Kuala Lumpua‚ Malaysia targeting Greater China and Asian Pacific. It expanded into 10 different markets across Asia‚ including Hong Kong. Huella online travel sells travel related products and services to customers‚ on behalf of suppliers‚ such as airlines‚ car rentals and hotels. Problem Statement Hong Kong consumers have low interest in buying airline tickets online although internet penetration is quite high
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Give a brief description of travel industry and the business model adopted by the industry Around the world‚ particularly in the Asia Pacific regions‚ the travel industry was booming. Despite the dampening effects of events such as 9/11 and SATS on global tourism‚ the industry enjoyed a spectacular rebound in 2004 and had been growing ever since. In the late 1950s‚ airlines began to build an Airline Reservation System (ARS) that connected their branch offices and travel agents for obtaining real-time
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huella online travel huella online travel Ans 1) Management problems:- * To ease consumers concerns regarding online travel purchases * To increase Huella’s market share in Hong Kong * To ensure sustainability and growth in the business in terms of profitability Research problems:- * What are the general trends and buying behaviour of Hong Kong consumers towards travel and vacations (specifically online travel)? * What is the degree of awareness of the Huella brand
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Huella Hong Kong Online travel is a Malaysian-based travel portal that targets customers in Asia and Asia Pacific. Huella Hong Kong’s revenue growth is decreasing and their market share is declining. Huella Hong Kong has a state-of-the-art technology and business model. The people at Huella need to know what else they need to have or do in order to get out of this downward spiral. This case analysis will cover the problems Huella Hong Kong is facing‚ the different stakeholders and their effect
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Huella Marketing Research 1-INTRODUCTION: Founded in 1999 in Kuala Lumpua‚ Malaysia‚ Huella Online Travel was an Internet travel portal targeting Greater China and Asian Pacific. Huella online travel agent is a retail business‚ that sells travel related products and services to customers‚ on behalf of suppliers‚ such as airlines‚ car rentals‚ cruise lines‚ hotels‚ railways‚ sightseeing tours and package holidays that combine several products. Huella ‘s Hong Kong was launch in 2000. Up to
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Online Travel Industry Internet travel bookings have been very prosperous these past couple of years. During the first three months of 2005‚ Internet travel bookings grew about 20 percent in the United States from the year earlier. Companies like Expedia‚ Travelocity‚ and Orbitz are putting more emphasis on selling to corporations and expanding in foreign markets. Travel has become one of the Web’s most developed categories. According to comScore‚ "online leisure travel bookings reached about
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Huella Hong Kong‚ an online travel website‚ has not achieved the results that the company had expected in the Hong Kong market. Jenny Leung‚ the marketing and market research manager of Huella Hong Kong‚ has recently received the results of a heavily qualitative survey to help better understand the Hong Kong market. She has hired a new market research agency to both confirm the findings from the last survey and also to test representativeness of those findings. The ideal respondents of this new
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Online Travel Competitive Landscape AmericanAirlines.com‚ Priceline.com‚ and Kayak.com offer many different services in their online marketplace. American Airlines gives the consumer the option to book their flights directly through their website along with other services that they will need during their trip. This encourages the consumer to develop brand loyalty while allowing them to reap the benefits through competitive pricing. When booking directly through American Airlines‚ consumers are
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