Type: Research Report
Word Limit: 3,000 words
Learning Objectives Assessed: 1, 2
Individually, you are required to conduct a market research report on a tourism, events or hospitality (THE) organization of your choice. Essentially, this report requires you to document the current competitiveness of your chosen organization through a thorough review of its current operations from a marketing and distribution channel perspective. It requires an extensive understanding of your organization and the THE industry in general. Please use the following format to ensure all areas are addressed.
Section 1: Executive Summary (300 words)
You are to provide an executive summary of your report. This shortened version should summarize the report so that the reader can understand the larger body of material without having to read it all. It is to only include material presented in your main report. It is not to be written as an introduction. Attempt to use past tense.
Section 2: Introduction (400 words)
Your market report should begin with a brief overview of your organization. This should provide a general overview of the operational context in which your organization trades. You are also to briefly mention the distribution channel your organization is affiliated with. Here, there should be some statistics relating to your chosen THE industry context.
Section 3: Portfolio Analysis (600 words)
Using the matrix created in the checkpoint earlier in the semester, you are to provide a detailed portfolio analysis for your organization based on three key experiences that it provides. You are also to showcase the relationship with these experiences and the distribution channels that it provides.
Section 4: Market Segmentation Analysis (700 words)
You are to provide a market segmentation analysis of three (3) major markets [customers] that you perceive your organization should provide services to. Based on your understanding of your chosen organization, you are to prioritize each of the target markets through a detailed level of analysis.
Section 5: Organization Competitiveness: (600 words)
This section will require you to examine, based on your research, how well you perceive that your organization performs. Here, you are to consider the competitiveness stance. It will be based very much on your judgment combined with research statistics.
Section 6: Recommendations (300 words)
This section requires you to outline in detail two (2) recommendations for your organization. Here I would like you to consider a different direction for your organization in its planning. Some suggestions could include (but are not limited to):
- Should there be a change of market segmentation?
- Should a new market be targeted?
- Should a new experience be developed?
- Should a new distribution channel be considered?
Section 7: Conclusion (100 words)
This final section is a brief overview that summaries the previous sections of your research report. It is to mention each of the different sections that you have considered and leave the reader with a complete picture of how your organization performs.
Note: It is expected that the word limit of 3,000 words is NOT exceeded; consequently you will need to be very succinct and thorough with your research report. It is advised that you ask someone to read through your report prior to submission to limit potential wordiness or repetition.
APA (6th edition) is required for this report. For guidance please refer to UQ’s website.
It is expected that the word limit of 3,000 words is NOT exceeded; consequently you will need to be very succinct and thorough with your research report. It is advised that you ask someone to read through your report prior to submission to limit potential wordiness or repetition.
Sydney Tours R Us offers quality tours and specialises on guided tours, Blue Mountain Tours, and New South Wales tours. The company is based in Sydney and has been in tour business for over 20 years indicating that it has good experience in the business. To provide quality services, the company has employed a team of highly professional and experienced drivers and tour guide working in their flight deluxe standard coaches. The company’s main target market includes the youths aged between 16 and 35 years. An analysis of the tourism industry in NSW indicates that the region is very potential for tourists. For instance, in 2017 there were over 1.1 million domestic overnight visitors to Blue Mountain which was a 9.2% increase from 2013 and the visitors spent over 2.6 nights in NSW representing 8.0% rise from 2013. Some of the services offered by the company include; river cruise, blue mountain services, and hop-on and hop-off tour. Analysed experiences in the three tour services indicate that tour industry in the market is dynamic and growing drastically. There are three major segments that are the focus of Sydney Tours R Us as well as other players in the market; youth domestic, international domestic, and domestic caravan and camping visitors. Domestic youth segment comprise of Australian youth visitors to NSW who are interested with transport and tour services such as Blue Mountain and tour guide services. On the other hand, international youth segment comprise of non- Australia or foreigners visitors interested with the tour services offered. These two market segments form a large part of the market. Despite that the company is successful in the market in terms of segmentation, targeting, and resource availability; there is a need to invest on digital marketing and targeting international and domestic students in order to increase the company’s customer base and increase brand awareness.