Scandinavian Journal of Hospitality and Tourism †MyAssignmenthelp.com

Question: Discuss about the Scandinavian Journal of Hospitality and Tourism. Answer: Introduction: Sun and Surf Company is a Tourist group operator providing with the online and offline booking of tour packages. The two ventures by the company are providing traveller with the customized packages and group tour travel packages (Athanasopoulos Hyndman, 2008). The wide range of options provided by the company distinguishes it in the market. Tourism in Australia is known to be an important component contributing around 3 percent to the total Australian GDP. The Domestic tourism contributes 73 percent of the total direct tourism GDP. The famous tourist destination includes Sydney, Brisbane and Melbourne (Australia in 2020: A Snapshot of the Future. 2017). The business strategy of our company revolves around the necessity to provide quality services to the customers at different level. This shall be done by the creating an efficient team and providing customers with lucrative deals and by catering to their needs. With time, the company will focus on increasing the marketing campaigns by generating awareness in different targeted market. The most evident companys strategy is to create a sustainable market by gaining advantage (Dwyer Spurr, 2010). The core activity of the company is to signify needs in order to satisfy needs of the customers. The plan is to qualify as a significant market player in the Australian market. The objective is to become a reliable brand by creating a good image. The intention is to create a good rapport in the market by focusing on each and every individual stakeholder needs (Abooali, Ghaderi Rashid, 2016). By the time, well designed brochures will enable clients to understand the types of services and advan tages a customer can utilize. A well-designed brochures and fact sheet will allow in trigger sales and contemplate services. This will undoubtedly generate increased sales (Dwyer, Forsyth, Spurr Hoque, 2013). The company wants to create and nurture a healthy and fair environment for employees. By fairly compensating the employees, the company will be able to provide an intended quality services. Follow up is a mandatory part of organization mission. This will help in seeking maximum customer satisfaction to meet the future expectations. The goal is to keep the company financially healthy in order to fairly remunerate the employees. The secret to success is to identify the niche market and implement the policies according to their needs. The company intend to introduce effective marketing policies to directly target the customers. The personal selling strategies will rotate around meeting customers individual needs and to develop a personalized package (E Aln, Domnguez, Losada, 2012). The key success factors of the involved in the process are as follows: Excellence in meeting the targets: The Company promise to offer completely enjoyable packages to the customers as per their needs. This includes excursion and other informative travel to fully satisfy the customers (Cheer Lew, 2017). Timely responding to the customers need: delay in meeting the customers needs is not entertained. This is done to avoid any sort of wrong impression to fully meet the future needs. For gaining customers satisfaction the company is consistently dealing with their query. The customer service representatives are present 24*7 to meet customers queries. Effective strategic alliance: By considering the nature and services and alleviating it to another level in order to realize market potential. The purpose is to set up a strategic alliance considering the futuristic needs of the customers. This is to ensure a regular flow of customers and to meet their needs and to create opportunities by creating alliance (Tribe Liburd, 2016). Marketing knowledge: As a new company it is evident to use an aggressive marketing strategy. These strategies will allow in setting up the business and services. The purpose is to meet the top most requirements and to deal with the basic requirements. This will act as a deterrent factor for the company in regulating the marketing. Advertising is an integral part of the company for meeting their regular needs (Carson, Carson Hodge, 2014). Sun and Surf Company is intended to provide individual and group travel company. The products and services include pre-arranged tours and custom packages as per the client needs. The services packaging includes travel consultation, timely reservations and other facilities. The company wants to distinguish itself from the other local and international tour and travel companies located in Australia. Company location and facilities At present the company is planning to open an office at Sydney. As time progress, the company wants to become more accessible and attractive in providing with the travel and tourism products. Sun and Surf Company intend to deliver leisure products by providing with cost efficient producers. The intention is to guide customers by selecting pre-verified vacation criteria. The analysis will be based in the overall revenue earned by the company on the basis of Budget, activities sought, destination chosen and the time of travel (Green, 2014). A travel will meet the services in the selected areas of interest based on customer preference. The overall intention is to provide with an access to an exclusive tourist destination and fully appreciate the destinations by meeting customers need. The special purpose is to access special interest travel as per the group and individual traveller. Competitive comparison There are presently many competitors in the market offering the similar services. With changing market scenario in Australia, there will be an ever growing opportunities in the market. The company needs to distinguish itself from the other companies. There is a need to establish firm marketing strategies in order to differentiate oneself from the other business opportunities. The most significant competition posed to the company is from the travel agencies offering with excursion services to their clients. The key advantage of the company is to meet the individual needs and to ensure customer satisfaction (Native plants animals, 2017). By collaborating with the existing lodges and travel agency in order to identify the market opportunities. The purpose is to diversify the intended services by collaborating with the new clients. Existing companies intend to use services by establishing effective relationship. This will help in presenting a potential challenges in a better way. This is to ensure effective marketing expertise in the field. The overall purpose is to direct the focus on surfing and water sports activities. The focus is to meet the needs of youth in the market (Gardiner, Grace King, 2015). Service description Sun and Surf Company offers the services and knowledge as per the individual requirements. The intention is to seek a competitive advantage and create a significant market position. By keeping in mind the comforts of tourist it will be able to manage customers expectations. The organization doesnt want to restrict itself to a particular sector but wish to diversify in market by creating relationship with the other stakeholders (Mok, Sparks Kadampully, 2013). At a large scale the company demonstrates an understanding to match up with the ongoing market requirements. Local tourist wants to go for the water sports and other allied activities. Generally there is tourist who wants to stay for a short period just to enjoy the sea side activities. Travellers look for the place that unlocks the mystery of nature. They want to visit to the place least habited by human. With such a marketing place it will be easy for the company to meet market needs. This potential market is growing at a fast pace drawing customers attention (Kulendran Dwyer, 2009). The business will start with a general corporate brochure established to create a market position. The brochure is developed establishing with a start-up expense including the business card and company profile. Compliment slips are also an important part of organizations services to generate awareness. The company will be publishing information regarding tour packages to attract customer attention (Ruhanen, Mclennan Moyle, 2013). The services will be provided by the employees. The core value of the company is to match up with the customers expectation. This is only possible if the company is intended to meet the customers need in a well-defined way. The overall purpose is to turn reputable relationships that are necessary for the organization. The needs are established to arrange strategic alliance (Janoschka Haas, 2013). Sun and Surf Company strives to ensure effectiveness through relevant software applications. This will allow the company to continuously meet up with the market needs. The technology is continuously evolving. The industry can only grow if the organization efficiently uses the market capabilities and generate opportunities for themselves. Their aim is to be aware of the technological implication and to utilize it in an effective way by generating effective framework. With time, the company eventually wants to place themself at a reputable situation in order to draw customer attention (Leslie Sigala, 2005). The company by putting it forward foot into the tourism market is allowing customers to match up with the needs. The most important factor is to develop future market by understanding target market needs and to derive the most competitive strategy. Company is looking forward to expand its operations by coordinating with the other local travel agencies. This will allow the company to experience effectiveness and manage the market requirements. With the passage of time, the company will expand its functions in other countries. Market Analysis Summary In todays competitive market, it is evident to match up with the rapid economic development and growth. This has been possible only due to an easy foreign exchange policies and macro economics policies geared to match up with the economy needs. The fiscal and monetary policies are geared up to maintain growth and social justice largely by contributing towards it. The current drive and focus by the government on the diversification of the industrial base is creating multi-fold opportunities. Sun and Surf Company is intended to make a valuable contribution towers achievement of goal. Australias tourism industry is becoming one of the finest in the world. It is the vital economic player and contributing widely in long term growth and development. Operating in such a large market, it is important to develop good networking strategies. The company purpose to establish an effective relationship with the hotels, lodges and travel agents. This is to ensure steady market goals and allowing them to get highly comfortable quality. The initial target is to attain a 10 percent growth by mainly focusing on the Australian population. With time the company is planning to expand the business venture outside Australia. In this way the company can gain a competitive advantage gearing up with the marketing opportunities. The current target market is the young po pulation who is looking for sports and fun activities. By providing them with lucrative offers, the company can gain competitive advantages. The intention is to create a good rapport in the market by focusing on each and every individual stakeholder needs. The purpose is to become a reliable source of interest and to develop itself as an effective market strategist. The company is providing with an uncompromised services by offering services according to the needs of individual customer (Solvoll, Alsos Bulanova, 2015). Target market segment strategy The marketing strategy focused on delivering customer based services by providing with a right service. In this way the services will take effectiveness through organizing the different market segment. They have to ensure effective market strategies that allow customers to own their package in order to meet needs. The organization has realized the necessity to communicate in a good way. The decision is to develop a strategic alliance with the customers and to ensure growth of the company. The ultimate aim is to tap the market in an aright way and to gain competitiveness by defining strategic alliance. The tourism industry is growing at a fast pace in the last decade where the majority of market players are concentrating on a wide market. With this intention the brand is growing by realizing individual customer needs and developing business objectives. The ultimate purpose of the company is to realize the requirements of the target market and to compile polices according to them. The company intention is to provide unintentional services to the customers (Economic development.2017). The market trends are reflecting that the company is intended to gain an effective market needs by generating larger market potential. The ultimate purpose is to match up with the individual customers need and to guide the trends according to the different market components. Tourism 2020 in Australia focuses on developing long term tourism strategy. Competition and buying pattern The key element of the decision making is to utilize an effective level of understanding in the customers. The most important factor is to place business at a competitive place by understanding their needs. This will particularly help in gaining customers trust and help in gaining effective results that serve as an effective market player. Client offer compare services provided by one organization with the other. In order to remain competitive it is important to gain market effectiveness. The company has to use effective market strategies. By an aggressive promotion campaign the company will be able to meet the overall market needs. In order to gain market competitiveness it is evident to understand the newest market strategy. This is to manage the individual role and responsibility and to gain a strategic market position. The company has identified many local and international market players. There are lot many companies who are into the tour and travel industry. The intention of our company is to develop core competency by effective market strategy and to generate effectiveness. Upon closer inspection it is observed that the company can only gain a competitive advantage if it serves the specific needs of the customers. For the purpose they need to be more customer centre and should deal in meeting out to their queries in a strategic way. Strategy and implementation summary Initially the company will be looking out for the local customers into the adventure segment. The target customer will be the local population looking for adventure. The tour packages will be modified according to the specific need of the customers. The company is relatively new and requires a focused market strategy. The initial aim of the company is to match the individual customer needs. In order to meet its goal the company intends to conquer the market in a strategic way. By developing unparallel services the company will gain a competitive advantage. This will include overall package made to match up individual expectation. The unparalleled range of services will support the company in distinguishing their services with the other companies. Social media marketing will be carried out to gain customer attention. In this way the company will be able to gain a strategic position in the tourism industry. The company purposefully wants to generate awareness through consistent service s. In this way the company can match up with the requirements of different stakeholders. Conclusion To conclude, the organization will be developing an effective and competitive market strategy by generating awareness. In order to avoid competition it is important to provide with distinctly function. The purpose is to enter a lucrative market and gaining a competitive strategy. The key strategy is to meet the purpose and to Gerard identity by strategy looking forward to expand its operations by coordinating with the other local travel agencies. This will allow the company to experience effectiveness and manage the market requirements. In this way the company can gain competitiveness in the Australian market. References Abooali, G., Ghaderi, Z., Rashid, B. (2016). Is cultural intelligence valid in the context of tourism? The case of Australian South Korean tourists.Anatolia,27(2), 265-267. Athanasopoulos, G. Hyndman, R.J., (2008). Modelling forecasting Australian domestic tourism. Tourism Management, 29(1), pp.19-31. Australia?in?2020:?A?Snapshot?of?the?Future. (2017). Online. Retrieved from: https://mccrindle.com.au/ResearchSummaries/Australia-in-2020-A-Snapshot-of-the-Future.pdf (Accessed on: 30 August 2017) Carson, D. A., Carson, D. B., Hodge, H. (2014). Understanding local innovation systems in peripheral tourism destinations.Tourism Geographies,16(3), 457-473. Cheer, J. M., Lew, A. A. (Eds.). (2017).Tourism, Resilience Sustainability: Adapting to Social, Political Economic Change. Routledge. Dwyer, L. Spurr, R., (2010).Tourism economics summary. STCRC Centre for Economics Policy. Dwyer, L., Forsyth, P., Spurr, R. Hoque, S., (2013). Economic impacts of a carbon tax on the Australian tourism industry.Journal of travel research,52(2), pp.143-155. Dwyer, L., Forsyth, P., Spurr, R. Hoque, S., (2013). Economic impacts of a carbon tax on the Australian tourism industry.Journal of travel research,52(2), pp.143-155. E Aln, T Domnguez, N Losada.(2012). New Opportunities for the Tourism Market: Senior Tourism Accessible Tourism. (Online). Retrieved from: https://cdn.intechopen.com/pdfs/35523/InTech-New_opportunities_for_the_tourism_market_senior_tourism_and_accessible_tourism.pdf (Accessed on: 30 August 2017) Economic development. (2017). (Online). Retrieved from: https://www.goldcoast.qld.gov.au/business/economic-development-288.html (Accessed on: 30 August 2017) Gardiner, S., Grace, D., King, C. (2015). Is the Australian domestic holiday a thing of the past? Understanding baby boomer, Generation X Generation Y perceptions attitude to domestic international holidays.Journal of Vacation Marketing,21(4), 336-350. Green, R. J. (2014). Tourism Biodiversity Conservation in Australian National Parks.Journal of Hospitality Tourism,12, 64-73. Janoschka, M. Haas, H., (2013).Contested spatialities, lifestyle migration residential tourism(Vol. 41). Routledge. Kulendran, N. Dwyer, L.,( 2009). Measuring the return from Australian tourism marketing expenditure.Journal of Travel Research,47(3), pp.275-284. Leslie, D., Sigala, M. (2005).International cultural tourism: Management, implications cases. Routledge. Mok, C., Sparks, B. Kadampully, J.,( 2013). Service quality management in hospitality, tourism, leisure. Routledge. Native plants animals . (2017). (Online). Retrieved from:https://parkweb.vic.gov.au/park-management/environment/native-plants-and-animals (Accessed on: 30 August 2017) Ruhanen, L. M., Mclennan, C. L. J., Moyle, B. D. (2013). Strategic issues in the Australian tourism industry: A 10-year analysis of national strategies plans.Asia Pacific Journal of Tourism Research,18(3), 220-240. Solvoll, S., Alsos, G. A., Bulanova, O. (2015). Tourism entrepreneurshipReview future directions.Scandinavian Journal of Hospitality Tourism,15(sup1), 120-137 Tribe, J., Liburd, J. J. (2016). The tourism knowledge system.Annals of Tourism Research,57, 44-61.