Market Analysis Report on Flavourhood Tours

Running head: MARKET ANALYSIS REPORT
Topic: AN ASSIGNMENT ON FLAVOURHOOD TOURS
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1MARKET ANALYSIS REPORT
The Purpose and Scope of the report:
The purpose of the report is to analyse the company Flavourhood Tours, which is a
tour operator company, it offers Food Tours & food experiences in Melbourne's northern
suburbs. The report will analyse the direct competitors in the tours and sightseeing market.
The report will determine the external as well as internal factors influencing the company’s
performance in the Melbourne market (Char-lee, Becken and Watt 2016). The report would
discuss the different marketing strategies, devised by the company to reach the target
customers and increase its market share of tourists. The report would include a
comprehensive evaluation of the company that would include a SWOT analysis. The swot
would discuss the strengths of the company, in respect to the competition from local tour
operators. The company’s USPs, cost advantage, pricing and market segment targeting, will
be thoroughly analysed. The weaknesses of the company, are also discussed in this report and
areas of improvement will be highlighted.
The report would discuss the external opportunities of growth, and improvement of
the company. The external threats would be also analysed in light of the competition from
established as well as new players in the tour operator space (Basu 2017). This would test the
company’s marketing strategies and provide insight into areas of improvement, including
emphasis on the customer’s behaviour. The scope of the report encompasses the company’s
competitors, it does a comprehensive analysis on the strengths and weaknesses of its
competitors who offer traditional tours in Melbourne. The scope of the report will also
include the promotional strategies required and recommended to achieve the company’s goals
of reaching the target customer base and increase its sales.
The report also encompasses a few recommendations for the company which will help to
increase its productivity.
1. The company can implement a digital booking and payment system for increasing
user friendliness.
2. The company may hire casual staff, students, contractors or subcontractors to
streamline daily operations of the company.
3. The company should try to foster partnerships with local and national businesses to
increase its outreach.
4. The company should increase its online social media presence to reach out to the new
age consumer.