Marketing Consumer Behavior

Running head: CONSUMER BEHAVIOUR
Marketing Consumer Behavior
Name of the Student:
Name of the University:
Author’s Note:

2CONSUMER BEHAVIOUR
Table of Contents
Introduction......................................................................................................................................3
Company Background.....................................................................................................................3
Situation Analysis............................................................................................................................3
Key changes in the marketing environment................................................................................4
SWOT and PEST analysis...............................................................................................................9
SWOT..............................................................................................................................................9
PESTLE.....................................................................................................................................11
Competitive Analysis.....................................................................................................................13
Situational, psychological and social influences...........................................................................14
Situational..................................................................................................................................14
The psychological factors..........................................................................................................15
Social factors..............................................................................................................................16
Conclusion.....................................................................................................................................17

3CONSUMER BEHAVIOUR
Introduction
Competition is increasing at a very rapid rate in the modern day scenario. It is for this reason
that all the organizations are trying their level best to outrun their customers. In order to do this
they are spending a huge amount of money for developing their R&D department. This is
helping them to get all the modern and the new systems that are used for developing their
services. This assignment has dealt with the Flight Center Company and how they are dealing
with their current and future problems. Flight center is doing a good job in the field of customer
satisfaction but at the same time they have to pay huge attention to the competition that is
existing in the tourism industry.
Company Background
The company Flight Centre is one of the well-known aircraft companies that excel in
selling the best and the cheapest aircraft services. The FCTG or the flight center travel group
started in the year 1980s with a good intention of taking care of the travel needs. The company
provides employment to about 19000 people as their employees from all over the world (Van
Wee & van Cranenburgh, 2017). Their overall business is located around 2800 branches. This
Company was also listed in the Australian Securities Exchange in the year 1995.

4CONSUMER BEHAVIOUR
Situation Analysis
Key changes in the marketing environment
The marketers and the customers will be taking their decisions based on the different
forces that ate existing in the market. In other words, all the different forces existing in the
market will be judging the different decisions that will be taken by the customers. This can be
analyzed by using PESTLE Model.
PESTLE
POLITICAL
Australia is a more or less politically stable country. The taxation rates are also
affordable. As a result if this it will be easier for the company to carry on with their business in
this country. They will be able to abide by the rules and regulations of this country in a peaceful
manner. In order to give a boost to their services they will have to import a huge amount of
modern and upgraded resources. The company will also have to get good workforces that they
can use for boosting up the production level.
The political setup of Australia is more or less stable. This will help the company that is
Flight Centre to carry on its business in a sound and organized way. Australia is a constitutional
monarchy and it is mainly governed by the Monarchy system. As the political system is stable
the company will be able to abide by rules and the regulations of the country, Thus they will be
able to carry on the business in a very organized manner. However, the company will surely have
to deal with some of the drawbacks that are present within the political set up of the company.