Strategic Marketing Management: Analyzing Helloworld Travel's Strategy

This report provides a strategic marketing management analysis of Helloworld Travels, an Australian travel company. It examines the company's market position, consumer base, internal resources, and external environment using various analytical models. The report identifies Helloworld's target market, segmentation strategies, and positioning within the competitive tourism industry. Consumer behavior issues are discussed, highlighting the company's efforts to satisfy customer needs. The report concludes with recommendations for Helloworld to enhance its market position and customer base by improving travel packages and leveraging the booming Australian tourism industry. Desklib offers similar solved assignments for students.

Running head: STRATEGIC MARKETING MANAGEMENT
STRATEGIC MARKETING MANAGEMENT
Name of the Student
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Table of Contents
Introduction.....................................................................................................................2
Market or consumer situation analysis...........................................................................3
Conclusion and recommendations..................................................................................5
References.......................................................................................................................6

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Introduction
Purpose of the report - The main purpose of the analysis which is being made in the
report is to gain knowledge based on the Australian organization named Helloworld Travels
which operates in the travel and tourism based industry of the country. The marketing
position and consumers of the firm will be analysed in the report in a detailed manner. The
internal and external environment of the company will also be analysed with the help of
different models.
About the company - Helloworld Travel is an organization which has been able to
gain the topmost position in the travel based industry of Australia. The network which has
been developed by the company in the entire country is thereby considered to be largest which
consists of 2000 travel agents who operate in an independent manner. The knowledge based
network of the company is widespread and has been able to develop effective levels travel
plans for the clients who are present in the country. The company is mainly based on the ways
by which the clients can be analysed in an effective manner and travel plans can be further
made based on their choices and preferences (Helloworld.com.au, 2018). The holiday based
experiences that have been provided to the clients are thereby able to fulfil their demands in
an effective manner. The executives of the organization are thereby available at all points of
time in order to assist the clients in an effective manner.
Mission and vision of the company - The major mission which has been thereby
developed by the company is based on the ways by the Australian travellers can be provided
world class and industry leading level services. The best value related travel deals can thereby
be used by the clients in order to assist the customers in an effective way. The network of
executives which has thereby been developed by the organization has been able to increase
their passion levels to serve the clients in an efficient manner. The executives have thereby
been able to go an extra mile in order to provide effective levels of services to the clients
(Andaleeb, 2016). The company not sell the packages to its clients, moreover it aims at
developing an effective holiday based experience for them. Helloworld has thereby developed
a network which is able to operate all over the country. The travel agents of the organization
are thereby able to operate all over the nation and is highly community supported in nature.
The different non-profit organizations, schools and groups are provided with immense
amounts of support by the agents of Helloworld (Bickhoff, Hollensen & Opresnik, 2014).

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Resources and capabilities of the company - The most important resources which
have been developed by Helloworld in an effective manner are based on the huge customer
based in the country. The marketing based efforts that have been made by the company is a
major part of the operations of the company in travel industry of Australia. The advertising
based activities have thereby been able to increase the awareness of the company among the
younger group of consumers in the country. Growing momentum of the company has been
based on the integrated campaigns which have been developed by Helloworld Travel. The
Instagram based promotional activities were thereby started by Helloworld Travel with the
help of an advertising agency named OMD Australia. The human resources of the company
have been able to form an important part of the effective services which are provided to the
consumers in Australia.
Market or consumer situation analysis
Target market of the company – The major target market which has been developed
by the company mainly include, people who are interested in different travel based activities.
The target market of the company also includes the premium group of travellers who can be
offered with effective and suitable packages in order to fulfil their needs in an effective
manner. The marketing and advertising based activities that are developed by the firm are
mainly built on the ways by which Helloworld is able to target the consumers or clients in an
effective manner. The packages which have been developed by the organization are thereby
based on the needs of business travellers and the leisure based travellers as well. The facilities
and packages that are offered to the business travellers are quite different from the facilities
which are provided to the normal leisure based travellers (Choi & Kim, 2015).
Size and growth of the target market of Helloworld Travel – The size of the target
market has shown huge amounts of growth in the current business based environment of
Australia. The company has also acquired the topmost position in the country based on the
customer base and the human resources. The travel industry is thereby able to provide the
required levels of services to the customers in an active way (Dibb, 2017).
Industry or the market where the company competes – The tourism based industry
of Australia is booming in nature. The growth which has been shown by the industry is quite
high. The international tourism based industry has been able to grow in an effective manner
with the help of different organizations. The tourists have started visiting different areas of the
country which were not visited quite often previously (NewsComAu, 2018). The most

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important and lucrative tourists who have been visiting the country currently include the
people from China. The boom in the tourism based industry has further been able to provide
huge opportunities based on growth to the organizations like Helloworld Travels (Kubacki,
Dietrich & Rundle-Thiele, 2017). The airlines based services in the country have also
experienced high growth rates due to the increase in tourism activities. The spending based
activities of different international tourists in the country have also increased a lot in the
current business environment in Australia.
Segmentation, targeting and positioning of Helloworld Travels – The segmentation
of customers of Helloworld is done based on the different factor like demographics of the
people which is based on their gender, age, education and income based levels. The
psychographics of the consumers are also a significant part of the segmentation related
process. The data of consumers is used in an effective manner in order to analyse their needs
and demands and separating them into groups. Consumers which are made by Helloworld
with the help of their website has also been quite helpful in order to decide the services and
products which are offered to them. The lifestyle of consumers is also helpful for the
company in order to design the products and the offers that can be offered to them. The
geographical locations and life stages of the consumers are able to play an important role in
dividing the segments in an effective way (Schlegelmilch, 2016).
Targeting the consumers with the help of services and products of the firm is the next
step which is implemented by Helloworld in the travel industry. The customer based segments
are thereby targeted in such a manner which is helpful in deciding the types of products that
can be offered to them effectively. Helloworld has been able to target a large group of
customers with the help of its packages and services. The benefits which are thereby provided
to the customers are based on the customer groups to which they belong (Pyo, 2015). The
accessibility of the segments is an important factor that can affect the operations of
Helloworld Travels. The segments which are developed by the company are based on huge
number of differences. These differences are recognised in such a manner which will play a
major role in the operations of the company in Australia and services which are provided to
the international tourists (Shank & Lyberger, 2014).
Positioning based process of the company is totally based on the services and products
that are provided to the clients and the customer base which have been developed in the
country. The company has positioned itself in such a manner which is helpful for its

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operations on the company in comparison to its competitors in the travel based industry. The
major groups of consumers belong to many different age groups of people which include the
young people, business based groups and the older age groups as well. The products and
packages which have designed by the company are able to fulfil the needs of these groups in
an effective way (Venter, Wright & Dibb, 2015).
Consumer behaviour based issues – The marketing based strategies which have
been developed by Helloworld Travels are built on the ways by which it is able to provide
effective levels of services to the consumers in the country. The consumers in Australia are
thereby considered to be an important part of its operations in the country. The clients of the
company have been provided with effective levels of services with the help of its packages.
The consumers of Helloworld are thereby quite happy about the services and packages which
are provided to them. The growth in consumer base is also built on the ways by which the
firm has been able to satisfy them in an effective manner (Thoeni, Marshall & Campbell,
2016).
Conclusion and recommendations
The report can be settled by stating that Helloworld has been able to develop a
leadership position in the travel based industry of Australia with the help of its services and
packages. The company has also created and maintained a huge customer base in spite of the
external influences and changes which have taken place in the environment. The consumers
base which has been targeted by the company has been based mainly on their specific needs
and demands. This has been a major reason behind the effective leadership based position of
the company in the travel based industry.
Recommendations – The major recommendations which can be delivered to the
company are built on the ways by which firm can develop better packages in order to further
increase its customer base in the travel industry of Australia. The improvement in travel
packages can thereby act as an important factor in the ways by which Helloworld can
maintain an effective position in the tourism based industry. The tourism based activities of
the company are thereby based entirely on the booming travel industry of Australia.

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References
Andaleeb, S. S. (2016). Market Segmentation, Targeting, and Positioning. In Strategic
Marketing Management in Asia: Case Studies and Lessons across Industries (pp. 179-
207). Emerald Group Publishing Limited.
Bickhoff, N., Hollensen, S., & Opresnik, M. (2014). Step 2: Strategic and Operative
Marketing Planning—Segmenting, Targeting, Positioning. In The Quintessence of
Marketing (pp. 47-110). Springer, Berlin, Heidelberg.
Choi, C. S., & Kim, K. H. (2015, June). MARKETING MANAGEMENT IN SOCIAL
NETWORK PLATFORMS: SEGMENTATION, TARGETING, AND
POSITIONING. In 2015 Global Fashion Management Conference at Florence (pp.
97-102).
Dibb, S. (2017). Changing Times for Social Marketing Segmentation. In Segmentation in
Social Marketing (pp. 41-59). Springer, Singapore.
Helloworld.com.au. (2018). Retrieved from https://www.helloworld.com.au/about-us
Kubacki, K., Dietrich, T., & Rundle-Thiele, S. (2017). Segmentation in Social Marketing:
Why We Should Do It More Often that We Currently Do. In Segmentation in Social
Marketing (pp. 1-6). Springer, Singapore.
NewsComAu. (2018). Government hopes to ‘supercharge’ US interest. Retrieved from
https://www.news.com.au/finance/economy/australian-economy/tourism-industry-is-
booming-for-australia/news-story/871de337e8c89d7c8f289a23822f60ae
Pyo, S. (2015). Integrating tourist market segmentation, targeting, and positioning using
association rules. Information Technology & Tourism, 15(3), 253-281.
Schlegelmilch, B. B. (2016). Segmenting Targeting and Positioning in Global Markets.
In Global Marketing Strategy (pp. 63-82). Springer, Cham.
Shank, M. D., & Lyberger, M. R. (2014). Segmentation, targeting, and positioning. In Sports
Marketing (pp. 241-290). Routledge.

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Thoeni, A. T., Marshall, G. W., & Campbell, S. M. (2016). A resource-advantage theory
typology of strategic segmentation. European Journal of Marketing, 50(12), 2192-
2215.
Venter, P., Wright, A., & Dibb, S. (2015). Performing market segmentation: a performative
perspective. Journal of Marketing Management, 31(1-2), 62-83.