Huella Air Travels Case Analysis

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HUELLA ONLINE TRAVEL: A MARKETING RESEARCH PROPOSAL | September 10
2013
|
The purpose is to understand the Hong Kong market so as to improve the site’s existing standing and increase market share. | Gaining market insight into Hong Kong Consumers |
Prepared By: Raja Simab Khan
Dated: 10-9-2013

Contents
1 INTRODUCTION 3
2 PROBLEM STATEMENT 3
3 OBJECTIVES 3
4 PROBLEM APPROACH 4
5 RESEARCH APPROACH 4
6 SAMPLE SIZE & METHOD 4
7 COST AND TIME 4

1 INTRODUCTION

Huella Online Travel was founded in Kuala Lumpur, Malaysia in 1999. It is an internet based travel portal that targets Greater China and the rest of Asia. Huella was initially a subsidiary of Blue Rock, a US based private equity firm which owned a majority stake in the company as well as “Your Journey Partner”, an online travel agent headquartered in Australia.
In less than a decade, Huella has expanded into ten markets across Asia, including Hong Kong, China, Taiwan, Singapore, Japan and South Korea, among others with the benefit of each area having its own localized websites.
In recent years Huella Online Travel has faced problems in capturing the market share in Hong Kong in spite of performing well in other places. This is one   of Huella’s main goals, that is, to acquire an increased market share in this city which has one of the highest internet penetration rates in Asia (alongside a tech-savvy youth as well).
Market Sense has been approached to prepare a research proposal that highlights the problems faced by Huella, so that the company can regain market share.
2 PROBLEM STATEMENT

The biggest problems faced by Huella are:
  1. Brand Awareness – Very few people know about the brand and a majority of people in the city prefer traditional brick-n-mortar agents as opposed to online travel sites.
  2. Online Payment Security – This was the largest matter of concern as people were not even aware of the security measures provided by the site, this resulted in low level...

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