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Huella Online Travel: Gaining Market Insight into Hong Kong Consumers  
Product Ref: 08/369C Company: Huella Online Travel

Product Type: Case Industry: Consumer Goods
Hotels, Restaurants, Leisure
Retail & Wholesale

Related Product(s): Teaching Note
Authors: Kevin Zhou   Isabella Chan
In April 2007, Huella Online Travel Ltd, a Malaysian-based online travel portal targeting Asia, including Greater China, announced its results for the financial year 2006. Its market share for Hong Kong had been hovering just under 5% since the launch of its local site in 2000 and was performing worse in this than in other markets. The companyˇ¦s goals were to devise a viable marketing strategy to ease Hong Kong consumersˇ¦ concerns towards online travel purchases and ultimately to increase its market share in the city.

This case illustrates the types of information needed by an online travel agent for its specific marketing objectives of increasing Hong Kong consumers' awareness of its brand, educate consumers on the security measures used by its website, and encouraging consumers to purchase travel products and services from its website. The case also examines how different types of market research can help it attain its goals.
Functional Area : Marketing

Issues: Online travel agent, internet shopping, online travel purchase, high internet usage penetration, low adoption of internet shopping, low adoption of online travel purchase, low brand awareness, unfamiliarity, internet security concerns, brick-'n-mortar travel agent, price, convenience, geographical factors, consumer education
Length: Text: 10 pages
Exhibits: 14 pages
Country: Hong Kong SAR

Pub. Year: 2008 Level of Difficulty: 2
This product type is available in the following language(s):      English
Related Information: N/A
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