The Essay Explores The External Environment Of Sea World Resort Gold Coast Hotel In Australia. (70 Characters)

Discuss about the external environment of Sea World Resort Gold Coast Hotel in Australia.

Note: target market is " family travellers"

Corporate Connection

Contemporary hotel marketing deals with effective communication of hotel’s unique feature among the customers (Espino-Rodríguez & Rodríguez Díaz, 2017). The hotel chosen for this study is Sea World Resort Gold Coast hotel of Australia. The hotel provides best leisure and hotel experience to the family travelers through attractive theme parks, luxurious rooms, fine dining, conference hall, wedding ceremony and others. The study will discuss the corporate connection of the hotel and review its product and service categories. The study will also assess the external environment of the hotel through PESTLE analysis, competitive analysis, and commercial partner analysis and market and consumer researches. Apart from that, the study will also assess the internal environment of the hotel through SWOT analysis and internal research. In internal analysis, the study will also examine the organizational structure and segmentation and targeting analysis. Furthermore, based on the assessment, the study will set the objectives and goals for the hotel. In this part, the study will frame an action plan with effective strategies and tactics with resource requirement for achieving the objectives and goals. On the other hand, the study will also evaluate and set contingency plans for tracking the performance of the marketing plan.

Corporate Connection

Corporate Mission Statement	To bring people together from all cultures, ages and backgrounds for enjoying their leisure experience and highest theme park standard of quality.
Corporate Vision Statement	To become the premier facilitator and provider of leisure and vacation experience in the world
Goals of Hotel	· To grow business from international family travelers by 20% for upcoming 12 month · To grow domestic family market by 12% in next 12 month · To get highest Occupancy rate · To provide best customer service experience from the experienced and trained hotel staffs

Table 1: Corporate Connection

(Source: Seaworldresort.com.au, 2017)

Sea World Resort Gold Coast hotel provides excellent experience of family accommodation to the tourists in the highly decorated hotel rooms. The travelers can avail wide varieties of rooms in the hotel including deluxe double room, premium king room, family resort queen room and others. The hotel also offers various packaged deal like Unlimited Sea World Holiday, VIP theme park package, Pool closure special, family holiday package, dinner and show package and lot more. The customers can also avail fine dining experience with highly delicious food items. Furthermore, the hotel also offers conference and even organization for the business travelers. Apart from that, the customers can also book their wedding hall in this hotel for getting an overwhelming wedding experience (Seaworldresort.com.au, 2017).

The organization has employed approximately 15000 employees for providing customized hotel service to the customers. Sea World Resort is located on the Gold Coast in the South-East corner of Australian State of Queensland. The organization offers seasonal offerings to the travelers for effective promotion of the hotel. Apart from that, the organization also promote its services through social media channels for attractive both domestic as well as international customers. In the last year, the organization has incorporated special waterfall café as the special attraction to the tourists (Leonidou et al., 2013).

Product and Services

PESTLE ANALYSIS OF SEA WORLD RESORT GOLD COAST HOTEL
POLITICAL FACTOR	· Political stability of Australia has built favorable business condition · Government support for development of tourism industry fosters business success of the hotel · Free trade agreement of Australia can be beneficial for internal expansion · Increased tax rate imposed on luxurious hotel can be threat for this hotel
ECONOMIC FACTOR	· Growing economic condition of Australia has enhanced the profit potentiality of the hotel · Frequent changes in inflation rate can impact of cost of business operation · Fluctuation in currency rate can deter the international tourist by deteriorating the business profit of hotel
SOCIAL FACTOR	· Growing inclination of people towards travelling has increased the scope of hotel business · High disposable income of people has increased their tendency to afford luxurious hotel · Changing consumer demand can be threat for the hotel
TECHNOLOGICAL FACTOR	· Enhanced technology of Australia has increased the customer satisfaction level · Improvement in social and digital media has increased the promotional opportunities of the hotel
LEGAL FACTOR	· Strict health and safety laws imposed on hotel industry can limit the business operation · Strict labor laws of Australia can also be influential on hotel business
ENVIRONMENTAL FACTOR	· Government restrictions on energy savings can be threat for the hotel · Restrictions on water savings is also influential on hotel business · Natural disaster on the country can also hamper hotel business

Table 2: PESTLE Analysis of Sea World Resort Gold Coast Hotel

(Source: Šeric et al., 2015)

According to Luo and Qu (2016), political stability of Australia leads to less frequently changing government policies and regulations. Therefore, such stable government rules and regulations improve the business condition ofSea World Resort Gold Coast hotel. On the other hand, Australian government has huge support towards tourism development has increased the number of travelers in the hotel. However, Bilgihan and Bujisic (2015) opined that increased the higher tax imposed on luxurious hotels has increased the cost of business operation of the hotel.

Yang et al., (2014) pointed out that growing economic condition of Australia has increased the potentiality of business profit for the hotel. However, frequent changes in inflation rate often impact of pricing strategy for the hotel, which can deter the customers. Apart from that, currency fluctuation of the foreign currency often restricts the foreign customers towards visiting hotel.

Bharwani et al., (2017) opined that growing inclination of people towards traveling has increased the sales volume of the hotel. Developed economic condition of Australia has increased the disposable income of the people, which has increased the tendency of people towards visiting luxurious hotels.

Technological advancement of Australia has helped the hotel in reaching out mass domestic and international customers for better customer interaction. Furthermore, advancement in social and digital media has increased the promotional opportunities of the organization.

According to Martin and Isozaki (2013), strict rules and regulation regarding the health and safety of the customers has imposed certain limitation of hotel business. Strict labor laws imposed on hotel industry is also influential on the hotel.

As per Baker et al., (2016), government restriction on energy savings and water savings can impose threat on the hotel business of Sea World Resort Gold Coast hotel. Apart from that, the natural disasters occurred in the country often deter the customers from visiting the hotel.

Factors	Sea World Resort Gold Coast Hotel	Royal Pines Resort (Competitor 1)	InterContinental Sanctuary Cove Resort (Competitor 2)
Competitor Type	N.A.	Direct	Direct
Market share	37% Market Share (FY 2015- FY 2016)	33.54% Market Share (FY 2015- FY 2016)	41.57% Market Share (FY 2015- FY 2016)
Sales Volume	AU $ 7 Billion (FY 2015- FY 2016)	AU 4 Billion (FY 2015- FY 2016)	AU 8.2 Billion (FY 2015- FY 2016)
Product and Services	· Luxurious hotel rooms · Reservation facility · Fine dining · Conference Halls · Event organizing plan · Wedding arrangement · Hotel schools	· Banquets and meetings · Fine dining · Fitness competition · Child programs · Other recreational services · Theaters and Museum	· Highly luxurious hotel rooms · Attractive beach access · Indoor outdoor pool · Shopping facility · Golf driving range · Fine dining on sites · Theaters and Museum
Basis of Competition	Affordable prices of the hotel prices	· Price can be competitive for Sea World Resort	· Higher quality and unique value of hotel service
Benefits of Services	· Budget friendly · Timely services · Wide ranges of amenities · Easy access to hotel · Warm behavior of hotel staff	· Affordable price · Trustworthy services · Discounts and offerings · Approachable behavior and attitude of the hotel staff	· Standard quality of hotel services and amenities · Highly trained hotel staffs for proper service delivery · Quality assurance · Wide ranges of hotel amenities
Strength	· Affordable price · High market penetration options	· Gradually increasing market shares · Budget friendly price for the hotel services	· premium quality of products and services · High quality services from highly trained customers
Weakness	· Lack of concentration of service quality · Less numbers of shareholders	· Inefficient customer service · Lack of standard in product and service quality	· Price is little bit high · Less promotional tools

Table 3: Competitor Analysis

(Source: Bruni et al., 2017)

Sea World Resort sources the best materials from their unique sources of suppliers. Moreover, the hotel sources the best suppliers for getting supply of best hotel accessories for better customer service. The needs for unique source of suppliers make the hotel highly dependent on the suppliers. The hotel also maintains collaborative relationship with the distributors for getting timely delivery of their supplied hotel equipments (Dedeo?lu & Demirer, 2015). On the other hand, partnership of Sea World Resort with the travel agencies helps the organization in getting sources of huge customers. Moreover, the hotel gets huge customer referrals from these travel agencies, which enhances the sales volume of the hotel by enhancing its customer base (Radojevic et al., 2015).

PESTLE Analysis

Furthermore, effective airline partnership of the hotel with airline companies ensures luxurious and comfortable journey of the customers during travelling. Best partnership of the hotel with the food suppliers ensures delicious and authentic foods delivered to the customers. The hotel has also built some promotional partnership with some organization for effectively promoting its unique attraction to the customers of both domestic and international market (Patiar & Mia, 2015). Moreover, the hotel has made partnership with Coca-Cola and Streets for undertaking mutually beneficial marketing and promotional activities for Warner Village Theme Parks. The hotel has also partnership with some educational partners for providing best education to the students of tourism course (Chen et al., 2014). Such partnership attracts wide students groups towards choosing this hotel as their best place of gaining fist hand hotel service experience. Apart from that, Government partnership of the hotel facilitates in getting some government support from their business operation (Melián-González & Bulchand-Gidumal, 2016).

Australia has welcomed around 8.7 million international visitors in the year ending September 2017. It is actually up by 7.4% from the previous years. Recreational travel comprised of largest share of international inbound tourism in 2016 by 53% (Fraj et al., 2015). In 2014, International passenger traffic to and from Australia has reached record at 34. 9 Million. In this way, the there is an increasing boom in the hotel sectors for increasing development in the tourism industry. The hotel sectors have also reached the highest occupancy rate in the last year. Therefore, Sea World Resort has huge opportunities in enhancing their overall profit through increasing international inbounds and high occupancy rate of hotels (Assaf & Agbola, 2014).

The success of Sea World Resort is largely dependent on international travelers coming from the countries in Australia. However, domestic travelers also have significant contribution in the success of the hotel. Furthermore, the seasonal travelling tendency of both international as well as domestic travelers also builds the foundation of high occupancy rate of the hotel. Apart from that, growing industrialization of the world is increasing the business travelers in the hotels. They are more inclined to travel in international markets for arranging conferences with the business clients (Benavides-Velasco et al., 2014). Apart from that, such business travelers also arrange various event shows for their business promotion. Therefore, the demand for even organizing service of the hotel can be highly popular to those business travelers. In this way, this customer section is also growing strong in the hotel sectors, which can build the foundation of success of the hotel. Increasing numbers of family travelers both from domestic as well as international countries in winter season also forms the success of the hotel (Wu & Ko, 2013).  Therefore, such family travelers around the world are also growing strong among the target market of the hotel.

Competitive Analysis

SWOT Analysis of Sea World Resort Gold Coast Hotel
Strength	· High brand recognition of the hotel attracts huge customer groups · Huge service ranges in the hotel provides unique value to the customers · Warm and friendly behavior of the hotel staffs build the success of hotel services · Technical innovation improves the customer experience · Various brand ranges from reasonable to aspiration · Timely delivery of hotel services
Weakness	· High brand image can be vulnerable to breakthrough for any small reasons · Competition from direct competition in the hotel sectors leads to reduced market share · Lack of global presence limits the sales and revenue of the hotel
Opportunities	· Growth tourism market and industry can increase the business opportunity of the hotel · Increasing foreign tourists arrivals can increase the sales volume of the hotel · High brand image can enhance the scope of global expansion · Novel travelling concepts like medical tourism and eco-tourism can increase the profit level
Threats	· Tough competition from the domestic competitors like Royal Pines Resort · InterContinental Sanctuary hamper the market share of the hotel · Famous international hotels also attracts international travelers · Economic fluctuation can hamper the tourist

Table 4: SWOT Analysis of Sea World Resort Gold Coast Hotel

(Source: Leonidou et al., 2013)

While considering the average length of stay of the customers in Sea World Resort, it can be said that the hotel has 7.5 days average length of stay of the customers (Tanford et al., 2016). The organization can effectively become aware of such information from the hotel reservation managers. It is actually calculated by total number of stay divided by total number of reservation of the hotel. The organization can also gain adequate information regarding the occupancy rate of the hotel from the front office employees. Such information can assess the perfection of the rooms and services in the hotel. While assessing the occupancy rate of Sea World Hotel, it has been found that the hotel has 70% occupancy rate (McManus, 2013). Occupancy rate determines the demand of hotels among the customers. The assessment of occupancy rate can help the hotel in determining the level of improvement in the hotel rooms.

A secure and hassle free payment method encourage the customers towards revisiting the hotel. Moreover, it ensures money security for the customers in their payment method. While considering the payment method of Sea World Hotel, it can be found that the hotel uses cash payment, credit card and debit card, personal check, direct billing and others. Such payment methods give a secure feeing of money transaction to the customers (Arenoe et al., 2015). Therefore, such payment methods often contribute in the satisfaction level of the customers. On the other hand, the hotel can also take the advantage of information regarding its guest satisfaction survey. The organization can assess such guest satisfaction survey information from the software tool used in the assessing guest satisfaction survey. Such information can provide the core needs and demands, likes and dislikes of the customers to be incorporated in the hotel service (Villarino & Font, 2015). Therefore, the information guest satisfaction can help the hotel in modification of their service ranges for providing unique value to the customers.

Figure 1: Organizational Chart including Marketing Department of Sea World Resort

(Source: Bazazo et al., 2017)

The marketing department of Sea World Hotel is responsible for reaching out to the prospects, customers, investors and community for creating an overarching corporate image. Moreover, the marketing department represents the hotel to the customers in a positive light. Marketing department looks after the sale, advertisement, promotion, distribution, customer satisfaction and others of the hotel. Marketing information system facilitates the marketing department of the organization in timely decision making regarding the marketing activities (Barber & Deale, 2014). The department effectively interacts with the sales department for efficiently formulating sales strategy. On the other hand, the marketing department also interacts with the finance team for deciding upon research, promotion and distribution strategy, which are to be fit within the financial budget of the hotel. In this way, timely marketing information facilitates the marketing department in deciding upon the research, promotion and distribution strategy in effective manner (Galli et al., 2017).

Market Research

Marketing department of the hotel also interacts with the human resource management department for gaining effective information about research and development of new product ideas. Moreover, such information about new product development and product improvement can help this department towards sharing unique and updated information to the customers for customer attraction (Jani & Han, 2014). Such information also facilitates the marketing department in deciding upon the production target and hiring competent sales team for perfectly interacting with the customers. Selection of competent and ambitious sales team facilitates the hotels in high level of customer attraction. On the other hand, marketing department of the organization also interacts with the customer relationship department for setting the strategies for effective customer relationship (Kim et al., 2013).  

Target Market
v Primary Target Market: Family Travelers (Domestic, International)
Identifying Market Segment
Demographic	ü Age: 20 to 75 ü Gender: M/F ü Income: AU$500 to AU$3000 (monthly) ü Education: Average ü Family Size: 2 to 10 ü Status: Nuclear/Joint
Geographic	Country	State	City
	Australia, New Zealand, China, United Kingdom, Unites States, Singapore, Japan, Malaysia, India	ü Domestic: Queensland, NSW, Victoria, Tasmania ü International: Auckland, Wellington, Christchurch, Hamilton, Zhejiang, Jiangsu, Shandong, California, Florida, Virginia, England, Scotland, Wales, Maharashtra, Tamil Nadu, West Bengal	ü Domestic: Gold coast, Melbourne, Sydney, Adelaide, Brisbane, Perth, Darwin, Canberra ü International: Jurong East, Kampong, London, Liverpool, NYC, Washington, Mumbai, Chennai, Kolkata, Beijing, Shanghai, Tianjin
Psychographics	ü Lifestyle: Office going, Socially aware, self-employed ü Personality: Buying power, accessibility ease ü Interest: Adventure, Explore
Behavioral	ü Purchasing: Need based, Luxury-seekers, Price-conscious ü Consumption: Enthusiasts, Early adopters, Quality-conscious
Target Market Family Travelers
Identifying Positioning Strategy
Ø Clear identity and placement Ø Consumers targeted Ø Visibility and recognition Ø Features with added value Ø Luxurious services at lower price

Table 5: Target market Analysis

(Source: Created by Author)

SMART OBJECTIVES OF SEA WORLD RESORT GOLD COAST HOTEL
SPECIFIC OBJECTIVES	v To grow business from international family travelers by 20%  v To grow domestic family market by 12% v To achieve occupancy by 75% in winter season v To achieve occupancy by 50% in summer season v To enhance gross sales volume by 38%
MEASURABLE	v Growth in both domestic and international market can be easily tracked v The occupancy rate of the hotel can be easily tracked v The gross sales volume of the hotel can be accurately calculated
ACHIEVABLE	v Growing both international and domestic family travelers can be achieved easily v Increasing occupancy rate is hard but possible to achieve v Enhancing gross sales volume is achievable with improved hotel service
REALISTIC	v Achieving growth in international and domestic family travelers is realistic enough with increased customer attraction v Enhancement of occupancy rate is realistic enough with improved hotel service v Reaching 38% increase in gross sales is realistic with gathering more numbers of customers
TIME BOUND	v Objectives will be achieved with 12 months period

Table 6: SMART Objective

(Source: Created by Author)

Ø To grow business from international family travelers by 20% for upcoming 12 months Ø To grow domestic family market by 12% in next 12 months
Target Market
v Primary Target Market: Family Travelers (Domestic, International)
Strategies and Tactics
Strategy	Activity			Priority				Resources	Timing
Product	Rooms:		Features	High		Medium	Low	Necessities	Months
	Deluxe Category: (Modified) Ø Deluxe family Queen room Ø Deluxe family Quad room Ø Deluxe family King room Ø Deluxe family Triple room		Simply stunning, offers spacious and modern view experience with vibrant décor, large LCD TV, free wifi, large bathroom, large double beds, overlooking to pool area, facing to sunlight	Quad room, Triple room		Quad room	Queen room	Huge capital, investors, suppliers, human resource, stakeholder communication,	1 to 10 Months
	Premium Category: (Modified) Ø Premium Resort double room Ø Premium Resort King room Ø Premium Broadwater		Offers beautiful contemporary look and feel, two double beds, free wifi, two LCD TVs	Broad-water		King room	double room	Huge capital, directors, suppliers, consultants	1 to 12 Months
	Basic Category: (New) Ø Basic Double room Ø Basic King room Ø Basic Queen room		Budget friendly rooms, quite spacious, LCD TV, free wifi, single/double bed	Queen room, King room		Double room		Huge capital, directors, suppliers, consultants	1 to 12 Months
	Extras:		Features	High		Medium	Low	Necessities	Months
	Ø Fountain Garden		Dazzling lighting with different color all along with change in fountains	Mountain skiing		Cultural Program, Scuba Diving	FountainGarden	Huge capital, media partners, R&D team	10 months
	Ø Mountain Adventure		Alpine skiing, ski jumping, snowboarding					Huge capital, media partners, R&D team	3 Months
	Ø Cultural Program Show		Traditional entertainment programs customized for each guest category					Huge capital, media partners, R&D team	6 Months
	Ø Scuba Diving		Circuit scuba diving, recreational scuba diving, free training					Huge capital, media partners, R&D team	6 Months
Price	Rooms	Deluxe Category: Competitive pricing (price will be set in accordance to competitors) ü 20% discount for 3 night and 2 days ü 30% discount for 6 night and 6 days		High		Medium	Low	Necessities	Months
				Deluxe Category		Basic Category	Premium Category	Marketing director, sales director, finance director	1 to 10 Months
		Premium Category: Competitive pricing (price will be set in accordance to competitors) ü 10% discount for 3 night and 2 days ü 20% discount for 6 night and 6 days						Marketing director, sales director, finance director	1 to 12 Months
		Basic Category: Price penetration (price will be less for first 12 months and then gradually rise) ü 30% discount for 3 night and 2 days ü 50% discount for 6 night and 6 days						Marketing director, sales director, finance director	1 to 12 Months
	Extras	Ø Competitive pricing strategy for mountain adventure, 15% discount for 2-night stay Ø Competitive pricing strategy for Scuba Diving, 10% discount for 2-night stay Ø Price penetration strategy for Fountain Garden, 25% discount for 2-night stay Ø Price penetration strategy for Cultural Program Show, 30% discount for 2-night stay		High	Medium		Low	Necessities	Months
				Mountain skiing	Cultural Program, Scuba Diving		FountainGarden	Marketing director, sales director, finance director	10 months
Distribution	Business mix optimization: By breaking guests into higher-yield segments and lower-yield segments, it will indicate more occupancy from later segment throughout the year with sales from wholesalers, while the earlier segment will book through hotel booking engine. This comprises both traditional and non-traditional method.			High	Medium		Low	Necessities	Months
				Business mix optimization	Use of online and offline channels		Technology to tie	Sales and distribution team	10 months
	Use of online and offline channels: Through online channel such as OTAs, official website, social medias and offline channel such as voice reservation services and wholesalers booking will be increased.
	Technology to tie: Through property management system, channel manager, media partner, online reservation website more booking will be registered.
Sales	Multiple Fronts Ø Advertisement in magazines, covers, hoardings, banners, local tourism guides			High	Medium		Low	Necessities	Months
				Multiple Fronts, Travel Agents	Membership Rewards, Online Discounts		Low Season Specials	Sales and distribution team, Finance director, Marketing director	10 months
	Travel Agents Ø Partnering with national travel agencies for advertisement in promotional fliers, annual brochures, radio commercials
	Membership Rewards Ø Initiating membership programs for rewarding frequent guests along with loyalty programs for extra upgrades and free amenities
	Online Discounts Ø Special rates for smartphone and online bookings, online discounts during season
	Low Season Specials Ø Promoting low-season rates and discounts along with zero-bargain rates
Promotion	Advertisement Ø Use of hoardings, banners, print media, support media, social media, traditional media, media partners			High	Medium		Low	Necessities	Months
				Advertisement, Publicity	Public Relation			Sales and distribution team, Finance director, Marketing director	12 months
	Publicity Ø Use of social media websites, marketing campaign, trade fare, brand awareness, CSR activities
	Public Relation Ø Mobile application for Android and iOS, personalized email alerts, SMS alerts

Table 7: Action Plan

(Source: Created by Author)

Resources	Points to be considered
Personnel	Ø Recruitment of qualified and experienced candidates through reference, consultancy agencies and newsletter Ø Fresh graduate recruitment from campus drives for staffing
Suppliers	Ø Raw material supplies for infrastructure development and construction Ø Materials for catering, lodging and food
R&D team	Ø Necessary for new room category planning and construction Ø Added service development strategy including amenities Ø Strategic planning for infrastructure development
Strategic consultants	Ø Required for designing and development of action plan Ø Gaining ideas for resource consumption optimization
Space and Time	Ø Developing milestones for deliverable measurement Ø Acquisition of new areas for cultural program, mountain sports and fountain garden resorts
Consulting and training	Ø Service improvement through training sessions for fresh recruiters Ø Intra-organizational support for decision making and evaluation
Media Partners	Ø Required for advertisement and promotions Ø Creating brand awareness and market penetration

Table 8: Resource Requirement

(Source: Created by Author)

Factors	Points to be considered
Sales Revenue	Ø Helps in identifying the amount of revenue generated through sales Ø Has to be calculated after each quarter Ø Based on revenue collected action plan will be revised Ø Following is the formula: Ø (Total sales for the year) - (Total revenue from customers acquired through inbound marketing)
Cost Per Lead (CPL)	Ø Helps in evaluating customer acquisition cost through integration Ø Manpower, technology, software, general overhead, advertising and marketing are the factors for evaluating CPL Ø Budget for each resource category can be revised based on CPL
Return on investment (ROI)	Ø Helps in evaluating monthly and annual performance Ø Future planning and changes in strategies are to be initiated by identifying the gap between proposed and projected return
Traffic-to-Lead Ratio (TLR)	Ø Website traffic can be evaluated by categorizing the visitors according to social media, direct and organic Ø Indicates own website development through change in design, text, graphic, form or content
Social Media Traffic	Ø Evaluating metrics such as lead conversation and customer conversion through social media channels Ø Allocating resources for social media and its design development will need to be changed once gap is found

Table 9: KPI of Marketing Plan

(Source: Created by Author)

Considering the key performance indicators, it is definite enough that at certain times plan will not be working and therefore, priority must be set so that things do not go wrong. Therefore, the primary priority would be to check the Traffic-to-Lead Ratio (TLR) so that social media pages can be improvised and redesigned for attracting consumers. This activity will help in addressing both domestic and international customers at a very short time. Next, personnel need to be contacted such as directors and managers so that strategic planning can be initiated. Later, strategic consultants can be contacted so that contingency steps are implemented.

Conclusion

While concluding, it can be said that Sea World Resort Gold Coast can surely attract consumers from both domestic and international market. It has been identified that services need to be extended such as room category and extra services that will add value to international visitors. On the other hand, the action plan indicates a complete package for the organization by including entertainment resorts such as cultural, sports and mountaineering. However, it must be highlighted that the organization needs to allocate huge capital by attracting number of investors. In the initial year, the amount of sales revenue for the latest services will surely be less than invested but it is likely the fact that within third year break-even point will be reached. The main objective being market growth, can surely be addressed by incorporating proper positioning strategies. Key performance indicators such as customer conversation rate will help in determining the future growth and organizational stability.

Consumer Research

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