Contribution of Helpmate
Discuss about the Cultural Tourism for Global and Lcal Perspectives.
Based on mobile application, Helpmate Tours and Activities Company is a unique business concept which aims of giving its customers the best experience regarding doing an action as well as visiting different places. The name of the application will not only signify to be the best assistance to the customers in order to help them in familiarizing with the organization, rather it can be one of the most significant contributions in the sector of tourism industry. Keeping the local tourists of Australia, the business concept has been originated. The target of the business concept will target the local tourists of the company while serving them such products in view of attracting the local tourists (Alastair, 2013). Along with that, the business concept also offers it s service and products to the internationals tourists in the country.
There are more than 552 tour companies in the country scattered over the major cities. It must be mentioned that these companies mainly focus on targeting international tourists than the local tourists. Thus there is a market of local tourists which makes up of 25 million. 500 national parks as well as 2700 conservation areas along with beaches exist in the country. Therefore it is needless to say that these create an opportunity of market in view of local tourists (Jago, 2013). The primary objective of the company will be using the vast opportunity targeting the local tourists in the country by offering tour packages to the local tourists. The local tourists will be offered with customized products only keeping them in mind.
However, the similar vacuum is also seen in the event tourism as well as in the sport tourism regarding the cultural events and sports events are organized across the country. Apart from the Australian Open the Formula 1 Grand Prix and similar nature of sports events that are of the global importance, there are over 120 sports organizations in the country which organize events as well as tournaments (Richards, 2008). Several festivals like Melbourne International Comedy Festival and also Adelaide Festivals are also organized in the country throughout the whole year. Thus theses events create multiple opportunities for the Helpmate in order to help a large number of audiences in the industry by offering them services from booking flights to hotels as well as restaurants.
In regard to the discussion, it must be mentioned that the work life of the country is extremely of busy nature. Thus most of the Australians do not get enough time to make all the arrangements in order to attend any events or holiday trips. This results in last minute rush with a lot of hassle. This also increases the price of the tickets and the price of the hotel rooms. Therefore, addressing the issue Helpmate primarily aims to act as the bridge which will fill the gap by assisting the customers by every means which will save the time as well as money of the Australians.
Pricing and Marketing of the Products
The name of the company itself signifies the mission as well vision of the company that is helping the customers. The primary goal of the company is to serve as the assistance to every local in order to go for a pleasure trip, or events. It shows that the aim of the company is to offer services as well as products by accessing which the customers will be able to avoid hassles. The key benefits that the customers will receive from the business are cost effective service and such a service that will make an ease for them. The service of the company will be acting as the time saver for the customers as it takes the entire responsibility from arranging essential arrangements to go for an event. Thus it can be said that the whole business model of the company will be local tourist centric. As most of the Australians lead a fast-paced life, they barely get to enough time to make a successful plan to go for a pleasure trip or to go for an event. Thus the Helpmate will bring benefits to a large extent by making a success plan for them. As the company creates prior plans before events take place, thus the inflation of price of the tickets can be avoided as well as the rush (Jago, 2013). Therefore it can be said that the key feature of the business model of the company is to offer a convenient service while saving the time as well as money of the customers.
The headquarters or main offices of the company will be located in the prime cities of the country especially; the preferred cities will be weather Melbourne or Sydney. This is because of the population of Sydney (20.86%) and Melbourne (19.72%) is higher than other major cities of the country like Brisbane (9.79%) or Perth (8.39%) (World population Review, 2018). Therefore provided the company will be setting up the main centers in the high populated cities, it will be able to reach out to more customers of its target market.
The primary target of the company will be the localities of the country mainly of the city of Melbourne and Sydney. This will make the company different from other tour companies existed across the nation. Thus the local tourism industry will be the primary target market of the company which has been neglected by other tour companies. The secondary target market of the company will be the international tourists who will be provided with the customizable packages from booking the tickets to hotel booking and local sight-seeing arrangements (Covello and Hazelgren, 2006).
In accordance with its target market, helpmate will be dividing its services into two categories. The two categories will be local packages and international packages. However the products of the company will be exclusively designed keeping the local tourists in mind; equal efforts will be given in the framing of the international tour packages. Another distinctive feature of the products of the company is its customizable feature based on the demands of the customers (Rumelt, 2011). In this regard it must the mentioned that there can be some common products under both of the category.
Penetration strategy in terms of pricing of the products will be adopted by the company. Helpmate will adopt the penetration pricing strategy so that it can attract the customers as well as compete with the existing companies. The brand loyalty can be increased if the company retains to keep a low pricing strategy (Jeremy, 2015). Over time to time, as per the changing situation, the common will be modifying the strategy in order to attract the customers.
In regard to the marketing strategy, it must be mentioned that the penetration pricing strategy itself will be one of the marketing strategy which will attract the customers to greater extent. apart from that, social media based marketing strategy will be adopted by the company as through the social media platforms, the company will be able to reach out to maximum customer bas within minimum time span (Jeremy, 2015).
In order to set up the essential infrastructure of the company along with the business operations of the company, the strategy of collecting the capital and funding of the company plays a crucial role. Therefore the strategy of funding as well as capital will have a huge impact on the come-on debt, ownership and the management of the company (Avinash and Nalebuff, 2008). Along with this, the funding and the workforce that will be inducted in the company will indicate the influence level of them as far as the allocation of the roles is concerned. In order to avoid any unwanted incident regarding the partnership, the company must be set a funding strategy with the partners. The company will be launched at a time when the events will be at their peak season. Another key factor success factor will be its social media marketing strategy through which it will reach out to the most of the customers while keeping a direct contact with them (Avinash and Nalebuff, 2008). The management of the company will be another key success factor as it will determine all the strategies keeping the target market in mind which will bring the positive outcomes towards the growth of the company. All the above mentioned factors will help the company in building a good foundation.
As the population of the country is high, it will be significantly helpful for the company to fetch a large amount of revenue from the market. Along with that, the rate of international tourists in the country is significant and creates profitable factors for the company. The low pricing strategy of the company will attract large amount of customers while competing with the existing tour companies (worldometers, 2018). Apart from that, the customizable products are another distinctive feature of the company.
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Jeremy, K. (2015). Business Strategy: A Guide to Effective Decision-Making. Third ed. New York: The Economist.
Richards, G. (2008). Cultural Tourism: Global and Lcal Perspectives. Journal of Cultural Economics, 32(3), pp. 231-236.
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World population Review, 2018. Population of Cities in Australia. [Online] Available at: https://worldpopulationreview.com/countries/australia-population/cities/[Accessed 4 May 2018].
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