11-08-2012, 09:51 AM
Huella Marketing Research
MARKET RESEARCH final.docx (Size: 17.88 KB / Downloads: 139)
INTRODUCTION
Huella Online Travel Ltd. is facing problems in capturing the market share in Hong Kong in spite of performing well in other places. We are drafting a proposal as a market research firm. In this proposal we are going to highlight the major problems faced by Huella in maintaining its position in Hong Kong market. Huella rightly identified Hong Kong as its potential market as its high percentage of population was tech savvy especially the younger generation. In spite of being tech savvy and advanced the people there were not aware of the brand and moreover believed in the traditional brick-’n-mortar agents.
The online payment security was also a matter of concern as they were not even aware of the security measures provided by Huella resulting in low level of trust towards the company.
We will also be suggesting some ways which might help to overcome the problems faced by Huella. Various survey techniques were thought upon and after careful analysis the most appropriate technique was used. This technique will help us to get as close as possible to the problem and find the most precise solution and a suitable cost.
BACKGROUND
Huella Online Travel Ltd, a Malaysian-based online travel portal targeting Asia, including Greater China. 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 Hong Kong than in other markets. Huella online travel’s performance was very bad in Hong Kong, despite the city's high internet usage penetration rate and the techno-savvy nature of its population, especially that of young people. Even then also the main problem that had been addressed here is the Hong Kong's adoption rate for online flight purchases was among the lowest in the world.
On behalf of a marketing research firm, we have prepared the particular research proposal to be drafted on Huella online travel. From this research, we will try to find out what are the various problems the company is facing to regain its market share.
RESEARCH DESIGN
The research design used in this research is descriptive research, we applied the mail panel survey technique and the instrument which we have used is questionnaire and in questionnaire we will ask variety of questions to respondents regarding their behavior, intentions, attitude, awareness, lifestyle and characteristic.
Sample size and its technique
The sample size we have taken for this research project is of 10000 people and the sample technique used is the mail panel to get the desired information. Here are the set of questions which we will ask to respondents.
COST AND TIME
The actual cost incurred will be $25,000 which will be less if compared to other survey techniques like telephonic interviewing and personal interviewing as the medium used in this case will be internet. Internet is one of the cheapest options available. 10,000 respondents will be chosen to provide us with their insights over a period of time (1 year in this case). After a gap of every 2 months a questionnaire will be sent to them which will help the company to know about its brand position.
This can be termed as a time consuming technique but it provides the most precise information.
BUDGET
For this job we would require 10 employees@ $500 per employee per year. Total amount payable to employees involved= $5,000
Each respondent will be provided with $2 as incentive for providing us with the required information 6 times in one year. This amount sums up to $20,000 (2x10,000)