Flight Centre international marketing OUTLINE
CULTURAL ANALYSIS REPORT PROPOSAL
International Marketing
4:00~5:00pm
23th August, 2013
1 Brand overview: Flight Centre
Flight Centre is Australia’s largest travel agency. It has company-owned operations in 11 countries and a corporate travel management network that spans more than 75 countries. It employs more than 15,000 people globally and has a total of 2500 stores. The Flight Centre purpose is “to open up the world for those who want to see”. In addition, they won major leisure, corporate and wholesale travel awards at the 2012 AFTA National Travel Industry Awards. The Flight Centre tries to provide great travel at the cheapest available price. Therefore, they always guarantee lowest airfare. If customer finds a cheaper available airfare quote, they will fly them to their destination for free, so the Flight Centre is so sure they will not be beaten on price. Their consultants are experienced and highly trained experts to find the bests travel deal for any destination and any budget. Furthermore, the Flight Centre deal with Flight, Hotel, Rail, Tours, Cruises and holiday packages etc and organised consultants services for each part.
2 Chosen country: China China, which hosted the main strong power in Pacific islands, has the growth of the middle classes according to economic development. As part of a growing middle-class trend, residents of China’s are also beginning to enjoy pastimes through taking a trip. For this reason, it is believed that the Flight Centre has to consider China’s economic environment. In addition, China is still implementing policy about one child policy for a long time in terms of political position. While the one child policy is proceeding, it is enable to change type of family. It means that this policy leads to compose nuclear family. Therefore, the Flight Centre should operate international marketing in accordance with social changes by economic and political conditions.
3 Sources of information expecting
Flight
International Marketing
4:00~5:00pm
23th August, 2013
1 Brand overview: Flight Centre
Flight Centre is Australia’s largest travel agency. It has company-owned operations in 11 countries and a corporate travel management network that spans more than 75 countries. It employs more than 15,000 people globally and has a total of 2500 stores. The Flight Centre purpose is “to open up the world for those who want to see”. In addition, they won major leisure, corporate and wholesale travel awards at the 2012 AFTA National Travel Industry Awards. The Flight Centre tries to provide great travel at the cheapest available price. Therefore, they always guarantee lowest airfare. If customer finds a cheaper available airfare quote, they will fly them to their destination for free, so the Flight Centre is so sure they will not be beaten on price. Their consultants are experienced and highly trained experts to find the bests travel deal for any destination and any budget. Furthermore, the Flight Centre deal with Flight, Hotel, Rail, Tours, Cruises and holiday packages etc and organised consultants services for each part.
2 Chosen country: China China, which hosted the main strong power in Pacific islands, has the growth of the middle classes according to economic development. As part of a growing middle-class trend, residents of China’s are also beginning to enjoy pastimes through taking a trip. For this reason, it is believed that the Flight Centre has to consider China’s economic environment. In addition, China is still implementing policy about one child policy for a long time in terms of political position. While the one child policy is proceeding, it is enable to change type of family. It means that this policy leads to compose nuclear family. Therefore, the Flight Centre should operate international marketing in accordance with social changes by economic and political conditions.
3 Sources of information expecting
Flight