Flight Centre Market Research Report

Topics: Marketing, Travel agency, Travel agencies Pages: 16 (4168 words) Published: May 26, 2015
Flight Centre: Portfolio Analysis of
its Competitiveness and Market Opportunities

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Student Name: WEI ZHOU
Student Number: 43410295
Lecturer Name: Aaron Tkaczynski
Course Name: Marketing&Distribution Research Project
Course Code: Tour 7032
Date: 15/09/2014

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WEI ZHOU 43410295

Executive Summary!
Flight Centre (UK) is the British arm of Flight Centre Travel Group (FCTG), it’s the third largest national market for FCTG. While the UK travel market have matured, there exists different small market segments which still possess potential for growth. The competitive stance analysis of Flight Centre (UK) indicates that the industry still has growing consumer demand.

While Flight Centre (UK) is much

smaller than the two dominant industry leaders – TUI Travel and Thomas Cook Group, its parent company FCTG possess stronger finances, which enables Flight Centre (UK) to consider fighting for a bigger market share. The core finding of this report indicates that there exists a huge opportunity in the online market for Flight Centre (UK), these also exist smaller opportunities in niche markets like heritage tourism and high-end travel services.

The report after analysing the

findings, recommends more focused marketing into the online and heritage tourism segment of the market, as well as to consider the possibility of high-end travel services as a possible targeted market segment.

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Tour 7032 Marketing&Distribution Research Project Marketing Research Report 1

WEI ZHOU 43410295

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Table of Contents!
Executive Summary ......................................................................................1 Background ...............................................................................................3 Managerial Issue .........................................................................................3 Research Objectives ....................................................................................4 Methodology .............................................................................................4 Competitive Stance ......................................................................................5 Factor Endowments ...................................................................................5 Firm Strategy ..........................................................................................7 Demand Conditions ...................................................................................7 Related and Supporting Activities ..................................................................8 SWOT Analysis .........................................................................................9 Market Segmentation Analysis .......................................................................10 Online Markets .......................................................................................10 Niche Heritage Tourism ............................................................................11 Horizontal Integration – boating and jet tours ..................................................12 Limitations ..............................................................................................12 Summary ................................................................................................13 Recommendations ...................................................................................13 References ...............................................................................................14 Figure 1: Porter’s Diamond Figure 1: Porter's Diamond ............................................5 Figure 2: Revenue Comparison against TUI & Thomas Cook .......................................6 Figure 3: UK product and services segment .........................................................8 Figure 4: Flight Centre (UK) SWOT Table .............................................................9

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Tour 7032...

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