Huella Online Travel: Gaining Market Insight into Hong Kong Consumers Harvard Case Solution & Analysis

In April 2007, Huella Online Travel Ltd, Malaysia-based online travel portal targeting Asia, including in China, today announced its results for the 2006 fiscal year. Its market share in Hong Kong has been hovering just under 5% since the start of its local site in 2000 and has performed worse in this than in other markets. A qualitative study of the market research conducted earlier showed that the low level of awareness Huella brand and overall risk averseness of Hong Kong consumers to online shopping trip was the key reasons for this. These findings were also echoed by market intelligence and industry reports, both of which suggested that online travel has not taken in Hong Kong, despite the high Internet penetration rate of urban use and tech-savvy nature of its people, especially the youth. Indeed, the rate of adoption of Hong Kong for shopping online flight was one of the lowest in the world. In order to confirm previous findings and test their representativeness, Huella decided to conduct a quantitative study. The company's goals were to develop a viable marketing strategy to alleviate the problem of Hong Kong consumers purchasing online travel and eventually increase its market share in the city. This case illustrates the kind of information is necessary for the specific purpose of marketing and examines how different types of marketing research can help him achieve his goal. "Hide
by Isabella Chan, Kevin Zhou Source: University of Hong Kong, 24 pages. Publication Date: February 18, 2008. Prod. #: HKU716-PDF-ENG

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