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Marketing

In: Business and Management

Submitted By dipuhasan07
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UNIVERSITY NAME

Assignment Title

Marketing

STUDENT NAME

3/8/2012

Executive summary

Hidden Valley Cabins and Tours is an award winning solar power user which runs their resort fully by solar power. They have a solar power plant of their own and this plant provides them with their essential electricity. This electricity and power is cheaper to them than the fossil energies.
The price of fossil energy is increasing day by day. But expense for solar energy is not increasing. So, this helps their economically also. This solar power plant is very much eco-friendly and helps them to reduce the emission of carbon at a high rate.
Hidden Valley Cabins and Tours are creating the example for the people that solar energy are very eco-friendly and they can be used for large facilities also.

Contents
Executive summary 1
Introduction 3
Purpose of the report 4
Findings 5
Conclusion 10
Recommendations 11
References 12

Introduction

Solar power energy is one of the most discussed issues now a day. The whole world is experincing a crisis for the fossil energy. The day is not so far when all the available energy will be ended. So, the quest for an alternative source of energy was going by many people. As a result of this quest the solar power energy technology has been invented and this energy source is becoming more and more popular day by day. But there are only a few examples around the world and even in Australia that any resort or any structure is completely run by the solar energy.
Hidden Valley Cabins and Tours are totally depended on solar energy. By using solar energy every year they are saving 78 tonnes of CO2 emision. They are fully aware of the polltion which is caused by the emission of carbon. Hidden Valley Cabins and Tours is Australia’s first attempt to the solar power driven tourism facility. They don’t depend on grid power and the main things which make them proud that solar power istotally eco-friendly. It means they are carbon neutral as they have reduced the emissions of carbon to a large extend from their facility.
This Hidden Valley Cabins are situated 103 kilometers north-west of Townsville. They have been operating for 22 years.
Advenced Ecoturism operation is the highest level of certification. Hidden Valley Cabins and Tours have won that certificate of Advanced Ecotourism operation. It is an excllent example of a genuine nature-based tourism operator. (Ecotourism Australia, 2012)

Purpose of the report

Every report has a purpose. This case study based report also has a specific purpose. The main purpose of the report is to highlight the Hidden Valley Cabins and Tours for inspiring people to the use of the solar energy by submiting an example to them. As Hidden Valley Cabins and Tours is Australia’s one of the pioneer solar energy based tourism facility and also a leading ecotourism establishment in the world, so people can learn a lot of things from them.

This example of Hidden Valley Cabins and Tours can motivate people to the use of solar energy. Most of the people don’t have idea that a total facility like Hidden Valley Cabins and Tours can be ran by solar energy. Even some people think solar energy is not viable where there is a huge consumption of power. But this example will help them to understand the real thing about solar energy.

Findings

Findings of the report are illustrated below on the basis of their nature.

1. Situation analysis: the situation analisis for the Hidden Valley Cabins and Tours is divided in some parts and here this is discussed dividing on these parts.

- Market Background: The market background for Hidden Valley Cabins and Tours is the local tourism market of Australia.

- Market size: Market size is large for the Hidden Valley Cabins and Tours because every year a large number of torists visit Australia for and tourism contribute A$35 billion to the national economy. (Reserve Bank of Australia, 2012)

- Market growth: Market growth rate for tourism market in Australia is 22% in 2011. This is a very high growth rate.

- Key competitors: Some of the Key competitors of Hidden Valley Cabins and Tours are “Eco on Q” and “Tony Charters and Associates”.

- Environmental Factors: There are some environmental factors for the tourist agencies. Normally the tourists are not aware of the environment pollution and let the environment be polluted in different ways. So, environmental factors play a vital role for tourist agency and cabin like Hidden Valley Cabins and Tours.

- Market segments: Different segments of market in tourism in Australia are food and wine, arts and cultural heritage, nature-based tourism, Aboriginal tourism, bed and breakfast, caravan and camping, spa and wellness, golf and attractions. (Tourism Victoria, 2012)

- Consumer behavior factors: Companies need to do tourism market research to know and to differentiate consumers' purchasing and consumption habits, attitudes and perceptions regarding distinct market offers. All these dimensions of consumer behavior enable tourism companies to understand both their short-term needs, which determine the best tactics to attract consumers, and their long-term goals, which involves the stability of the tactics concerned with consumer retention and loyalty. Here Porter’s 5 factor theory is applicable for Hidden Valley Cabins and Tours.
The five factors are- o competitive rivalry within the industry o Bargaining power of suppliers o Bargaining power of customers o Threat of new entrance o Threat of substitute products (Michael E. Porter 1998).

2. An investigation of posible marketing opportunities and an evaluation in terms of their likely fit with Hidden Valley Cabin’s goals:
There are some possible market opportunities for Hidden Valley Cabins and Tours in the Australian local market in torism market. Hidden Valley Cabins and Tours can use this opportunities for their agency’s success.

- There is some awareness among the people regarding eco-friendly technologies like solar power energy. Hidden Valley Cabins and Tours can use their image to attract customers. This will help them to increase their customers.

- Again Hidden Valley Cabins and Tours can establish some new resorts in some potential spots of Australia which are not yet very popolar among the tourists.

- Hidden Valley Cabins and Tours can start empowering some other facilities from their solar energy plant. Though this requires a huge estabishment of solar energy plant but if this plant can be established then it will be economically preferable to the clients of different resorts.

3. Financial viability of opportunities: all of the opportunities are not equally viable for Hidden Valley Cabins and Tours. But if essential research and fesibility analysis is done there may be more opportunities for Hidden Valley Cabins and Tours to their business.

4. Ranking of opportunities: the ranking of opportunities based on their viability are-
I. Larger solar plant- it will be more viable for the Hidden Valley Cabins and Tours.
II. New resorts in new places- this will require some study, but this will be profitable for the Hidden Valley Cabins and Tours in long run.
III. Image of eco-friendly technology- This is not a unique business opportunity but this can help to improve the business of Hidden Valley Cabins and Tours.

5. Changes that need to be made to current operations:
Hidden Valley Cabins and Tours need some changes to their current business for the betterment of their business.
- They can start advertising of their eco-friendly technology around the country.
- They can start a large scale electrecity production from their solar plant.
- They can improve the natural balances in the north-west of Townsville area for incresing the attraction of tourists.

6. Continuation of a quality service to existing customers:
It will be better for Hidden Valley Cabins and Tours to concentrate more on existing customers than attracting new customers. New customers are important for the growth of business, but existing customer’s satisfaction is more important. So, Hidden Valley Cabins and Tours should emphasize to the service provided to existing customers.
- They can ensure the quality of their service to the existing customers.
- They can revise their plan of tour for the torists.
- They can revise their rate if it is higher than their competetors.

7. Estimition of resource requirements for changed operations:
This change of operation will not require any high amount of resources. But if the authority of Hidden Valley Cabins and Tours wants to ensure better quality services then it will require some new and experienced staffs and employees.
Again, if Hidden Valley Cabins and Tours want to reduce or revice their rate, then they have to compromise their Net Operating Income. It can reduce their profit.

8. Determination and communication of viability of making changes to current operations:
The changes which are needed for the better performance than present will require some steps. This will be determined by the expert studies on the present condition of the industry and the present position of Hidden Valley Cabins and Tours in the industry. Again this will help the firm to identify the viability of those changes or opportunities in their business.

Conclusion

Hidden Valley Cabins and Tours is a famous and a prestigious certificate winning tourist agency in Australia. Their present power consumption is fully occupied by own solar power plant. For this they have won the certificate of An Advanced Ecotourism operation from the Ecotorism Australia.

This recognition has incrased their reputation in the market of tourism as well as the people have experienced a new idea that any large facility like Hidden Valley Cabins and Tours can run on solar power plant.

Recommendations

Some recommendation for the Hidden Valley Cabins and Tours will help them to improving their business. Some recommendations are-

- To start their large power plant based on solar plant.
- They can start their new resort facility in different parts of Australia.
- They can improve their customer service.
- Their client should be satisfied with their package & offers.

References

• Michael E. Porter 1998, Competitive Strategy- Techniques for Analyzing Industry and Competitors, 1ST edition, Free Press, USA.
• Tourism Victoria, 2012
• Reserve Bank of Australia, 2012
• Eco Tourism Australia, 2012…...

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