MARKETING RESEARCH

Acme Holiday PLC

Acme Holiday PLC

Introduction

Interest tourism is defined as travelling to a place outside the usual residential environment. This involves a stay of at least one night but no more than 1 year, with varying motivations, such as business, pleasure, visits to friends and relatives (VFR), and education. Tourism has long been of interest to geographers, given its spatial, temporal, and activity patterns and given its major economic and environmental impacts, ranging from the local to the global.

Overview of the Company

Acme Holidays is a tour operator fairly new to the UK market having its base in Hong Kong. The case is about Acme Holidays, an emerging Travel and tourism Company. The business Model of the company is dependent on travel agents and online selling for selling tour packages. The current advertising is conducted through ads in newspapers and official website. The target Market of the company is the middle and upper social class, and demographics include people aged 50 and above.

As the company is new to the British market, it has decided to undertake a thorough market research to tap the emerging trends in the British Tourism Market. The company uses Scheduled flights instead of Chartered carriers. The company is also seeking expansion into emerging markets. The industry is highly competitive and facing financial problems. Through this research, we will try to assess how Acme Holiday could improve its services by the use promotional strategy. It will focus on the use of marketing strategies that could enhance company's sales. The study will also assist us in finding out the latest trends in this industry and the problems faced by Acme (ww.acme-holiday.com).

Research Proposal

Research Objective

The research objectives are twofold; to capture the impact of emerging trends on tourism business and; to capture consumer behaviour in the UK travel and tourism market. The research objective will be supported by the research plan. Following section will discuss the detailed research proposal highlighting current trends in the holidaymaking market.

The Research Plan

The research will begin from discussing the Primary and Secondary Sources of Data Collection. A major part of research proposal is the initial market research conducted through the questionnaire. The following section would brief the ethical issues involved in the marketing research. Data analysis and presentation techniques will also be highlighted. Finally, the research findings will be shared in the report. Finally, the research findings will be shared in the report.

Primary and Secondary Sources of Data Collection

The Primary data would be collected through Questionnaire which contains closed ended questions (Ross 2005, pp.1).

The primary respondents to the questionnaire are people living in the London City. The design of Questionnaire is closed ended in order to get specific data as well as, descriptive data. The sample size included 500 individuals within London City to capture consumer behaviour. The majority of respondents were males (around 66%).

The age group ranged between 26 years to 72 years old. Other data was taken from marketing research firms, in order to add rigorousness to the ...