Huella Online Travel: Gaining Market Insight into Hong Kong Consumers

Case Analysis

In April 2007 Huella Online Travel Ltd. announced, a Malaysian-based online travel portal targeting Asia, including Greater China, announced results for the fiscal year 2006. Had the market share for Hong Kong hovering just under 5% since the launch of its local site in 2000 and was even worse than in other markets in this embodiment. A qualitative research study conducted earlier that had low awareness of the brand and Huella the general risk-aversion of Hong Kong consumers revealed towar … Read more »

In April 2007 Huella Online Travel Ltd. announced, a Malaysian-based online travel portal targeting Asia, including Greater China, announced results for the fiscal year 2006. Had the market share for Hong Kong hovering just under 5% since the launch of its local site in 2000 and was even worse than in other markets in this embodiment. A qualitative research study conducted earlier had shown that low levels of awareness of the brand and Huella seemed the general risk-aversion of Hong Kong consumers towards online travel purchases to be the main reasons. These results were suggested not picked up from market information and industry reports, both of which, that travel was in Hong Kong, although the city’s high Internet usage penetration rate and the techno-savvy nature of its population, as especially young humans. In fact, Hong Kong was accepted for online purchases on board are among the lowest in the world. In order to confirm previous findings and to test their representativeness, Huella decided to perform a quantitative study. The company’s goals were to develop a viable marketing strategy to facilitate Hong Kong consumers’ concerns towards online travel purchases and ultimately to increase its market share in the city. This case illustrates the types of information that a company needs for its specific marketing objectives and examines how the different types of market research can help to achieve their goals.
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from
Isabella Chan,
Kevin Zhou
Source: University of Hong Kong
24 pages.
Release Date: 18, February 2008. Prod #: HKU716-PDF-ENG
Huella Online Travel: Win Market Insight into Hong Kong consumer HBR case solution