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The paper “ Globstar Travelers’ Agency - Situation Analysis, Business Structure and Management, Market Environment, Risk Analysis, and Skills Assessment” is a   convincing example of a case study on marketing. This executive summary is about a new business referred to as Globstar Travel Agency. In this report, the business plan indicates that Globstar Travel Agency is located in Australia. Moreover, the plan shows the reasons behind the establishment of the travel agency in the country, which includes meeting all the needs of the clients in the tourism and traveling industry in Australia.

In addition, the summary indicates that Globstar Travelers’ Agency was started with an aim to provide quality, affordable and reliable services to its customers. Explicitly, the firm aims to achieve the aforementioned objectives through the availability of members who are highly dedicated and experienced in the industry. Furthermore, the business is likely to prosper because of the fact that tourism and traveling business is booming in Australia. In addition, Globalstar Travelers’ Agency is a limited liability firm whose success is facilitated by the competitors’ ignorance of the low-income market segment. Because the business has a linear management structure, its main personnel is made up of the sales and marketing manager, general manager, human resources manager, customer services officer, and the finance manager.

Consequently, the main operational departments include the customer service representative department, finance department, sales, and marketing department, and the human resources department. These departments will be equipped with highly trained and competent personnel that can move the company towards the realization of the set goals and objectives. The firm’ s market environment indicates that the company is likely to face steep competition from the already existing, similar firms in Australia.

These travel agents include Traveller Choice, Jetset Travelworld, Harvey World Travel, Flight Centre and Travelscene American Express (Derong, Zongqing & Xiaolin 2009, pp. 12-16). Fortunately, Globstar Travelers’ Agency does not have entry barriers in the Australian market. Nonetheless, there are regulations (AFTA) which are designed to regulate the travel agents within the market by making sure that they are licensed and operate as per the set terms and conditions (Sinclair 2007, pp. 11-17). Its pricing agency shows has plans underway that ensure that the agency’ s prices are at the lowest level at its start, but will be raised when the firm is expanded and its sales volume is increased. Besides, the agency’ s SWOT analysis shows that the company intends to provide quality, affordable and reliable services and products; highly committed, experienced, and competent management that ensures that the clients’ needs are effectively met.

Additionally, the company will offer low costs services and products and has a strategic location. In terms of the firm’ s weaknesses, it is explicit that there are extremely high training costs, seasonal fluctuations, and a short marketing budget.

Luckily, the company has various opportunities that enhance its growth and attainment of goals and objectives. These opportunities include the fact that the industry within which the business will be established is growing fast. There is also a high demand for its products and services; as well as the availability of the low-income market segment. Some of the factors that threaten the business include recession, economic downturn, insecurity, and political instability, which are most likely to slow down the growth of the business (Page 2006, pp.

79-87). Moreover, there is fear that the firm’ s competitors might decide, as one of their strategies, to lower their so as to attract more customers.  

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