The paper “ Hidden Valley Cabin - Situational Analysis, Environmental Factors, SWOT, Financial Viability, Change in Current Operation" is an excellent version of a case study on marketing. Hidden Valley Cabin has been operating in the tourism industry for 24 years. The firm apart from providing the amenities to a customer who stays at their resorts provides them with arrangements for tours, different packages and so on. Their location adds to their advantage. Hidden Valley Cabin has differentiated itself from others by converting their resort into an eco-friendly one. This has made it a differentiator.
Also getting various certifications is helping Hidden Valley Cabin to market itself. In this report, we look into the different marketing options Hidden Valley Cabin has. We also look into the situational analysis to find out areas where Hidden Valley Cabin can work. The marketing evaluation will help to identify the external factors affecting Hidden Valley Cabin through Porter’ s Five Force Model. The SWOT will help to find more information about Hidden Valley Cabin. The financial viability helps to look into the feasibility of options and the way how solar energy can be harnessed for future projects.
The recommendations based on the findings follow a logical manner with the most feasible being the first and following on. Working on this will help Hidden Valley Cabin grow and earn more. Hidden Valley Cabin has been promoting tourism in Australia by differentiating itself from others by ensuring that they are the first to offer eco-friendly resorts. Their location above sea level has added advantages and helps to save vital energy. The preserving of the environment is ensuring that Hidden Valley Cabin get the nod of environmentalist and this could act as a weapon to market itself.
Apart from this the pleasure to stay and contribute to the environment is finding many takers. Hidden Valley Cabin by differentiating itself from others is looking for means to promote itself. Hidden Valley Cabin is also looking for the use of solar in the future and the feasibility of having it due to the high cost involved. Hidden Valley Cabin has an opportunity here to tap as tourism is rising and is contributed largely by the education sector. Scope of the reportThe report tries to evaluate the following factors Looking into the different marketing strategies that can be employed to market its resort Finding the different market segments where Hidden Valley Cabin can promote its resort based on the customers wants Finding the financial viability of Hidden Valley Cabin to go ahead with solar energy for further development considering the cost involved To look into the changes that Hidden Valley Cabin needs to come up in its operations to ensure growth Situational AnalysisThis analysis shows the present state of tourism in Australia.
Based on this Hidden Valley Cabin can prepare its strategy. Some of the factors considered are Market Background: Tourism in Australia is growing. The largest contributor here is the education sector. As the education sector is on an upswing the retrospective effect will be seen in the tourism market. The initiatives of the government will further give it a push. The factors contributing most has been the tourist from abroad. This is bound to grow given the country projecting itself as a differentiator. The new initiatives by the entire tourism sector are seen as a root cause for further expansion. Market Size: “ The estimated market size for Queensland Tourism Industry is $48 million” .
(Queensland Tourism Industry, 2010) This is bound to move up. The different programs launched to attract more tourists will add to it. The initiatives have taken all around the country and with some major events taking place, this will grow. Growth Rate: The tourism industry over the years has shown impeccable growth. This has contributed to the foreign exchange kitty as well. “ The overall tourism industry has shown a dip by 1.2% due to global recession” .
(Tourism in Australia, 2009) When we compare it to other economies it has outperformed despite the dip. With the recession getting over the positive trajectory is going to take over and will help the sector. Competitors: The level of competition is high. With various different resorts offering tourist similar packages with slight differentiation in the offering is making it tough. New entrants are finding it tough to cope with it. Here, the providers who have been able to market themselves well have grown.
This has been fuelled by the fact that they have differentiated themselves. Hidden Valley Cabin being a differentiator has scope where it can stand out. Market Segments: The tourism industry attracts all people. Different tours and packages are designed based on the needs, wants and living standards. However, Tourism Queensland, 2010 has divided the entire market into the following segments. It covers all crowds and present people on the basis of wants and livelihood. They are Active Explorers “ are people preferring destinations” . (Tourism Queensland, 2010) Stylish Travellers are “ people preferring places where they can distinguish themselves from the crowd” .
(Tourism Queensland, 2010) Self Discoverers are “ people preferring new places” (Tourism Queensland, 2010) Unwinders are “ people preferring places to recharge themselves” . (Tourism Queensland, 2010) Connectors are “ people preferring places where they can meet their friends and relatives” . (Tourism Queensland, 2010) Social Fun Seekers are “ people preferring places where they can spend time with their known ones” . (Tourism Queensland, 2010)