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Teaching cases at the Management and Leadership Case Study Centre, Universiti Utara Malaysia, allow students to tackle real-world challenges, honing their skills for the workplace. Specializing in emerging markets, the center aims to increase digital access and usage of its case studies globally, benefiting both local and international educators.
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http://cdr.uum.edu.my/jspui/handle/123456789/154| Title: | Let’s Go Perhentian: Overcoming Competition to Acquire Potential Customers |
| Authors: | Zainol, Noor Azimin Nor Azam, Nor Rabiatul Adawiyah Mustafa, Eshaby Abdul Razak, Roshita |
| Keywords: | Hospitality Sales and Marketing;Strategic Management in Tourism and Hospitality;Services Marketing in Tourism;Tourism Marketing;Introduction to Hospitality;Contemporary Issues in Tourism and Hospitality Management |
| Issue Date: | 2020 |
| Abstract: | Perhentian Mieha Holidays Sdn Bhd is a company focusing on travel and tourism products and service offerings catering to local and international tourists who want to travel to the pristine Perhentian Islands and nearby surrounding islands. This company was chosen due to being novice in the industry and is prone to face many issues and challenges. As competition in the tourism and hospitality industry is getting fierce, with more and more travel agents joining the market share and the slight decline in customer numbers, it is good to identify the issues and challenges these travel agents need to be aware of and overcome. Thus, Perhentian Mieha Holidays need to strategise its target market and devise market segmentation to overcome this competition to acquire potential customers. Strengthening their market by focusing on the right marketing strategy should be their main aim in order to be a step forward of their competitors. Students using this case study are expected to be able to scrutinize and understand the information and scenarios given and analyse the data and discuss alternative solutions based on the theories learnt (Chapter 2 – Market Segmentation and Target Market Differentiation, in GHOM3053 Hospitality Sales and Marketing). The results are beneficial in identifying the best practices to be able to assist practitioners in developing tools to assist business owners. This case study highlights the importance of strategizing a travel agency’s strategic business and marketing efforts in order to compete with competitors. It also highlights the operational and marketing initiatives that can be used to create competitive advantage in the travel agency sector. This case study demonstrates to the students the strategic management and decision making skills that should be acquired in order to be employed in a real-life competitive environment. |
| URI: | http://cdr.uum.edu.my/jspui/handle/123456789/154 |
| Payment Link: | http://epay.uum.edu.my/go.php?billcode=CDRCASE&productid=TC170-1 |
| Appears in Collections: | Cases in CDR |
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