Vietnam economy has improved significantly with income capita increasing by a greater percentage. With overall poverty reduction, the country has experienced immense growth and development. The education enrolment remains high at almost 96%. Based on this continuous economic expansion in the country, Vietnamese has remained the primary tourists to Australia (Chan, 2013). STA Travel is an active company that operates in Australia with a major aim of attracting more visitors to the country. Even though, the company is currently performing well, the Vietnamese visitors look lucrative with economic robust every year. Based on the enrolment rate of education, this is where the company should aim. As such, STA will focus on promoting a one-week holiday to the Vietnamese University students aged 18 to 30 years of age. In fact, based on previous analysis, this target group will not have any difficulty in travelling to Australia. More precisely, the students will be willing to afford joyful life experiences at Sydney.
In his writing Chon (2007, pp.1-5) noted that, the Vietnamese are well informed on matters of travelling. More precisely, the students at the universities across the country will totally not have any problems going to the Sydney city harbour. Even though, cost can be a major challenge to the university students, STA Travel Company has a comparative advantage over this. Currently, the company offers affordable prices for its travels. With low fares rates for the visitors with less than 26 years, the company positions itself well to the university students target. The market segment within which the company targets fall under the required age bracket of low fare rate. As such, the target market can be reached with a one-week holiday brand that will be accessible to the Vietnamese university students. Although STA travels already have major strengths and opportunities in this industry, but there are major threats too. However, STA has major challenges too in selling this product to the Vietnamese students. First, the issuance of Visa for Vietnamese travels takes time, and this can hinder the student travels to Sydney. Nonetheless, with a developed tourist sector, Australia has several key players in the industry. The government tourism Agency is one of the key and stable competitors in this country. The Agency is involved in promoting foreign ties with other countries to encourage their citizens to visit the country. In addition, there exist again vast private companies in the tourism industry that as well attract the tourist to the country. As such, Australian tourist industry remains highly competitive. This prompts STA travels with the need to adopt specific strategies to gain competitive advantage over its target market which is the Vietnamese university students (Liu, 2006).
Attractive Sydney Harbour City Map to be used as the social media advert.
List of References
An Australian government guide to visiting Australia, 2008. Australia: Commonwealth of Australia.
Australian Tourist Commission, 2012. Marketing plan. Woolloomooloo, N.S.W.: Author.
Chan, Y., 2013. Vietnamese-Chinese relationships at the borderlands: Trade, tourism and cultural politics.
Chon, K., 2007. Tourism in Southeast Asia: A new direction. New York: Haworth Hospitality Press.
Liu, Y., 2006. Marketing strategy of price competition and product differentiation in duopoly enterprises with asymmetric information.
Mansfeld, Y., 2008. The Role of the Tourism Industry in Transforming a Rentier to a Long-Term Viable Economy: The Case of Bahrain. Current Issues in Tourism, 3(2), pp.20-30.
Morrissey, D., 2010. Monsoon. Sydney: Pan Macmillan Australia.
Weed, M., 2008. Olympic tourism. Oxford: Butterworth-Heinemann.
