edf40wrjww2CF_PaperMaster:Desc
A Retail Analysis for
Focusing on Economic and Business Class Trips
Executive summary
Flight Centre Limited is a public company that specializes in the sale of travel services and solutions. The Firm as created an umbrella under which specialized brands, target specific groups of customers with individual needs and wants.
Flight Centre Limited is a service provider of travel solutions and packages offering flights, hotels, holidays, car hire, insurance, cruises, rail passes, travel insurance, coach tours, visas, traveller’s cheques and frequent flyer points redemption. The travel services are tailored to the specific needs of the customer, either personal or corporate. The company has developed several brands to cater more accurately to different sectors of the market. This paper will focus on business, leisure and student trips. To target this sector of the market Flight Centre’s has divided travel tickets into two major categories: Economic class and Business class packages.
The company operates in a difficult market, with several players and little or no barriers to entry. Suppliers such as airlines, hotels and tour operator have a huge bargaining power, not only because they ultimately provide the service that that customer is after, but because the income of the company depends on the sale commission. Due to the nature of the market, the customer also has a lot of bargaining power and competition is fierce. How has Flight Centre limited been able to battle all this and take a leadership position? A conspicuous analysis of Merchandising, Customer Service and attractive store layout will be the key factors that maintains Flight Centre in a sustainable le ...