1.3 SWOT analysis
This SWOT analysis is used to see the internal and external environment of China Air Service so that can help CAS to make more feasible and useful marketing strategies in order to survive in the intensively competitive travel market. The strength part and the weakness part are focused on the internal environment of CAS while the opportunity and threat are about external problems.
1.3.1 Strength
Many offices in the Netherlands
When comparing with other Chinese travel agency in Nederland, CAS has four offices in total while other agencies with only one or two small offices. From the view of consumer behaviour, Chinese people prefer to buy things in store instead of online shopping because they fear to be cheated on the Internet. Most of the other travel agencies in Holland have only one office so that they can hardly contact with their customers face-to-face but they use phone or e-mail instead. From the perspective of Chinese thoughts, face-to-face selling let the clients feel safety and this is one of the most useful communication tools for people. Therefore, in this way, four offices in different places make CAS much closer to its clients.
Good location
All offices of CAS are in the China town of each city in Nederland. As I mentioned before, the main target group of CAS is Chinese people and these convenient locations attract a lot of potential customers going to the offices to buy tickets. In fact, there is a lot of Asian working in the China town and most of them are really busy with their work in the daytime so they maybe don’t have spare time to use internet to buy tickets. CAS offices offer them special comfortable and warm feeling and thus, it make them would like to go to the offices to chat wi...
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...ting strategy to widen the range of customers
According to the figure 1.3.5, it can be seen that although CAS has its own characteristics and strength in the market but it is still facing new challenges. If CAS wants to be a leader in the travelling market in Europe, he has to learn how to get the utmost out of its advantage and try hard to avoid its weakness, grab opportunities and leave threats.
From the SWOT confrontation matrix, what CAS needs to do is to make clear its own place in the market. It needs to organize itself in a more clear way and then try to build good and long-term relationship with customers by efficient service and effective promotion. Low fare tickets and more discounts are the good way to keep and attract clients. Overall, the whole marketing strategy for China Air Service will focus on pricing tactic, product development and promotion.
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