3:33 AM Thu May 14 . 61% ABC Dilemma Assignment 1 Insert Draw Layout Review Home View 9 Q Times New Roma m U A. := = Read Only - You can't save changes to this file. Save a copy ABC Dilemma The present cisely presents the dilemma of Travel agency praling in list. There agency, ABC, bad more than 50.000 customers booking either through its wobsite, mobile app or gents present in ven countries. Al was started in 1999 by Mohammed. In last 20 years. ADC has grown many folds with expansion towards technological innovations and mplementos ABC one-step solution for all the traveling needs for its customers coming to Dubai. Lately. ABC expanded the website to a travel portal and provides online full travel services. Start of 2020 and looking at its booking data, Mohammed and Salem noticed a change. The Challenge As a leading travel retailer, ABC's primary source of revenue was its Website, Mobile App ad its offshore cities. However, its customers were using the offline channel to post queries through phone calls and emails. Also, the ABC was experiencing a pronounced variance in call distribution at ils contact center, ABC realized that the dient was focusing excrily on the online channel, which resulted in the absence of a robusto:fline strategy. This was leading to a dip in revenues and market share. ARC al ple devisca map la pluie 4 The team at ABC identified 3 areas to desse the marketing strategies: 1) Travel purchase bused on 12e bracket and gender 2) Customers preferred mode of purchasing 3) Evaluation of marketing mis based on the following questions A. Does the tourism product offered by ABC affect the satisation of the inbound tourists coming to Dubai! B. Does price afect the satisaction of the inbound tourists coming to Dubai C Does tourism promotion of ABC affect the satisfaction of the inbound tourists coming to Dubai? D. Does to distribution of ABC at the satisfaction of the inbound tourists coming to Dubai? The icam oficred these marketing strategies to Muhammed for his review. Mohammad was convinced with the decision but was interested to outsource this entire jobs to external agency for review. Morammet looked for an siomal agency and hired XYZ to do the job of data analysis You are experience business analyst at XYZ, who is now consultant with ABC. A careful analysis of the report submitted to Muhammed and several meeting with senior management, you drew the following conclusion: A. Identify the travel purchase patiems at ABC B. Evaluate the purchase asean various des of purchase al ABC C. Identify the various marketing mix offorts at ABC You decide to Dall the data with 2010 recent customers of ARC and study the patterns and scrutinize the data. The apparatus used for the above mentioned evaluation includes the following exploration methanche: A. Descriptive analysis of travel purchases patterns at ABC 3:33 AM Thu May 14 . 61% ABC Dilemma Assignment 1 Insert Draw Layout Review Home View 9 Q Times New Roma I U A. Read Only - You can't save changes to this file. Save a copy Constructing probability table based on various modes of purchase at ABC C Do the following to identify the marketing mix efforts at ABC . Hypothesis Testing for 4 research questions ANOVA test for 30 random dala selected for 3 types of purchase channel c. Chi Square Teates the excess of all Squeef 4 Marketing Mix questions. Analysis Questions a) Develop research questions and relevant literature to identify the marketing mix a ABC (Mark b) In the report, construct an appropriate relevant litrature and generate bibliography using APA style for your report. You are required to use Zotera as a tool to develop the list of literature and bibliography (5 Marks) (Lise link for Zotero: https://www.youtube.com/watch?v-lyhgTZLK) c)Apply the following research methodology and statistical tools for data analysis (10 Marks) 2. Hypothesis Testing - AN " : sling C. Chi Square testing for goodness of it 3:33 AM Thu May 14 . 61% ABC Dilemma Assignment 1 Insert Draw Layout Review Home View 9 Q Times New Roma m U A. := = Read Only - You can't save changes to this file. Save a copy ABC Dilemma The present cisely presents the dilemma of Travel agency praling in list. There agency, ABC, bad more than 50.000 customers booking either through its wobsite, mobile app or gents present in ven countries. Al was started in 1999 by Mohammed. In last 20 years. ADC has grown many folds with expansion towards technological innovations and mplementos ABC one-step solution for all the traveling needs for its customers coming to Dubai. Lately. ABC expanded the website to a travel portal and provides online full travel services. Start of 2020 and looking at its booking data, Mohammed and Salem noticed a change. The Challenge As a leading travel retailer, ABC's primary source of revenue was its Website, Mobile App ad its offshore cities. However, its customers were using the offline channel to post queries through phone calls and emails. Also, the ABC was experiencing a pronounced variance in call distribution at ils contact center, ABC realized that the dient was focusing excrily on the online channel, which resulted in the absence of a robusto:fline strategy. This was leading to a dip in revenues and market share. ARC al ple devisca map la pluie 4 The team at ABC identified 3 areas to desse the marketing strategies: 1) Travel purchase bused on 12e bracket and gender 2) Customers preferred mode of purchasing 3) Evaluation of marketing mis based on the following questions A. Does the tourism product offered by ABC affect the satisation of the inbound tourists coming to Dubai! B. Does price afect the satisaction of the inbound tourists coming to Dubai C Does tourism promotion of ABC affect the satisfaction of the inbound tourists coming to Dubai? D. Does to distribution of ABC at the satisfaction of the inbound tourists coming to Dubai? The icam oficred these marketing strategies to Muhammed for his review. Mohammad was convinced with the decision but was interested to outsource this entire jobs to external agency for review. Morammet looked for an siomal agency and hired XYZ to do the job of data analysis You are experience business analyst at XYZ, who is now consultant with ABC. A careful analysis of the report submitted to Muhammed and several meeting with senior management, you drew the following conclusion: A. Identify the travel purchase patiems at ABC B. Evaluate the purchase asean various des of purchase al ABC C. Identify the various marketing mix offorts at ABC You decide to Dall the data with 2010 recent customers of ARC and study the patterns and scrutinize the data. The apparatus used for the above mentioned evaluation includes the following exploration methanche: A. Descriptive analysis of travel purchases patterns at ABC 3:33 AM Thu May 14 . 61% ABC Dilemma Assignment 1 Insert Draw Layout Review Home View 9 Q Times New Roma I U A. Read Only - You can't save changes to this file. Save a copy Constructing probability table based on various modes of purchase at ABC C Do the following to identify the marketing mix efforts at ABC . Hypothesis Testing for 4 research questions ANOVA test for 30 random dala selected for 3 types of purchase channel c. Chi Square Teates the excess of all Squeef 4 Marketing Mix questions. Analysis Questions a) Develop research questions and relevant literature to identify the marketing mix a ABC (Mark b) In the report, construct an appropriate relevant litrature and generate bibliography using APA style for your report. You are required to use Zotera as a tool to develop the list of literature and bibliography (5 Marks) (Lise link for Zotero: https://www.youtube.com/watch?v-lyhgTZLK) c)Apply the following research methodology and statistical tools for data analysis (10 Marks) 2. Hypothesis Testing - AN " : sling C. Chi Square testing for goodness of it