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Assignment Flight Central Travel


Flight Centre Travel is a prosperous travel organization in Australia (Flight Centre Travel Group Limited, 2019). The headquarter is stationed in the Brisbane city of Australia (Flight Centre Travel Group Limited, 2019).
Flight Central Travel entered the business in 1980 along with the exhilarating growth of 20 billion in the airline industry (Flight Centre Travel Group Limited, 2019). The company offers 40 brands in its own name to recapitulate the progress in 23 countries (Flight Centre Travel Group Limited, 2019). It serves multiple brands that are given as follows
Travel managers
Travel smart
Travel money
Flight center travel academy
GOGO Vacations
FCM Travel solutions
Corporate travelers (Flight Centre Travel Group Limited, 2019).

Porters five forces model of Flight Centre Travel
Threats of new entrants
Flight Central Travel can serve the threats of new entrants by innovating new products and service lines in order to lure new customers (Fern Fort University, 2019). The additional methods that flight central travel groups can practice are the use of a penetrating pricing strategy (Fern Fort University, 2019).

Bargaining power of supplier
The bargaining power of the suppliers is high. Flight Travel Central can tackle the bargaining power of the suppliers by efficiently managing the supply chain adjacent to the application of new product engineering (Fern Fort University, 2019).

Bargaining power of buyers
The bargaining power of the buyers is low. The flight travel central can handle the bargaining power of the suppliers by awarding the discount to the customers as well as by creating a large customer base (Fern Fort University, 2019).

Threats of the substitute products
The threat to substitute products is high because many industries are fascinating the same business line due to its tremendous profitability (Fern Fort University, 2019). The threats can be defeated by improving the service quality of the flight travel central as well as by fulfilling the core needs and demands of the market customers (Fern Fort University, 2019).

Rivalry among the competitors
The rivalry among the competitors is high because the market is oligopolistic that concentrates only on a few competitors competing with each other (Fern Fort University, 2019). The rivalry can be conquered by achieving product differentiation and collaboration with the grown market size (Fern Fort University, 2019).

A SWOT analysis of the Flight Centre Travel


Strong track record of technology integration (Fern Fort University, 2019).
Consistent high quality in the supply chain and services
A strong network of distribution
Availability of highly professional manpower (Fern Fort University, 2019).
The application of product innovation in the travel industry.
Strong distribution network (Fern Fort University, 2019).

Lack of research and development in the industry (Fern Fort University, 2019).
Lack of effectiveness and efficiency in financial planning,
Obsolescent technology in specific areas of the business.
Lack of effectiveness in the organizational structure (Fern Fort University, 2019).


The use of new technology adoption and innovation
New consumer acquisition from an online channel (Fern Fort University, 2019).
Changes in the taxation policy can give a new business platform to the flight central travel.
The increasing trend of consumer spending can also give the opportunity to flight central travel to grow (Fern Fort University, 2019).
Counterfeit of the duplicate products in the market (Fern Fort University, 2019).
The changes in market regulations (Fern Fort University, 2019).
The application of the new technology by the competitors
Fluctuations in market demand (Fern Fort University, 2019).
Environmental considerations to control the pollution
The laws for the new fuel pattern of the government (Fern Fort University, 2019).

Business level strategies of flight central travel are given as follows
The application of video content marketing to enhance the brand engagement of the customers.
Elimination if the weak brands to focus more on the star brands (Skift Inc, 2019).
The employment of the cost leadership by achieving the economies of scale and economies of scope (Skift Inc, 2019).
Product differentiation to tempt more customers at an affordable price (Skift Inc, 2019).

Corporate-level strategies of flight central travel are given as follows
Flight Central Travel has acquired two separate companies in Mexico and Asia namely Olympus Tours and Buffalo Tours (Simmons, 2017).
Flight Central Travel can also merge with competitors to conquer the market competition.
Strategic alliances with the airline industry in developing countries can also help flight central to exploit the resources (Simmons, 2017).


The erudition given above concludes the Porters five forces model that can be applied in Flight Central Travel. The Porter model highlights the key bargaining powers and rivalry of the firm. The SWOT analysis explicates the internal and external analysis of flight central travel. Business level strategies practiced by the flight travel successfully highlighted the product differentiation and cost leadership along with the use of victorious corporate-level strategy by acquiring the triumphant business in Mexico and Asia to expand the market.


Flight Centre Travel Group Limited. (2019). About us. Retrieved from http//www.fctgl.com/about-us/Fern Fort University. (2019). Flight Centre Travel Group Limited Porter Five Forces Analysis. Retrieved from http//fernfortuniversity.com/term-papers/porter5/asx/242-flight-centre-travel-group-limited.phpFern Fort University. (2019). Flight Centre Travel Group Limited SWOT Analysis / Matrix. Retrieved from http//fernfortuniversity.com/term-papers/swot/nyse/4431-flight-centre-travel-group-limited.phpSkift Inc. (2019). Flight Centre Will Eliminate Some Leisure Brands. Retrieved from https//skift.com/2018/02/23/australias-flight-centre-rationalizes-and-diversifies-as-growth-continues/Simmons, D. (2019). Flight centre continues global expansion strategy with new acquisitions. Business news Australia. Retrieved from https//www.businessnewsaus.com.au/articles/flight-centre-continues-global-expansion-strategy-with-new-acquisitions.html



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