Long time no see !

I’ve been busy the last couple of weeks with my FINAL!!!! University assessments , yay or nay? I think yay and nay, excited to finish but definitely going to miss being a student….

Anyhow in the meantime I took a short trip to the Gold Coast with the family for the first time, which was fun but too short and hectic. The Gold Coast is just beautiful like every other Australian city and  the weather is  tropically amazing which is why I loved the place (but Melbourne is still my favourite regardless of the weather). Here are some pics from the trip mostly my foodporn among few others 😉

BEST Ceasar Salad I’ve eaten. Consisting of my 3 favourite essential ingredients garlic, bacon and cheese.

Ceasar Salad

Tasted a Japanese burger for the first time, the Spicy Mos Burger.

2014-10-30 20.53.52

Can’t miss the usual pizza but this was unusually delicious, the ‘Crommos’ , pepperoni, chilli garlic hornie prawnie goodness.

2014-10-30 20.48.29





Seek.com.au creating Job Traffic around the Globe

Traffic Monitoring of seek.com.au Blogpost 4b


Seek.com.au is an Australian owned employment site that enables people to find jobs and companies to find the right candidates. It facilitates the ‘matching and communication of job opportunities’ (About Us-seek.com.au, 2014). The site now has a global presence, operating in twelve countries including Australia, New Zealand, China, Brazil, Mexico, West Africa, Nigeria, Hong Kong, Indonesia, Philippines, Singapore and Thailand.

According to Alexa.com analytics:

The Seek website has a Global rank of 2,296

Australia rank is 29

Visitor Geography

  • Greatest percentage of visitors are from Australia, at 80.1%
  • Followed by India at 4.1%, Seek’s ranking in India is 6,843
  • 2.3% visitors are from the United states, where the site is ranked 28,386
  • New Zealand has low 1.8% visitors to the site; it is ranked 215 in the country.
  • Brazil has the lowest percentage of visitors at 1.7%, Seeks ranking there is 7,242.

Top keywords that drive traffic to the site, as ranked by Alexa.com are shown below in figure A:

Figure A


Source: http://www.alexa.com/siteinfo/seek.com.au

I cross checked these keywords on the html page source of the website, following are the keywords that appeared

1.  seek




2.  seek.com.au



3.  jobs



4.  seek.com


The ‘jobs in australia’ keyword failed to find any matches in the html of the seek.com.au website.


Seek 2014, About Seek, viewed 25th September 2014, http://www.seek.com.au/investor/about-us.

Alexa 2014, Site overview seek.com.au, viewed 25th September 2014, http://www.alexa.com/siteinfo/seek.com.au

Web Marketing- Online Activities of MasterChef Australia, X Factor Australia and The Project Blog Entry 4a

MasterChef Australia On Network Ten


 This is a competitive cooking show on channel Ten, based on the original British MasterChef. It is an intense competition between amateur cooks who share a passion for food and deliver some of the finest dishes on the show, competing for some big prizes. The first Australian series aired in 2009, since then the show has received popular reception and its ratings have boomed.

Online marketing activities and Domain

Over the years the show has developed its online marketing activities to target a greater audience and engage its viewers. Initially when the show started, the primary modes of online advertising was display advertising including web banners, search engine marketing and through social media which only included Facebook and Twitter at that time. However now it has extended the social media platforms it uses which will be discussed later and the website has more interactive features to engage it viewers.


The domain name for MasterChef Australia is shown above, however every country that runs Master Chef, has a website with a different domain.


23 4

As a food show, MasterChef has highly appealing web content, depicts enticing images of food among many other things and videos of the shows episodes, master classes and other feature videos including show highlights, tours of the MasterChef house etc. To enhance the user experience other types of content on the site includes information about the show, Recipes, Food Hub, Trivia page, and social a page where people can interact with each other and the various MasterChef social media activities of people are featured in one place.



The site links users to the sites of other shows on Channel 10, other networks and the Channel 10 app, through web advertisements.



There is a community presence within the site, though a Food Hub where past contestants can share their food blogs on the site. Also there is a MasterChef Garden section in the Hub, which features garden articles that offer tips and advice for various topics on the Garden. There is a Wine guide and MasterChef  Loves section, which includes unique articles about food for all food lovers. A sense of community is also present as viewers can interact with judges and contestants via their respective social network pages.



Through the shows social network platforms including Facebook, Twitter, Pinterest, Instagram and Beamly, people can stay connected with MasterChef. The site also offers an online discussion room, where visitors can engage in conversation. Visitors can also subscribe to Tenplay to watch shows on the app or online.

Cross Promotion

As Coles is one of MasterChef’s major sponsor’s, it cross promotes the Coles brand through the recipes present on the site. Some ingredients on the recipes is only available at Coles and it mentions that next to the ingredient itself ‘available at Coles’. Also guest Chefs that appear on the show, have their exclusive line of food only available at Coles.

X-Factor Australia – Seven Network


X Factor Australia is a reality music competition that first aired in Australia in 2005 on Network Ten. The show is the Australian version of the X Factor competition franchise, based on the original UK series created by Simon Cowell. In 2005 the show received poor ratings, as a result was dropped by the Network. However in 2010 the show was revived and relaunched on the Seven Network that won broadcasting rights against the Nine Network.  Several production factors of the show have been improved; initially the setting of the show was an ‘audition room’ where contestants sang in front of the judges, now it is an arena. The judging panel has also been replaced couple of times.

Online Marketing Activities and Domain

After the relaunch, the show’s online marketing activities have also been enhanced by more effectively communicating with the audience through social media and by having a community presence.


The domain for X-Factor Australia is shown above, however every country that is part of the franchise, has a website with a different domain.



The X factor Australia site is part of the Yahoo Seven parent site. The content of the Home page is very eye catching and busy. It features latest episodes, sponsor advertisements, show timings, behind the scenes videos, show highlights, finalists section, about the judges and Production Company, communication mediums. Other types of content on the site include a section that has full episodes that are available for 28 days, Clips that features outstanding performances, behind the scenes footage, video diaries, latest News about the show, Music section that includes group performances by top contestants of each week, X factor Radio, Backstage and Fan factor pages.



The site links visitors to the sites of the shows sponsors including Olay, McDonalds, Holden, and Optus. There are also links on the site that connects visitors to other services offered by yahoo 7, including TV guide, Show Casting sites, Travel, dating etc.



X Factor Australia has a strong community presence, through its social networking pages including Facebook (806,716 likes), Instagram (64,711 followers), Twitter (242,000 followers) and on Tumblr. Through these platforms visitors can interact with each other, share their opinions and thoughts, provide feedback, and engage with the show by sharing videos and pictures and stay connected.



The website enables site to user communication by encouraging its audience to download the X Factor Australia App, it allows users to keep updated about judges, contestants through social news feed, view latest episodes. It also enables music downloads of latest songs performed by top contestants on live shows. There is user to site communication through a Fan factor section on the show’s site; it wants people to feel part of the show (interrelated with the community factor) by providing them an all access virtual pass to the world of X-factor (Fan Factor- Plus 7). Fans can provide suggestions; share their thoughts, opinions, musings and what they love about the show and use hashtag #fanfactor. The show assures fans that they will be heard.  The social media platforms are also used as a two way communication medium.

Cross Promotion


There is a Win menu on the site which features promotional competitions run by Sponsors in conjunction with the X Factor, clicking on any of the competitions leads the visitor to the associated sponsors promotion page. Example Olay is offering VIP tickets for the X Factor Finale and a personal styling session.

The Project- Network Ten


The Project is an Australian news and Current Affair TV program, with a satirical twist. It is hosted by Carrie Bickmore and Peter Helliar, with rotating guest panellists daily. The panel converse about the latest news from around the world, share their opinion, the public’s thoughts, essentially they just ‘dissect, digest and reconstitute each days’ news’ (The Project, 2014).

Online Marketing Activities and Domain

The show’s online marketing activities are straight forward and user friendly. It uses a Content Marketing approach, as it provides content relevant to the show, valuable to viewers and is consistently updated (CMI, 2014), to enhance the visitor experience on the site.


As the show is part of Network Ten, the domain of the show includes the network domain with the show name as an extension.



The Project’s website, similarly to the other shows analysed, is part of the network that broadcasts it, i.e the Ten Network site. The content of the Home Page is simple and appealing with an organised layout. It consists of a snapshot of the show’s latest episodes, top stories, and an advertisement of the program for current day’s show in a single section. Other content on the homepage includes a list of top stories, show timings, Guest list of people who will appear on the show, Social page links, feature stories, full episodes, guest interviews, the shows blog ‘Side Project’, wardrobe section of what the panellists are wearing, audience tickets and a live twitter feed. The site also has a menu which links to other content available such as information ‘about’ the show, the program’s Team and a discussion forum called the ‘TV Room’.




The site links visitors to the site of one of its major sponsors that is Kinetic Superannuation. The show has a ‘Recommended’ section on its homepage that links visitors to other programs showing on channel 10 such as Neighbours, Family Feud, Late Late show with Craig Ferguson etc. There is also a ‘Sites We Like’ section which has links and Information on the show’s stories and guests, it  connects visitors to the sites of several charitable organisations such as beyondblue, Kids Helpline, 1800Respect, National Breast Cancer foundation etc.



The Project creates a feeling of community through its show and online presence. On the site there is a ‘TV Room’ discussion forum that encourages visitors to join the desk and discuss the latest topics from the show. There is also a strong community on its social media sites including Facebook, Twitter and Beamly, the show interacts with its fans, provides them with latest updates of the show. The Projects has 12.2K followers on Beamly, 212. 2 K Facebook likes and 216K followers on Twitter.



The website enables user to site communication, through a ‘Your Say’ section on the site, which encourages visitors to share their opinions on the show, offer their though on stories they’ve seen , provide tips for future stories and it also asks visitors to send news breaking, hilarious pics or footage they have of news stories. However this is not a two way medium of communication, because there is a notice on the site which states ‘Please note that while we read everyone’s feedback, and pass enquiries on to the relevant people, we don’t have time or resources to respond to everyone’ (The Project, 2014). The shows Facebook, Twitter and Beamly pages allows two way communication.

Cross Promotion


Cross promotion is evident in a section on the  homepage called ‘Wardrobe’ which provides a monthly feature of the in season outfits worn by the Cast of the show.  The outfits that are supplied by the shows sponsors are credited in this section. Therefore the Project is cross promoting its sponsors.


Content Marketing Institute 2014, what is Content Marketing?, CMI, viewed 23rd September 2014, http://contentmarketinginstitute.com/what-is-content-marketing/.

Network Ten n.d., MasterChef Australia, Ten Play viewed 22nd September 2014, http://tenplay.com.au/channel-ten/masterchef.

Network Ten n.d., The Project, Ten Play viewed 23rd September 2014, http://tenplay.com.au/channel-ten/the-project.

Network Seven 2014, The X Factor, Yahoo seven TV, viewed 23rd  September 2014, https://au.tv.yahoo.com/x-factor/#page1.



Since I was bored (yeah took a break from the assignment rut) and hungry, which is me most of the time, I decided to bake some Muffins. Just with a slight twist to the usual Bacon and Cheese Muffins. I added some HOT Salsa to give it a bit of a kick.

Its quick and EASY as pie. Except why do people say that? are they referring to Pi, which I know is easy to know the number and why it exists or where it comes from. But both are easy to understand and consume but tedious to do. Anyhow I mean literally these muffins are easier to make than PIE.

All you need is: 5 slices of bacon, 2 cups plain flour, 2 tbsp. sugar, 3 tsp baking powder,1 tsp soda bi carb,2 tsp salt, 3/4 cup cold butter, 1 cup shredded cheddar and/or parmesan cheese, 200 ml Hot Salsa (which you can make from scratch or use a ready made one which is what I used) and 1/2 cup buttermilk.

Fry the  chopped bacon on medium heat till golden brown and crispy.


Mix all the dry ingredients together, using your fingertips combine the chilled butter. Then add the cheese and bacon.


Add the Salsa and Buttermilk, stir until moistened and sticks to your fingertips.


Using and ice cream scoop dollop the mixture onto a prepared baking sheet 2 inches apart, or cupcake cases whatever you wish.

Bake at 180 degrees, for 15- 20 min until the muffins are golden brown on top, or until a tester comes out clean.


Some of My Experimenting in the Kitchen, Enjoy!


Comparing 3 Social Networks


ing 3ins 2


Instagram is all about photographs and Community. It is a photo sharing social media app that allows users to take photos using the app itself or upload photos that already exist on their camera roll. Photos can be instantly shared on Facebook, Twitter, Tumblr, Foursquare and Flickr.  Once you’ve selected the picture you want to share, the app lets you crop the image into a square shape similar to Instamatic and Polaroid camera images, it gives that retro feel. The ‘cool’ thing about Instagram is you can choose from 20 different filters ‘sepia and black and white tones, to vintage-looking borders and frames’ (Donnelley, 2013) to give it that professional look, just using your mobile phone. When posting a photo you can add a caption, tag followers, add the location of where the photo was taken. People can use #hashtags to promote themselves to a bigger audience or just find photo themes.

But there’s no fun uploading photos no one else can see, so like any other social network you build a social circle by ‘following’ people. At the top of one’s profile you can see their username, profile pic, how many photos have been uploaded, how many followers the account has, and how many they are following. In your news feed you can see photos posted by people you follower and your followers, you can acknowledge their post by liking or commenting on their pics.  Recently Instagram added a feature where users can post a 15 second video.


pint 3pint 2

Often when we are browsing online we find something we love and don’t want to forget where we found it, so we email it to ourselves, bookmark it on our computer or print it out and put it in a folder. To save us this trouble, there’s Pinterest, which provides an easier way to put together our discoveries, ideas, wants all in one place.

Pinterest is a website which offers a feature of a visual discovery board, a place where people go to get ideas for any project or interest in their life. As you find new products, ideas and anything online, using the pin it button you can ‘pin’ them on a visual board, directly from any webpage to your browser. You can create a collection of visual images that can be grouped together by topic in various boards. Unlike a real life bulletin board, anything you pin is saved in your account which can be accessed anywhere at any time. You can follow friends on Pinterest, and ‘repin’ things when you share things you find interesting on their Pinboard. You can also view a live feed of items being pinned by complete strangers. Pins can be shared on twitter and Facebook.




Essentially Tumblr is a mix blogging, microblogging and social networking platform. It depends on the individual person, what they want to use it for. It is a collection of a person’s microblogs that forms their whole blog called tumblr.

Tumblr is good for blogging, but it is not ideally used to publish a thousand word post about something.  It has mobile apps that allow users tumbling on the go. It has what’s called a ‘living theme ecosystem’ that offers users multiple ways to customise their site. Tumblr is connected with Twitter and Facebook, through which users can also post videos, videos, quotes, audio files, articles etc.Microblogging is the main feature for which Tumblr is used. Microblogging defines short text posts, usually no more than 140 characters long, it is mostly used for sharing thoughts, memes, quotes, videos music and statuses etc (Hedengren, 2011). Smartphone users can share anything on the go via Tumblr’s app.Tumblr is also a social networking platform, as you can follow people of your interest, reblog posts to your own tumblr blog. Users can also ‘like’ each other’s posts by which they can improve one another’s ranking within the Tumblr social network.

Tumblr has a commenting system for blogs, but only users of the site can make comments, ‘which only shows up on the Dashboard, and only works for primary blogs’ (Bradford, 2010). However recently Tumblr introduced a new feature that allows anyone to make comments, via a third party provider called Disqus.

Differences of the 3 Social Networks

  • Instagram is exclusively a photo sharing platform, where you cannot post without a photo.Instagram can only be used on a smart mobile phone.
  • Instagram has a differentiated product strategy i.e its amazing camera.
  • Pinterest is a bookmarking site, unlike Instagram you can make a collection of visuals that can be grouped by topic.
  • Pinterest is connected to retailers and businesses, which enables its largest growth.
  • Pinterest enables people to create for themselves, which then enables others to make their lives. It is for the benefit of society.
  • In Tumblr you can post text and add a photo to it, but on Instagram and Pinterest you must post or bookmark a photo and then add text.
  • On Tumblr you can post multimedia or any other content to a short form blog. Unlike on Instagram and Pinterest where Images and limited text is the only content one can post.

How can the differences of Instagram, Pinterest and Tumblr be used as part of an integrated marketing communication strategy?

In today’s Information Technology run world, marketers are shifting from mass marketing to a more segmented strategy. They are moving away from traditional marketing methods to more cost effective, interactive and engaging new media methods. Integrated marketing communication strategy, as defined by Ferguson (2011) is the integration by the company of its communication channels to deliver a clear, consistent and compelling message about the organisation and its brands. Integrated marketing strategies utilize a combination of communication tools, traditional advertising including advertising, personal selling and public relation along with online communication tools such as social media.

An integrated marketing communications strategy is beneficial to companies and small organisations, as it is a cost effective method of reaching a broader target market, as these says most people use some form of social media. Since social media spreads fast it is likely to be a successful method of promotion.

Instagram, Pinterest and Tumblr can be used as an integrated marketing communications strategy. For example, make up companies like Loreal through public relations; endorse celebrities like Jennifer Lopez to use their products. She may post a picture of herself on Instagram using the product. In the photo she is likely to tag the brand (L’Oreal) with a positive caption. This image is then shared with Jennifer Lopez’s fans, which are a potential market for the L’Oreal product. This is an example of a celebrity but ordinary people also post pics on Instagram and other social media in which they tag brands and companies. This is an example of how Instagram can be used as part of an integrated marketing Communications strategy


Bradford, K T 2010, What Tumblr Is and How To Use It: A Practical Guide, Laptop part of Tom’s Guide , viewed 15th September 2014, http://blog.laptopmag.com/tumblr-tips/2.

Donnelly, T 2013, What is Instagram?, Whistle Out, viewed 15th September 2014, http://www.whistleout.com.au/MobilePhones/Guides/what-is-instagram.

Ferguson, J 2011, Module 5 integrated marketing communication strategy, Slide Share, viewed 15th September 2014, http://www.slideshare.net/adrianneg/module-5-integrated-marketing-communication-strategy.

Hedengren, T D  2011, Tackling Tumblr: Web Publishing Made Simple, John Wiley & Sons, viewed 15th September 2014, http://books.google.com.au/booksid=UFsFEduVPcUC&pg=


Kavulla, K 2012, Pinterest: What it is, how to use it and why you’ll be addicted, Blog She Knows, viewed 15th September 2014, http://www.sheknows.com/living/articles/852875/pinterest-what-it-is-how-to-use-it-and-why-youll-be-addicted.

Lux, K 2011, What is Instagram and Why Is It So Popular, Information Space, viewed 15th September 2014, http://infospace.ischool.syr.edu/2011/12/15/what-is-instagram-and-why-is-it-so-popular/.

Linaschke, J 2011, Getting the Most from Instagram, Peachpit Press, Berkeley CA, viewed 15th September 2014, http://books.google.com.au/booksid=zI3Km4v6kqQC&pg=PT6&dq=



Web Analysis of 4 Popular Travel Sites

Product Offering


Tripadvisor is a travel site that enables travellers to plan their trip, by offering the core service of trusted traveller reviews on travel related content including hotels, flights, attractions, restaurants etc. It provides the supplementary service, of links to booking tools through which users can book accommodation and flights. This site utilises an advertising business model as it features text advertisements of people’s reviews and tracks users to display related advertisement banners of hotel rooms, apartments, flight deals etc


Expedia is an internet based travel agency that allows visitors to discover travel destinations, get information about flights, hotels, car rentals, cruises, compare the best offers and make bookings. It allows users to plan their whole trip through one site, by offering customers travel packages with massive discounts.Through the site users can manage their whole trip including their personal itineraries, traveller tools that provides information regarding requirements for certain countries, security measures baggage and online check in, travel insurance, price matching and currency converter.It is a parent company of several global travel brands including “Hotels.com, Hotwire.com, trivago, Egencia, Venere, Expedia Local Expert, Classic Vacations”(Expedia, Inc)  etc. Expedia has local sites in over 30 countries that provide customers country specific offers.


Wotif.com is travel website selling accommodation, flights and holiday packages. The site is gradually developing its services to meet market demands. Originally only offering basic travel services when it launched in 2000, then in 2009 it launched a mobile site and a dedicated App for iPhone and Android in 2013.  In 2010 wotif.com launched flights offering a range of Australian domestic airlines, Trans-Tasman and international flights. It soon added a Holiday rentals platform in May 2012 and in 2013 introduced travel packages in conjunction with Disney’s musical event The Lion King.

Wotif  is growing its international presence and extended its services in ‘15 other countries with offices in New Zealand, China, Indonesia, Malaysia, Singapore, Thailand and the United Kingdom’ (About Us-wotif.com 2013).

Other supplementary services wotif.com offers are guest reviews; shortlist, Maps, currency converter, Mobile site and App which features booking accommodation on the go.


Booking.com is a travel website that specialises in booking accommodation online. The site is owned and operated by the Priceline Group. The site assures visitors the best price for any type of accommodation customer’s desire ranging from ‘small, family-run bed and breakfasts to executive apartments and five-star luxury suites’ (About Booking.com 2014). The company recently launched a sister site called Villas.com that is centred on self-catered properties. The company customises its website to meet customer needs, as the website is available in 40 languages and in 206 countries. Booking.com also offers property owners and agents the service of listing their property on Bookings.com.Booking.com has an app available that provides users features such as online confirmation, maps, booking on the go, last minute booking without a credit card etc.

Site Traffic


Global rank- 199; it improved 8 positions in the last 3 months. 

US ranking- 73. Ranking is based on a combination of average daily visitors to this site and page views on this site over the past 3 months (Alexa.com).

Visitor geography statistics suggest majority visitors are from the US at 51.6 %. Followed by Thailand 2.6%, Mexico 2.5%, China 1.9% and France 1.9%

Visitor Engagement

Bounce rate of 38.80 %, which is a positive, decline of 8 % in the last 3 months.

Daily page views per visit:  3.80, it 3.06% down in the last 3 months.

Daily time spent on site: 4:23, it is up 2 % over the last 3 months.

Top keywords entered into search engines that leads to site traffic are:

  1. tripadvisor 
  2. trip advisor
  3. restaurants
  4. trip
  5. tripadvisor.com


Global rank- 460, it has improved 27 positions in the last 3 months.

US ranking – 127.

Visitor geography statistics- 69.3% of visitors of the site are from the US, followed by 3.0% from China, 2.3% Mexico, 1.8% from India and a low 1.2% from Canada.

Visitor Engagement

Bounce rate of 26.90% , which is down 13% in the last 3 months.

Daily page views per visit:  4.50, it is 3.20% up in the last 3 months.

Daily time spent on site: 5:30, it is up 6.00% over the last 3 months.

Top keywords entered into search engines that leads to site traffic are:

  1. expedia
  2. flights
  3. expedia.com  
  4. travel
  5. last minute flights


Every month the site attracts 6.1 million visits, with customers making over 260,000 bookings.

Global rank–  10,330 it has improved 1038 positions in the last 3 months.

Australian ranking- is 176.

Visitor geography statistics- 65.4 % visitors are from Australia, 5.9% from New Zealand, US 4.4%, India 3.4% and Thailand 3.2%.

Visitor Engagement

Bounce rate of 27.40 % which is down 7% in the last 3months.

Daily page views per visit:  4.98 it is down 3.68% in the last 3 months.

Daily Time spent on Site: 5:48 which is up 3% in the last 3 months.

Top keywords entered into search engines that leads to site traffic are:

  • wotif
  • accommodation
  • Wotif Sydney
  • accommodation
  • cheap motels in Cairns
  • Bookings.com


Global rank is 96; it has improved 20 positions in the last 3 months.

Italy ranking  is 21

Visitor geography statistics– Italy 9.6% , United States 8.6% , Germany 6.4% , France 5.8%  and Spain 5.7% .

Visitor Engagement

Bounce rate- 24.50 % which is down 11% in the last 3 months.

Daily page views per visit: 6.60 it is up 2.50% in the last 3 months.

Daily Time spent on Site: 8:35, it is up 5.00 % in the last 3 months.Top keywords entered into search engines that leads to site traffic are:

  • booking
  • booking.com
  • booking com
  • booking zaragoza
  • hotel booking


Target market


Figure A


Research of Alexa.com (see figure A)  indicates in relation to the general internet population, representation of female audience is high, males are underrepresented. The education level of visitors who did not attend college, have some college experience, attended College and went to graduate school, is similar to the general internet population. Accessing Trip advisor from School is extremely high in comparison to people browsing the site from home or work. Therefore the target market is female travellers from the US, from diverse education backgrounds majority of who are still in school and who are already in the workplace.


Figure B


Alexa.com indicates (see figure B) there is a high representation of women visiting the site in comparison to men, relative to the general internet population. Based on audience geography majority i.e 69.3 % of visitors are from the US. Education background of visitors indicates there is a high representation of people with some or no College education. While those who have attended graduate school are underrepresented. The target market of Expedia.com is Female travellers from around the world with some or no College education who are still studying in school.


Figure C

pic 7

Based on research of Alexa.com, the target market is Australian Women with no tertiary education already in the workplace. Figure C  indicates Female visits are high comparatively to men. Majority visitors have no college experience. Browsing the site from school is significantly high, along with an over representation of people accessing the site from work.


Figure D

pic 9

The site’s target market is people from around the world searching for accommodation, for business and leisure purposes. Property owners also form part of the target market. Booking.com’s highest ranking is in Italy, indicating it has a huge market there.Audience demographics from Alexa.com (see figure G) suggests the site has a high percentage of female visitors in relation to the general internet population. Majority visitors of Booking.com have graduate level education, and browsing location is greatly over represented from schools.

Financial Information



pic 2pic 3

Based on financial information from Mint Global, Trip advisor has had a 19.23% increase in Sales from 762,966 (2012) to 944,661 (2013).  However COGS has also increased by 32% over the 2 years. Overall gross profit has improved by 19% between the 2 years, 750,892 in 2012 to 926,947 in 2013 . The company’s stock price is trading at US $98.26 (see figure E) .



Figure F

pic 5pic 20

Expedia’s financial statement shown in figure F  indicates a 15.52 % increase in Sales between US $4,030,347 (2012)- US $4,771,259 (2013). COGS have slightly risen by 11% and there is a minor of 16.45% increase in gross profit. The company’s stock price is trading at US $87.86.



Figure G

pic 22

There is inadequate financial information available to analyse the financial position of wotif.com.



Figure H

pic 23

The financial statement of booking.com (figure H) only gives an account up to the year 2012, based on this the site has had a 36% boost in sales from 2011-2012. COGS have also increased by 28% and the company has earned an increase in gross profit by 37.4% between the two years.


Alexa 2014, Site overview bookings.com, viewed 6th September 2014, http://www.alexa.com/siteinfo/bookings.com.

Alexa 2014, Site overview expedia.com, viewed 6th September 2014,  http://www.alexa.com/siteinfo/expedia.com.

Alexa 2014, Site overview tripadvisor.com, viewed 6th September 2014 http://www.alexa.com/siteinfo/tripadvisor.com.

Alexa 2014, Site overview wotif.com, viewed 6th September 2014, http://www.alexa.com/siteinfo/wotif.com.

Booking.com 2014, Overview, viewed 6th September 2014,http://www.booking.com/content/about.html.

Expedia 2014, About EXPEDIA.com, viewed 6th September 2014,  http://mediaroom.expedia.com/about-expediacom-180.

Mint Global 2012, BOOKING.COM B.V., viewed 7th September 2014, https://mintglobalbvdinfocom.ezproxy.canberra.edu.au/version201499/Report.OnePage.serv?_CID=101&context=PT8CADXHUD5FFWU&Format=Default&FromId=List&SeqNr=0.

Mint Global 2013, Expedia, INC., viewed 6th September 2014, https://mintglobal-bvdinfo-com.ezproxy.canberra.edu.au/version-201499/Search.Quick.serv?_CID=2&context=PT8CADXHUD5FFWU&FromId=Home

Mint Global 2013, TRIPADVISOR, INC.,viewed 6th September 2014 https://mintglobal-bvdinfo-com.ezproxy.canberra.edu.au/version-201499/Report.OnePage.serv?_CID=546&context=PT8CADXHUD5FFWU&Format=Default&FromId=List&SeqNr=1.

Mint Global 2010, WOTIF.COM PTY. LTD., viewed 7th September 2014,  https://mintglobal-bvdinfo-com.ezproxy.canberra.edu.au/version-201499/Report.OnePage.serv?_CID=363&context=PT8CADXHUD5FFWU&Format=Default&FromId=List&SeqNr=1 .

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Zuchinni Balls Recipe

2 zucchinis

1 onion, finely chopped

1 carrot, grated

1 tbsp. garlic paste

1 tbsp. ginger paste

2 tsp anise seed, crushed

1 tsp chilli powder

1 tsp coriander powder

3 tsp salt , add to taste

2 tsp ground black pepper, add to taste

½ cup grated cheddar cheese

4 tbsp bread crumbs

1 egg

1 cup SR flour, add more if needed

Oil for frying


  • Drain excess water from grated zucchinis, onion and carrot and combine together.
  • Add garlic and ginger paste to mixture.
  • Then add crushed anise seed, chilli powder, coriander powder, salt, pepper and cheese.
  • Then add lightly beaten egg
  • Gradually add flour and keep mixing till you have soft, wet dough that sticks to your hands.
  • Set aside for 15 mins
  • Heat oil to 180 degrees, form even size balls and drop in hot oil.
  • Fry on medium heat till golden brown