Melbourne Aquarium

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  • Topic: Melbourne, Marketing, Victoria
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  • Published : June 11, 2008
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Melbourne Aquarium
Strategic Marketing Plan

For:

Expansion of Membership Program &
Lunch and tour deal for Interstate students

January 01 / 2009 - December 31/ 2011

Prepared by

Adzrai Zainal
Claire Scott
Leonardo E. Jimenez Wilches

Date: 13 May 2008

Executive summary

Leo to complete
Table of Contents

TABLE OF CONTENTS3
1INTRODUCTION5
2SITUATION ANALYSIS6
2.1BUSINESS DEFINITION AND SCOPE6
2.2MACRO ENVIRONMENT ANALYSIS7
2.2.1Demographic Factors7
2.2.2Economic Factors8
2.2.3Natural Factors8
2.2.4Technical Factors8
2.2.5Political Factors8
2.2.6Cultural Factors8
2.3INDUSTRY ENVIRONMENT9
2.3.1Market Review9
2.3.2Forecasting Future Conditions9
2.3.3Porter’s Five Forces Model10
2.3.4Market Review Summary11
2.3.5Competitors review11
2.3.6Competitors Review Summary11
2.3.7Distribution Channels12
2.3.8Customer Review12
2.4SWOT13
2.4.1Strength13
2.4.2Weaknesses13
2.4.3External Opportunities13
2.4.4Threats14
2.5CRITICAL SUCCESS FACTORS14
3OBJECTIVES15
3.1MISSION STATEMENT15
3.2CORPORATE FINANCIAL OBJECTIVES15
3.2.1To Increase Number Of School Groups Coming Through The Melbourne Aquarium From 65,000 To 100,000 Per Annum By Dec 2011. (Objective 1)16 3.2.2Increase The Number Of Interstate Visitors To The Melbourne Aquarium By 20% By Dec 2011. (Objective 2)16 3.2.3Increase Market Share By 15% By Dec 2011. (Objective 3)16 3.2.4Become “Melbourne’s Preferred” Tourist Attraction By Tourism Victoria. (Objective 4)17 3.2.5Increase Awareness Of The Importance Of Sustainability Of Marine Life. (Objective 5)17 3.2.6Become One Of Australia’s Prominent Figures In The Fight To Sustain And Preserve Australia’s Waters And Marine Life. (Objective 6)17 3.2.7Increase the number of functions/meetings by 30% by Dec 2011. (Objective 7)18 3.2.8Increase the number of Shark Dives from 700 to 2000 per annum by Dec 2011. (Objective 8)18 4MARKETING MIX STRATEGIES18

4.1TARGET MARKET SELECTION & SEGMENTS18
4.1.1Product Strategy19
4.1.2Pricing Strategy20
4.1.3PROMOTION21
5BUDGET22
6IMPLEMENTATION22
7EVALUATION AND CONTROL23
8BIBLIOGRAPHY AND REFERENCES24
9APPENDICES25

1INTRODUCTION

The Melbourne Aquarium is a four levelled 2.2 million litre Oceanerium housing more than 500 marine creatures. Its educational centre is interactive and multi-sensory perfect for both children and adults to learn about the beauty of the deep.

The Special Education Service Program, Underwater Zoo, sees over 66,000 students per annum. There are more than 3,000 water animals on display. It has received a number of tourism awards since opening their doors in 2000, including the Victorian Tourism Award in 2001 and in 2002, the ATEC Excellence awards.

The Melbourne Aquarium sees an opportunity to tap into the lucrative interstate tourism market by incorporating a tour and lunch special specifically for interstate students. This will be working in collaboration with charter bus companies and inner city hostels in close proximity to the Aquarium. This will allow the Melbourne Aquarium to increase its member base.

There will be new market development taking place to bring more excitement to the existing market and products. In order for it to be according to plan, the marketing unit will need to face a few challenges.

2SITUATION ANALYSIS
2.1Business Definition and Scope

Since opening its doors in 2000, the Melbourne Aquarium has established itself as one of the ‘must see’ attractions for interstate and international visitors, as well as residents of Melbourne. Underwater Zoo, the Aquarium’s special education service program currently services over 66,000 students annually.

Currently the products available from the Melbourne Aquarium are as follows; Admission tickets, including adult, child, concession, family and single family Memberships
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