Strategic Marketing Plan
Expansion of Membership Program &
Lunch and tour deal for Interstate students
January 01 / 2009 - December 31/ 2011
Leonardo E. Jimenez Wilches
Date: 13 May 2008
Leo to complete
Table of Contents
TABLE OF CONTENTS3
2.1BUSINESS DEFINITION AND SCOPE6
2.2MACRO ENVIRONMENT ANALYSIS7
2.3.2Forecasting Future Conditions9
2.3.3Porter’s Five Forces Model10
2.3.4Market Review Summary11
2.3.6Competitors Review Summary11
2.5CRITICAL SUCCESS FACTORS14
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
7EVALUATION AND CONTROL23
8BIBLIOGRAPHY AND REFERENCES24
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.
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