Planning Logistic

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TABLE OF CONTENTS
Introduction………………………………………………………………2 Part 1: Marketing Audit………………………………………………...2 External Audit……………………………………………………3 PEST Analyses…………………………………………………………….4 SWOT Analyses…………………………………………………………...8 Part 2: Market Segmentation…………………………………………………….9 Customers Choice Factors………………………………………………...10 Segmentation Matrix………………………………………………………11 Part 3: Market Targeting and Positioning………………………………………13 Primary Target segment…………………………………………………...14 Position Map……………………………………………………………….15 Value Proposition………………………………………………..................16 Part 4: Strategic Marketing action……………………………………………….17 Part 5: Marketing Mix…………………………………………………………….18 Recommendation………………………………………………………….20 References…………………………………………………………………21

Introduction
Nowadays, there has been a lot of impact to the tourism industry due to the evolving changes in people needs. Many people are looking for something new to make their lives easier, some people stresses over their routine work, some faces politic issues or economic problems. Thus, travelling plays an important role in fulfilling their needs. Travelling offers people new experiences with the opportunity to learn something new which differs from their own countries and also put people’s mind at ease. There are many countries that are trying to develop its own tourism industry in order to increase the number of visitors, boost up its economic growth in order to generate greater profit and increase the image of the country. Australia is one of those countries where it is well known for its successes of the tourism industry. Furthermore, a large amount of travellers chose this country for theirs vacation in order to experience new cultures and conduct business. (Australia Government, 2011)

PART 1: Market Audit
There are many important factors that has to be consider for the organization before starting a business as some factors might have an effect not only directly to the firm but also indirectly, which have a great impact to the profit and the performance of the company. As Kotler state (1989, p89) " Marketing audit is a comprehensive, systematic, independent, and periodic examination of a company’s—or business unit’s—marketing environment, objectives, strategies, and activities with a view to determining problem areas and opportunities and recommending a plan of action to improve the company’s marketing performance." By this process, the company can find out the solution on how to manage on the controllable and uncontrollable factors. This figure one will show the framework for a marketing audit.

Figure 1: Framework of a Market Audit
Internal Audit
(Controllable Factors)
Company Marketing Operations

External Audit
The marketing environment

More uncontrollable
Micro Factors

Marketing Mix

Organization & Systems

Uncontrollable
Macro Factors

- Structure
- Performance
- Information
- Planning

- Product
- Price
- Place
- Promotion

- Competitors
- Customers

- Political/Legal
- Economic
- Socio-cultural
- Technological
(PESTEL)

Source : International Marketing Planning lecture , 2011 External Audit
Normally, company or organization cannot control these factors but they directly affect the company's performance and profit thus the company need to focus more on them. In order to be more successful, it is very important to focus on these factors. " The macro-environment consists of the large scale forces and factors influencing the company's future, over which the company has very little control." (Kotler,1989, p32) The first factor that needs to be concern is macro factors. These factors are usually divided into political-legal, economic-demographic, social-cultural and technological which can be called in abbreviation form of PEST analysis model. This...
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