Melbourne Aquarium
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 CONTENTS 3
1 INTRODUCTION 5
2 SITUATION ANALYSIS 6
2.1 BUSINESS DEFINITION AND SCOPE 6
2.2 MACRO ENVIRONMENT ANALYSIS 7
2.2.1 Demographic Factors 7
2.2.2 Economic Factors 8
2.2.3 Natural Factors 8
2.2.4 Technical Factors 8
2.2.5 Political Factors 8
2.2.6 Cultural Factors 8
2.3 INDUSTRY ENVIRONMENT 9
2.3.1 Market Review 9
2.3.2 Forecasting Future Conditions 9
2.3.3 Porter’s Five Forces Model 10
2.3.4 Market Review Summary 11
2.3.5 Competitors review 11
2.3.6 Competitors Review Summary 11
2.3.7 Distribution Channels 12
2.3.8 Customer Review 12
2.4 SWOT 13
2.4.1 Strength 13
2.4.2 Weaknesses 13
2.4.3 External Opportunities 13
2.4.4 Threats 14
2.5 CRITICAL SUCCESS FACTORS 14
3 OBJECTIVES 15
3.1 MISSION STATEMENT 15
3.2 CORPORATE FINANCIAL OBJECTIVES 15
3.2.1 To Increase Number Of School Groups Coming Through The Melbourne Aquarium From 65,000 To 100,000 Per Annum By Dec 2011. (Objective 1) 16
3.2.2 Increase The Number Of Interstate Visitors To The Melbourne Aquarium By 20% By Dec 2011. (Objective 2) 16
3.2.3 Increase Market Share By 15% By Dec 2011. (Objective 3) 16
3.2.4 Become “Melbourne’s Preferred” Tourist Attraction By Tourism Victoria. (Objective 4) 17
3.2.5 Increase Awareness Of The Importance Of Sustainability Of Marine Life. (Objective 5) 17
3.2.6 Become One Of Australia’s Prominent Figures In The Fight To Sustain And Preserve Australia’s Waters And Marine Life. (Objective 6) 17
3.2.7 Increase the number of functions/meetings by 30% by Dec 2011. (Objective 7) 18
3.2.8 Increase the number of Shark Dives from 700 to 2000 per annum by Dec 2011. (Objective 8)
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 CONTENTS 3
1 INTRODUCTION 5
2 SITUATION ANALYSIS 6
2.1 BUSINESS DEFINITION AND SCOPE 6
2.2 MACRO ENVIRONMENT ANALYSIS 7
2.2.1 Demographic Factors 7
2.2.2 Economic Factors 8
2.2.3 Natural Factors 8
2.2.4 Technical Factors 8
2.2.5 Political Factors 8
2.2.6 Cultural Factors 8
2.3 INDUSTRY ENVIRONMENT 9
2.3.1 Market Review 9
2.3.2 Forecasting Future Conditions 9
2.3.3 Porter’s Five Forces Model 10
2.3.4 Market Review Summary 11
2.3.5 Competitors review 11
2.3.6 Competitors Review Summary 11
2.3.7 Distribution Channels 12
2.3.8 Customer Review 12
2.4 SWOT 13
2.4.1 Strength 13
2.4.2 Weaknesses 13
2.4.3 External Opportunities 13
2.4.4 Threats 14
2.5 CRITICAL SUCCESS FACTORS 14
3 OBJECTIVES 15
3.1 MISSION STATEMENT 15
3.2 CORPORATE FINANCIAL OBJECTIVES 15
3.2.1 To Increase Number Of School Groups Coming Through The Melbourne Aquarium From 65,000 To 100,000 Per Annum By Dec 2011. (Objective 1) 16
3.2.2 Increase The Number Of Interstate Visitors To The Melbourne Aquarium By 20% By Dec 2011. (Objective 2) 16
3.2.3 Increase Market Share By 15% By Dec 2011. (Objective 3) 16
3.2.4 Become “Melbourne’s Preferred” Tourist Attraction By Tourism Victoria. (Objective 4) 17
3.2.5 Increase Awareness Of The Importance Of Sustainability Of Marine Life. (Objective 5) 17
3.2.6 Become One Of Australia’s Prominent Figures In The Fight To Sustain And Preserve Australia’s Waters And Marine Life. (Objective 6) 17
3.2.7 Increase the number of functions/meetings by 30% by Dec 2011. (Objective 7) 18
3.2.8 Increase the number of Shark Dives from 700 to 2000 per annum by Dec 2011. (Objective 8)
References: URL: http://www.connexmelbourne.com.au/ History Of The Zoo, 2008, viewed 20 March 2008. URL: http://www.zoo.org.au/Melbourne/History_of_the_Zoo IBIS World, 2007, Museums in Australia - Industry Report – P9220 URL: http://www.melbourneaquarium.com.au/ Zoos In Australia, 2008, viewed 20 March 2008. URL: http://www.cultureandrecreation.gov.au/articles/zoo/ P.Reed, 2006, Strategic Marketing Planning, Thomson, Australia. Proven Models, 2008,viewed 07 May 2008. URL: http://www.provenmodels.com/25/five-forces/porter Source: IBISWorld 2007 Major Player Market Share Range National Gallery of Australia 25.83% (2007) Art Gallery of New South Wales 4.46% (2007) Other 69.71% (2007)