Planning Logistic
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
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
References: KOTLER, Philip (1989). The Marketing Audit Comes of Age. Sloan Management Review , p 28 KOTLER, Phillip and ARMSTRONG, Gary (2004), International Edition: Principles of Marketing MINTEL (2011). Travel and Tourism - Australia - May 2011. [online]. Last accessed 30 October at: http://academic.mintel.com/sinatra/oxygen_academic/display/id=545357/display/id=579576 KOTLER, Phillip (2010), Marketing for Hospitality and Tourism AUSTRALIAN GOVERNMENT (2010). Population. [online]. Last accessed 30 October at: http://australia.gov.au/about-australia/our-country AUSTRALIA (2011) MINTEL (2011). Australia and New Zealand Outbound - October 2011. [online]. Last accessed 30 October at: http://academic.mintel.com/sinatra/oxygen_academic/display/id=545412/display/id=597002?select_section=597004 BBC (2011). Qantas resumes flights as court orders end to dispute. [online]. Last accessed 30 October at: http://www.bbc.co.uk/news/business-15516837 DEPARTMENT OF RESOURCE , ENERGY , AND TOURISM (2011). Tourism statistic. [online]. Last accessed 30 October at: http://www.ret.gov.au/tourism/tourism_statistics/Pages/TourismStatistics.aspx WAVERLEY COUNCIL (2011) http://www.waverley.nsw.gov.au/things_to_do/beaches_and_the_coast/bondi_beach AUSTRALIA (2011) AUSTRALIAN GOVERNMENT (2011). National Koala Conservation and Management Strategy 2009-2014. [online]. Last accessed 22 November at: http://www.environment.gov.au/biodiversity/publications/koala-strategy/index.html QANTUS (2011) M.MORRISON (2010), Hospitality & Travel Marketing. 4th ed., Pearson Education Inc. SOLOMON , BAMOSSY , ASKEGAARD AND K.HOGG (2004), Consumer Behaviour A European Perspective. 3rd ed., Pearson Education Inc. BRASSINGTON AND PETTITT (2007), Essentials of marketing. 2nd ed., Pearson Education Inc. THE INTERNET MOVIES DATABASE (2011) . Hugh Jackman [online]. Last accessed 30 November at: http://academic.mintel.com/sinatra/oxygen_academic/display/id=545363/display/id=580449/display/id=579649 Appendix 1 : Short-term visitor arrivals source : Department of Resource , Energy and Tourism Appendix 2: Economic statistics for Australia, 2006-10