Tourism Australia
Table of contents
Executive summary
Table of contents 1.0 Analysis of Organisation 2.1 Mission/vision statement 2.2 Product/brand portfolio, core activities 2.3 Capabilities and resources 2.4 Recent promotional campaigns 2.0 Analysis of International Markets 3.5 Macro Trends 3.6 Micro Trends 3.7 Numerical Trends 3.0 Situational Analysis 3.1SW- internal factors 3.2OT- external factors 4.0 Forecast Sales and Market Potential 4.1Forecast of tourist numbers 5.0 Target Market 6.8 Macro 6.9 Micro 6.0 Profile the Consumer 7.0 Positioning Strategy 8.0 Conclusions & Recommendations 9.0 Bibliography, Grammar, Presentation 10.0 Conclusion 11.0 References
1. Analysis of Organisation
1.1. Mission/vision statement
Tourism Australia is the Australia Government agency which is in charge of attracting visitors from all over the world to Australia and encouraging Australians to travel domestically not only for business but also for leisure time. The aim of Tourism Australia is to improve the economy of Australia tourism. To achieve this, Tourism 2020- a new strategy has been carried out. The purpose of the strategy is to increase the expenditure to about $140 billion dramatically in ten years.
Tourism Australia promoted the unique attributes in about 30 markets, Australia is one of them. This will encourage more people to visit more widely and spend more time travelling. Tourism Australia holds some activities such as advertising, PR and media programs, trade shows and industry programs, consumer promotions, online communications and consumer research.
1.2. Product/brand portfolio, core activities
We have learned what is unique and special about our country during over 40 years and promote Australia tour to the world.
Brand positioning:
“Our brand positioning statement provides the guide for our brand communications strategy” (Tourism
Executive summary
Table of contents 1.0 Analysis of Organisation 2.1 Mission/vision statement 2.2 Product/brand portfolio, core activities 2.3 Capabilities and resources 2.4 Recent promotional campaigns 2.0 Analysis of International Markets 3.5 Macro Trends 3.6 Micro Trends 3.7 Numerical Trends 3.0 Situational Analysis 3.1SW- internal factors 3.2OT- external factors 4.0 Forecast Sales and Market Potential 4.1Forecast of tourist numbers 5.0 Target Market 6.8 Macro 6.9 Micro 6.0 Profile the Consumer 7.0 Positioning Strategy 8.0 Conclusions & Recommendations 9.0 Bibliography, Grammar, Presentation 10.0 Conclusion 11.0 References
1. Analysis of Organisation
1.1. Mission/vision statement
Tourism Australia is the Australia Government agency which is in charge of attracting visitors from all over the world to Australia and encouraging Australians to travel domestically not only for business but also for leisure time. The aim of Tourism Australia is to improve the economy of Australia tourism. To achieve this, Tourism 2020- a new strategy has been carried out. The purpose of the strategy is to increase the expenditure to about $140 billion dramatically in ten years.
Tourism Australia promoted the unique attributes in about 30 markets, Australia is one of them. This will encourage more people to visit more widely and spend more time travelling. Tourism Australia holds some activities such as advertising, PR and media programs, trade shows and industry programs, consumer promotions, online communications and consumer research.
1.2. Product/brand portfolio, core activities
We have learned what is unique and special about our country during over 40 years and promote Australia tour to the world.
Brand positioning:
“Our brand positioning statement provides the guide for our brand communications strategy” (Tourism
References: http://en.wikipedia.org/wiki/Economy_of_the_United_Kingdom http://www.tourism.australia.com/en-au/markets/europe.aspx http://www.google.com.au/search?q=socio+cultural+of+uk&rls=com.microsoft%3Aen-au&oe=UTF-8&startIndex=&startPage=1&redir_esc=&hl=en&spell=1 http://en.wikipedia.org/wiki/Culture_of_the_United_Kingdom http://www.dfat.gov.au/geo/united http://en.wikipedia.org/wiki/Demography_of_the_United_Kingdom