Tyson Pest Analysis

Contents

Glossary 2

Executive Summary 3

Tourism Context 3

Opportunities & Issue 3

Introduction 4

Background 4

Delivery of this Strategy 4

Abbreviation 5

Situational Analysis 5

PEST Analysis 5

Economic Context 6

Visitation Trends 6

Victorian Visitation Trends 7

Regional Visitation Trends 7

Local Visitation Trends 7

Political 7

Technological Analysis 8

SWOT Analysis 8

Marketing Strategy 8

Target Markets 9

Events Strategy 10

Strategic Pyramid 10

Marketing Mix 11

Pricing 11

Distribution 11

Advertising & Promotion 11

Customer Service 11

Control & Evaluation 11

References: 12

Glossary

BATA- Business and Tourism Association

DMR- Daylesford & Macedon Ranges

DRET- Department of Resources, Energy and Tourism

ERP- Estimated Resident Population

1 million visitors with the direct expenditure of 175 million dollars p.a. visited the Macedon Ranges Shire every year (Fleckney & Ruzzene, 2010) and is estimated to rise up to AUD$292 million per annum.. Victoria has the highest number of visitors i.e. 90% of total (Ruzene & Bailey, 2010), more likely from Melbourne. There are nine historic villages in Macedon Ranges, and are internationally recognised for hanging Rocks and spectacular views seen from the local mountain, Mt Macedon (Tourism Macedon Ranges, 2014). State and local strategy focuses to various item qualities in the Macedon Ranges including food and wine, high-spirited towns, arts and culture, festivals, celebrations and events (Australian Good Food and Travel Guide,

Key national highlights include:

• Aggregate tourism utilization is estimate to increment by 2.2% in 2011 to $97.3 billion;

• Longer term, all out tourism utilization is gauge to reach $110.5 billion in 2020

Supported by solid development in worldwide appearance (representing $34bn of monetary esteem)

• The normal yearly development rate for household guest evenings is estimate to be 0.3% for the 2010-2020 periods

•Inbound guest entries are estimate to increment by 5.6% and to achieve 6.2 million in 2011.

The normal yearly normal development rate is 3.9% over the long haul; the offer of landings from Asia (most eminently China, Indonesia and Japan) is gauge to increment from 38% to 42%;

• By 2020, the estimate breakdown of the household tourism business is 48% occasion, 31% VFR, 16% business and 5% other. For global guests the figures are 63% occasion, 22% VFR, 13% business and 2% other;

• By 2020, China is estimate to be the biggest worldwide guest business representing 15% of guests; other huge markets are UK (9%), New Zealand (7%) and India