MKT100 Individual Assessment task (25%) Positioning and segmentation Domestic travel: Discover Tasmania 1. Synopsis 2. Table of Contents 1. Synopsis 1 1. Executive Summary (100 words) 1 2. Introduction 1 3. Market Overview (250 words) 2 4. Segmentation (250 words) 2 4.1 Travel alone 3 4.2 Adult couples 3 4.3 Family groups 3 4.4 Friends and relatives 3 4.5 Business and employment 3 5. Targeting Strategy 3 6. The Tasmania and positioning matrices 4 6.1 Positioning 1: Consumer Perception 4 6.2 Positioning 2: Consumption 4 7. Competitive advantages, positioning 4 7.1 History and culture 4 7.2 Value of money 4 7.3 Location 4 8. Value Proposition 4 9. References 4 1. Introduction Australia is a great destination for people traveling, experiencing the endless coastline; the expansive parklands and the spectacular scenery have made their very own beauty Australian continent. Whenever visitors arrived in …show more content…
Based on statistic, the destination most preferred by tourists respectively of New South Wales, Queensland and Victoria, followed by other states. In this category, around three quarters is the number of visitor nights in NSW (30.3%), QLD (26.1%) and VIC (19.5%). Tourism Tasmania takes up only 2.9% of the market share. Tasmania is located far 240 miles from the mainland Australia and it is the only island state in Australia. Tasmania is also listed in UNESCO and the island known as the world heritage. With over 40% of the area is covered by national parks and reserves, along with fresh seafood and the peaceful atmosphere will absolutely create to visitors a new relaxing and experienced attraction (Tourism Tasmania, 2014). This article will analyse the domestic tourism market with market segmentation and brand positioning to promote domestic tourism Tasmania. 3.
Australia is a very unique place, along with our multiculturalism there is also a strong heritage surrounding us. At first thought of Australian heritage we think about such landmarks as Uluru, The Sydney harbour bridge and The Sydney opera house, The Great Barrier reef and other internationally recognised places. But our heritage goes much deeper than that; it is far more than outstanding icons. Along with these icons there are also unsung places like the old cattle stations, Aboriginal missions, migrant hostels, War memorials, our unique wetlands and the towns and cities we have built. Adding all of these things together, helps to tell the story of who we are and how we have shaped this land in the unique identity it has today.
According to Government of South Australia (2014), the right location is influenced to the successful business in particular retail businesses, but the wrong location determination is tough for the business growth. In 2015, Masters has 56 stores around Australia (Woolworths, 2015), and most of them were set up nearby its competitor who is Bunnings that make more difficult in the market competition. For example, there are 6 Masters stores in Brisbane; Everton Park, Tingalpa, Parkinson, Richlands, Bundamda and Springfield areas, and there are Bunnings store in the same areas where are not far away from Masters stores. Furthermore, the wrong location decision is affected to the demographic problem which is the target customers. Masters sets up its stores in the second rate areas which are the growth-belt suburbs, and consumers who live in the areas do not have the spending power that influence to the company
Aboriginal and Torres Strait Islanders people are informed that this paper contains images, written/reference materials on Aboriginal and Torres Strait
Tourism Research Australia, Department of Resources, Energy and Tourism. Tourism contribution to the Australian Economy, 1997-98 to 2009-10., [Online. Available at: [Accessed 7 March 2012].
Segmentation, targeting and positioning are the fundament of modern marketing (Proctor, 2002, p. 188, as cited in Harris and Schaefer, 2015).
The Australia Outback is portrayed in films as vast and red. Of Course Australia is not completely this description. In the film, Crocodile Dundee, Sue Charlton (heroine character) is a New York journalist visiting Sydney. The Irony is the complete contrast between the desert landscape, shown as a bird’s eye view in the helicopter (Scene 2 Crocodile Dundee). In Priscilla, Queen of the Desert the imagery of a “never-ending” road reaffirms the idea that Australia is an isolated place. Similarly to Crocodile Dundee, Priscilla, Queen of the Desert exposition began in Sydney. The main difference between the films the ‘outback’ where both film plo...
This paper will discuss the five environmental factors that influence global and domestic marketing decisions that organizations must make. These five environmental factors are technology, demographics, government, culture and economics. Companies are affected differently by these factors depending on the industry they are in and the size of the organization. I will be using the Washington Plaza Hotel to illustrate how these environmental factors affect the hotel industry's marketing decisions. The Washington Plaza Hotel is a hospitality business located in Washington, DC. They offer services such as lodging, restaurant, bar, catering and meeting space rental. The Washington Plaza Hotel's major customer base is government, tourist, non-profit organizations, local businesses and some corporate clientele. Let's now take a look at how these environmental factors affect the marketing of the hotel.
Body: Darwin Darwin is a lively harbour city well-known as Australia’s gateway to world-class nature and cultural activities and experiences. With a population in excess of 130,000, it is a destination renowned for its tropical climate and colourful characters. Darwin, Australia is the place to visit to see crocodiles in their natural habitat, enjoy fresh seafood, go fishing for the catch of a lifetime, watch the sun set while cruising the Top End, take a dip in the sea, trek the best trails, and party at the lively clubs and bars. There’s so much to do in Darwin.
Terrell, E. (n.d.). Market Segmentation. (Business Reference Services, Library of Congress). Retrieved April 6, 2014, from http://www.loc.gov/rr/business/marketing/
It has been observed since the inception of Marketing that marketers target to only specific market and how they identify such market. There are certain criteria or base they use to identify the consumers who they would be serving to. Customers do have unique requirements satisfaction levels and aspirations. Some customers however are similar with respect to their requirements of goods and services. In such case if their needs are identified and they can be grouped in quantities of a specific size then it can be segmented. Now each customer group have specific expectations and businesses must cater to the needs of the segmented that has been targeted.
Tourists are more dependable on website to get the information and overview of destination. Therefore one of the website of bay of island is www.tourism.net.nz, which gives complete information. In this assignment, we will mainly discuss about marketing mix, customer wants, creating value for the customer, destination location and tangible experience from tourism marketing perspective.
The following report provides an accurate and informative overview of the nature of tourism, its history and growth, the structure of the New Zealand industry and the impact of tourism from a New Zealand perspective. The report will draw a conclusion which Highlights area of consideration in tourism planning.
Demographically we can segment the market into groups based on age, gender, family- size, income, family life cycle and occupation.
The increase in revenue from tourists has allowed the Australian government to further develop infrastructure and services to cater the large influx of tourism. An example of how the Victorian government spent a large proportion of tourism revenue would be the development and implementation of the Ferris Wheel in Docklands known as ‘The Melbourne Star’. Not only has new infrastructure been built, but also heritage or run-down tourist complexes have been renovated or restored. Many of Melbourne’s ico...
Nevertheless, one of the most important constants among all of us, regardless of our differences, is that, above all, we are buyers. We use or consume on a regular basis food, clothing, shelter, transportation, education, equipment, vacations, necessities, luxuries, services, and even ideas. As consumers, we play an essential role in the health of the economy; local, national and international. The purchase decision we make affect the requirement for basic raw materials, for transportation, for production, for banking; they affect the employment of employees and the growth of resources, the successfulness of some industries and the failure of others. In order to be successful in any business and specifically in today’s dynamic and rapidly evolving marketplace, marketers need to know everything they can about consumers; what they are want, what they are think, how they are work, how they are spend their leisure time. They have to find out the personal and group influences that affect consumer decisions and how these decisions are made. In these days of ever-widening media choices, they need to not only identify their target audiences, but they have to know where and how to reach