Saturday, December 28, 2013

Marketing Case Study- Sydney Aquarium Marketing Plan (very detailed).

1.The segmentation of target market §Customers ar grouped in dissimilar ways. Firstly they have; oDifferent demographics oDifferent set of needs oDifferent geographies oDifferent value ranges and visitation/ snip restraints §Maximizing visitation is main expostulation of the marketing plan, so markets are segmented. Statistics are found through with(predicate) daily surveys of visitors residence, line of merchandise etc, so accurate demographic statistics are calculated. oSydney is the key interior(prenominal) market (+20% in 1998). subaltern domestic market is tourists from regional NSW and interstate. oInternational Visitors: Classified into categories with 57% holidaymakers 17% visiting friends and relatives, 12 % business travelers, remainder classed as other . secern internationalist markets are UK, Japan, Taiwan, Singapore, Hong Kong, US, Korea and Germany. China, UK NZ are aggressively targeted as there is seen to be the greatest visitation growth potential from these countries. family 11 lessen tourist numbers from Americas (-13.5 %) and Japan (-12.8%), still Other Asia and Australia grew 15% separately that year.The Olympic success and low Australian dollar has provided a positive outlook for international tourism to Sydney.
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§Target Markets are also grouped in a great deal detail and on the button; oSingle Income No Kids (SINKS) oDouble Income No Kids (DINKS) oGays oSenior Citizens oA conjure up taking kids for the day, custody of kids oHoliday makers oVisiting friends and relatives (VFR) oBusiness Travelers oSpouse whose attendant is at work swear out/meeting h oliday oFree and independent traveler (FITs)! 2.Strategies §Channel dodge (international) Below is the process, in stages, of an international tourist and at which points Sydney marine museum (SAQ) plan to reach the customer Customer abroad abroad Overseas Inbound Hotel travel agency tour instrument airlines ground agency oUsually SAQ would assay to reach the customer flat to the customer, through major tourist guides such(prenominal) as Lonely Planet, and ad at Sydney airport when tourists arrive. oHowever, this has been changed repayable to... If you want to get a full essay, order it on our website: OrderCustomPaper.com

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