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Market plan - Essay Example

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Market plan

There are ample opportunities for marketers to lure tourist by designing systematic service mix. Visiting tourists spent an annual average of $25 billion on purchasing various merchandises during their stay in the country. The country has seen slow growth rate for last three years due to fluctuation of Australian dollar value. China and Indian tourism market has emerged as major threat for the Australian tourism industry. The country is trying to use its natural resources to attract nature loving tourists. Australia has unique combination of desert and sea with lush green seaside back ground. Sydney, Melbourne and Adelaide are the major cities in the country. Other cities in the country also plays crucial role to generate revenue for the travel industry (Australian National Audit Office). Sustainable tourism has emerged as latest trend in the tourism industry of Australia. The country is gifted with natural resources. Tourism industry of the country is dependent on its biodiversity, cultural landscape and breathtakingly beautiful natural resources. Great Barrier Reef of the country is one of the major attractions for the tourists. Great Barrier Reef is the largest nature made reef structure in the world and it is two thousand and three hundred km long covering northeast coast of the country (Global Ministerial Environment Forum). 2.0 Sydney Sydney has been selected as location to open new hotel. Sydney is the home ground of architectural beauty of the country. The city is the unofficial capital of the country. Sydney Opera House and Sidney Harbour Bridge are major attraction for tourists. Travellers prefer the city for its cultural heritage and traditional metropolitan structure. Sydney Airport is one of the busiest one in the country. More than three million tourists visit the city annually. The city was focal point of attraction during summer Olympics in 2000. Tourists visit has increased by sixteen percent in last ten years. The government has predicted that there will be another four percent increase in the industry in next two years. The country has already submitted bid to host 2022 football world cup and government has planned to promote Sydney as game location. Government is emphasizing on infrastructural development of the city to promote it as international location capable of hosting big sports event. Darling Harbour and Olympic park are example of infrastructural development made by government. 3.0 Market background Sydney is the largest city in the country with a population of five million. It is forecasted that the population will grow more than six million by next decade. The city is the premium business and travel destination for visitors across the world. Sydney is the international gateway and business hub for the country. The city has distinctive cosmopolitan flavour with ethnical diversity. Almost thirty percent of residents in the city are come from outside the country. The city enjoys the stature of being one of the most important business hubs in the Asia pacific region. More than sixty five percent international multinational companies has ...Show more


Market Plan Table of Contents 1.0 Introduction 4 2.0 Sydney 5 3.0 Market background 5 4.0 Capacity, Demand and Service 8 4.1 Strategies to Maintain Equilibrium between Capacity and Demand in Peak Season 10 5.0 Hotel Design and Management 12 5.1 Company Summary 12 5.2 Company Ownership 13 5.3 Management Summary 13 5.4 Design 15 6.0 Service Mix 15 7.0 Service 16 7.1 Marketing Strategy 17 7.1.1 Inquiries Generation 17 7.1.2 Service Trial 18 7.1.3 Traffic 18 7.1.4 Rate of Booking 18 7.1.5 Loyalty 18 8.0 Service Product Model by Gronroos 19 8.1 Theory 19 8.2 Perceived Value Model by Gronoroos 20 9.0 Conclusion 22 1.0 Introduction Tourism is the driving force for Australia…
Author : richardhahn
Market plan essay example
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