Marketing Strategies for Long Term Loyalty in Australian Tourism

Australia
Case
Study

Table of Contents
Introduction: ....................................................................................................................................1
P1: Identify how marketing can create long term loyalty to an organisation in different market
context as discussed in the case. ................................................................................................1
....................................................................................................................................................2
P2: Analyse how target marketing using integrated marketing channels can drive business
growth as discussed in the case. .................................................................................................2
Conclusion:......................................................................................................................................3
References:.......................................................................................................................................4

Introduction:
Under this case study, the Australian tourist commission has a objectives to increase
international tourism destination for the Australia from overseas and increasing the revenue for
the country from the visitors. Their will be discussion on how the marketing can create customer
for the organisation and how integrated marketing channels can bring business to Australia.
P1: Identify how marketing can create long term loyalty to an organisation in different market
context as discussed in the case.
The focus is upon the strategies which are used by the Australian tourist commission to winnings
the segments of the travel and tourism business. In the competitive and complex environment ,
the company needs to have a clear ideas about the what services they are to offer and what kind
of audience they are focusing in the market. To have a effective strategies in their company, the
manager has to look after the nature and attractive of the product and service they provide and
the behaviour of the customer such as how long they are staying in the Australia and how much
they are ready to spent on the travel. The manager can make strategies to have a targeted groups
of consumers to increase the visitors. Their are three segment which are involved in the serving
the market such as segmentation, targeting and positioning. (Wiedmann, Chen and Barrett, 2016. )
Segmentation: It is a process of dividing the whole market into smaller segment depending on
the geographic and culture, behaviour of the customer and their taste and preferences about the
tourist places. Australian tourist commission has to maximize the effectiveness of the marketing
efforts by making the market into different segment such as primary market, secondary market
and anther market. Primary market include people aged around 25 to 34 years and are treated as
independent adventures who are backpacking customer and loves to travel and explore different
places and know more about the different culture and belief . Secondly, there is secondary
market which have a young independent travellers aged group of 18 to 24 years , who are young
person who like to travel to various places and do adventures sports and have a unique
experience about different place in the Australia. Lastly, there is a group of people who comes
under independent adventures having ages around 45 to 65 years and explore different places.
For the purpose of the case study, the focus is given upon the young independent travellers as
1