Australian Tourism Industry Analysis

This assignment delves into the multifaceted aspects of the Australian tourism industry. It examines its economic contributions, analyzing both positive impacts like revenue generation and potential downsides such as carbon tax implications. The analysis also considers demographic shifts, consumer preferences, and the role of sustainable practices in shaping the future of tourism in Australia.

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Contents
Nature of business............................................................................................................................2
Objectives........................................................................................................................................3
Mission............................................................................................................................................4
Keys to success................................................................................................................................4
Company summary..........................................................................................................................5
Company location and facilities......................................................................................................5
Services............................................................................................................................................5
Competitive comparison..................................................................................................................6
Service description...........................................................................................................................7
Macro environmental factors...........................................................................................................7
Sales Literature................................................................................................................................7
Fulfilment........................................................................................................................................8
Technology......................................................................................................................................8
Future services.................................................................................................................................8
Market Analysis Summary..............................................................................................................9
Target market segment strategy.....................................................................................................10
Market needs..................................................................................................................................10
Market trends.................................................................................................................................10

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Competition and buying pattern....................................................................................................11
Main competition...........................................................................................................................11
Strategy and implementation summary.........................................................................................11
Recommendation and Conclusion.................................................................................................12

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Nature of business
Sun and Surf Company is a Tourist group operator providing with the online and offline
booking of tour packages. The two ventures by the company are providing traveller with the
customized packages and group tour travel packages (Athanasopoulos & Hyndman, 2008). The
wide range of options provided by the company distinguishes it in the market. Tourism in
Australia is known to be an important component contributing around 3 percent to the total
Australian GDP. The Domestic tourism contributes 73 percent of the total direct tourism GDP.

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The famous tourist destination includes Sydney, Brisbane and Melbourne (Australia in 2020: A
Snapshot of the Future. 2017).
Objectives
The business strategy of our company revolves around the necessity to provide quality
services to the customers at different level. This shall be done by the creating an efficient team
and providing customers with lucrative deals and by catering to their needs. With time, the
company will focus on increasing the marketing campaigns by generating awareness in different
targeted market. The most evident company’s strategy is to create a sustainable market by
gaining advantage (Dwyer & Spurr, 2010). The core activity of the company is to signify needs
in order to satisfy needs of the customers. The plan is to qualify as a significant market player in
the Australian market. The objective is to become a reliable brand by creating a good image. The
intention is to create a good rapport in the market by focusing on each and every individual
stakeholder needs (Abooali, Ghaderi & Rashid, 2016). By the time, well designed brochures will
enable clients to understand the types of services and advantages a customer can utilize. A well-
designed brochures and fact sheet will allow in trigger sales and contemplate services. This will
undoubtedly generate increased sales (Dwyer, Forsyth, Spurr & Hoque, 2013).
Mission
The company wants to create and nurture a healthy and fair environment for employees.
By fairly compensating the employees, the company will be able to provide an intended quality
services. Follow up is a mandatory part of organization mission. This will help in seeking

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maximum customer satisfaction to meet the future expectations. The goal is to keep the company
financially healthy in order to fairly remunerate the employees.
Keys to success
The secret to success is to identify the niche market and implement the policies according
to their needs. The company intend to introduce effective marketing policies to directly target the
customers. The personal selling strategies will rotate around meeting customer’s individual
needs and to develop a personalized package (E Alén, Domínguez, Losada, 2012). The key
success factors of the involved in the process are as follows:
Excellence in meeting the targets: The Company promise to offer completely enjoyable
packages to the customers as per their needs. This includes excursion and other informative
travel to fully satisfy the customers (Cheer & Lew, 2017).
Timely responding to the customer’s need: delay in meeting the customer’s needs is
not entertained. This is done to avoid any sort of wrong impression to fully meet the future
needs. For gaining customer’s satisfaction the company is consistently dealing with their query.
The customer service representatives are present 24*7 to meet customer’s queries.
Effective strategic alliance: By considering the nature and services and alleviating it to
another level in order to realize market potential. The purpose is to set up a strategic alliance
considering the futuristic needs of the customers. This is to ensure a regular flow of customers
and to meet their needs and to create opportunities by creating alliance (Tribe & Liburd, 2016).

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Marketing knowledge: As a new company it is evident to use an aggressive marketing
strategy. These strategies will allow in setting up the business and services. The purpose is to
meet the top most requirements and to deal with the basic requirements. This will act as a
deterrent factor for the company in regulating the marketing. Advertising is an integral part of
the company for meeting their regular needs (Carson, Carson & Hodge, 2014).
Company summary
Sun and Surf Company is intended to provide individual and group travel company. The
products and services include pre-arranged tours and custom packages as per the client needs.
The services packaging includes travel consultation, timely reservations and other facilities. The
company wants to distinguish itself from the other local and international tour and travel
companies located in Australia.
Company location and facilities
At present the company is planning to open an office at Sydney. As time progress, the
company wants to become more accessible and attractive in providing with the travel and
tourism products.
Services
Sun and Surf Company intend to deliver leisure products by providing with cost efficient
producers. The intention is to guide customers by selecting pre-verified vacation criteria. The
analysis will be based in the overall revenue earned by the company on the basis of Budget,
activities sought, destination chosen and the time of travel (Green, 2014).

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A travel will meet the services in the selected areas of interest based on customer
preference. The overall intention is to provide with an access to an exclusive tourist destination
and fully appreciate the destinations by meeting customer’s need. The special purpose is to
access special interest travel as per the group and individual traveller.
Competitive comparison
There are presently many competitors in the market offering the similar services. With
changing market scenario in Australia, there will be an ever growing opportunities in the market.
The company needs to distinguish itself from the other companies. There is a need to establish
firm marketing strategies in order to differentiate oneself from the other business opportunities.
The most significant competition posed to the company is from the travel agencies offering with
excursion services to their clients. The key advantage of the company is to meet the individual
needs and to ensure customer satisfaction (Native plants &animals, 2017).
 By collaborating with the existing lodges and travel agency in order to identify the
market opportunities. The purpose is to diversify the intended services by collaborating
with the new clients. Existing companies intend to use services by establishing effective
relationship. This will help in presenting a potential challenges in a better way. This is to
ensure effective marketing expertise in the field.
 The overall purpose is to direct the focus on surfing and water sports activities. The focus
is to meet the needs of youth in the market (Gardiner, Grace & King, 2015).

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Service description
Sun and Surf Company offers the services and knowledge as per the individual
requirements. The intention is to seek a competitive advantage and create a significant market
position. By keeping in mind the comforts of tourist it will be able to manage customer’s
expectations. The organization doesn’t want to restrict itself to a particular sector but wish to
diversify in market by creating relationship with the other stakeholders (Mok, Sparks &
Kadampully, 2013).
Macro environmental factors
At a large scale the company demonstrates an understanding to match up with the
ongoing market requirements. Local tourist wants to go for the water sports and other allied
activities. Generally there is tourist who wants to stay for a short period just to enjoy the sea side
activities. Travellers look for the place that unlocks the mystery of nature. They want to visit to
the place least habited by human. With such a marketing place it will be easy for the company to
meet market needs. This potential market is growing at a fast pace drawing customer’s attention
(Kulendran & Dwyer, 2009).
Sales Literature
The business will start with a general corporate brochure established to create a market
position. The brochure is developed establishing with a start-up expense including the business
card and company profile. Compliment slips are also an important part of organizations services
to generate awareness. The company will be publishing information regarding tour packages to
attract customer attention (Ruhanen, Mclennan & Moyle, 2013).

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Fulfilment
The services will be provided by the employees. The core value of the company is to match up
with the customer’s expectation. This is only possible if the company is intended to meet the
customer’s need in a well-defined way.
The overall purpose is to turn reputable relationships that are necessary for the organization. The
needs are established to arrange strategic alliance (Janoschka &Haas, 2013).
Technology
Sun and Surf Company strives to ensure effectiveness through relevant software
applications. This will allow the company to continuously meet up with the market needs. The
technology is continuously evolving. The industry can only grow if the organization efficiently
uses the market capabilities and generate opportunities for themselves. Their aim is to be aware
of the technological implication and to utilize it in an effective way by generating effective
framework. With time, the company eventually wants to place themself at a reputable situation in
order to draw customer attention (Leslie & Sigala, 2005).
Future services
The company by putting it forward foot into the tourism market is allowing customers to
match up with the needs. The most important factor is to develop future market by understanding
target market needs and to derive the most competitive strategy. Company is looking forward to
expand its operations by coordinating with the other local travel agencies. This will allow the
company to experience effectiveness and manage the market requirements. With the passage of
time, the company will expand its functions in other countries.

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Market Analysis Summary
In today’s competitive market, it is evident to match up with the rapid economic
development and growth. This has been possible only due to an easy foreign exchange policies
and macro economics policies geared to match up with the economy needs. The fiscal and
monetary policies are geared up to maintain growth and social justice largely by contributing
towards it.
The current drive and focus by the government on the diversification of the industrial
base is creating multi-fold opportunities. Sun and Surf Company is intended to make a valuable
contribution towers achievement of goal. Australia’s’ tourism industry is becoming one of the
finest in the world. It is the vital economic player and contributing widely in long term growth
and development. Operating in such a large market, it is important to develop good networking
strategies. The company purpose to establish an effective relationship with the hotels, lodges and
travel agents. This is to ensure steady market goals and allowing them to get highly comfortable
quality. The initial target is to attain a 10 percent growth by mainly focusing on the Australian
population. With time the company is planning to expand the business venture outside Australia.
In this way the company can gain a competitive advantage gearing up with the marketing
opportunities. The current target market is the young population who is looking for sports and
fun activities. By providing them with lucrative offers, the company can gain competitive
advantages. The intention is to create a good rapport in the market by focusing on each and every
individual stakeholder needs. The purpose is to become a reliable source of interest and to
develop itself as an effective market strategist. The company is providing with an

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uncompromised services by offering services according to the needs of individual customer
(Solvoll, Alsos & Bulanova, 2015).
Target market segment strategy
The marketing strategy focused on delivering customer based services by providing with a right
service. In this way the services will take effectiveness through organizing the different market
segment. They have to ensure effective market strategies that allow customers to own their
package in order to meet needs. The organization has realized the necessity to communicate in a
good way. The decision is to develop a strategic alliance with the customers and to ensure
growth of the company. The ultimate aim is to tap the market in an aright way and to gain
competitiveness by defining strategic alliance.
Market needs
The tourism industry is growing at a fast pace in the last decade where the majority of
market players are concentrating on a wide market. With this intention the brand is growing by
realizing individual customer needs and developing business objectives. The ultimate purpose of
the company is to realize the requirements of the target market and to compile polices according
to them. The company intention is to provide unintentional services to the customers (Economic
development.2017).
Market trends
The market trends are reflecting that the company is intended to gain an effective market
needs by generating larger market potential. The ultimate purpose is to match up with the

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individual customers need and to guide the trends according to the different market components.
Tourism 2020 in Australia focuses on developing long term tourism strategy.
Competition and buying pattern
The key element of the decision making is to utilize an effective level of understanding in
the customers. The most important factor is to place business at a competitive place by
understanding their needs. This will particularly help in gaining customers trust and help in
gaining effective results that serve as an effective market player.
Client offer compare services provided by one organization with the other. In order to
remain competitive it is important to gain market effectiveness. The company has to use
effective market strategies. By an aggressive promotion campaign the company will be able to
meet the overall market needs. In order to gain market competitiveness it is evident to
understand the newest market strategy. This is to manage the individual role and responsibility
and to gain a strategic market position.
Main competition
The company has identified many local and international market players. There are lot
many companies who are into the tour and travel industry. The intention of our company is to
develop core competency by effective market strategy and to generate effectiveness. Upon closer
inspection it is observed that the company can only gain a competitive advantage if it serves the
specific needs of the customers. For the purpose they need to be more customer centre and
should deal in meeting out to their queries in a strategic way.

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Strategy and implementation summary
Initially the company will be looking out for the local customers into the adventure
segment. The target customer will be the local population looking for adventure. The tour
packages will be modified according to the specific need of the customers. The company is
relatively new and requires a focused market strategy. The initial aim of the company is to match
the individual customer needs. In order to meet its goal the company intends to conquer the
market in a strategic way. By developing unparallel services the company will gain a competitive
advantage. This will include overall package made to match up individual expectation. The
unparalleled range of services will support the company in distinguishing their services with the
other companies. Social media marketing will be carried out to gain customer attention. In this
way the company will be able to gain a strategic position in the tourism industry. The company
purposefully wants to generate awareness through consistent services. In this way the company
can match up with the requirements of different stakeholders.
Recommendation and Conclusion
To conclude, the organization will be developing an effective and competitive market strategy
by generating awareness. In order to avoid competition it is important to provide with distinctly
function. The purpose is to enter a lucrative market and gaining a competitive strategy. The key
strategy is to meet the purpose and to Gerard identity by strategy looking forward to expand its
operations by coordinating with the other local travel agencies. This will allow the company to
experience effectiveness and manage the market requirements. In this way the company can gain
competitiveness in the Australian market.

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