Situation Positioning and Branding Analysis of the assigned destination

This report provides information on how tourism companies face challenges from destinations and which things affect new tourism companies and which strategies they apply to overcome them. It includes a SWOT analysis, environmental analysis, and a comparison of strengths and marketing plans of Armadale and Albury Wodonga.

Situation Positioning and
Branding Analysis of the
assigned destination

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Major regional competitor of Armadale.....................................................................................3
environmental analysis ................................................................................................................4
Competitive strength of Armadale...............................................................................................6
Compare strengths and identification of marketing plan.............................................................6
Destination position and branded in relation to its competitors..................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Expansion of business in different place require knowledge of multiple aspect like their
existing competitive companies, people behaviour, analysis of perfect location and many
more things (Chandra and Kumar, 2021). Albury and Wodonga is perfect destination in
Australia. But their competitor city is Armadale because it has also great places for visit. And
tourism company faces many challenges form their comparison. One new tourism company
wants to develop ad set new business plan in Armadale. So they face many challenges from
competitive destinations. This report will provide information that how tourism company
faces challenges from destination and which thing effects on the new tourism company and
which strategies they apply on it.
MAIN BODY
Major regional competitor of Armadale
A significant regional competitor of Armadale is Albury wodonga, which is a well-known
regional centre jointly controlled by two towns of Albury and Wodonga. Armadale
acknowledges on the other hand the increasing role of tourism for the local economy. Armadale
was seen as a day excursion, although the alburywodonga isn't the number one pick. In the
social, economic and cultural vibrancy of the Region, their tourist economy plays a significant
part. Alburywodonga is the leading rival, as the company is a regional destination brand and
offers tourism to diversify its economic base and increase its livelihood. (Li, S.,and et.al
2020).However, the Armadale Visitors Centre, which provides services outside the range of
normal for a Visitor Centre, is obviously lacking in leadership in tourism, so it is recommended
to start creating a tourism official's position not just to collaborate observations of this tactic but
to serve as a point of interaction with them. Marketing is another issue that needs special
attention and a constant strategy. In the past several years, a variety of different tag lines, which
have diluted its effect and mislead the target audience, were employed in the city of Armadale,
which includes the 'Armadale Alive' tag. Alongside targeted marketing in towns in the metro, but
also the management of the jobster website in Alburywodonga, where,local companies may
advertise their positions free of charge.

environmental analysis
A SWOT Analysis of Armadale in comparison of alburywodonga.
City of Armadale Alburywodonga
Strength These are the attraction of the
company
▪Various countryside
▪Parks of the Region
▪Champion Lakes
▪Armadale Reptile Centre
▪Historic Precinct
▪Orchards
▪Wineries
▪Local artwork/Galleries
these are the access of the
company
▪Main Railway line
▪Gateway to South west
▪Bus hub
▪First point you reach in metro
Quality infrastructure for
leisure, culture and sport
throughout the region
▪ Population base capacity —
Strategic location for the wider
area and regional hub
▪ Air, rail and road
accessibility
▪ The strength of historical and
cultural treasures and the role
of facilitators
▪ The two cities are already
and continuously cooperating.
▪ Training and qualified labor
▪ Farm and food tourism
excellence
▪ Even throughout the region
festivals and concerts
▪Product of superior quality
dwellings and new investments

are from
down south
these are the Accommodation
of the company
▪Bed & Breakfasts
these are the activities of the
company
▪Events
▪Sporting events
▪Highland Gathering
these are the amenities
of the company
▪Amenities of the company
▪services of the Regional
Medical Care
Weaknesses ▪Failure to comprehend who is
accountable for signs
▪Difficulties of urban
infrastructure cooperation
▪Lacking confidence
▪bad visibility on internet
▪Inadequate understanding of
the value of tourism by voting
▪ Difficulties in canals and
nature activation
▪ Adventure tourism for
Substantial private capital is
limited. councils is not free
▪ The discrepancy of the free
product and the commission
able

Representatives
▪Lack of funding for
accomplish its goals
▪Interaction among town and
enterprise
▪Failure to understand and lead
▪ Lack of climate changes
▪ Tourism connection and
environmental experience
▪ Limited range of night
activities
opportunities ▪Enhance Armadale linkages
▪Association of businesses
▪To establish a social link
▪Demographic change
▪rebranding
▪Elect Members Teach and
lobby
▪Tourism Sector Improvement
Officer for Armadale city
▪Renovations to the Albury
Centre of Fun
▪ Develop a significant
attraction for the family
▪ Murray River canoe trail
development that (Liu, W. and
Atuahene-Gima,K.2018)takes
use of the effort on Murray
River Adventure Trails
▪ Modifications to sports
facilities
▪ Remodelling of the Wodonga
Libraries and Exhibition
threat ▪Demographic change
▪Macroeconomic stress
▪Civil rights issues
▪Refusal from citizens to
changes
▪Local administration's limited
resources
▪Inter-state and global
competitions
▪ Price of transit
▪ Slowing of the economy
▪ Key state construction
activities have been delayed.
▪ Substantial private capital is
limited.

Competitive strength of Armadale
Armadale has a current primary tourist segment of the market for the Armadale region, mainly
out from local domestic economy, and a significant proportion of the Perth market has to
establish an appearance of the territory, and even some of the locations near Armadale are so
appealing and have most recognised impression or tourism, (Mardhatillah, A., 2021)such as
Elizabethan Village and Champion Lake. Despite the fact that the events are viewed as a key
driving element for a trip to the area, the distance and aspects to do and see are the primary
motivators for day trippers. Despite the fact that the present market visitor's family group
accounts for almost half of all visitors, according to the report. Armadale's core business district
has transformed considerably for the better in recent years. This is extremely beneficial since it
becomes Armadale's strength because they may promote their job and atmosphere for the benefit
of the firm while competing with rivals. Whatever the former scenario was, if the environment
around Armadale changes, Armadale may improve their visits with more efforts and social
media marketing, digital marketing, and via local channels.
Compare strengths and identification of marketing plan
Almost every pace has different culture and on the basis of their culture they develop
hotels. Armadale destination is beautiful place their tourism company develop so many things for
people attractions development towards with the place. And they effectively manager influence
from their macro factor (Karsiwi and Nurlena, 2021). Their has multiple place for visit. Compare
strength of tow destination are as follows.
Armadle place has great nature destination and their has multiple play games for people
or for visitor so it reflects that they have great area for visit. Comparative place tourist people can
effectively develop paragliding, boat riding and many more things to attract people engagement
on location.
It essential that hospitality industries also develop some uniqueness in their services so
people develop their interest in visits, and develop interested things, better quality and tasty food
item, creative and cultural effectiveness in their hotel rooms and many more things is the best

option to engage new audience (Mardhatillah, 2021). And people interest defiantly influence
more people inst rest throughout the photo and social media when company build effectiveness
in their services and upload great pictures on digital media and develop hotel and destination
booking services will defiantly useful aspect for the company.
Albury and Wodonga cities tourism companies develop effectiveness in their services
hey develop new approaches for services in the competitive market, Australia country has
many places for visit so on the basis of conception they every tourist department has to
consider on some unique this like they develop some creative decorative, unique
photography strategy and many more. This strategy definitely develop good result for people
engage and connect with tourist company.
So this marketing strategy plan will defiantly boost customer attractions and this
strategic approach will useful for long time. And its important things that tourism company
have to follow expansion of new things and creativity in their policy and legal develop any
approach which directly develop brand of the company as well.
Strategic marketing plan will defiantly provide effectiveness and it beneficial for
survives in long term and it influences the powerful work culture and it raises company
effective performance in Australia market. Armadale city effective destination and tourism
department services cab easily boost their sales and raise good amount of profit. Survives in
the competitive world its major essential that every tourism company develop some
effectiveness in their services and develop some packages for tours and provides them some
free benefits this strategy is the beast option for company marketing.
Destination position and branded in relation to its competitors
Survives in the competitive destination and tourism its essential that people develop some
different and unique approaches for audience attraction expansion. Application of some tools
company can easily raise their position in competitive market they have to discuss on
development of multiple things are as follows,
Tourism department has to develop digital marketing in their services which influence the
attraction and this concept and technology advancement its essential that very company has
follows his aspect, because it influences the people engagement and connect so many people, and
they watch pictures on social media, and they influence by the photography of destination
(Ramadhani, Suswanta and Shaddiq, 2021). This concept is the best technique which highly

influence the people engagement towards with the location and on the basis of digital marketing
activity. It has been summarized form the above reflective study that tourism company face lots
of issues from existing tourism industry and location, destination can highly influence their
services. This report has been provided information about how company develop effectiveness
throughout application of SWOT analysis and analyse their competitive company and
competitive destination will highly influence tourism business, their hotel, staff member highly
influence their services and macro environmental factor also impact on destination. This study
gives idea about tourism company can develop effective hotel services, develop infrastructure
which reduce competition and it has been also clear that tourism company develop effective
packages for audience and provide them free facilities for their interest improvement towards
with the company.
Next strategy for branding and positioning is like tourism people develop some unique
restaurant services and develop great food services on the basis of multiple aspect company can
highly influence their services. And it improves the enjoyment. Also, tourism company can
develop holiday packages on good amount so audience attract on it, and it raises interest of
people.
Audience engagement toward with the destination its best option that they can develop
specific package that they provide food facilities, travelling charges, particular picnic sports,
paragliding, pool party, tracking activities and many more(Ramadhani, R., Suswanta, S. and
Shaddiq, S., 2021) which they have potential to development. This strategy is effective and
unique strategy for people attraction improvement with the any destination.
Tourism company has to focuses on their brand because according to recent trend
audience more attract with the branded hotel, restaurant and believes in branded services. So
unique brand and their unique advertisement for marketing is one of the best aspect which
influence the people attraction towards with particular destination.
CONCLUSION
It has been summarized form the above reflective study that tourism company face lots of issues
from existing tourism industry and location, destination can highly influence their services. This
report has been provided information about how company develop effectiveness throughout
application of SWOT analysis and analyse their competitive company and competitive
destination will highly influence tourism business, their hotel, staff member highly influence

their services and macro environmental factor also impact on destination. This study gives idea
about tourism company can develop effective hotel services, develop infrastructure which reduce
competition and it has been also clear that tourism company develop effective packages for
audience and provide them free facilities for their interest improvement towards with the
company.

REFERENCES
Books and Journals
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Indian Himalayan Region: Insights from Uttarakhand, the Northern Himalayan State
of India.Journal of Destination Marketing & Management. 19. p.100546.
Day, J. and Kour, G., 2021. Destination-Based Brand Equity: The Impact of Destination Image
on the destination stakeholders.
Karsiwi, R. R. M. and Nurlena, N., 2021. Strategies for Marketing Djuanda Forest Park in the
Effort to Increase the Number of Visitors.Journal of Business on Hospitality and
Tourism. 7(1). pp.145-155.
Li, S.,and et.al 2020, August. Competitive analysis for points of interest. InProceedings of the
26th ACM SIGKDD International Conference on Knowledge Discovery & Data
Mining(pp. 1265-1274).
Liu, W. and Atuahene-Gima, K., 2018. Enhancing product innovation performance in a
dysfunctional competitive environment: The roles of competitive strategies and
market-based assets.Industrial Marketing Management.73. pp.7-20.
Mardhatillah, A., 2021. Analysis of Product Marketing Strategies using SWOT and AHP
Methods at PT Raya Utama.JKIE (Journal Knowledge Industrial Engineering). 8(2).
pp.122-131.
Ramadhani, R., Suswanta, S. and Shaddiq, S., 2021. E-Marketing of Village Tourism
Development Strategy (Case Study in the Tourist Village Puncak Sosok). Journal of
Robotics and Control (JRC). 2(2). pp.72-77.\