Marketing Management for Australian Tourist Industry: A Case Study

Marketing
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing management refers to find out the best ways or methods to create demand for
products in the market by creating awareness and interest among the potential buyers. Marketing
management is very important for ensuring optimum marketing tactics to attain profitable
competitive benefits to create increased value and interest for customers. This report will be
based on a case study of Tourist industry in Australia with the help of an essay based on the
study. The following report will also present analysis and identification of target market for
Australian Tourist Commission (ATC) and to attract tourists of UK towards their tourist
destinations. Moreover it will explain, market segmentation of UK customers or travellers with
the help of STP (segmenting, targeting and positioning) by ATC. Moreover, it will explain the
impacts of integrated marketing channels impacting the customer retention for long term and
enhance growth in different organisational contexts. Further, this report will be discussing about
the importance to understand customer needs in order to turn their desires into reality with
effective marketing techniques. The focus of the report will be over studying various strategies
that are used by Australia in order to market their travel business and targeting potential
customers.
MAIN BODY
The effective target marketing with the help of market segmentation and integrated
marketing channels could be defined as the ways in which an organization tries to focus on
different customers across the market. This helps to cover a particular market segment and
customer demographic to attract certain customers towards their products or services and
increase their interest, loyalty and willingness to create growth in different organizational
contexts.
Since many years, Australia is considered a legitimate holiday destination for the people across
Europe and UK (Köseoglu, King, B. and Yildiz, 2019). It is because of the diversity e in
Australia considering travel locations, outing, adventure, rainforest, wildlife, City lifestyle and
beaches. It is explaining that the cheap flights and the strength of euro sterling against Australian
dollar has resulted in increasing arrivals from Europe, majority of which are from UK. Moreover,
1

UK is among the top three sources of travel visitors to Australia after Japan and New Zealand
and travel industry has given a lot to Australian economy.
It was explained that inbound tourism is also so and integral export industry for the economy
and generates more than quarter million employment across Australia (Ross, 2020). According to
the estimations every billion dollar in tourism and export earnings generates about 11,367 jobs in
the June 2001 financial year that is expected to grow up to 30.8 billion in 2008-9.
In the study, the Australian High Commission has issued just under 40000 working holiday
visas to UK market. One of the schemes of working holiday aims to provide and create potentials
for young people to holiday in Australia while earning through a job (Brightman, and et. al.,
2018). It is a fact that Australia is among the most suitable countries to live and work due to a
very little language barriers for the people of UK and availability of visa that provide perfect
opportunity for them to work and travel across Australia.
With the introduction of visa processing services along with job contacts and advisory services
by key trade partners has encouraged travellers to utilize this opportunity. Australia has much
leisure that travellers seek for, which becomes an attraction and makes it as one of the world's
best tourist destinations. There is an intense competition in the International tourist industry due
to the interest or choice of European tourists in short, medium and long haulage destinations. It is
a challenge for Australian tourist commission (ATC) to tackle alternative, cheap holiday
opportunities on offers that are represented by competitors (Sun, and Drakeman, 2020).
The Nations that depend majorly on tourism for their export earnings and employment to its
people, 'getting it right' is important for their economic health. Therefore, it is necessary for the
marketing managers of travel and tourism industry to have an excellent understanding of their
potential customers, to develop strategy that could attract and allure dynamic customer groups
towards them. This case study has focus on the strategies that are used by Australian tourist
commission to attract customers from various segments of travel and tourism business. Along
with it, the focus will be on the strategies that are developed by ATC for attracting young tourists
and travellers to Australia.
The Australian tourist commission (ATC)
ATC is the Australian commission responsible for promoting Australian locations as a
business and leisure travel destination which was established in the year 1967 to promote
2