Marketing Management and Digital Communication

This report evaluates the SWOT and PESTLE analysis of Cairns Aquarium to develop the marketing plan for developing new services. It also demonstrates the marketing with financial objectives. Marketing mix strategy is also discussed in this report to create the plan for digital marketing communication.

Running head: MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
Marketing Management and Digital Communication

MARKETING MANAGEMENT AND DIGITAL COMMUNICATION 2
Executive summary
The key aim of this report is to generate the marketing and digital communication plan for Cairns
aquarium. According to the findings, it can be assessed that Cairns aquarium is a renowned sea
world services that are preferred by higher class people. It could be illustrated that SWOT
analysis is practiced by the corporation to gain their strength and opportunity and decline their
threats and weaknesses. Moreover, it is evaluated that Porter's five force model is practiced for
addressing the different factors that may influence the Cairns aquarium.
In addition, controlling and evaluating process are applied to make a corrective decision about
expanding the services. Cairns aquarium will enlarge their business for families, individual and
pull the attention of customers with discretionary income. It will also provide high quality and
innovative services at the premium rate. Cairns aquarium will also be located in convenient place
and offering the industry benchmark customer services.
In order to expand at the business and attain their marketing objectives, Cairns aquarium will
invest high amount of capital. Furthermore, Cairns aquarium will have need of A$500,000 for
completing the promotional marketing mix activities. There will be also need of 16 months for
using the each marketing mix element in promotion.

MARKETING MANAGEMENT AND DIGITAL COMMUNICATION 3
Table of Contents
Executive summary.....................................................................................................................................2
Introduction.................................................................................................................................................5
Background.................................................................................................................................................5
Company mission, company objectives, and SBU objectives..................................................................5
Market definition and product or brand background................................................................................6
Situation analysis.........................................................................................................................................6
Internal analysis.......................................................................................................................................6
Customer analysis....................................................................................................................................7
Industry analysis......................................................................................................................................7
Competitor analysis.............................................................................................................................7
Porter’s Five Force Model...................................................................................................................7
PESTLE Analysis........................................................................................................................................8
SWOT analysis............................................................................................................................................9
Strength.................................................................................................................................................10
Weakness...............................................................................................................................................10
Opportunity...........................................................................................................................................10
Threats...................................................................................................................................................10
Discussion of the segmentation, targeting and positioning approach.........................................................11
Communications Objectives......................................................................................................................12
Set 3 marketing and 3 financial objectives................................................................................................13
Formulation of a detailed marketing mix strategy.....................................................................................13
Product strategy.....................................................................................................................................13
Price strategy.........................................................................................................................................13
Place Strategy........................................................................................................................................13
Promotion Strategy................................................................................................................................14
Budget allocation for promotion mix.........................................................................................................14
Controls.....................................................................................................................................................14
Evaluating..............................................................................................................................................15
Survey for the upcoming period........................................................................................................15
Comparing.............................................................................................................................................15
Correcting..............................................................................................................................................15

MARKETING MANAGEMENT AND DIGITAL COMMUNICATION 4
Conclusion.................................................................................................................................................15
References.................................................................................................................................................17
Appendices................................................................................................................................................20

MARKETING MANAGEMENT AND DIGITAL COMMUNICATION 5
Introduction
Under the business circumstance, marketing management and digital communication are
essential for the growth and development of the business. This report evaluates the SWOT and
PESTLE analysis of Cairns Aquarium to develop the marketing plan for developing new
services. It also demonstrates the marketing with financial objectives. Marketing mix strategy is
also discussed in this report to create the plan for digital marketing communication. It also
exhibits the budget allocation for promotion mix elements and assesses the control and
evaluation plan.
Background
Company mission, company objectives, and SBU objectives
Cairns Aquarium is an innovative and impressive aquarium. This aquarium is only one at the
global level that demonstrates the amazing sea natural world from tropical North Queensland. It
also focuses on two heritage listed field such as the Wet Tropics Rainforest and the Great Barrier
Reef. The Cairns Aquarium has been built to offer a world-class venue in order to communicate
and considering with incredible habitats, plants, animals, and habitats originated in Australia’s
Wet Tropics. Australian region has two world heritage listed environments named Daintree
Rainforest and the Great Barrier Reef. It should also protect and preserve the biodiversity of
these world listed network. The key vision of this Cairns Aquarium is to encourage the
individual all over the globe to protect, respect along with conserving the Queensland's tropical
rainforest and Great Barrier Reef (Cairns Aquarium, 2018).
The mission of Cairns Aquarium is to share the passion for what they perform and educating and
pass on new understanding to every visitors regarding the diversity of the ecological value of the

MARKETING MANAGEMENT AND DIGITAL COMMUNICATION 6
habitat that lives there and Tropical North Queensland habitats (Tropical North Queensland,
2018).
Market definition and product or brand background
Cairns Aquarium brand is a new all-weather attraction that has arrived in Cairns showcasing. It
has a wide category of marine life and corals from the waters of Australia Great Barrier Reef.
The graphical eye-catching Cairns Aquarium is situated in the center of Tropical North
Queensland city. This aquarium is the straightforward walking distance from a large number of
resorts, holiday apartments, and hotels within the city of Cairns (Cairns Family Attraction,
2018).
The key aim of this new service is to be a leading educational capability to display the diversity
of tropical North Wet. Two regions highly demand Cairns Aquarium like the Great Barrier Reef
and Dain tree Rainforest within its communicative zones. This new tourist attraction place
demonstrates how these two-world heritage listed atmosphere highly depends on each other for
their dependency and co-existence and leads the education for all generation to perceive about
and involves the footprint on their planet. It also focuses on preserving the wild atmosphere for
the survival of the prospect generation (Cairns Aquarium, 2018).
Situation analysis
Internal analysis
There are certain stakeholders of Cairns aquarium such as creditors, workforces, customers,
investors, trade associates, community, investors and government. All the stakeholders play a
vital role to gain the popularity of Cairns aquarium and this gaining attractiveness and the
enthusiasm of individual for this Cairns aquarium leads all the stakeholders to perform in
building aquarium (Royle and Laing, 2014).

MARKETING MANAGEMENT AND DIGITAL COMMUNICATION 7
Customer analysis
It is assessed that consumer behavior is transforming with respect to Cairns Aquarium.
Moreover, customers shift their attitude regarding natural planet because of acquiring data via
advertisement and media particularly in Aquarium sector. In Australia, the family group gives
preference to day trip featuring for both intentions such as fun and learning (Tiago, and
Veríssimo, 2014).
Industry analysis
Competitor analysis
Cairns aquarium has certain key market participants such as Ocean park aquarium, and the
Aquarium of Western Australia. Competitor’s assessment is practiced for comprehending the
approaches of competitors as; it would be effective for developing a significant marketing plan
(Ryan, 2016). It could be analyzed through Porter's five-force model:
Porter’s Five Force Model
Bargaining power of buyers
A corporation has low bargaining power due to less availability of aquarium services in
Australian aquarium industry. Hence, there is a high switching cost of services as buyers cannot
easily move from one service to another (Taiminen, and Karjaluoto, 2015).
Bargaining power of Suppliers
There is high bargaining power of suppliers in aquarium industry due to less availability of
substitutes in the aquarium industry. Hence, corporations should focus on significant liaison with
their suppliers, as it would be effective to negotiate with them about the price (Kannan, 2017).
The threat of New Entrants

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The threat of new entrants is low in the aquarium industry due to a low regulation made by the
federal government for penetrating into the marketplace.
Threat of substitutes
There is a low amount of substitute’s services in the aquarium industry but it offers lucrative
services to their customers. This could create complexity for Cairns aquarium in terms of
developing the aquarium in Australia (Simula, Töllmen, and Karjaluoto, 2015).
Rivalry among existing competitors
There is a tough rivalry between key competitors in the aquarium industry. Thus, it is evaluated
that the Cairns aquarium may face a challenge to strive the current rivalry and generates a unique
image regarding this brand in the marketplace (Baltes, 2015).
PESTLE Analysis
Political factor
The Australian government is stable that could be effective for expanding the Cairns aquarium
business in the Australian nation. Furthermore, the government offers to back to Cairns aquarium
as it would lead the company to enlarge their business. However, Cairns can be adversely
affected by a political factor due to the need to follow different regulations with the point of
visitors (Levy, and Gvili, 2015).
Economic
Under the Australian nation, the economic situation is constant so that, it will offer the chances
to expand the business of Cairns aquarium. Furthermore, the income of Australian people is high
so that, they may spend on holiday visiting on Cairns aquarium. It could be beneficial for Cairns
aquarium in terms of attaining higher profit because people can pay higher for purchasing the
tickets (Karjaluoto, Mustonen, and Ulkuniemi, 2015).

MARKETING MANAGEMENT AND DIGITAL COMMUNICATION 9
Social
In the nation of Australia, the lifestyle of an individual is modern and cool so that, it could offer
the opportunity to Cairns aquarium to expand their business. The aquarium could be recognized
by visitors and Australian people. Furthermore, worldwide growths in environment
consciousness demonstrate that there is a higher number of people who empowering the
protection. It may create advancement for business (Järvinen, and Karjaluoto, 2015).
Technical
Advance technology is highly practiced by an individual so that, it could facilitate the chance to
Cairns aquarium to expand their business and promotes its through online platforms.
Furthermore, digital media enables the business to attract a large number of visitors towards the
Cairns aquarium. This may also lead to increase the profitability of the corporation (Lamberton,
and Stephen, 2016).
Legal
There is some regulation developed by the Australian federal government such as safety and
security laws for employees and consumer protection laws. These regulations should be used by
Cairns aquarium as it would offer the opportunity to expand the market. Cairns aquarium also
incorporates the legitimate values for its effective marketing practices (Valos, Haji Habibi,
Casidy, Driesener, and Maplestone, 2016).
Environmental
The eco-friendly technology can be used by Cairns aquarium in their business procedure.
Furthermore, Cairns demonstrates guarantee of a modification in their current activities with a
solid take a step to finish more eco (Belch, Belch, Kerr, and Powell, 2014).
SWOT analysis

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Strengths
• Amazing sea natural world
• Positive experience and the prospect
of Aquarium industry
• Recognized position in Australia
Weakness
• Premium price
• High and medium income of people
Opportunities
Develop more aquarium around the
globe
Threats
• Projected competition from earlier
built specific market (Stephen, 2016).
(See: Exhibit 2)
Strength
The key strength is available with Cairns aquarium is its attractive interior design that can
influence the high amount of visitors in the upcoming period. Moreover, it also provides several
beneficial practices to their visitors along with favorable experience to their customers. Hence, it
can be stated that this element can aid to develop the favorable image in the mind of the
customer. It may also enhance the profitability of products and services of company and market
share in long-term (Fill, and Turnbull, 2016).
Weakness
The key strength available with Cairns aquarium is its higher rates that are not affordable for
each customer segment. Hence, it could be evaluated that higher expenses can decline the
demand for products and services of the corporation. It could not be advantageous for obtaining
the favorable result in the long-term (Rekha, Mishra, and Chauhan, 2017).
Opportunity
An organization has a great chance to improve the market and increase the number of customers
by expanding the Cairns aquarium in a different region of Australia.
Threats

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The key threat of Cairns aquarium that it only deals with marketplace hence, it faces the high
cost of production. This can lead to an unfavorable impact on the market demand. It is also
analyzed that higher costs lead to decline the services that can gain the chances of losses of
Cairns aquarium in the marketplace of Australia (Sinha, Singh, Gaudrat, and Ferdinand, 2018).
Discussion of the segmentation, targeting and positioning approach
Cairns aquarium selects a specific market for gaining profit from Australian economy market
opportunities. This can deal in certain kind of services like natural sea world being identified in
the larger cluster known as an aquarium. Market segmentation has sub-categorized the covered
market into certainly standardized sub-groups (Charan, and Dahiya, 2015). This group can
feasibly be selected as target market that has similar characteristics, needs, and desires. It can be
influenced by using the diverse marketing mix strategy. The key segmentation could be
categorized into geographic, psychographic, demographic and behaviouristic. Cairns aquarium
targeted the market for expanding their business on the basis of geographic, demographic and
behaviouristic segmentation of market (Valos, Maplestone, Polonsky, and Ewing, 2017).
Geographic
Cairns aquarium deals through the Australian region and makes a plan to enlarge their business
in more region of Australia. Since the demand of customer is high towards the Cairns aquarium
in the Australian market.
Demographics: Age
For expanding their business, Cairns aquarium will target on 10-15, 15-20 and 20-25 years
customers. It will mainly focus on the 25-30 years of the customer. This class of age-group will
intend to visit in this place very frequently. Moreover, these customers may pay a higher price
for attaining favorable experience from Cairns aquarium. By using the effective marketing

MARKETING MANAGEMENT AND DIGITAL COMMUNICATION 12
approach, Cairns aquarium can develop the awareness about taking the favorable experience of
amazing sea natural world from tropical North Queensland (Leeflang, and Verhoef, Dahlström,
and Freundt, 2014).
Targeting
Cairns aquarium can encourage the customers towards their services by offering premium rates
for seeing the sea natural world. For expanding the business, it can provide competitive price
services for attracting the all focus group. As a result, it has a higher opportunity to compete for
the rivalry in the Australian aquarium industry (Valos, Maplestone, Polonsky, and Ewing, 2017).
Positioning
 It will focus on the individual who lives in a modern lifestyle in Australian economy by
offering sea natural world services because it has higher demand in the market in current
times.
 It would create the positive image among customers by improving the extent of services
and providing the added value for customers as they are ready to compensate higher rate
for seeing the sea natural world animals (Charan, and Dahiya, 2015).
Communications Objectives
 To increase the percentage of customer demand in the specified period who desire added
value and advantageous with the Cairns aquarium.
 To increase the potential customers and retain the current customers who give preference
to Cairns aquarium as compared to its key market players.
 To influence the customers who never visit in Cairns aquarium
 To evaluate the impact of advertisement on growth
Set 3 marketing and 3 financial objectives

MARKETING MANAGEMENT AND DIGITAL COMMUNICATION 13
Marketing objectives and goals
 To evaluate the trend of the Australian market
 To identify the opportunity for Cairns aquarium in Australian aquarium industry
 To evaluate the approaches of competitors in Australian aquarium industry
Financial objectives and goals
 To increase the revenue of company by 25% within 7 months
 To decline the expenses of the company by 30% within 5 months
 To increase the demand of customers by 35% within 5 months
Formulation of a detailed marketing mix strategy
Product strategy
Cairns aquarium will expand their services with distinctive design and tagline. It will also
incorporate the world animal where a human can interact with them. It will emphasize on natural
sea world in one place. This product would be endorsed by renowned celebrities. Consequently,
it would be advantageous for influencing the high amount of customers with respect to natural
world heritage services in Australian regions (Valos, Maplestone, Polonsky, and Ewing, 2017).
Price strategy
Cairns aquarium will have AU$ 800 price for visiting at each stage. It is a natural sea world as
the positioning of Aquarium is high. It charges a higher rate from visitors as, it creates the unique
quality of services (Leeflang, and Verhoef, Dahlström, and Freundt, 2014).
Place Strategy
Cairns aquarium is located in only one place in Australia. Therefore, it would use online
websites and business to customer approach to offer their services among the high amount of
customers. This channel would be advantageous for Cairns aquarium as it would enable them to

MARKETING MANAGEMENT AND DIGITAL COMMUNICATION 14
directly deal with their potential visitors. Consequently, it could be evaluated that direct dealing
with the visitor will offer the chances to gain the revenue in the long-term.
Promotion Strategy
Cairns aquarium will endorse their services via social media because it would be effective for
persuading the high amount of customers. In such a manner, it can practice several social media
techniques such as Twitter, YouTube, Facebook, and LinkedIn. Promotion approach can be
beneficial for the company as it would improve their financial position and productivity (Charan,
and Dahiya, 2015).
Budget allocation for promotion mix
promotion mix Tools Budget (in A$) Time schedule
Promotion mix
Advertising 64000 4 month
Personal selling 89000 2 month
Sales promotion 87000 3 month
Public relation 73000 1 month
Direct marketing 70000 6 month
Total IMC Cost 500,000 16 month
(Sources: Exhibit 2)
Controls
Control is a key element of the marketing management and digital communication plan because
it enables the Cairns aquarium to assess the condition of their services by contrasting the actual
with projected results. Furthermore, it is also effective for the company in terms of identifying
the possible issue and resolving it in an effective way. In addition, certain factors could be

MARKETING MANAGEMENT AND DIGITAL COMMUNICATION 15
considered in controlling procedure like evaluating, contrasting and correcting (Rekha, Mishra,
and Chauhan, 2017). It is described as given below:
Evaluating
In this phase, the Cairns aquarium can assess the marketing condition via assessing the type of
task that would be performed such as a survey.
Survey for the upcoming period
Cairns aquarium can conduct the market survey to understand the actual condition of the market
by addressing the actual needs and customers of services. It can be stated that a company can
address the services that are unlike by customers as it aids to satisfy them.
Comparing
In this phase, Cairns aquarium can contrast the projected outcome with the actual result for
addressing the gap between them because it helps to take corrective measure actions.
Correcting
Under this phase, Cairns aquarium can avoid the gap amid standard and actual result by
practicing the controlling procedure. Furthermore, if Cairns aquarium has addressed key mistake
then, they can develop an effective approach for avoiding the key concern significantly (Charan,
and Dahiya, 2015).
Conclusion
As per the above assessment, it can be concluded that Cairns aquarium is a recognized place that
offers premium services to their upcoming visitors by using the digital communication platforms.
It can be also summarised that Cairns aquarium uses PESTLE assessment for addressing the
condition of the nation before expanding the business in the different region of Australia. It can

MARKETING MANAGEMENT AND DIGITAL COMMUNICATION 16
be concluded that marketing mix strategy could be beneficial for influencing the bulk of
customers in the longer period.

MARKETING MANAGEMENT AND DIGITAL COMMUNICATION 17
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the Transilvania University of Brasov. Economic Sciences. Series V, 8(2), 111.
Belch, G. E., Belch, M. A., Kerr, G. F., & Powell, I. (2014). Advertising: An integrated
marketing communication perspective. USA: McGraw-Hill Education.
Cairns Aquarium (2018). About Us. Retrieved from:
https://www.cairnsaquarium.com.au/tropical-queensland-aquarium#top
Cairns Aquarium (2018). Experience something amazing. Retrieved from:
https://www.cairnsaquarium.com.au/experience-tropical-queensland
Cairns Family Attraction (2018). Cairns Aquarium. Retrieved from:
https://www.cairnsattractions.com.au/explore/explore-great-barrier-reef/cairns-
aquarium.543.html
Charan, A., & Dahiya, R. (2015). Digital marketing and consumer behavior: An empirical study
in the Indian car market with special reference to Delhi and NCR. Anveshak, 4(2), 60-83.
Fill, C., & Turnbull, S. L. (2016). Marketing communications: brands, experiences, and
participation. UK: Pearson.
Järvinen, J., & Karjaluoto, H. (2015). The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management, 50, 117-127.
Kannan, P. K. (2017). Digital marketing: A framework, review, and research
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Karjaluoto, H., Mustonen, N. and Ulkuniemi, P., 2015. The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing, 30(6), pp.703-
710.

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Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and
mobile marketing: Research evolution from 2000 to 2015 and an agenda for future
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Leeflang, P. S., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and solutions
for marketing in a digital era. European management journal, 32(1), 1-12.
Levy, S., & Gvili, Y. (2015). How Credible is E-Word of Mouth Across Digital-Marketing
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Royle, J., & Laing, A. (2014). The digital marketing skills gap: Developing a Digital Marketer
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Simula, H., Töllmen, A., & Karjaluoto, H. (2015). Facilitating innovations and value co-creation
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MARKETING MANAGEMENT AND DIGITAL COMMUNICATION 19
Stephen, A. T. (2016). The role of digital and social media marketing in consumer
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Marketing Management, 33(17-18), 1522-1558.

MARKETING MANAGEMENT AND DIGITAL COMMUNICATION 20
Appendices
Exhibit 1: SWOT assessment
Strengths
• Amazing sea natural world
• Positive experience and the prospect
of Aquarium industry
• Recognized position in Australia
Weakness
• Premium price
• High and medium income of people
Opportunities
Develop more aquarium around the
globe
Threats
• Projected competition from earlier
built specific market (Stephen, 2016).
Exhibit 2: Budget allocation for promotion mix
promotion mix Tools Budget (in A$) Time schedule
Promotion mix
Advertising 64000 4 month
Personal selling 89000 2 month
Sales promotion 87000 3 month
Public relation 73000 1 month
Direct marketing 70000 6 month
Total IMC Cost 500,000 16 month