Melbourne Convention Assignment 2022

MELBOURNE
CONVENTION

CURRENT
BACKGROUND OF THE
CONVENTION The Melbourne Convention Centre has been
known to be built on the banks of the river
named as The Yarra River (Southbank)
(Lancaster, 2018).
 Built adjacent to the Melbourne Exhibition
Centre as an entirely integrated centre.
 Debuted in the year of July 2009.
 The concerned convention centre is recorded
to accommodate a number of over 5000
delegates served within a flexible form of
Plenary Hall.
 Recorded to play host to the diversified
forms of festivals, exhibitions, conventions
as well as gigs concerned to any size.

PROJECT ACTIVITY
 Determining the plans.
 Finalizing the requirements.
 Creating the scope for project statement.
 Determining the target market.
 Determining the team.
 Creating the activity list.

MICRO ENVIRONMENT
ANALYSIS
 In the concern of attracting a huge base of
international customers the convention centre will
need to have a stability of demand from the
customers by the help of creating diversified
marketing campaigns.
 Creating better prospects of sale growth in the
international market with the help of online
advertising covering the tourist agencies established
all across the globe.
 The intensity of the competition level in the market of
convention centres providing services to the tourism
agencies in the concern of understanding the
competitors strategy that would not hamper the
promotional plan of the convention.
 Ensuring that the business firm has all the necessary
resources that would be required to promote the
convention.
 The business organisation in the concern of promoting
itself to the international tour agencies should ensure
that its priorities lies in the regards of appeasing the
general public interesting the tourism activities (Fyall
et al., 2019).

MACRO ENVIRONMENT
ANALYSIS
 The economic factors such as the interest and
exchange rates, the recession and the inflation as well
as the tax rates, and the demand and supply synergies
would affect the international hold of the convention
centre (Arce, Hurtado & Thomas, 2016).
 The demographic forces concerned to the income
variables of the international tour clients influencing
the business, the age factor as well as the geographic
region of the tour agencies would affect the demand
and the interest of the same.
 The technological factors available in the concern of
providing ease of work to the tour agencies such as
the automation, internet connectivity, the security as
well as the performance and efficiency of the
equipment provided in the convention centre would
highly affect the interest of the tour agencies.
 The natural and the physical forces such as the
climatic changes, the availability of the resources, and
the laws that regulate the environment would also
define the interest of the tour agencies.

7Ps
 Product- The convention centre needs to design its
products in a manner that the international clients
connected to the tour agency are provided with the
best experience while dealing with their conference
and exhibitions in Melbourne Convention. The products
should be better as compared to the potential
competitors.
 Promotion- The promotional strategy of the centre
should include both the traditional as well as the online
media approach that would help the same to
connected to the diversified number of tour agencies
existing all across the globe.
 Price- The pricing strategy in the concern of attracting
the international tour agencies should be set based on
the global market of convention centres and not the
local based market (Vellas, 2016). This is because the
tour agencies would be looking after the entire
international based market for choosing their
convention centre. The improper strategy of pricing
may disinterest the agencies to opt for the Melbourne
Convention Centre.

7Ps (Cont..)
 Place- The distribution strategy of the concerned convention centre
should be based on its target market as well as the promotional
strategy of the centre in the concern that the highest number of
international based tour agencies are attracted towards the products
the centre deals with. In this connection, the convention centre
needs to keep its business operations competitive based on the
international market.
 People- The international tour customers are to be provided with the
highest amount of value proposition and the ease of dealing with
their exhibitions and programs related to their tourism department.
This is because the ease of dealing with the product will attract
more number of people to the Melbourne Convention Centre.
 Process- There lies a number of perceptions in the concern of
dealing with the process of the business firm (LaBerge & Samuels,
2017). However, the best process to be followed by the concerned
convention centre is the way the customer interface would take
place in the same and how the centre and its customers would deal
with each other in a series of steps in the stages of the business.
 Physical Evidence- The convention centre needs to provide all the
relevant and genuine information regarding its products, business
partnerships as well as career opportunities and the functioning of
the centre in the official website of the company. This will help the
international clients to understand the transparency that lies in the
convention centre.

FOUR LEVEL OF
PRODUCTS
 Convention Hall
 Exhibition Hall
 Parking Facilities
 Restaurants

MARKETING ANALYSIS OF TOURIST
PRODUCT AND ATTRACTION
 The tourism products are to focus on the
facilities as well as the services that are
designed to meet the needs of the
tourists (Lamsfus et al., 2015).
 The tourism products are to be seen as
the composite product and the sum total
of a nation’s tourist attractions, transport
as well as the accommodation and of the
entertainment that results to customer
satisfaction.
 The tourist products should efficiently
include the synergies of Accommodation,
Accessibility, Activities, Amenities as well
as Attractions.

INTEGRATED MARKETING
COMMUNICATIONS
 Advertising
 Personal Selling
 Public Relations
 Direct Marketing
 Sales Promotion

REFERENCES
 Arce, Ó., Hurtado, S., & Thomas, C. (2016). Policy spillovers and synergies
in a monetary union.
 Fyall, A., Legohérel, P., Frochot, I., & Wang, Y. (2019). Marketing for Tourism
and Hospitality: Collaboration, Technology and Experiences. Routledge.
 LaBerge, D., & Samuels, S. J. (2017). Basic processes in reading:
Perception and comprehension. Routledge.
 Lamsfus, C., Martín, D., Alzua-Sorzabal, A., & Torres-Manzanera, E. (2015).
Smart tourism destinations: An extended conception of smart cities
focusing on human mobility. In Information and communication
technologies in tourism 2015 (pp. 363-375). Springer, Cham.
 Lancaster, M. (2018). Consuming the Yarra: The city reaches as a site of
consumer heritage in Melbourne. Historic Environment, 30(2), 44.
 Vellas, F. (2016). The international marketing of travel and tourism: A
strategic approach. Macmillan International Higher Education.

THANK YOU..!!