Strategic Marketing Management for Tourism Australia

Running Head: STRATEGIC MARKETING MANAGEMENT
STRATEGIC MARKETING MANAGEMENT
Name of the Student
Name of the University
Author’s Name

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Executive Summary:
Tourism Australia is one have the well-known names present in the tourism industry of Australia
constructively adding on to the GDP of the country. Rich in natural resource this land attracts a
lot of tourist throughout the year. Thus the report intends to analyze the complete functioning of
Tourism Australia through a series of analytical framework and strategic models which include
SWOT Analysis followed by PESTLE Analysis, then employing the BCG Matrix Model,
Porter’s Generic Strategy Model as well as Ansoff’s Growth Matrix model. The main aim of this
paper is to strategies the core essentials of devising a new marketing strategy for a well
established brand like Tourism Australia which intends to stretch its business and go
international for increasing its market share and growth.

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Table of Contents
1. Introduction:.............................................................................................................................3
1.1Opportunities Identified:.........................................................................................................4
2. DISCUSSION..............................................................................................................................6
2.1Marketing Strategy.................................................................................................................6
a) Identifying Competitive Advantages:......................................................................................6
b)Marketing Objectives:..............................................................................................................9
C) Segmentation, Target Market(s) and Positioning:................................................................12
D) Appropriate Marketing Mix:...........................................................................................15
E) Implementation and Control Issues:.....................................................................................16
Conclusion:....................................................................................................................................19
References:....................................................................................................................................20

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1. Introduction:
Tourism Australia (TA) is a well-known name in the sphere of tourism business industry
operating mainly in the Australian region. The tourism industry of Australia has undoubtedly
witnessed a steady growth and has successfully emerged as the second-fastest growing industry
unit (Ruhanen, Mclennan & Moyle, 2013). Tourism Australia being a government agency is
solely responsible attracting greater number of tourist to their land with attractive and exclusive
marketing strategies that would particularly highlight the exclusivity that the nation can offer to
its tourist group, successfully identifying the present and future challenges that can come in its
smooth functioning and altogether ensure a steady rise of the tourism industry in Australia.
Tourism Australia aims in building up the sustainable tourism industry of Australia by
implicating improvements in their internal as well as external organizational functions. The main
aim of this report is to device a strategic marketing plan of a year’s duration for the organization
taking into considerations the findings from the SWOT and PESTLE Analysis that has already
been conducted in the previous assignment. The marketing plan will specifically highlight on the
key opportunities that Tourism Australia can avail and build its customer base along with
analyzing the existing market, identifying its target prospects and devising suitable marketing
operations for better addressing the needs of the present target market. The various media
vehicles that can be incorporated in marketing the organization’s objective will also be
considered in the report along with identifying the key risk control measure that needs to be
adopted by the firm to attain stability in its operation.

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1.1Opportunities Identified:
The business climate of the tourism industry in Australia is very optimistic. Thus Tourism
Australia in lieu of designing its new marketing plan for tenure of one year has identified these
basic prospective on which it can develop upon:
 New geographic areas to expand the business
 Strategic alliance with key competitors
 Identifying appropriate promotional vehicles
 Reducing cost of operations
 Controlling climate change issues to boost tourism
The strategic business unit (SBU) that the report will focus on to develop the firms
marketing tactics and strengthen its market position are:
 Tourism Product renewal strategy: this might consist of offering
complementary services to seem attractive that the immediate competitors of the
firm. For instance a free health checkup for their loyal customers or a
complementary buffet lunch
 The diversification strategy: this comprises of developing innovative strategies
to get hold of the new market share
 The distribution strategy: this strategy addresses the crucial ways of how to
company can get the right kind of market exposure. It can be ensure either
through collaborating with governmental agencies or with varied other tourism
management companies

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 Communication Strategy: this would deal with analyzing how the firm will
communicate its offers and strategies to its internal as well as to its external public
depending upon the target market structure and the audience the firm wants to
communicate to.
The Strategic Business Unit can be analyzed using the BCG Matrix:
The BCG Matrix is created by Boston Consulting Group which provides a
framework to evaluate and measure the strategic position of the brand and
measure its future potential (Mohajan, 2017). It intends to classify business
portfolio into four main categories either based on industry attractiveness which
indicates the growth rate of that industry as well as helps in analyzing the
competitive position in the market.
The four quadrants into which firms brands are classified:
Source: (Rudnicki & Vagner, 2014)