Target Marketing with Market Segmentation and Integrated Marketing Channels

Marketing
Management

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
CONCLUSION..........................................................................................................................7
REFERENCES...........................................................................................................................8
Books and Journals:...............................................................................................................8

INTRODUCTION
In today’s business environment, targeting a marketing segment is becoming very
important for organisations as they are able to achieve their goals and objectives (Deepak and
Jeyakumar, 2019). This essay aims to analyse a case study which is related to targeting the
market segment. In today’s tourism business of Australia, there is a continuous increase in a
desirable holiday destination. This essay will discuss the importance of targeting the market
segment. It is necessary to understand that organisations need to focus on identifying and
analysing the market segment and then targeted them necessarily. It will also discuss the
analysis of effective target marketing with the help of market segmentation and integrated
marketing channels. This provided a great impact on the creation of long term customer
loyalty.
MAIN BODY
In today's business world, tourism is becoming an important part of the trade. This is
the main reason that tourism organisations are focusing on increasing the effectiveness of
marketing (Martínez-López and et.al., 2020). For the success and growth of the tourism
industry, it is identified that every day there is an increase in the business of company due to
effectiveness of marketing. This is very important for company that they need to perform best
in marketing. Marketing is found to be an important function of organisation which assists
them to achieve the goals and objectives. This helps in increasing the awareness of products
and services in the market and able to attract more and more customers. Marketing function
helps an organisation to attract customers towards their organisation so that they can increase
the business of company. Tourism is the industry in which organisations are currently
focusing on increasing their business with the help of marketing. It is also identified that
marketing should include market segmentation and target marketing. Both of these are
playing an important role in the success and growth of company. In Australia, there are many
attractions in which backpacking holiday destinations are found to be famous. There is an
Australian Tourist Commission which is mainly focusing on increasing the trade of tourism.
It is identified that Australian tourist commission was established in 1961 in order to
promote and international tourism destination in Australia. They are focusing on creating
sustainable advantage for tourism industry which have two important principle of objectives
that are increasing the number of visitors to Australia and maximize the benefits of Australia
from overseas visitors (Kotler and et.al., 2019). It is analysed from this case study that in