Effective Target Marketing through Market Segmentation and Integrated Marketing Channels: A Case Study of ATC

Case Study- Marketing ATC

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Case Study overview...................................................................................................................1
market segmentation and integrated marketing channels impact the creation of long term
customer loyalty..........................................................................................................................2
Analyse how effective target marketing through market segmentation and integrated
marketing channels drive growth in different organizational contexts.......................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5
Books and Journal .....................................................................................................................5

INTRODUCTION
The travel and tourism industry is old yet most competitive industry that has been gaining
huge popularity rapidly. People across worldwide nowadays are fond of travelling, going on
holidays for which people plan to choose travelling in abroad countries (Deepak and Jeyakumar,
2019). The reason for this emerging trend in the tourism industry is the improvement of the
facilities and numerous number of travel agencies, tour operators that help the people in planning
of the enjoyable, affordable and smooth holiday plans. These tourism operating businesses are
rally assisting the countries in growing this industry by leaps as this industry is contributing to
the economy in major chunks. The present report is the review on the case study of Australia-
Targeting a Market Segment. The report will identify and evaluate the effectiveness of target
market with the help of market segmentation from the case study. Further in the report there is
discussion on the impact of integrated marketing channels in building of long term customer
loyalty and to drive growth.
MAIN BODY
Case Study overview
The business case study is titled as “Australia- Targeting a Market Segment”. The case
study defines the Australia as the increasingly the most desirable vacation destination for the
travellers of UK. As per the case study the inbound tourism is the essential export sector for the
Australia as it generates millions of jobs very year (Strycharz and et.al., 2019). Australia deem as
the desirable place for both work and living as the working visa provide excellent opportunity to
stay and travel in Australia. This case study is all about the Australian Tourist Commission
(ATC) and business and market segment, targeting and positioning (Hanson and Kalyanam,
2020). The ATC has a mission to promote the Australia tourism internationally to gain the
sustainable advantage for their tourism industry. For which company has an objective to increase
the number of visitors to Australia overseas. For this company has its market segmentation,
treating strategies and positioning. The company is trying to attract the younger travellers by
meeting their needs. Also in the case study there is discussion on the marketing strategies of the
ATC's which include Brand Australia campaign of the company launched for the major Europe
market. This strategy was to convey the free- spirited, colourful and optimistic. The company has
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