Tourism Marketing Mix Analysis

This assignment requires you to conduct a thorough analysis of the tourism marketing mix for a specific sustainable event. The case study focuses on The Planting Festival in Australia. Your analysis should encompass various aspects such as PESTEL factors influencing the event, Porter's Five Competitive Forces within the industry, and an adapted application of the 7Ps framework tailored to this unique context. The goal is to demonstrate a deep understanding of how marketing principles can be effectively applied to promote sustainable tourism events.

Running head: THE PLANTING FESTIVAL FOR DISABLED PEOPLE
Report Title: The Planting Festival for Disabled People - A Marketing Plan
Name of the Student (s):
Number of the Student (s):
Subject Assessment: Marketing Management (LB5202) – TASK 3 – SP23
Date Submitted:

1THE PLANTING FESTIVAL FOR DISABLED PEOPLE - A MARKETING PLAN
EXECUTIVE SUMMARY
The Planting Festival is held in Woodford, Queensland in Australia annually. The aim of this
event is to help in the restoration of the hinterland area of the Sunshine Coast. The following
report undertook the responsibility of analyzing the prospective of the participation of
physically challenged people in the festival. The report uses the SWOT and PESTLE tools
used for the strategic market planning. The report proceeds further to produce a budget for
the proposed changes that are to be made in the festival. The report finally concludes with
some recommendations to the issue of including the participation of the physically challenged
citizens of the country.

2THE PLANTING FESTIVAL FOR DISABLED PEOPLE - A MARKETING PLAN
Table of Contents
1. Introduction..........................................................................................................4
2. Goal setting..........................................................................................................4
2.1 Mission statements...........................................................................................4
2.2 Marketing plan goals........................................................................................4
3. Situation review...................................................................................................5
3.1 SWOT Analysis................................................................................................5
3.2 PESTLE............................................................................................................0
3.3 Competitive Positioning (Including Positioning Map).....................................0
3.4 Other frameworks of analysis...........................................................................1
3.5 Issues to be addressed.......................................................................................1
4. Strategy formulation.............................................................................................1
4.1 Marketing objectives........................................................................................1
4.1.1 Strategic Focus...........................................................................................1
4.1.2 Target Customer Groups............................................................................2
4.2 Three Year Marketing Plan – Goals and Strategies (Positioning/Branding). . .2
4.2.1 Product........................................................................................................2
4.2.2 Price............................................................................................................2
4.2.3 Promotion...................................................................................................3
4.2.4 Place...........................................................................................................3
4.2.5 People.........................................................................................................3

3THE PLANTING FESTIVAL FOR DISABLED PEOPLE - A MARKETING PLAN
4.2.6 Process........................................................................................................4
4.2.7 Physical Evidence.......................................................................................4
5. Resource allocation..............................................................................................5
5.1 Budget...............................................................................................................5
5.2 Non-financial Resource Implications...............................................................5
5.3 Monitoring and Reviewing...............................................................................5
6. Recommendation..................................................................................................6
7. Conclusion............................................................................................................6
8. References............................................................................................................7

4THE PLANTING FESTIVAL FOR DISABLED PEOPLE - A MARKETING PLAN
1. Introduction
The Planting Festival is generally held in Woodford, Queensland. This is a cultural
event that was commenced in 1997 with the motto of restoring the hinterland areas of
Queensland. The event has, with time, taken the shape of an annual event that is aimed at
spreading awareness among the members of the society (Theplantingfestival.com, 2018). The
following report is based on the marketing plan that is designed for the people with
disabilities who display interest in the Planting Festival that would be held in the year 2019.
The festival aims to attract a minimum of almost 200 fresh attendees for the festival and
expects the attendance to be increased up to 300 in the following years.
2. Goal setting
2.1 Mission statements
The purpose of the Planting Festival is to help the restoration of the hinterland areas
of the area of Queensland. The annual festival also aims to include the involvement of the
disabled people which might help them to be involved in the various activities that have been
arranged in the cultural event.
2.2 Marketing plan goals
The Planting Festival aims to involve the participation of the residents of the country
in the plantation of trees in order to restore the hinterland area of the Queensland. The annual
festival aims to mainly involve the disabled people in the activity and thus help them to get
involved in the mainstream activities along with other members of the society. The budget set
by the management of the Planting Festival is around $10000 for the first year which includes
the attendance of about 200 people with disabilities. At the same time, this marketing plan is
also aiming to provide sufficient information related to this planting festival towards the
major sponsors.

5THE PLANTING FESTIVAL FOR DISABLED PEOPLE - A MARKETING PLAN
3. Situation review
3.1 SWOT Analysis
Positive Factors Negative Factors
Internal
Factors
Strengths
 Restoration of the hinterland
 Minimization of the erosion
due to the plantation of the
trees around the area
(STACIU, 2014).
Weaknesses
 The area that has been set as a
site for the festival is a bush.
Thus the participants need to be
careful around the area in order
to avoid any kind if unpleasant
happenings in the area.
External
factors
Opportunities
 Involvement of the disabled
people might include the war
veterans and the aged
population of the country.
 Education of the participants
of the activity on the
environmental issues that are
faced all over the world
(Cetin, 2015).
Threats
 The concerned area where the
annual festival is held is an
uneven area of land. The parents
need to look out for the kids so
as to keep them away from any
accidental occurrences.

Running head: THE PLANTING FESTIVAL FOR DISABLED PEOPLE
3.2 PESTLE
P
Political
E
Economic
S
Social
T
Technological
L
Legal
E
Environmental
The laws and
regulations that
pertain to the
maintenance of the
environment in the
country, such as the
Environment
Protection and
Biodiversity
Conservation Act
1999
(Environment.gov.au,
2018).
The increase in the
number of the
attendees of the
Planting Festival.
Cutting down of the
costs of the festival.
The involvement of the
social media in the
promotional activities
of the Planting Festival
might help to attract
more and more
participants to the
annual event thereby
making it more
successful.
The use of technology
in the fields related to
the ticketing at the
venue.
The installation of lifts,
ramps and other such
amenities that might
help the disabled people
to enjoy themselves at
the concerned venue.
The health and safety
issues that are related to
the people who have
been diagnosed with
disabilities in the
respective fields.
The first-aid issues
related to the
participants.
The employment laws
of the land also need to
be taken into
consideration.
The pollution free nature
of the activities that are
related to the Planting
Festival.
The least amount of
wastage that is linked to
the activities that are
involved in the issue.

The Planting Festival for the Disabled People, 2019
Quality (High)
Price (High)
Low
Low
Running head: THE PLANTING FESTIVAL FOR DISABLED PEOPLE
3.3 Competitive Positioning (Including Positioning Map)
The competitive positioning of a business organization helps the concerned
organization to put forth a unique element that helps it to differentiate itself from the other
organizations that offer similar services to the clients (Kremer & Symmons, 2015). The
Planting Festival for the disabled would put forward the factors enlisted below.
 Minimal wastage of materials
 Presence of the chances of the cultural and the social interactions.
 The programs and the events incorporated within the festival does involve the
participation of people who are physically challenged.
 Motivating a section of the society that comprises of people who do not form
the majority of the citizens of the society.
Fig.1: Competitive Positioning Map
Source: Created by the author

1THE PLANTING FESTIVAL FOR DISABLED PEOPLE - A MARKETING PLAN
The Planting Festival for the Disabled People, 2019 provides the participants with a
high quality experience in the field of environmental preservation at a price that is considered
to be within the budget of the concerned participants.
3.4 Other frameworks of analysis
The other framework of the analysis that might be used in this case is the Five Forces
Model of marketing that was designed by Michael Porter (Dobbs, 2014). This model
basically deals with the analysis of the critical forces that might affect the business. The
critical forces are inclusive of the rivalry that exists among the existing competitors, the
bargaining powers of the suppliers as well as the buyers and the threats that the concerned
organization might face due to the new entrants to the markets or the products or the services
that might serve to be a substitute for those that are provided by the concerned organization in
discussion (Dälken, 2014).
3.5 Issues to be addressed
The major issues that need to be addressed in this case are the issues that pertain to
the safety of the participants in the Planting Festival. The volunteers and the crew present at
the venue must take care that the participants are not into an unsafe zone that may lead them
to incur injuries in the concerned event of the festival (Kraipornsak, 2014).
4. Strategy formulation
4.1 Marketing objectives
4.1.1 Strategic Focus
The main focus of the Planting Festival is to gather the financial sponsorship that is
necessary for the smooth functioning of the annual festival. The planned activities must be
presented to the concerned authorities in such a manner that they might be interested in
investing the funds towards the Planting Festival that is to be held in Woodford, Queensland,

2THE PLANTING FESTIVAL FOR DISABLED PEOPLE - A MARKETING PLAN
Australia. The sponsors might be benefitted due to their involvement in the event which may
help them in increasing the goodwill of the company. This Planting Festival also help the
organizers of the event to highlight the issues that relate to the environmental damage that
can be avoided through the plantation of a greater number of trees in the area. The physically
challenged people might derive some involvement and interaction with the outside world
which might generally not be possible for them.
4.1.2 Target Customer Groups
The Planting Festival is aimed at providing the disabled people with the involvement
that they might need. The festival is aimed to attract the active participation of the physically
challenged people. The authorities who have been managing the activities that are involved in
the Planting Festival do aim to encourage the participants with disabilities to camp on the
given site which would rather help them to be involved with the other members of the
community.
4.2 Three Year Marketing Plan – Goals and Strategies (Positioning/Branding)
4.2.1 Product
The Planting Festival aims to attract the residents of the country who have been facing
physical disability. The annual festival aims to provide the participants with all kinds of the
amenities that they need in order to help them to get themselves involved in the festival
which aims to bring about an afforestation in the hinterlands, popularly known as Woodford.
4.2.2 Price
The price is an important factor an in this particular case it may vary due to a number
of reasons. One such reason might be the involvement of the non-governmental organizations
that function as a sponsor to the concerned event (Jain, 2013).The price of the tickets that are
to be availed by the people with the physical disabilities who have been interested in

3THE PLANTING FESTIVAL FOR DISABLED PEOPLE - A MARKETING PLAN
participating in the competition might vary based on the services that they might need to avail
for their smooth participation. The participants who are attached to any non-governmental
organization might get a waiver on the tickets that they purchase. The organizers of the event
have adopted a low pricing strategy for the event since they aim to incorporate the people
with the disabilities who might not have access to a huge sum of money.
4.2.3 Promotion
The event needs to be promoted over several media related to the communication. The
event organizers must put greater stress on the promotional activities. The event should be
promoted on the popular social media as well as the print media. The organizers may also
rely on the words spread by the earlier visitors and participants of the event for the needed
promotion (Khan, 2014).
4.2.4 Place
The place chosen for the Planting Festival is a 500-acre parkland that is situated on
the hinterland region of the Sunshine Coast, on the Jinibara Country. The place is almost over
an hour of the north of the city of Brisbane. The area is easily accessible for the participants
of the festival as it is well-connected to the other parts of the country via a number of various
pedestrian and vehicular roads (Aghaei et al, 2014). There are many pedestrian bridges that
help to connect the various parts of the area. The sewage and drainage related issues also
have been well-maintained in the concerned area that has been selected to be the venue of the
Planting Festival.
4.2.5 People
The Planting Festival attracts a huge number of participants from all over Australia as
well as all over the world. The planting festival generally attracts participants belonging to
the age group ranging from 18 years to that of 59 years. There are participations of the people

4THE PLANTING FESTIVAL FOR DISABLED PEOPLE - A MARKETING PLAN
belonging to the age group of 15-17 and the age group of people belonging to the age group
of above 60 years. The Planting Festival has a number of volunteers who aim to assist the
participants in a number of ways (Akgün, Keskin & Ayar, 2014). The organizers of the
festival aim to attract the disabled people to the concerned festival which might lead to the
increase in the number of the volunteers that the festival needs to have.
4.2.6 Process
The reports of the earlier instances of the festivals reveal that a higher number of the
participants who have been returning to the festival every single year. The festival organizers
are observed to have been serving the participants of the festival with a wide range of help in
the various activities that are involved in the festival. The festival allows the participants to
camp in the area (Magatef, 2015). The participants are allowed to cater themselves to the
meals that they might be having for their daily needs. The organizers aim to extend the
required amount of help to the disabled people in order to encourage their participation in the
festival.
4.2.7 Physical Evidence
The physical evidence in marketing refers to the every single thing that the customers
might bring to their notice while interacting with the organizers of the festival. This might
refer to the layout of the venue of the festival that has been decided (Mucai, Mbaeh & Noor,
2013). The Planting Festival aims to attract the participation of those people who have been
suffering from the various disabilities and thus needs to bring about the necessary changes
such as the automated moving ramps, automated doors and other such facilities. The fact that
the festival allows the participants to understand various nuances related to afforestation
might also help them to be encouraged to participate in the same.

5THE PLANTING FESTIVAL FOR DISABLED PEOPLE - A MARKETING PLAN
5. Resource allocation
5.1 Budget
Year 1 2 3
Total
sponsorshi
p
$10000 $5000 $5000
Number of
attendees 200 250 300
Total cost
$8000 including:
1. Plantation @
$2 * 500 =
$1000
2. Personal cost
@ $30 per
person =
$6000
3. Other
miscellaneous
costs @ $5 per
person =
$1000
$4400 including:
1. Plantation
@$2 * 200 =
400
2. Personal cost
@ $13 person
= $3250
3. Other
miscellaneous
costs @ $3 per
person = $750
$4600 including:
1. Plantation @
$2 * 100 =
$200
2. Personal cost
@ $12 per
person =
$3600
3. Other
miscellaneous
costs @ $2 per
person = $800
Excess
fund $2000 $600 $400
The excess fund must be used in the maintenance of the venue and the amenities that
need to be provided to the participants of the annual function.
5.2 Non-financial Resource Implications
The staff that have been employed by the organizers and the venue that have been
decided on by the organizers of the Planting Festival might be considered to be the non-
financial resources of the company (Theplantingfestival.com, 2018). The excess of the funds
might be used in order to maintain the venue of the festival. The amenities that need to be
provided to the participants of the concerned annual cultural festival also need to be
maintained so as to maintain the attraction of the participants.

6THE PLANTING FESTIVAL FOR DISABLED PEOPLE - A MARKETING PLAN
5.3 Monitoring and Reviewing
There are a number of ways to monitor the progress of the event according to the
marketing that has been designed. The best way to do so would be to conduct regular surveys
at the conclusion of the festival that takes place annually. The organizers of the festival might
also conduct some surveys that would encourage the participants to share their views and
even suggest events and facilities that might be included in the festival so as to make it more
attractive to the potential participants.
6. Recommendation
In order to attract a major number of participation of the people who have been
diagnosed with the disabilities, the Planting Festival needs to incorporate within the system
the different areas that are often overlooked. The authorities responsible for the organization
of the festival need to look into the fact that the participants do have access to all the
necessary safety measures that should be taken care of by the participants. The organizers of
the festival must look into the fact that there have been arranged a enough ramps and
automated transportation systems that might help the physically challenged people to spend
quality time at the festival. The authorities might help them by allowing them to plant the
seeds of the trees or the saplings in a raised platform wherefrom those might be transferred to
the actual area of plantation.
7. Conclusion
In lieu of the above discussion it might be safely said that the Planting Festival that is
held in Woodford, Queensland, Australia might be a very successful event if it plans to open
its gates especially for the people who have been suffering from the disabilities due to their
physically challenged conditions. The Planting Festival does have an advantage over the
other similar festivals due to the fact that the Planting Festival aims at the involvement of the

7THE PLANTING FESTIVAL FOR DISABLED PEOPLE - A MARKETING PLAN
section of the society that includes the people who are physically challenged. The festival
also helps to be a point of mingling of many different cultures that are present within the
society.

8THE PLANTING FESTIVAL FOR DISABLED PEOPLE - A MARKETING PLAN
8. References
Aghaei, M., Vahedi, E., Kahreh, M. S., & Pirooz, M. (2014). An examination of the
relationship between services marketing mix and brand equity
dimensions. Procedia-Social and Behavioral Sciences, 109, 865-869.
Akgün, A. E., Keskin, H., & Ayar, H. (2014). Standardization and adaptation of
international marketing mix activities: A case study. Procedia-Social and
Behavioral Sciences, 150, 609-618.
Cetin, M. (2015). Evaluation of the sustainable tourism potential of a protected area for
landscape planning: a case study of the ancient city of Pompeipolis in
Kastamonu. International Journal of Sustainable Development & World
Ecology, 22(6), 490-495.
Dälken, F. (2014). Are porter’s five competitive forces still applicable? a critical
examination concerning the relevance for today’s business (Bachelor's thesis,
University of Twente).
Dobbs, M. E. (2014). Guidelines for applying Porter's five forces framework: a set of
industry analysis templates. Competitiveness Review, 24(1), 32-45.
Environment.gov.au. (2018). Department of the Environment and Energy. Department of
the Environment and Energy. Retrieved 19 January 2018, from
http://www.environment.gov.au/biodiversity/legislation
Jain, M. K. (2013). An analysis of marketing mix: 7Ps or more. Asian Journal of
Multidisciplinary Studies, 1(4).

9THE PLANTING FESTIVAL FOR DISABLED PEOPLE - A MARKETING PLAN
Khan, M. T. (2014). The concept of'marketing mix'and its elements (a conceptual review
paper). International journal of information, business and management, 6(2), 95.
Kraipornsak, T. (2014). Good Governance and Successful Development: Cross Countries
Investigation. Eurasian Journal of Business and Management, 2(1), 46-54.
Kremer, P. D., & Symmons, M. A. (2015). Mass timber construction as an alternative to
concrete and steel in the Australia building industry: a PESTEL evaluation of the
potential. International Wood Products Journal, 6(3), 138-147.
Magatef, D. S. G. (2015). The impact of tourism marketing mix elements on the
satisfaction of inbound tourists to Jordan. International Journal of Business and
Social Science, 6(7), 41-58.
Mucai, G. P., Mbaeh, E. K., & Noor, A. I. (2013). Extended Marketing Mix and
Customer's Satisfaction in Classified Non-Star Hotels in Meru Municipality
Kenya. International Review of Management and Business Research, 2(3), 691.
SEHGAL, M. C. (2013). Customers’(Students’) Perceptions About 7Ps Of Higher
Education Marketing Mix. Asian Journal of Multidisciplinary Studies, 1(5).
(SEHGAL, 2013)
STACIU, M. (2014). Analysis of Touristic Development Potential of Some Natura 2000
Sites. Scientific Papers Series Management, Economic Engineering in Agriculture
and Rural Development, 14(01).
Theplantingfestival.com. (2018). The Planting Festival | Home. Theplantingfestival.com.
Retrieved 16 January 2018, from https://theplantingfestival.com/

10THE PLANTING FESTIVAL FOR DISABLED PEOPLE - A MARKETING PLAN
Theplantingfestival.com. (2018). The Planting Festival | Safety on
site. Theplantingfestival.com. Retrieved 16 January 2018, from
https://theplantingfestival.com/prepare/safety-on-site.html