Marketing Management Case Study: Australia Tourism Strategies Analysis

This case study examines the marketing strategies employed by the Australian tourist commission to boost international tourism and revenue. It explores how segmentation, targeting, and positioning are used to create customer loyalty, particularly focusing on young independent travelers. The analysis delves into integrated marketing channels, including trade marketing and consumer marketing through various platforms like websites and brand campaigns, to drive business growth. The study highlights the significance of the 'Brand Australia' campaign and schemes like working holiday visas in attracting tourists and fostering business expansion. It emphasizes the importance of understanding customer needs, cultural experiences, and adventure opportunities in positioning Australia as a premier travel destination. The conclusion reinforces the importance of effective marketing strategies in the tourism industry and the commission's focus on providing attractive tourist destinations to increase revenue and build customer loyalty.

Australia
Case
Study

Table of Contents
Introduction: ....................................................................................................................................1
P1: Identify how marketing can create long term loyalty to an organisation in different market
context as discussed in the case. ................................................................................................1
....................................................................................................................................................2
P2: Analyse how target marketing using integrated marketing channels can drive business
growth as discussed in the case. .................................................................................................2
Conclusion:......................................................................................................................................3
References:.......................................................................................................................................4

Introduction:
Under this case study, the Australian tourist commission has a objectives to increase
international tourism destination for the Australia from overseas and increasing the revenue for
the country from the visitors. Their will be discussion on how the marketing can create customer
for the organisation and how integrated marketing channels can bring business to Australia.
P1: Identify how marketing can create long term loyalty to an organisation in different market
context as discussed in the case.
The focus is upon the strategies which are used by the Australian tourist commission to winnings
the segments of the travel and tourism business. In the competitive and complex environment ,
the company needs to have a clear ideas about the what services they are to offer and what kind
of audience they are focusing in the market. To have a effective strategies in their company, the
manager has to look after the nature and attractive of the product and service they provide and
the behaviour of the customer such as how long they are staying in the Australia and how much
they are ready to spent on the travel. The manager can make strategies to have a targeted groups
of consumers to increase the visitors. Their are three segment which are involved in the serving
the market such as segmentation, targeting and positioning. (Wiedmann, Chen and Barrett, 2016. )
Segmentation: It is a process of dividing the whole market into smaller segment depending on
the geographic and culture, behaviour of the customer and their taste and preferences about the
tourist places. Australian tourist commission has to maximize the effectiveness of the marketing
efforts by making the market into different segment such as primary market, secondary market
and anther market. Primary market include people aged around 25 to 34 years and are treated as
independent adventures who are backpacking customer and loves to travel and explore different
places and know more about the different culture and belief . Secondly, there is secondary
market which have a young independent travellers aged group of 18 to 24 years , who are young
person who like to travel to various places and do adventures sports and have a unique
experience about different place in the Australia. Lastly, there is a group of people who comes
under independent adventures having ages around 45 to 65 years and explore different places.
For the purpose of the case study, the focus is given upon the young independent travellers as
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they are consist young and motivated travellers to like to explore and visit different places and
are counter in number of visitor of the Australia. (Chen De , 2014)
Targeting: under this strategies, the segment is further targeted and focus is given to young
independent travellers (YIT). Who are students are like to travel and make their own
arrangement regarding the hostel accommodation, bus tickets and various different sports and
adventures activities and investigate the Australian lifestyle and people. This group hold on
young person who like to travel by their own and with their friends . The main focus is to make a
young travellers visits the Australia and stay loyal to the organisation in such country as it
provide vibrant city life and having innovating the culture, food and wine and another lifestyle
which attach more customer from time to time.(Shanahan, and Fuller 2014
Positioning: it is marketing strategies which take into account the thoughts and ideas of the
visitors when manager is placing the product in the particular segment of different market place.
Here product refers to the Australia and market is a younger travellers having travel experience
and various opportunities to travel. The operator partners in the UK giving advice to YIT to book
all their tickets before leaving. The Australia is a land of wonders and have a awesome lifestyle
and behaviour about the life helps in positioning the market as a great tourist place for the young
generation and research various different areas of the target market. )(Kandasamy, J.,
Sounthararajah, 2014)
P2: Analyse how target marketing using integrated marketing channels can drive business
growth as discussed in the case.
The Australian tourist commission( ATC) marketing strategies include the trade marketing to
the organisation and consumer marketing. It works with the another operators with the airlines
and with the organisation who are looking for the market in the Australia . The marketing
channel such as annual traveller guide and consumer website provide a good information to the
consumer which will further increase the growth of the company in the target marketplace. The
ATC also provide a trade events and communication which are done though web based
activities. The brand Australia campaign can used to target the customer which will lead to
enhancing the growth of the tour and travel company in the Australian market. The brand helps
various range of product and services such as attributes, benefits and value of the company are
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available to the consumer. The brand is essential as it provide free -spirited,optimistic in
approaches and colourful for the tourist. Targeting segment is important for the young people
to explore what different areas they can examine within the diversity of the Australian
experience and easiest travel in and around Australia. Another scheme is a working holidays
visas is a another way to increase the business in the Australia. Under such scheme, the aims is to
promote young employees to extend their holidays by increasing their incomes though the
employment. Their are various different approaches to enhance the business of travel and tours
in the Australian market by targeting segment in accordance to the customer needs and wants.
The young travellers are the main group of people who provide business to the target market. It
also show the main reason for coming to the Australia is the cultural and social holidays which
attract more young traveller in the target segmented which will increase the number of customer
and enhance the revenue of the business in the market. Another factor is the richness of the
Australian occurrence makes many opportunities for the targeting young traveller in the market.
The Australian market is a great place to attract the customer from all over the world and provide
a path form to grow their business in the target market. The company have a clear strategies to
make a proper segment then targeting the particular segment then placing the Australian market
in such way that attach more number of tourist from all over the world. They also provide
various attaching different types of adventures sports which will increase the number of
customer in all the seasons in the target market place. The placing the nature and attaching places
helps in enchaining the number of audience which will also grow the business of the Australian
market and gain the popularity to great tourist place in the market and grow their operations
activities. The placing the right kind of place to the target customer make them to increase the
holiday destination for the UK travellers as well as people from all over the world. (Palmer,
2014) the case study is based on the effective social and culture of the customer of the
Australian in the economy . The focus is on growing the tourists in the market by providing
them good market to attach people who are looking for exploring the market to the next
level to attach more customer to market. As young traveller are always ready to explore the
market in best possible way to gain the market for the travel and touristed people to attach
more customer from time to time and to grow their business in the international level and
give them a place to enhance the market for the company and organisation to grow their
business to next level. The company aim is to various various place which can attach more
customer to the market place to grow the market in the economy and enhance the market
place for the company to grow the market in the effective market place e. the focus is
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attach more customer from the young subsidence present in the market place . The
company helps in increasing the market for the company to look ahead in the company and
grow their business next level in the market place
Conclusion:
Under this case study, the marketing strategies are very important part of the Australian business
in tourist industry. The Australian tourist commission have a focus on providing good
attracting tourist places for the visitors to increase the revenues in lieu of their services. The
Australia have a target segment of the attracting the young people form the all over the global
and is one of the best place to explore in the young age and this also help in making loyal tourist
to the different organisation of the Australia market place. The UK travellers and people from all
another world make sure that Australia has a vast number of destination such as attracted
beaches , rainforest and another colourful lifestyle and adventure sports in the market place.
(Viennet, Ritchie Faddy, and Pickering,2014.)
References:
Books and journals:
Wiedmann, T .O., Chen, G. and Barrett, J., 2016. The concept of city carbon maps: a case study of
Melbourne, Australia. Journal of Industrial Ecology. 20(4), pp.676-691.
Chen, T., De Jeu, R.A.M., , 2014. Using satellite based soil moisture to quantify the water driven
variability in NDVI: A case study over mainland Australia. Remote Sensing of Environment. 140, pp.330-
338.
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Shanahan, D .F., Lin, B. and Fuller, R.A., 2014. Socio-economic inequalities in access to nature on public
and private lands: A case study from Brisbane, Australia. Landscape and Urban Planning. 130. pp.14-23.
Kandasamy, J., Sounthararajah, M., 2014. Socio-hydrologic drivers of the pendulum swing between
agricultural development and environmental health: a case study from Murrumbidgee River basin,
Australia. Hydrology and Earth System Sciences.
Aziz, K., Rahman, A., Fang, G. and Shrestha, S., 2014. Application of artificial neural networks in regional
flood frequency analysis: a case study for Australia. Stochastic environmental research and risk
assessment. 28(3). pp.541-554.
Palmer, S., 2014. Characterizing university library use of social media: a case study of Twitter and
Facebook from Australia The Journal of Academic Librarianship. 40(6), pp.611-619.
Viennet, E., Ritchie, S.A., Faddy, H.M., Williams, C.R. and Harley, D., 2014. Epidemiology of dengue in a
high-income country: a case study in Queensland, Australia. Parasites & vectors,. 7(1), p.379.
Ballantyne, M., Gudes, O. and Pickering, C.M., 2014. Recreational trails are an important cause of
fragmentation in endangered urban forests: a case-study from Australia. Landscape and Urban Planning.
130, pp.112-124.
(Wiedmann, Chen and Barrett, 2016. )(Chen De , 2014)(Shanahan, and Fuller 2014)(Kandasamy, J.,
Sounthararajah, 2014)(Palmer, 2014)(Viennet, Ritchie Faddy, and Pickering,2014.)
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