Marketing Analysis Report: Tangalooma Island Resort, University Name

This report provides a comprehensive marketing situational analysis of the Tangalooma Island Resort. It begins with an introduction outlining the resort's offerings and location on Moreton Island, Queensland. The internal analysis explores the resort's strengths, such as its unique accommodation styles, environmental management, and diverse activities. It also identifies weaknesses like high operational costs. The micro-environmental analysis examines the resort's immediate surroundings, including competitors like Hamilton Island and stakeholders such as the Australian government. The macro-environmental analysis uses a PESTEL framework to assess the broader context, including Australia's stable business environment, economic growth, technological advancements, and environmental and legal factors. A SWOT analysis synthesizes the internal and external factors, highlighting the resort's competitive advantages and potential threats. The report concludes by summarizing the key findings and emphasizing the importance of the internal and external factors in the resort's marketing success.

Running head: MARKETING OF TANGALOOMA ISLAND RESORT
Marketing of Tangalooma Island Resort
Name of the student
Name of the University
Author note

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Table of Contents
Introduction............................................................................................................................ 2
Internal analysis..................................................................................................................... 2
External Micro environmental analysis...................................................................................3
External Macro environmental analysis..................................................................................4
SWOT Analysis...................................................................................................................... 5
Conclusion............................................................................................................................. 5
References............................................................................................................................. 7
Appendix................................................................................................................................ 8

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Introduction
Marketing refers to business process that helps in creating relationships and
satisfying the customers. It is indicative of activity along with the set of the institutions that
helps in creating offerings that can be of value for the customers. It helps in the anticipation
and the identification of the customer requirements in a manner that is profitable.
Tangalooma Island Resort refers to the resort which is on west side of that of Moreton Island
within Queensland (Tangalooma.com., 2019). The island resort is popular for the
accommodation, wreck diving along with the dolphin feeding programs. The island resort is
surrounded by the crystal clear waters and has white sandy beaches that offers a
picturesque view for the tourists. This report discusses about the importance of the internal
analysis and the internal marketing environment of Tangalooma Island Resort. The report
also talks about the influential factors in relation to the current microenvironment of the
place. The report also elucidates on the macro environment of the island resort and the
outcomes of the internal along with the external analysis of the resort.
Internal analysis
Internal analysis helps in exploring the competency along with the competitive
viability of an organization. It is instrumental in providing useful information about the
strengths along with the weakness of an institution. The internal analysis can be said to be of
crucial importance as it helps in the development of the strategic planning objectives that
can help in the growth of a business. The significance of the internal analysis lies in the fact
that it can help in building on the capabilities of a firm that can provide it with a competitive
edge within the market.
There are various kinds of internal factors that have helped in the marketing of the
Tangalooma Island Resort and provided it with a unique positioning within the market. The
island resort has a unique place in Australia as it offers various kinds of accommodation
styles among the landscaped gardens to the visitors of the place. The location of the island
resort among the natural bushland having the water views has provided the place with a
distinct positioning within the popular tourist market of Australia. It has attained a premier
position among the tourist spots owing to the sound environmental management of the
place.
The passionate Green Team of the island resort has helped it in reaching the people
and increased its popularity among the tourists and the local people of Australia. The resort
staff is committed in making the efforts in the operations that can reduce the negative effect
on the environment. The island resort caters to the needs of the professionals of the
company and provides a beautiful backdrop against which the ceremonies and the weddings

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can take place in Australia (Kotler et al., 2017). The event of the dolphin feeding helps in
catering to needs of guests who stay overnight within the Tangalooma accommodation.
Tangalooma provides perfect destinations for the school excursions that satisfies the needs
of the students who are looking for the unique adventure. Tangalooma Island Resort acts as
the holiday destination that helps in serving the needs of the guests.
The theme park offers various kinds of activities like bike tours, safari tour along with
the snorkelling that offers unique service for the people. The island resort provides the
special offers that helps the people in getting accommodation at an affordable cost. The
island resort helps in serving the budget-conscious guest who need a place where they can
rest (Font & McCabe, 2017). The standard rooms of the hotel are affordable that helps in
offering various kinds of choices for the people. The resort is located on golden shores of
that of Moreton Island that helps in drawing a large number of people. The resort can easily
be reached by taking recourse to a catamaran cruise from the Brisbane. The natural
encounters that take place in this resort helps in attracting a large number of tourists. The
promotion of the island resort is carried out with the help of the social networking sites of the
company that helps in gaining the attention of a large number of people. The weakness of
the resort lies owing to the fact that it incurs a lot of expenses on the operations that can
make its functioning difficult in Australia.
External Micro environmental analysis
The micro environment refers to the factors in immediate environment of a business
which includes the suppliers, competitors and the stakeholders. The local factors comprise
the micro environment and a business should be aware of these factors that can help a
business in achieving success (Lei, Pratt & Wang, 2017). It has an effect on the strategy and
the performance of a business. There are different shops on the Tangalooma Island Resort
that proves to be convenient for the travellers who visit the place. The theme park has a
convenience store called Lucky 7 that provides grocery items, snacks, magazines and the
pharmaceuticals to the people. The resort has an official photographer who helps in serving
the tourists (Prebensen, Chen & Uysal, 2018).
There are many competitors of Tangalooma Island Resort like Hamilton Island,
Daydream Island, Hayman Island and the Heron Island. Hamilton Island is instrumental in
offering various kinds of accommodation options like the apartments along with the villas that
proves to be of benefit for tourists. Daydream Island provides the recreational facilities along
with the friendly service that helps in attracting people. Hayman is a holiday destination that
helps the people in getting relaxation and in indulging himself. Hero Island acts as the
paradise for the nature-lovers which is located on that of Great Barrier Reef and is

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surrounded by the soft white beaches. The government of Australia can be said to be a
stakeholder as it is able to make benefits with the help of the profits that are earned by the
Tangalooma Island Resort. There are many tour operators in Australia like Intrepid Travel,
Xplore Eyre, Urban Adventures and Autopia Tours who is able to profit with the help of their
services. The tour operators have contributed to increasing the popularity of the place as
they help in providing a large amount of information that can work to the advantage of
tourists.
External Macro environmental analysis
Macro environments are outside the control of the retailer which is usually of a large
scale. A business can be said to be autonomous however it can be stated that they are
bound with the help of a common environment. The analysis of the macro environment can
be said to be of crucial importance as it can help in the area of strategic management of a
company that can aid in the growth of a company. It has implications for the development of
a business and it helps in increasing the ability of a company of maximising the position
within the environment. It is indicative of the broader context in which a company carries out
the commercial operations. It helps in throwing light on market conditions like kind of the
people, society and the culture. The PESTEL analysis is a framework that helps in analysing
the external environment of a place that can help in ascertaining the suitability of a business.
Australia has a stable business environment that can help in the flourishing of various kind of
business in Australia. There has been a rise in the income of the people living in Australia
with the growth of the population that can help in the flourishing of the island resorts in
Australia (Lumsdon, 2016). The economic growth of Australia is higher when compared to
the OECD countries like US along with UK. The GDP of the country is higher when
compared to UK and the Germany that helps in providing an impetus to the resorts and the
travel agencies of Australia.
The people in the upper class wear the expensive clothes and take recourse to
travelling for the purpose of getting relaxation. There are also middle class people who
belong to the wealthy background who have helped in popularizing the holiday resorts and
the tourism companies of Australia (Patiar & Mia, 2015). The young people of Australia take
recourse to the relaxation so that they can relieve themselves of the burdens of life. The
holiday resorts helps these people in socialization and helps them in enjoying the land based
and the water based activities that helps in rejuvenating the people. The emergence of the
new technologies can help in the creation of the new products along with the processes
(Wirtz & Lovelock, 2016). The technology helps in reducing the costs and improve the
quality of the products or the services. The government of Australia provides the funds that
has helped in the area of the research and the development. The advancement in

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technology can help the resorts in bringing about innovations in the various kinds of activities
that can cater to need of the travellers and the tourists (Pike, 2018). The changes in the
temperature has effect on the various kinds of industries like farming and the tourism. The
climate changes have taken place in Australia owing to global warming that can have
adverse effects of the growth of tourism in the place.
The environmental awareness has been created in Australia and this can have an
impact on the tourism destinations present within Australia. The legal environment has an
effect on the operations of a firm. The companies in Australia have to work on the basis of
the fair trading laws that can add to the benefit of the companies present in Australia. The
organizations present in Australia have to work on the basis of the competition laws along
with the consumer laws that can help them in getting an edge in the environment of Australia
(Hudson & Hudson, 2017).
SWOT Analysis
SWOT Analysis refers to a framework that helps in the analysis of the internal and
the external factors that can have effect on viability of the project. It is made use of by the
business entities that can help in the area of decision making of the firms. It can help an
entity in uncovering the opportunities that can help a business in attaining the success. The
strengths and the weakness refers to the internal attributes that can help in supporting the
successful outcome of a business. The opportunities and the threats on the other hand are
the external factors that proves to be crucial for the success of a business (Volgger et al.,
2019). The SWOT Analysis can be stated to be of great importance as it can help a
business in gaining insight into the current along with the future position of a business within
marketplace. It can help a business in the gaining of the competitive advantage and help it in
attaining the positive outcome. The analysis can help an organization in matching the
resources to that of the competitive environment within which it operates.
The internal analysis has brought out the fact that the positive aspects of
Tangalooma Island Resort lies owing to the sound environmental management system and
the water activities of the resort. The accommodation facilities of the resort has provided it
with a unique position among the island resorts present in Australia. Internal analysis has
revealed that the higher expenditure that is incurred by the business can cause it a great
deal of difficulty in the future. The external analysis has brought out that the high GDP of
Australia can help in strengthening the tourism of the place that can be advantageous for
Tangalooma Island Resort.

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Conclusion
There exist various kinds of internal factors that have been instrumental in marketing
of the resort and provided it with a unique position in market. The accommodation facilities
that are offered by the resort can help in drawing visitors to the place. There are different
kinds of the activities like the bike tours and the snorkelling that helps the people in getting
relaxation. Special offers are provided by the resort that can help the people in enjoying the
facilities at that of a lower cost. There are convenience stores that helps in providing
services for the resort that has worked to its advantage. There are various kinds of
competitors of the island resort like the Hamilton Island, Hayman Island along with Heron
Island. The people in Australia possess the wealth that can help in boosting the business of
Tangalooma Island Resort within Australia. The marketing opportunity can be created for
Tangalooma Island Resorts in the event of the island resort involving itself in spreading
information about its special dolphin feeding program that can help in drawing greater
number of people. This kind of marketing strategy can be helpful for the resort in rising
above competitors that can provide it with a competitive edge.

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References
Font, X., & McCabe, S. (2017). Sustainability and marketing in tourism: its contexts,
paradoxes, approaches, challenges and potential. Journal of Sustainable
Tourism, 25(7), 869-883.
Hudson, S., & Hudson, L. (2017). Marketing for tourism, hospitality & events: a global &
digital approach. Sage.
Kotler, P., Bowen, J. T., Makens, J., & Baloglu, S. (2017). Marketing for hospitality and
tourism.
Lei, S. S. I., Pratt, S., & Wang, D. (2017). Factors influencing customer engagement with
branded content in the social network sites of integrated resorts. Asia Pacific Journal
of Tourism Research, 22(3), 316-328.
Lumsdon, L. (2016). Marketing for tourism. Springer.
Patiar, A., & Mia, L. (2015). Drivers of hotel departments' performance: evidence from
Australia. Journal of Human Resources in Hospitality & Tourism, 14(3), 316-337.
Pike, S. (2018). Tourism marketing for small businesses. Goodfellow Publishers Limited.
Prebensen, N. K., Chen, J. S., & Uysal, M. (Eds.). (2018). Creating experience value in
tourism. Cabi.
Tangalooma.com. (2019). Tangalooma Island Resort | Accommodation & Hotels | Dolphins |
Moreton Island. Retrieved 29 August 2019, from https://www.tangalooma.com/
Volgger, M., Herntrei, M., Pechlaner, H., & Pichler, S. (2019). Cooperative resorts: An
analysis of creative integration strategies in community destinations. Journal of
Destination Marketing & Management, 11, 200-210.
Wirtz, J., & Lovelock, C. (2016). Services marketing. World Scientific Publishing Company.

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Appendix
Political Economic
 Stable Political environment in
Australia
 Australia has a high GDP
 Middle class people have a large
amount of wealth
Social Technological
 The people in the upper class prefer
travelling that has helped in boosting
tourism in Australia
 The technological advancements
have helped in facilitating tourism
Environmental Legal
 The environmental awareness has
been created in Australia
 The companies in Australia have to
work on the basis of the fair trading
laws
Figure: PESTEL Analysis of Australia
Source: Created by the author