Marketing Management: Analyzing ATC's Marketing Strategies

This case study examines the marketing strategies of the Australian Tourist Commission (ATC), focusing on market segmentation and the use of integrated marketing channels to drive growth and build customer loyalty. It identifies the ATC's target markets, including independent adventurers and younger travelers, and evaluates the effectiveness of campaigns like Brand Australia and Working Holiday Visas. The analysis highlights how these strategies attract specific segments, enhance customer engagement, and promote sustainable tourism. The study concludes that effective marketing through segmentation and integrated channels is crucial for businesses to achieve their objectives and maintain a competitive edge in the tourism industry. Desklib offers a platform to explore similar case studies and academic resources.

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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a motive of targeting the young travellers for which there was the scheme developed by the
ATC called Working Holiday Visas. Thus, the ATC's experience in the current time has
increased the potential of the marketing activities.
market segmentation and integrated marketing channels impact the creation of long term
customer loyalty
The Australian Tourist Commission (ATC) targets independent adventures who are aged
between 25 to 34 which is categorised under primary market and Young independent traveller
that are aged between 18-24 years who are considered as secondary market along with people
who are aged between 45-65. This segmentation of the respective company helps it in gaining
trust of young people and enhance their loyalty towards the company. As young people are
passionate about travelling and they like to explore world independently, the selected company
helps them in fulfilling their dreams of travelling solo (Wang, 2021). This travelling experience
also provide them an opportunity to explore culture of Australia in budget friendly packages
which include accommodation, sporting activities and many more adventures. The main purpose
of this company is to create activities and communication that are dwell with conceptualisation
that "a vacation in Australia offers liberation of an open outdoor positive behaviour and outdoor
lifestyle towards life. This objective of respective organisation helps it in attracting large base of
young people and provide them chance to explore Australia by their own and with their budget.
The respective organisation understands the attitude of its target market towards
commodities and transfer their positive interest into actions. For instance, travellers from Europe
see Australia as a good opportunity for travelling individually that other tourist destinations such
as Mediterranean. The different adventures provided by the respective company such as white
water rafting, surfing, snorkelling and bungee jumping increase the interest of young travellers
and enhance their loyalty towards the organisation (Kumar and et.al., 2019). The positive and
adventurous experience provided by the selected organisation for young travellers make them
more attracted towards it as they like to encounter with challenging activities. The country is also
considered safe for first time travellers and have adventure based factors which is categorised as
primary motivator for the target market of the respective company.
The marketing strategies of the ATC include both direct marketing and trade marketing.
The different marketing campaigns such as Brand Australia, Targeting Younger Traveller and
Working Holiday Visas help the respective organisation in grabbing attention of its consumers
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along with enhancing their loyalty towards the company. The Brand Australia introduced broad
range of characteristic which assist consumers in determining and creating opinions about
commodities that facilitate series of believes, promises, value and attributes (Kotler and et. al.,
2019). This campaign helps the company in presenting their positive image among customers
and provide them opportunity to explore the aspects on which the respective company believes.
This positive image is connected to tangible commodities. The Targeting Younger Travellers
helps the young people to take decision of going on holiday in Australia and providing them
exceptional experience. It provides them opportunity to have their independence and become
more confident to travel alone along with getting new adventurous experience. Working
Holidays Visas is aim to facilitate an opportunity for young travellers to gain experience of
understanding different culture of Australia (Kamps and Schetter, 2018). It permits young
working holiday creators to possess an broaden holiday through supplementing their income by
employment. This helps the organisation in promoting culture of the country which develop
excitement among travellers and increase their urge to travel solo. It has been observed that
many youngsters in present times prefer to travel independently as they like to gain new
travelling experience. This scheme of The Australian Tourist Commission (ATC) helps it in
increasing its customer base as young people desired to feel safe, comfortable and linked with
every part of the planet. Because in present times the trend of sharing travelling pictures is
increasing which further enhance the interest of young people towards travel package of the
respective company. Women are also passionate about travelling solo which further increases the
customer base for the respective organisation and safe travelling offered by the company further
increases their loyalty towards it. It has been observed that men and women want to travel alone
as they like to make new friends and share memorable experience with them. All these
campaigns and packages would assist the respective organisation in gaining trust of its target
market which is young people and providing them chance to explore Australia independently
that further enhance their loyalty towards organisation (Galak and Kahn, 2021).
Analyse how effective target marketing through market segmentation and integrated marketing
channels drive growth in different organizational contexts.
As per the case study the target market of the Australian Tourism Commission has
objective of has principle objective to increase the number of travellers to the Australia from
overseas and to maximize the benefits to Australia from oversea visitors. Effective marketing
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strategies are developed through market segmentation and the integrated marketing channels that
help in driving growth into the business of the ATC. Segmentation is all about breaking the
entire market into small groups which help the organisation to effectively analyse the market
segment that they can serve best. Market segmentation allow ATC to understand the nature,
attributes and appeal of their product to the target customers which helps the business to generate
higher sales and growth. Also by understanding the buying behaviour of the customers and
potential size of their market the Australian Tourism commission develop a sophisticated
marketing strategies that lead to driving of growth in the company (Quach and et.al., 2020). In
context of ATC they maximize their marketing efforts by marketing segmentation that is by
breaking the travel market into small specific market segments such as independent adventurers
from age group of 25-34 which is considered as the primary target market of the Australian
Tourism Commission. With the specific package target market the company has been devising
specific package for the particular segment which is effective marketing by the ATC in order to
derive growth.
For the effective marketing there are varied integrated marketing channels such as E-
mail marketing, SEO, social media, pay per click and much more. All these integrated marketing
channels plays a huge role in aligning the marking efforts towards the specific market using the
appropriate marketing channel. The marketing efforts made by the ATC through the integrated
marketing channels has main objective to seek the Australian market based in the UK. The
consumer website of the ATC main tool that provide the company information of the customers
which is helpful in the developing the effective strategies of marketing that could drive growth in
the business of the ATC (Wirth, 2018).
CONCLUSION
It is concluded from the above report that marketing is the key essential activity for the
businesses in the current business environment. The market segmentation is the marketing tactic
that allow the organisations like ATC to divide the whole travel market of Australia into small
segment for the better understanding during the targeting. Thus, effective marketing is attained
by the ATC with the different segmentation, targeting and positioning schemes and tactics the
company has effectively positioned itself among the consumers and competitors and also by this
company is able to meet the objectives.
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REFERENCES
Books and Journal
Galak, J. and Kahn, B.E., 2021. 2019 Academic Marketing Climate Survey: motivation, results,
and recommendations. Marketing Letters, 32(3), pp.275-297.
Hanson, W.A. and Kalyanam, K., 2020. Internet marketing and e-commerce.(Student ed.).
Thomson/South-Western.
Kamps, I. and Schetter, D., 2018. Performance marketing. Springer Fachmedien Wiesbaden.
Kotler, P. and et.al., 2019. Marketing Management: 4th European Edition. Pearson UK.
Kumar, V and et.al., 2019. Understanding the role of artificial intelligence in personalized
engagement marketing. California Management Review, 61(4), pp.135-155.
Quach, S and et.al., 2020. Toward a theory of outside-in marketing: Past, present, and future.
Industrial Marketing Management, 89, pp.107-128.
Strycharz, J., and et.al., 2019. Contrasting perspectives–practitioner’s viewpoint on personalised
marketing communication. European Journal of Marketing.
Wang, C.L., 2021. New frontiers and future directions in interactive marketing: inaugural
Editorial. Journal of Research in Interactive Marketing.
Wirth, N., 2018. Hello marketing, what can artificial intelligence help you with?. International
Journal of Market Research, 60(5), pp.435-438.
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