Marketing Report: Melbourne Convention Centre's Target Market Strategy

This report examines the Melbourne Convention Centre's marketing strategies, focusing on attracting international tourism agencies. It begins with an executive summary and table of contents, followed by an introduction to the convention centre's background, size, and event statistics. The report then analyzes the market condition, including micro and macro environmental factors that influence the convention centre's growth. It identifies the target market as international tourism agencies and explores the application of the 7Ps marketing mix to effectively reach this market. Furthermore, the report evaluates the existing Integrated Marketing Communications (IMC) strategies used by the centre and concludes with strategic recommendations for improvement and modification of the IMC strategies to enhance its appeal to the target market. The report provides a comprehensive overview of the marketing challenges and opportunities for the Melbourne Convention Centre.

Running head: PRINCIPLE OF MARKETING
Principle of Marketing
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1PRINCIPLE OF MARKETING
EXECUTIVE SUMMARY
The given paper stands in the context of discussing the manner the Melbourne Convention
Centre would be capable enough of dealing with its desired new target market of international
tourism agencies and gaining the attraction of this new delegates to increase the profitability
of its business. In this concern, the report is focused on determining the background of the
Convention Centre and follows up with investigating the market condition (Micro and Macro
Environment) prevailing that would affect the growth of the convention centre in the new
target market of international tourism. Furthermore, the report is concentrated on describing
the manner the convention centre will be able to target the desired market with the help of the
marketing-mix strategy related to the 7Ps. The report also studies the existing strategy
connected to the IMC used by the Melbourne Convention Centre at the current time. With the
help of the determination of the current IMC strategies used by the Convention Centre, the
report ends with the tendency of providing few strategic recommendations that would help
the same to improve and modify its IMC strategies.

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Table of Contents
Introduction................................................................................................................................3
Market Condition.......................................................................................................................4
Micro Environment Analysis.................................................................................................4
Macro Environment Analysis................................................................................................5
Target Market.............................................................................................................................7
Analyse of Marketing Project (IMC).........................................................................................9
Improvement and Modifications in the IMC...........................................................................12
Conclusion................................................................................................................................12
References................................................................................................................................14

3PRINCIPLE OF MARKETING
Introduction
The Melbourne Convention, as well as the Exhibition Centre, is recognised as the
three adjacent buildings that are situated next to the river named Yarra in the area of South
Wharf (Carlton, 2016). The same is considered to be an inner-city suburb of Melbourne,
Victoria, Australia. The venues are known to be owned as well as operated by the Convention
as well as Exhibition Trust in Melbourne. The same was debuted in the year of July 2009 and
following this debut of the convention the expansion of the same undertaking in the year of
2018, it was examined that the centre had regained its status to be determined as the largest
convention as well as exhibition venue centre in the province of Australia (Jeggo &
Mackenzie, 2016). Along with this, it is also determined as one of the largest spaces in the
region of the Southern Hemisphere. The total size of the concerned convention centre is
recorded to be across 70, 000 square meters. It consists of 63 meeting rooms, outdoor
courtyard spaces as well as a Plenary that is capable of being divided into three self-contained
theatres that are acoustically separated. It was recognised that the convention centre has dealt
with 1124 number of events in the fiscal year of 2017-2018, which was known to attract a
number of 950, 385 delegates which included 23 number of international conventions.
Addition to this, it attracted 28,750 number of delegates as well as 34 number of national
conventions. This aspect proved that the convention centre has tremendous opportunities to
move its target market towards the international tour agencies as the higher number of
international delegates had been attracted, and the same can provide the tour agencies with
better opportunities of dealing with their presentations and exhibitions (Harrison et al., 2019).
In this connection, the given report is focused on explaining the different synergies related to
attracting the international tour agencies as the target market for the convention centre.

4PRINCIPLE OF MARKETING
Market Condition
As opined by Perroux (2017), the market condition for any business entity can be
described with the help of micro as well as macro environment analysis that describes the
internal as well as the external condition of the business in the concern of dealing with the
expansion and the new target market, respectively.
Micro Environment Analysis
According to the viewpoint of Fleisher & Bensoussan, (2015), the micro-environment
of a business entity is the one which is known to impact the business firm in a direct manner.
The microenvironment of a business is known to include the customers, suppliers, resellers,
as well as the competitors and the general public as well. This is because all of these
mentioned factors affect the working condition, demand and supply, as well as the
profitability ratio of the business firm.
Concerned to the Melbourne Convention Centre, in the context of attracting a huge
base of international customers, the convention centre will need to have a stability of demand
from the customers by the help of creating diversified marketing campaigns (Drake, 2016). In
addition to this, the creation of better prospects of sale growth in the international market
with the help of online advertising covering the tourist agencies established all across the
globe. This will help the concerned convention centre to gain better attraction from the
international tour agencies existing all on the world. The intensity of the competition level in
the market of convention centres providing services to the tourism agencies in the concern of
understanding the competitors' strategy that would not hamper the promotional plan of the
convention is to be maintained as well. Ensuring that the business firm has all the necessary
resources that would be required to promote the convention is essential for maintaining the
effectiveness in targeting the new market will help the same to have a successful business

5PRINCIPLE OF MARKETING
strategy (Wheeler, 2017). The business organisation in the concern of promoting itself to the
international tour agencies should ensure that its priorities lie in the regards of appeasing the
general public engaging the tourism activities (Fyall et al., 2019).
Macro Environment Analysis
As opined by Ibrahim & Primiana, (2015), the macro-environment is known to affect
the operations undertaken by the business group, the performance level of the employees, the
decision-making process as well as the strategies forming in a simultaneous manner. This is
because the macro-environment of a business is highly dynamic in nature and is known to
consist of the external factors that are not internally controlled by the company but is
however affected by the same (Jardioui, Garengo & El Alami, 2019). Studies show that the
factors that are known to make up the entire macro-environment including the economic,
demographic, technological as well as natural and physical resources, and political forces,
legal forces and the social as well as the cultural forces.
Economic Factors
The economic factors such as the interest and exchange rates, the recession and the
inflation as well as the tax rates, and the demand and supply synergies would affect the
international hold of the convention centre (Arce, Hurtado & Thomas, 2016). In this
connection, the convention centre should focus on building the production level of the
company as well as the decision-making process in a strategic manner concerned to the
interest of their target customers and gaining a better number of demand from the same.
Demographic Factors
The demographic forces concerned to the income variables of the international tour
clients influencing the business, the age factor as well as the geographic region of the tour
agencies would affect the demand and the interest of the same. The geographical area, as well

6PRINCIPLE OF MARKETING
as the variables of the education level of the people working in the international tour
agencies, will also affect the interest rate of the same to choose the convention centre for their
exhibition purpose or not (Crouch, Del Chiappa & Perdue, 2019).
Technological Factors
The technological factors available in the concern of providing ease of work to the
tour agencies such as the automation, internet connectivity, the security as well as the
performance and efficiency of the equipment provided in the convention centre would
profoundly affect the interest of the tour agencies (Abou-Shouk, Lim, & Megicks, 2016). The
natural and the physical forces such as the climatic changes, the availability of the resources,
and the laws that regulate the environment would also define the interest of the tour agencies.
Thus, the Melbourne Convention Centre should entirely focus on keeping their products and
spaces updated with the most innovated form of technological changes (Tidd & Bessant,
2018).
Natural and Physical Forces
As opined by Pigou (2017), business firms are liable to take into account the
environment and its natural resources while carrying up their business activities. The firms
are to ensure that natural resources are not hampered. In this context, the Melbourne
Convention Centre is to ensure that the pollution control techniques are carried up and that
they check the availability of the non-renewable as well as the renewable resources needed
for their business operations. Moreover, the synergy of maintaining the environmental factors
is more critical for the Melbourne Convention Centre as the same is to target the market of
international tour agencies, and the tourist agencies are highly attracted by the natural
resources, and this would play a crucial role in attracting the tourism agencies to the business
of Melbourne Centre (Getz & Page, 2016).

7PRINCIPLE OF MARKETING

8PRINCIPLE OF MARKETING
Political and Legal Forces
As stated by Offe (2018), the business market develops and grows as per the political
and the legal environment in its differentiated areas. Thus, it specifies that concerned
convention centre business entity should remain up to date to the forces related to the aspect
of politics and legal considerations all across the globe in the concern of being capable
enough of making the right and the ethical decision. The factors in this consideration are the
laws related to the copyright, employment, fraud, discrimination, health and safety, import as
well as export and the intervention of the government in the business activities undertaken by
the concerned convention centre.
Target Market
As stated by Teubner (2019), the target market of a business entity is to be maintained
with the help of setting up the marketing strategies related to the marketing mix approach of
the company that would help the same to deal with the setting up of the working transactions
of the business related to its 7Ps. The same is explained as below.
Product
The convention centre needs to design its products in a manner that the international
clients connected to the tour agency are provided with the best experience while dealing with
their conference and exhibitions in Melbourne Convention (Govers & Go, 2016). The
products should be better as compared to potential competitors.
Promotion
The promotional strategy of the centre should include both the traditional as well as
the online media approach that would help the same connection to the diversified number of
tour agencies existing all across the globe.

9PRINCIPLE OF MARKETING
Price
The pricing strategy in the concern of attracting international tour agencies should be
set based on the global market of convention centres and not the locally based market (Vellas,
2016). This is because the tour agencies would be looking after the entire international-based
market for choosing their convention centre. The improper strategy of pricing may disinterest
the agencies to opt for the Melbourne Convention Centre.
Place
The distribution strategy of the concerned convention centre should be based on its
target market as well as the promotional strategy of the centre in the concern that the highest
number of international based tour agencies are attracted towards the products the centre
deals with. In this connection, the convention centre needs to keep its business operations
competitive based on the international market.
People
The international tour customers are to be provided with the highest amount of value
proposition and the ease of dealing with their exhibitions and programs related to their
tourism department. This is because of the ease of dealing with the product will attract the
number of people to the Melbourne Convention Centre.
Process
There lies a number of perceptions in the concern of dealing with the operation of the
business firm (LaBerge & Samuels, 2017). However, the best process to be followed by the
concerned convention centre is the way the customer interface would take place in the same
and how the centre and its customers would deal with each other in a series of steps in the
stages of the business.

10PRINCIPLE OF MARKETING
Physical Evidence
The convention centre needs to provide all the relevant and genuine information
regarding its products, business partnerships as well as career opportunities and the
functioning of the centre on the official website of the company. This will help the
international clients to understand the transparency that lies in the convention centre.
Analyse of Marketing Project (IMC)
Based on the objective of targeting the international tour agencies for the Melbourne
Convention Centre, the analyses of the marketing project based on the Integrated Marketing
Communications (IMC) for attaining the attraction of the desired target market is specified as
below.
Advertising
The convention centre is known to use the synergy of both the forms of traditional
and digital advertisement techniques in the concern of promoting the business to get the
delegates attracted to the same.
Figure 1: Showing pictorial forms of digital and traditional advertising

11PRINCIPLE OF MARKETING
Personal Selling
Melbourne Convention Centre is known to deal with its clients with the help of call
and text messages on an individual basis and also with the help of face-to-face
communication (Holmes & Stubbe, 2015).
Figure 2: Showing pictorial presentation of personal selling
Public Relations
The centre has been known to create a website portal where the same updates its
products, services and the changes made to the same along with the offers given by the
convention centre.
Figure 3: Showing forms of Public Relations