Port Fairy Caravan Park: Marketing Strategy Evaluation and Improvement

This report provides a comprehensive analysis of the marketing strategy employed by Port Fairy Caravan and Camping Park. It begins with an introduction and project background, outlining the project's goal of evaluating the park's existing e-marketing strategies and customer profiles, with a focus on reducing marketing costs. The report details the project's objectives, current situation, and a SWOT analysis, identifying strengths, weaknesses, opportunities, and threats. It also highlights the core problem of high marketing costs and presents an opportunity statement, outlining a five-stage approach to improve digital marketing efforts. Critical assumptions and constraints are identified, followed by recommendations and a preliminary project scope, schedule, and work breakdown structure. Potential risks are also considered. The report emphasizes the need for a cost-effective and impactful marketing approach, with an emphasis on customer engagement, digital presence, and messaging strategy.

Running Head: PORT FAIRY STRATEGY DEVELOPMENT
PORT FAIRY STRATEGY DEVELOPMENT
Name of the Student
Name of the University
Author note

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Table of Contents
Introduction......................................................................................................................................3
Project Background.........................................................................................................................3
Project goal......................................................................................................................................3
Project Objective.............................................................................................................................4
Description of the Current Situation................................................................................................4
SWOT Analysis...............................................................................................................................5
Problem............................................................................................................................................6
Opportunity Statement.....................................................................................................................7
Critical Assumption.........................................................................................................................9
Constraints.......................................................................................................................................9
Recommendation.............................................................................................................................9
Financial Analysis.........................................................................................................................10
Preliminary project scope..............................................................................................................11
Schedule.........................................................................................................................................11
Work Breakdown Structure...........................................................................................................14
Potential risks.................................................................................................................................14
Bibliography..................................................................................................................................15

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Introduction
Port Fairy Caravan and Camping Park is based on the coastal hamlet of Port Fairy.
Advertising has been the prime concern that is considered in this section of report. This report
provides a brief and precise background of the project. Port Fairy Caravan and Camping Park is
mainly focused on offering vacation to the events regarding festivals that occur. They mainly
provide arrangements for 6 people. Objectives of the project is also provided in this case.
Description of the current situation is also provided in the report. SWOT analysis of the current
situation is also made. Problems present in the present scenario is also stated in the report.
Opportunity statement is also provided in this report. Critical assumptions are also made.
Constraints that might be affecting the completion of the project is also stated in this report.
Recommendations for better completion of the project is also provided in this report.
Project Background
The project deals with rolling out of the existing information, leading to the fact that
proper assessment of the new materials that are gathered will be provided. Evaluation the e
marketing strategies and customer profiles has been the objective of the project. It is seen that the
cost that is incurred in the marketing process has been enormous and hence wise eliminating or
decreasing the cost incurred in the project is to be performed. Hence wise determining the most
economical approach without deviating the efficiency of the marketing strategy. Finding
economical and impactful approach has been the major concern.
Project goal
Goal of the project is to perform proper analysis and evaluation of marketing strategy that
is used by Port Fairy Caravan and Camping Park. This evaluation process will be including

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proper investigation of the present e marketing strategies that are implemented by the chosen
organization. Goal of the project is to understand the functional processing of the different
strategies that are implemented in the process. Changes that are to be made in order to get an
edge over their competitors have been the major goal of the project.
Project Objective
Objective 1:
To understand the issues that are present in the present marketing strategy.
Objective 2:
To develop a new marketing strategy that will be decreasing the cost that is incurred in
marketing of the service provided by Port Fairy Caravan and Camping Park.
Objective 3:
To develop a budget module that will be efficient in completion of the project.
Objective 4:
To develop a schedule that will help in proper planning and initiation of the project.
Description of the Current Situation
Port Fairy Caravan and Camping Park provides vacationers a range of residential
options. Jerry Maguire had initially planned the e promotion strategies. These strategies include
posting on community websites, posting on community noticeboards, online newsletters.
Promoting on mobile application has also been an effective strategy. Proper advertising in the

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social media sites is also preferred in the process. Promotion via platform of Google is also
performed. In this process the cost that is incurred for promotional process has been very high.
SWOT Analysis
Strength: The main strength of the present promotional strategy is that the exposure of the
services provided by Port Fairy Caravan and Camping Park is very high. The diversity of
platforms which are considered in the promotion process provides a proper communication
process and engages the clients with the services that are provided by Port Fairy Caravan and
Camping Park. With higher reach to the clients, it gets easier for the business organizations to
properly endorse their services. Another major aspect that is considered in this case of using the
e promotional platform is that the organization will be capable staying connected with the clients
and understand the needs and demands of the clients. With proper understanding of the clients
requirement proper innovation can be introduced which will be enhancing the functioning
process of the business organization. These promotional strategies that includes usage of social
media will be improving the decision making process of the organization. It is also seen that the
diversity of promotional platforms are so high that it covers all the segment of audience and
hence wise proper assessment of business can be made. The main aspect that is considered is that
Port Fairy Caravan and Camping Park gets to understand the human behavior and demands of
each and every stature of individuals who can be their potent client.
Weakness: There are few weaknesses in the current strategies that are used for promotion
purpose. The main weakness that is considered in this case is the high cost that is incurred in the
promotional strategy. It is observed that the CEO of the organization, Bob Sugar has been trying
to reduce the cost that is incurred in the promotion process. Another major issue that can be
detected is that the promotional process is mainly focused on the digital platform. This usage of

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digital platforms solely might lead to data breaching issue. The data of the clients that are
collected via digital platform are stored in the database. In case of data breaching the main aspect
that is considered is that personal data of clients might be accessed by the imposters without
proper concern of the clients. This might reduce the goodwill of the company and the privacy of
data of the clients will be at stake.
Opportunity: The opportunity that is present in the current scenario of marketing strategy
is that usage of digital platform has been in trend. Hence wise it provides a competitive edge to
the organization. Usage of vivid sources helps in reaching out to the mass at a whole. The fact
that with the help of social media usage in promotion proper understanding of clients demands
can be understood and hence wise services can be provided. This will help in gaining an edge
over the other organizations that provides similar residential services.
Threat: The major threat that can be found in this case is that the promotional platforms
that are used including social media have been very common among all the other organizations.
The aspect that there is not much balance in between the promoting the business digitally and in
real world might affect the business process. Another aspect that is to be considered is that most
of the clients are aware of data breaching and hence they might not provide the correct data. This
providing of incorrect data will be leading to improper decision making.
Problem
The problem that is considered in this case is that excess cost has been incurred in the
promotional process. The impact that is imposed due to the imposing of the high cost
promotional strategy has not been highly efficient.

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Opportunity Statement
The opportunity statement includes proper evaluation of the digital marketing performed
by Port Fairy Caravan and Camping Park. Proper examining of the customer profiles is also
considered in this case. Precise and systematic reviewing of digital presence will be included.
Proper understanding of the messaging strategy will also be provided.
5 stage approach: -
1. Evaluation of digital marketing: Usage of website posting is one of the major
promotional process that is performed by the business organization. The website of Port
Fairy is properly designed. In the opening page the logo is provided along with the
contact details that will be helping the clients to contact with the management committee
of the organization for booking related issues and queries. Both mail and telephone
number is provided. Proper sectioning of the Accommodation, park facilities, the region
and specials are well stated. This provisioning of the accommodation segment helps the
clients in understanding the facilities that they will be receiving on booking the different
types of cabins. Proper understanding of the differential nature of the residential facilities
provided are stated for example the facilities that one will be receiving due to the hiring
of the Deluxe Villas, Deluxe 2 bedroom cabins, Deluxe one bed room cabins, 2 bedroom
holiday units, standard cabins and Powered and Unpowered sites are well stated. This
helps the clients in understanding the suite he or she needs to boom and even the most
suitable people for every suite is stated as well. This website is also capable enough to
mitigate the doubts the clients have regarding the booking purpose. With the address
being provided it gets easier for the clients to trace the location and hence wise decide the
feasibility of the requirement with the location. This also helps in maintaining a

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transparency. After this section a toll free number is also provided which will help the
clients in contacting the management board. After this section the link of Facebook is
also provided. In the social media site, namely Facebook, Port Fairy Caravan and
Camping Park provides a direct calling option. Mail address is also provided so that
proper contact can be made. A brief description is also provided in this page. Videos of
different activities that occurs in the organization is captured and well displayed in form
of videos and still photographs. This page provides proper advertisement to the clients of
the organization. Numeric values are also provided in this page proving the page to be
authenticated. An indifferent section is also provided. This section helps in deciding
whether the potent clients should be choosing this organization over other competitors. A
different community page is also present which helps in proper assessment of the
upcoming event and hence wise the clients stay connected with the organization. With the
help of the mobile app the main aspect that is considered is that proper reaching out to the
clients gets easy. They have an application in apple store that helps the clients to stay
updated regarding whereabouts of the organization.
2. Customer profiles: Customers who visit the location has a vivid set of profile. The
location is probable for family reunions and kids parties. It is also seen that travel
bloggers have also enlisted themselves as their clients. They provide a proper description
of the experience that they had in Port Fairy Caravan and Camping Park. This ensures
that the potential clients get an overview of the environment that the organization
provides and whether it will be beneficial or not.
3. Digital presence: Digital presence of Port Fairy Caravan and Camping Park is strong.
They are present in different social sites. Their presence is observed in Facebook. The

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application is also present in the apple stores. Their presence is also stated by the online
newsletter.
4. Messaging strategy: The strategy that is used by Port Fairy Caravan and Camping Park, it
is seen that in the official website of the organization in the lower section of the page,
newsletter section is present. In this newsletter section, data of the website visitor is
collected. Their email address is also collected. After collecting the email address,
updates are constantly provided and hence wise the clients stay updated regarding the
offers that they might get on instant booking and what are the events that are going on.
Critical Assumption
Assumption 1: The entire project will be completed in the projected deadline.
Assumption 2: The entire project will be completed in the provided budget.
Constraints
 The main constraint that will be present is that there will be people from different
background
 It is stated that people from sports background are indifferent from the employees who
work in other kind of projects. Hence they find it difficult to perform the project in a
proper manner.
 With different employees from different background, there will be a conflict in between
the stakeholders regarding selecting strategies.
Recommendation
Recommendations are as follows: -

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 Implement AI in the website. This implementation of AI will ensure that the data that is
collected is authenticated and hence wise proper analysis can be made. This will lead to
better decision making. This will reduce the cost of a separate entity for data analysis and
checking the authenticity of the data.
 Use Chat bot for performing promotion and resolving queries. With the help of usage of
chat bots, the cost that is incurred in employing numerous callers will be mitigated. Again
the accuracy of the chat bots will be higher as well.
Financial Analysis
Year 0 1 2 3
Investment
(90,00
0)
(20,00
0)
(20,00
0)
(15,00
0)
Future expected cash inflows
90,00
0
130,00
0
150,00
0
Net Cash Flow
(90,00
0)
70,00
0
110,00
0
135,00
0
Cumulative Cash Flow
(90,00
0)
(20,00
0)
90,00
0
225,00
0
Fraction in years for payback
period
0.1
8
0.6
7
Discount Rate 9%
Expected ROI 25%
NPV $156,926

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IRR 86.47%
Payback Period (Years)
1.1
8
Preliminary project scope
1. Develop planning regarding increasing of the impact of the promotion process.
2. Develop planning regarding reducing the cost of the promotion process.
Budget
Cost Baseline :
Estimated Expenses
Total
hours
Cost per
hour
Cost Total Cost
Project management costs:
Remuneration of the project manager 91 110 10,032
Remuneration of other team members 137 70 9,576 19,608
Consultancy fees: 38 80 3,040 3,040
Project evaluation costs:
Digital marketing evaluation 410 70 28,728
Messaging strategies evaluation 205 70 14,364 43,092
Project executing costs:
Customer profile examination 205 70 14,364
Marketing ROIs reviewing 205 70 14,364
Digital presence reviewing 205 70 14,364 43,092