University Marketing Report: Sydney Tower Tourist Attraction

This report provides a comprehensive marketing analysis of the Sydney Tower, a prominent tourist attraction in Sydney, Australia. It begins with an introduction to the tower, also known as the Sydney Eye Tower, discussing its history, design, and key features. The core of the report is a SWOT analysis, evaluating the tower's strengths, such as its iconic status and various attractions like dining and event spaces, and weaknesses, primarily the impact of weather. Opportunities include leveraging innovative marketing approaches, while threats involve economic factors and competition from other tourist spots. The report further delves into market segmentation, identifying the target audience based on demographics, lifestyle, and interests, with a focus on adventure-seeking individuals. The analysis utilizes geographic, psychographic, demographic, and product-related segmentation criteria. References to relevant research papers and studies are provided to support the analysis.

Running head: TOURIST ATTRACTION IN SYDNEY
Principle of Marketing
Name of the Student
Name of the University
Author’s Note

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Table of Contents
Introduction......................................................................................................................................2
SWOT Analysis...............................................................................................................................2
Strength........................................................................................................................................2
Weakness.....................................................................................................................................3
Opportunity..................................................................................................................................3
Threats.........................................................................................................................................3
Market Segmentation and Target Audience....................................................................................3
Way of Market Segmentation......................................................................................................4
Criteria of Market Segmentation.................................................................................................4
Reference.........................................................................................................................................4

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Introduction
Sydney tower also famously known as Sydney Eye Tower, AMP Tower, Westfield
Centrepoint Tower or just Centrepoint is the tallest structure in Australia and second tallest tower
in Southern hemisphere. Sydney tower is also a member of World Federation of Great Towers.
The height of the tower is 309 m (1014 ft) above Sydney central business district (CBD) is
located in Market Street. Built in the year 1981 it took 11 years to complete this humongous
project with an estimated cost of approx 26 million Australian dollars. Design and constructed by
Donald Crone and Associates the Sydney tower was opened to general public in the year 1981.
Golden turret on the tower top has a maximum capacity of 960 people. It is connected to three
high velocity double Decker lift which regulates in high, low and moderate speed depending on
the wind velocity (Amelung & Nicholls 2014).
SWOT Analysis
SWOT analysis will determine the strength, weakness, opportunity and threat of the
Sydney Tower will help to understand what Sydney Tower have to offer to its visitors and also
an internal assessment of the Sydney Tower
Strength
The greatest strength of Sydney tower lies in its heritage as a tourist place with a 45
minutes guided tour of the Skywalk with an experienced guide that have to offer a breathtakingly
beautiful scenic beauty of the entire city and suburbs. In the skywalk, one can view skyline of
Sydney such as Sydney Opera House, Hyde Park, Sydney Cricket Ground, Sydney Harbor
Bridge etcetera. Along with this Sydney tower, have Dinning and bar counters, restaurants, and

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Studio. 360 bar and Dinning offers view of the skyline of Sydney. Sydney Tower Buffet
provides the luxury of buffet to the tourist. The Sydney tower also has the highest event space in
the entire southern hemisphere and can hold guest up to 200 people as well as 156 sit-downs
(Chen et al., 2013).
Weakness
The greatest weakness of the Sydney tower is the Mother Nature and natural calamities
weather plays a major role as it can disrupt or close the place for uncertain period. Though the
skyline authorities and tour organizer claims to provide the best experience and weather promise
but who can guarantee weather. Australia home of the most envied climate still experiences
Heavy Rain, Strong winds, Thunderstorms and White outs that hampers the sightseeing (Chung,
2013).
Opportunity
The larger number of crowed come to visit has increase with the inclusion of new and
innovative approach given by the authority such as group tickets, events tickets, annual passes,
combine sightseeing tickets and so on and so forth it would have the number of footfall in the
site. The price of the ticket can be a drawback but the management is trying to provide the best
price for all age group (Ma & Hassink 2013).
Threats
Australian dollar have seen weakening against US dollar in the recent market scenario,
which have decreased the Australian economic growth. Other threat would be different other
tourist spot which have much to offer than just scenic beauty. The Sydney Tower is just a

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onetime visit site as it will be monotonous the next time apart from attending any functions or
events (Baum, 2016).
Market Segmentation and Target Audience
The benefit of the market segmentation is needed to understand the want and need of the
consumer, it will also help to determine market expense allocation efficiently, which would help
to determine further development of the site and develop marketing strategies more precisely
(Dredge & Jamal, 2013).
Way of Market Segmentation
 Nationality
 Demographics
 Lifestyle
 Equipment ownership
Criteria of Market Segmentation
 Geographic Segmentation
 Psychographic Segmentation
 Demographic Segmentation
 Socio Culture Segmentation
 Product Related Segmentation
The target market of the Sydney Tower is majorly in the age group of 8-15 and 35-55 this group
of people has mid level lifestyle to high level lifestyle and comes from all around the world. The
group of people would be adventure lover and thrill for heights.

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Reference
Amelung, B., & Nicholls, S. (2014). Implications of climate change for tourism in
Australia. Tourism Management, 41, 228-244.
Baum, T. (Ed.). (2016). Human resource issues in international tourism. Elsevier.
Chen, B., Yang, Q., Wang, K., & Wang, L. (2013). Full-scale measurements of wind effects and
modal parameter identification of Yingxian wooden tower. Wind and Structures, 17(6),
609-627.
Chung, L. L., Wu, L. Y., Lien, K. H., Chen, H. H., & Huang, H. H. (2013). Optimal design of
friction pendulum tuned mass damper with varying friction coefficient. Structural control
and health monitoring, 20(4), 544-559.
Dredge, D., & Jamal, T. (2013). Mobilities on the Gold Coast, Australia: Implications for
destination governance and sustainable tourism. Journal of Sustainable Tourism, 21(4),
557-579.
Ma, M., & Hassink, R. (2013). An evolutionary perspective on tourism area
development. Annals of Tourism Research, 41, 89-109.