BSBMKG435 Consumer Behaviour: Tropica Queensland Analysis 2022

This project provides a comprehensive analysis of consumer behavior for Tropica Queensland, a group of three hotels in Cairns, focusing on marketing strategies for 2022 in light of the Covid-19 pandemic. The analysis identifies two key consumer types: domestic business travelers and visitors from China. It evaluates the drivers of consumer behavior for each segment, considering factors like market size, marketing objectives, and consumer attributes. The project compares the current product and service offerings with features stated in the marketing plan, examining both explicit and implicit policies and procedures. It also evaluates the reasons for existing levels of consumer interest, analyzing marketing communications and consumer journeys, and assesses organizational capabilities. The project then recommends a marketing focus based on the analysis, including strategies for marketing communication, customer experience, and service improvements.

Contents
Section 1: Evaluate drivers of consumer behaviour....................................................................................3
Section 2: Evaluating the reasons for existing levels of consumer interest ................................................9
Section 3: Recommend a marketing focus............................................................................................... 11
BSBMKG435 Analyse consumer behaviour | 1

Student name:
Assessor:
Date:
Business this assessment
is based on:
BSBMKG435 Analyse consumer behaviour | 2

Section 1: Evaluate drivers of consumer behaviour
Identify the market
Complete this section using relevant business documentation (the marketing plan, market profile, etc.).
Your role
What is your role in your
business?
For the conduction of this project, the marketing coordinator
of Tropica Queensland which is a group of three hotels
situated in Cairns, Queensland analyse its consumer
behaviour for making marketing plans for 2022.
The business
Provide a brief description
of the business you are
investigating consumer
behaviour for.
Provide a description of the
product or service the
business offers.
Tourism Tropical North Queensland is the regional tourism
oganisation located in North Queensland, Cairns and the
Great Barrier Reef.
It offers a range of accommodation choice and business
packages to willing international and domestic travellers. Its
all sites are appropriate to catering for domestic business
travellers who are attracted with help of unique and effective
business as well as conference event opportunities within the
region.
The market
Describe the market for the
product/service and outline
the market segments.
Outline two different
consumer types that you
will analyse behaviour for.
It making their focus marketing efforts on its market segment
in which it hopes to attract high value domestic travellers for
their hotels as part of their strategy in order to recover the
effects of the pandemic in effective manner.
In order to analyse consumer behaviour for Tropica
Queensland, two type of consumer are behaviour analysed.
In this first type of consumer are domestic business travel
which includes business and attendance at conference,
convention,seminar, trade fair or exhibition, training and
research employee , working as driver or transport crew.
Second type consumer are visitors from China travelling for
leisure.
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Market profile
Complete this section using relevant business documentation (the marketing plan, market profile, etc.) and existing data.
Consumer Type 1 (corporates (Domestic Businesses): Consumer Type 2 (visitors from China):
The market size The market size for corporates consumer type are
basically business people belongs to Interstate and Intra
state of Regional Australia.
The market size for visitors from China are local people
of China.
The marketing objectives
Identify at least two
marketing objectives
according to the marketing
plan.
Marketing objectives for domestic business or corporates
are to convert current interest to bookings, increase
average spending on food and drink at the hotel by
expanding menu and promote on-site team building
experiences such as canyoning, white water rafting,
bungy jumping and skydiving.
Marketing Objectives for visitors from China are convert
travel intentions into bookings, increase average the
length of stay of visitors, create awareness of
experience to be had in the region and drive on-site
shopping.
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Consumer Type 1 (corporates (Domestic Businesses): Consumer Type 2 (visitors from China):
Consumer attributes
Identify at least five
consumer attributes using
the market profile and
existing customer data.
List your information
sources.
Business travellers are type of an older demographic in
which their age is nearly about 45 to 54.
About 70% majority of trips is took by Males. However, in
last five years, females are growing faster up to 75% in
comparison with 50% of males.
59% business travellers are lived in Capital city, 41%
lived in regional Australia, whereas about 46% are from
interstate
62% of trips are accounted for Solo business travellers
and rest are other colleagues which is about 26%
They are like to visit capital cities of regional Australia.
They are more like to travel by using websites and apps.
They are more inspired by online booking sites sources
because use of offline sources are less common for
them.
About 58% visitors uses websites or app in order to
book flights for their last in which 38% uses online
Airline, 22% through travel agent and 18% booked
offline Airline.
Males and females are equal visitors in which 22% are
under 29 years of age, 43% are in between 30 to 39
years old, 27% are in between 40 to 49 years, 6% are in
between 50 to 59 years and 2% are above 60 years.
95% visitors work full time, 1% are full time student, 1%
work part time and rest are other.
Complete this section after comparing the current product/service to the features stated in the marketing plan.
Consumer Type 1 (corporates (Domestic Businesses): Consumer Type 2 (visitors from China):
Product
List the features of current
product/service offering
The products that offer by Tropica Queensland are
proximity to Great Barrier Reef and Daintree( Hero
Experiences TTNO), five star rating, free internet access,
conference facilities, concierge service, fast check-in and
check-out, in-house wine cellar and sommelier, executive
suites, located a short distance from the Cairns
Convention Centre, Gymnasium, In-house audio-visual
company along with these, full buffet breakfast and a
The products offers travellers to Queensland from China
are proximity to Great Barrier Reef and Daintree ( Hero
Experience TTNQ), five star rating, free internet access,
front desk staff speaks Mandarin, cultural awareness
training for all staff in order to understand and embrace
cultural differences as well as understand and consider
cultural taboos, Fast Check-in and check-out, all
signage and forms in Mandarin and English, Tourism
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Consumer Type 1 (corporates (Domestic Businesses): Consumer Type 2 (visitors from China):
complimentary full day conference package. information, group tour booking support on-site,
concierge service, customised gift shop, welcome kit in
Mandarin in every room, Kettle, tea and Chinese
teapots, Robes with slippers, Menus in Mandarin,
Chinese options on room service and restaurant menus
such as noodles, rice, etc., breakfast items includes
congee and dim sum, mini bar items such as instant
noodles or rice, Chinese power adaptors in each room,
Chinese TV channels and newspapers available, as well
as accepting Chinese UnionPay.
Comparing product/service
features
Describe the method you
used to compare product
features stated in the
marketing plan to the
actual product offering.
Attach evidence of the
method you used to the
end of this Section.
In order to compare product or service features for
domestic business Facets method are used in which all
products are describe on 1 page with faceted search on
the left.
https://www.agconsult.com/en/usability-blog/4-product-
comparison-best-practices/
For the comparison of products and services related to
visitors from China in order to analyse customer
behaviour detailed comparison method in which sum of
all characteristics of comparable products and service in
a table that can be very handy for certain products.
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Consumer Type 1 (corporates (Domestic Businesses): Consumer Type 2 (visitors from China):
Implicit and explicit
procedures
Policies and procedures
List the implicit and explicit
policies and procedures
you worked according to.
In this type of consumer behaviour, policies and
procedures of explicit in which products are reasonably
uniform among the observers. In which a common
agreement is sign in the both the existence and nature of
these features.
For this type of customer, implicit policies and
procedures in which customers wants detailed
information about the products in which they find
different and unique thing in order to use them in
effective manner.
Legislation and ethics
List the key legislation,
ethics, regulations you
worked according to when
undertaking consumer
research.
Legislations and ethics in consumer research describes
moral principles that guide the responsibility in order to
analyse and conduct research without falsehood for
ensuring authenticity. The legislations and ethics that
important in order to do research for the domestic
businesses are adhere to privacy act in which their
personal images, informations or other personal things
are not to be used and adhere to do not call register
legislations in this potential customers on the do not call
register are must not be called for research purpose.
The legislation and ethics for the research of visitors
from China are adhere to anti-discrimination policy in
which images or written material of the customer must
not be used for any negative, offensive or stereotypical
way as per on their sex, gender,marital status, etc. as
well as be conduct research in safe and responsible
manner in order to minimise risk of health and safety of
employees as well as general public in effective manner.
Complete this section after analysing your time-series data.
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Consumer needs
Provide a brief description
of the tools and methods
involved in analysing the
data.
Attach your report and to
the end of this Section.
It is important for the company to analyse consumer
needs in order to designed their products and services for
meeting their needs and wants in effective manner. In
order to analyses domestic business customers needs
cluster analysis methods are used in which similar
elements of each other are analysis in order to analyse
customers need and provide them best personalised
service to them in effective manner.
For analysing needs of visitors from China cohort
analysis method are used in effective manner. In this
historical data are used in order to examine and
compare a determined segments of users behaviour for
grouping them with other which has similar
characteristics.
Attach: Link to business website About page or corporate brochure that summarises what the business does OR
Simulation Pack if using case study
Evidence of comparison of product features (a video recording, link to an online survey, screenshots of a
poll).
Report containing graphs depicting a trend
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Section 2: Evaluating the reasons for
existing levels of consumer interest
Consumer Type 1 (Corporation (Domestic Businesses): Consumer Type 2 (Visitors from China):
Marketing communications
Provide a brief description
of the marketing
communications that have
been used to create
The marketing communication methods which is used for
creating interest for the customers who are belong small,
large and medium sized of Australia are social media
platforms such as Twitter, facebook and LinkedIn.
The marketing communication methods for creating
interest for Visitors from China are WeChat and Weibo
because some social media platforms are blocked in
China such as FaceBook. They also used Video-rich
content and immersive storytelling in order to engage
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Section 2: Evaluating the reasons for
existing levels of consumer interest
consumer interest.
Attach your evidence of
consumer responses or
links to your information
sources at the end of this
Section.
them.
Consumer journey
Describe the consumer’s
digital footprints,
engagement journeys and
expectations
Consumer journey for the domestic business customers
are used to make detailed representation of customer
buying process in first step is make them awareness about
their offer products and service through social platforms.
Then second step is consideration in which customers
analyse their quality, price and features of their product.
Then the third step is purchase in which customers make
their decisions in order to purchase product. After it, fourth
step is retention in which Tropica Queensland has maintain
customer satisfaction by solving their customers problems
related to their products. And the last step is Advocacy, if
Consumer journey related to visitors of China is also
describes in different steps in which company make them
aware about their service by using effective platforms.
Then customers analysed their packages or features in
order to purchase or avail it. Then they make their
decision in order to visit in order to avail their service.
Then the Tropica Queensland make their focus in order
to maintain their customer satisfaction. After this they
make advocacy for their customer in order to make them
to re-avail their service in future.
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Section 2: Evaluating the reasons for
existing levels of consumer interest
all steps are handle effectively, then their customer
become their fans and like reused or repurchase their
products in effective manner.
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Organisational Capability Assessment Template
Consumer Type 1 (Corporates
(Domestic Businesses)):
Consumer Type 2 (Visitors from China):
The staff and their knowledge, skills and
experience
The staff of Tropica Queensland are
highly trained and educated as well
as more experienced in order to
handle their customers which are
related to Domestic Businesses of
Regional Australia. They also have
effective teamwork, multitasking,
attention to detail, hazard and safety
awareness skills in order to interact
with their customers in effective
manner.
The staff of Tropica Queensland are get cultural
awareness training in order to understand and embrace
cultural differences and consider cultural taboos related
to China in order to provide or handle their Chinese
Customers in effective manner.
The business processes and practices The process and practices used
Tropica Queensland for their
Domestic Business customer are
providing best Concierge service,
easy check-in and out service,
Gymnasium facility, executive suites
and best catering services in effective
manner.
The process and practices used for visitors of China are
Mandarin speaking staff, best concierge service, by
keeping their staff happy, focus on face time, best
housekeeping service to the customer as well as
supplying necessary inputs to them in effective manner.
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Consumer Type 1 (Corporates
(Domestic Businesses)):
Consumer Type 2 (Visitors from China):
The facilities, equipment and technology The facilities, equipments and
technology are used in Tropica
Queensland for Domestic businesses
customers are In-house audio-visual
company, wine cellar and sommelier,
Cairns Convention Centre and
Gymnasium.
The facilities, equipments and technology for visitors for
China are all signage and forms in Mandarin and
English, Chinese TV channels and newspaper, China
UnionPay, Menu in Mandarin language.
Attach: Evidence of consumer responses (screenshots, reports, link to information sources,
etc.) ☐
Section 3: Recommend a marketing focus
Complete this section after conducting research.
Research
Provide a description of
the influences on
consumer behaviour that
can be used to in
marketing strategies so
that consumption of the
product or service being
marketed is increased.
Marketing strategy is important for the company ion order to increase the consumption of their product and services
in effective manner. It makes that if they provide their service lower cost as well as unique helps them to attract more
and more customers in effective manner. This will also helps them to maintain their competitive position in the
market in effective manner.
Consumer plays important role in the digital marketing environment of the company. They use digital technology in
order to buy particular products and services in effective manner. Digital technology also helps them to understand
more about product and service in effective manner.
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Describe the role of the
consumer in the digital
marketing environment
List your information
sources
Consumer Type 1 (Corporates (Domestic Businesses)): Consumer Type 2 (Visitors from China):
Recommendations
Describe the marketing
focus you are
recommending.
It is recommended that Tropica Queensland should focus
on their price in order to make their domestic businesses
customers to use their services in effective manner.
For visitors from china, it is recommended that they
make their marketing focus on their promotion strategy
in order to attract them in most effective manner.
Complete this section after your presentation.
Recommendations Consumer Type 1 (Corporates (Domestic Businesses)): Consumer Type 2 (Visitors from China):
Present the plan
Who did you present your
recommendations to?
The marketing plan for Customers related domestic
businesses are presented to its marketing executives in
order to make effective strategies to enhance it in
effective manner.
The marketing plan for customers who are visitors from
China are presented in front of top management
executive of Tropica Queensland.
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Recommendations Consumer Type 1 (Corporates (Domestic Businesses)): Consumer Type 2 (Visitors from China):
How did you model
engagement
conversations and
interventions?
List any legal and ethical
obligations involved.
Provide an estimation of
the cost and confirm that
budget is available.
If not viewed in person by
your assessor, attach
proof of your presentation
to this section of your
portfolio (e.g., video
recording or slides).
In order to make engagement conversation and
interventions with customers related to domestic
businesses are by offering real value to customer, build
community and Inspired people in effective manner.
The legal obligations faced while engaging with
customers are ensuring transparency and Honesty and
understanding their audience.
The budget required for completing this is about £ 50000.
For visitors of china are engaged through providing
entrainment value and keep the conversation going.
The legal and ethical obligations faced for engaging
customers are respecting confidentiality and privacy as
well as choosing the right time and place.
For this, estimated budget required is about £ 750000.
Attach:
Evidence of presentation (slides, video recording, etc.) ☐
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