1.The segmentation of target market
ÃÂ§Customers are grouped in various ways. Firstly they have;
oDifferent set of needs
oDifferent price ranges and visitation/time restraints
ÃÂ§Maximizing visitation is main objection of the marketing plan, so markets are segmented. Statistics are found through daily surveys of visitors residence, occupation etc, so accurate demographic statistics are calculated.
oSydney is the key domestic market (+20% in 1998). Secondary domestic
market is tourists from regional NSW and interstate.
Classified into categories with 57% holidaymakers 17% visiting
friends and relatives, 12 % business travelers, remainder classed as 'other' .
Key international markets are UK, Japan, Taiwan, Singapore, Hong
Kong, US, Korea and Germany. "China, UK NZ are aggressively targeted" as there is seen to be the greatest visitation growth potential from these countries.
September 11 reduced tourist numbers from Americas (-13.5 %)
and Japan (-12.8%), but 'Other Asia' and 'Australia' grew 15% each that year.
The Olympic success and low Australian dollar has provided a positive outlook for international tourism to Sydney.
ÃÂ§Target Markets are also grouped in much detail and precisely;
oSingle Income No Kids (SINKS)
oDouble Income No Kids (DINKS)
oA parent taking kids for the day, custody of kids
oVisiting friends and relatives (VFR)
oSpouse whose partner is at work function/meeting holiday
oFree and independent traveler (FITs)
ÃÂ§Channel Strategy (international)
Below is the process, in stages, of an international tourist and at which points Sydney Aquarium (SAQ) plan to reach the customer
Customer Overseas Overseas Overseas Inbound Hotel
travel agency tour operator airlines ground agency
oUsually SAQ would try to reach the customer directly to the customer,
through major tourist guides such as Lonely Planet, and advertising at Sydney airport when tourists arrive.
oHowever, this has...