By Elaine Yiting SHAO
Dreamers' Paradise
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Dreamworld
So Many Worlds In One
Name: Elaine Yiting SHAO
ID: 1955 9224
Tutor: Blake Stanwick
Unit Name: Tourism Marketing
Unit Code: MKW2600
Word Count: 2876 �
Table of Contents
iiiExecutive Summary �
11 Introduction �
11.1 Purpose �
11.2 Scope �
11.3 Methodology �
11.4 Limitations �
11.5 Assumptions �
22 Background �
13 Identification of Market Segmentation �
13.1 Theory of Market Segmentation �
13.2 The Importance of Segmentation �
14 Analysing Market Segmentation Using Segmentation Variables �
14.1 Recognition of Appropriate Variables �
14.2 Application of Market Segmenting Using Different Variables �
14.2.1 Geographical Segmentation �
14.2.2 Demographic Segmentation �
24.2.2.1 Segmentation by Age �
24.2.2.2 Segmentation by Family Life Cycle �
24.2.3 Psychographic Segmentation �
34.2.3.1 Segmentation by Attitudes and Opinions �
34.2.3.2 Segmentation by Lifestyles �
34.2.4 Behaviouristic Segmentation �
44.2.4.1 Segmentation by Purchase Occasions and Brand Loyalty �
Industrial market segmentation
Ok, *now* we reached a limit in market segmentatio...
English: An aerial image of Dreamworld and WhiteWa...54.3 An Overall Notion �
55 Clarification of Marketing Strategies �
55.1 The Marketing Mix Approach �
55.2 Product �
65.2 Price �
75.3 Place �
85.4 Promotion �
88 Recommendations �
99 Conclusion �
1010 Appendix �
10Appendix A: The Admission Fees for Dreamworld, Movie World and Sea World �
12Appendix B: The Cover Page of The Wiggles Magazine �
1311 References �
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Executive Summary
This report is designed to introduce an understanding of market segmentation and marketing strategy integrated with the exiting business - Dreamworld. It clarifies how Dreamworld - the largest theme park in Australia segments its market, and how the segmentation is reflected in its marketing strategy.
Firstly, the report indicates the background of Dreamworld market. It describes how Dreamworld segments its market and identifies the marketing strategies applied by Dreamworld in its marketing segment. To pursue success, the approach of segmentation...