The Colonial Tramcar terminus is located at the corner of Normanby Road and
Clarendon Street; adjacent to the Melbourne Exhibition and Convention Centre and the
Crown Complex. The organisation operates in a highly competitive market where
economic conditions are excellent; encouraging tourism, and the expenditure of
disposable income. The ABS 2001 census identified that the median age of Australians
was 35 years of age. This will increase to 41 by 2021, and 48 by 2051. This may prove
highly attractive, as the median age lies in a favourable position for the organisation's
Demand tapered after the terrorist attacks on New York in 2001; however, consumers
steadily returned soon after. Australia's exchange rate is very attractive to travellers,
and as a consequence the cost of the Colonial Tramcar Restaurant may be viewed less
risky to international consumers; as opposed to clientele from the domestic market. To
date, the organisation has never experienced problems with acquiring ingredients for
meals. The menu is changed seasonally, and always includes a beef and chicken dish.
The Colonial Tramcar Restaurant is a unique experience; there are no other restaurants
that operate on a tram in Melbourne, and it is highly unlikely that a competitor would be
able to obtain a license to operate. The organisation has no direct competitors in the
strict sense that they have exclusive rights to the tram network. The organisation's
reputation as a "must-see" tourist attraction means that it must deliver a unique
experience, in conjunction with a good meal.
An effective method of evaluating a tourist attraction's competitors is through following
the search process that a traditional tourist would undertake when evaluating tourist
opportunities. A search on http://www.melbourne.com.au under sightseeing tours, lists
the Colonial Tramcar as number one. It is followed by a mix of unique
Melbourne/Victorian experiences which...