Marketing Case Study- Sydney Aquarium Marketing Plan (very detailed).

1.The segmentation of target market

§Customers ar grouped in dissimilar ways. Firstly they have;

oDifferent demographics

oDifferent set of needs

oDifferent geographies

oDifferent price ranges and visitation/ snip restraints

§Maximizing visitation is main objection of the marketing plan, so markets are segmented. Statistics are found through daily surveys of visitors residence, line of merchandise etc, so accurate demographic statistics are calculated.

oSydney is the key interior(prenominal) market (+20% in 1998). Secondary domestic

market is tourists from regional NSW and interstate.

oInternational Visitors:

Classified into categories with 57% holidaymakers 17% visiting

friends and relatives, 12 % business travelers, remainder classed as other .

Key internationalist 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 lessen tourist numbers from Americas (-13.5 %)

and Japan (-12.8%), but Other Asia and Australia grew 15% separately that year.The Olympic success and low Australian dollar has provided a positive outlook for international tourism to Sydney.

§Target Markets are also grouped in much detail and on the button;

oSingle Income No Kids (SINKS)

oDouble Income No Kids (DINKS)

oGays

oSenior Citizens

oA parent taking kids for the day, custody of kids

oHoliday makers

oVisiting friends and relatives (VFR)

oBusiness Travelers

oSpouse whose attendant is at work function/meeting holiday

oFree and independent traveler (FITs)

2.Strategies

§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 abroad Overseas Overseas Inbound Hotel

travel agency tour operator airlines ground agency

oUsually SAQ would assay to reach the customer directly to the customer,

through major tourist guides such(prenominal) as Lonely Planet, and advertising at Sydney airport when tourists arrive.

oHowever, this has been changed repayable to...

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