Reference no: EM133017142

Instruction:

Prepare a NEW marketing strategy to position Bundaberg North Burnett as a short break holiday destination, in the greater Brisbane metropolitan market. Web links to competing Queensland Regional Tourism Organisations (RTO) are listed at Tourism Queensland's corporate site and consumer travel site. To assist your preparation, key results of a recent investigation into the characteristics of the Brisbane short break holiday market will be presented in class during the Week 4 lecture. Your marketing strategy document is to be written as if prepared by the local destination marketing organisation (DMO). The target readership for this type of DMO report is local tourism industry stakeholders, the majority of which are small family-owned businesses looking for promotional opportunities.

To keep within the word count you should focus on presenting a discussion that is sufficient enough to convince the reader of your arguments, but is also written in a succinct business style. Use appendices to present any excessively detailed information. The report should be written as if presented to a business audience, but with the inclusion of appropriate academic referencing to acknowledge your sources of information and to support your assertions.

Please note this is not to be written as an academic essay, and so lengthy theoretical discussions are not appropriate for this type of document. Use the APA referencing style, 1.5 line spacing, and either Arial or Times New Roman size 12 font.

Please use the following format to structure your report:

• Title page

• Executive summary. Since many tourism managers have insufficient time to read every report from cover to cover, they will usually turn first to the executive summary to gain an overview. The executive summary is therefore a valuable opportunity to sell the merits of your strategy, and in doing so convince the reader to read the report.

• Table of contents

• Introduction. Introduce the key characteristics of the destination, the DMO, major attractions, and purpose of the report.

• Target market. Describe in as much detail as possible the characteristics of the target segment(s). Evidence of reading beyond the information provided by the lecturer will strengthen this section.

• Situation analysis. This section underpins the development of your strategy and should provide a detailed overview of i) the macro environment using a STEP Analysis, ii) the competitive environment, and iii) the destination resources that represent sources of competitive advantage, in this target market, using the VRIO model. Ensure you provide clear explanations of key issues, rather than assume the reader will understand your points. For example, simply listing ‘Exchange Rates' without any further information is not considered a satisfactory economic environment factor. Also clearly explain the relevance of each issue to the organisation. Findings should then be used to form a SWOT Matrix. Prepare a SWOT Matrix diagram that includes bullet point summaries, with a separate in-text explanation of the most significant points. For example, simply stating ‘The internet' is not specific enough to describe an Opportunity. Make use of appendices for overly detailed information.

• Positioning strategy. Describe a focused positioning strategy, which is explicitly linked to the situation analysis and justified with a clear rationale. Development of a perceptual map would strengthen your argument.

• Objectives and performance measures. List the objectives and performance measure. Explicitly link each objective to the SWOT Matrix and/or positioning strategy.

• Marketing communication tactics. This section should succinctly outline the marketing communication tactics that are recommended to achieve the positioning strategy and objectives. Explicitly indicate which objective is being addressed by each tactic. The section should indicate the characteristics and key benefits of the product/service, approach to pricing/packaging, promotion mix, and distribution channels.

• Budget and Action plan. A detailed budget is not required. Provide a brief summary of estimated costs, to provide a general indication of the total budget required. Work on the basis of a budget of approximately $100,000 from the RTO, plus any proposed sponsorship or cooperative funding that you feel could be sourced. Summarise the implementation responsibilities and time lines.

• References. Use APA style.

Attachment:- Marketing.rar