DEVELOP AND IMPLEMENT MARKETING STRATEGIES
Part A: Internal Research
Internal capabilities of the organization
Aussie Wanderer Tours and safaris is one of the fastest growing Private Tourism organizations in South Australia. It provides the widest range of coastal tours in the west coast of South Australia. The organization is recognized for its passionate and dedicated service in this area. The managing body of this organization has developed an idea of adding a new service to its facilities. The company has conducted a detailed research about the proposed hotel facility to be provided by the company. The new hotel facility will include all the associated facilities provided in hotel industry such as, food and accommodation, laundry, transport and staff services.
In order to make a proper and detailed research about the proposed facility, the organization needs to identify the potential abilities. The company must evaluate its financial, legal and social strength from its existing services so that a better planning can be done for the new service. The Table 1: SWOT Analysis
The organization's strong financial position will help in providing adequate finance and resources required for developing the new service. The management of this company has provided a better working culture to the employees that keep them motivated to achieve the desired result. The organization is bound by few limitations too, such as poor strategies to manage risk. The company, due to its high quality services, cannot reduce its tour package costs beyond a certain limit. The company has an opportunity to provide a full packaged service, which will include all the tour facilities like, transport service, food and accommodation. However, the company may face some threats because of stringent government regulations and constant changes in the policies of the government.
Impact of External Business Environment
The development of a new marketing strategy may be influenced by various external and internal factors. These factors affect the productivity of the strategy both, positively and negatively. The management of Aussies Wanderer Tours has accepted PESTLE analyses to determine the
These factors play a major role in developing a marketing strategy for the new product and services. The government funding like, grants and subsidies will help the company to invest adequate funds for developing the new service. The Government of Australia has also provided various taxation benefits to the new business investments such as, newly built hotels are free from all the service related taxes for the first three years. However, few economic factors such as, recent rise in the inflation rate will affect the company’s cash reserve and the current monetary policies of the Government is such that it will delay the funding of the project.
The social factors such as continuously changing lifestyle and customer preferences are also creating challenges for the company. In order to deal with this challenge, the management has developed various strategies to keep the customer interested and keep them from being bogged down. Constant labour mobility is also one of the major concerns for the management. The management has invested in the Research and Development of the company to update its technologies to be competitive in the market regularly. The company has made provisions to tackle the constantly changing tax policies of the government. The management has also made certain norms to protect the surrounding environment from the actions of the proposed service.
Market Research
The management has adopted various strategies to conduct a detailed market research to identify the potential customer's or the class of customer that need to be targeted. This research will also help to identify the facilities that the customer expects from the company. The company has adopted Market Segmentation model to get the detailed evaluation of the market. There are various pillars of segmentation in this model such as, Geographic, Demographics, Psychographics and Behavioral segmentation. The management has adopted Demographical segmentation to research about the market. Demographical segmentation is again divided into various categories. The company has selected Age category to segregate the customer's and classify them according to a specific age group. In this category, the management has selected the people from the age group of 18-50 as the potential customer. The life expectancy of the people in South Australia is considered before deciding the above age group. People of this age group are the customer's that the company will target for its new service.
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