This website uses cookies to ensure you have the best experience. Learn more

Marketing Plan For Tourism Macedon Ranges

2522 words - 11 pages

Marketing Plan for Tourism Macedon Ranges

Executive Summary

This case study was written to address the topic of Marketing Plan for Tourism Macedon Ranges. The case study draws attention to the background analysis of the Macedon Ranges and how it interacts with the market with main objectives for improving tourism. The foremost aim of this marketing campaign is to create greater international awareness of the Macedon Ranges to the desired customers. A problem that the Macedon Ranges face is the lack of visitors with a declined statistic in 2010 compared to the previous five year time line. To overcome this problem, a marketing campaign solution is too broad out there advertisement ...view middle of the document...

The population of the Macedon Ranges area is around 41,000 people and includes towns of Clarkefield, Gisborne, Kyneton, Lancefield, Macedon, Malmsbury, Mount Macedon, New Gisborne, Riddells Creek, Romsey and Woodend. The region has been known as a tourist attraction site since the early 1900s based on its historic stone buildings, glimpses of the local Mount Macedon at every corner, boutique cellar doors, fresh farm produce, boutique shops with windows full of treats, exquisite gardens, all manner of specialist art galleries and restaurants and cafes serving the best of local produce. Tourism accounts for nearly one in five jobs in the region and over one million tourists visit the region each year. Moreover, unlike other tourist destinations, the Macedon Ranges region does not encounter peaks over school holidays, yet remains an attraction all year round. The Macedon Ranges region is known for many attributes, more significantly, it is popular for tourism because it is the home of the internationally recognised Hanging Rock, its nine historic villages and its sweeping views of Melbourne that can be seen from the top of the local mountain, Mount Macedon. Other tourist attractions include a local food and wine industry, more artesian crafts and artists per capita than almost anywhere else in Australia. The Macedon Ranges does possess several marketing objectives that can increase the level of tourism within the area. It aims to achieve international awareness through targeted advertisement to Australia’s neighbouring Asian countries and well as attempting to attract local and national tourists through advertisements in magazines, posters and the media. The Macedon Ranges however lack the use of social media which currently is the biggest form of advertisement that best connects and alerts consumers in the market. Hence, it is a crucial fact that the Macedon Ranges should develop their technology and knowledge of advertisement through social media.
At the Macedon Ranges, the marketing team has identified three main objectives for improving tourism. The foremost aim of this marketing campaign is to create greater international awareness of the Macedon Ranges to the desired customers. The main target for this campaign is travelling business communities from the Asian region especially China. Once these communities visit the Macedon Ranges, there will be an increased chance of promotion of the Macedon Ranges by these businesses to their own customers as well as their fellow friends and families about their time. Another intention to market the Macedon Ranges is via a regional business hub that could attract organisations from regions outside of the Macedon Ranges as well as across Australia. Advertisement techniques for these two populations can include inflight magazines in both domestic and international flights. The team at the Macedon Ranges have also recognized that there is a lack of social media advertisement and involvement, which has been...

Other Papers Like Marketing Plan For Tourism Macedon Ranges

Strategic Business Plan Of A Company In Transportation Sector

8098 words - 33 pages Table of Contents Table of Contents 1 List of Tables 3 List of Charts 4 Introduction 5 I. Transportation Sector 7 1. Key Factors for Success in Transportation Sector 7 2. Transportation Statistics of the Sector in Turkey 8 II. Strategic Business Plan for Metro Tourism 17 1. Internal Analysis of Metro Tourism 17 a. Historical Background 20 b. Mission-Visions-Strategic Targets-Aims 20 c. Market Share, Organizational

The Impact Of Country Attributes On Country Images

6814 words - 28 pages choice of country is primary, with the specific institution being of secondary importance. Moreover, Michael and King (2003) point out what makes a country desirable in terms of tourism may have some overlap with what draws students to that country. They thus recommend coordinating marketing efforts: “[U]nderstanding education decisions therefore and linking tourism choices with education choices appears to be a viable strategy for the tourism

My Case

4812 words - 20 pages , rates, water, signage and so on. THE REGIONAL STRATEGIC PLAN Although the Coonawarra Vignerons Association dates from 1979, formal planning has been a relatively recent activity. The CVA developed formal business and marketing plans for the first time about six years ago. According to the wine industry officer, the CVA marketing plan has two major goals—to increase visitation and visitor yield and to increase sales. The bulk of the

Pestle For Zara Plc

1428 words - 6 pages staff to improve attitudes, customer relations and services. ➢ Skills development for line staff, such as front office, kitchen, bar, guides and the travel trade. ➢ Marketing techniques ➢ Language training, especially french, spanish and english. ➢ Computer training and software applications. ▪ Tour Operations According to data from the Ministry of Natural Resources and Tourism, there were 179 licnsed tour operators in

Tourism

2740 words - 11 pages cooperation and reduce conflicts; appropriate training by using local staff at all levels to improve the deliverable product; marketing responsibly to end users to enhance customer satisfaction and increase respect for socio cultural environment and finally undertaking continual research and data analysis to resolve problems and to bring benefits to end tourist destinations and overall tourist industry. (Timothy, 1997) Managing Tourism Regulation of

Queensland Tourism

2119 words - 9 pages become the Threat not only for the Queensland tourism but also Australia tourism. The first marketing strategy is that using the social media tool as a platform to communicate with the potential customers in China, the brand awareness and image of Queensland Tourism Company could be improved, it should be mentioned that this social media platform also used to do the promotional activities. Packaging strategy can be the second marketing strategy for

Esdf

1148 words - 5 pages career opportunities in each sector. Students begin to view the role of hospitality and tourism in their community, province, country, and beyond. They learn how to plan for participation in the working world of hospitality and tourism. This world is increasingly characterized by innovation, project-based teamwork, entrepreneurship, change, and the challenge of life-long learning. Students learn the intrinsic value of work while developing skills

Test

1197 words - 5 pages growth 1-5 Foreign Acquisitions of U.S. Companies Exhibit 1.1 1-6 Selected U.S. Companies and Their International Sales Exhibit 1.2 1-7 International Marketing • Performance of business activities designed to – – – – Plan Price Promote, and Direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit 1-8 The International Marketing Task Exhibit 1.3 1-9

Uk Online Travel Agencies

3814 words - 16 pages , the industry could expand into social media for marketing, develop apps for other non traditional internet ready devices such as televisions, or create a market for ancillary services when the customer is on holidays. These new options for travellers are shown diagrammatically in Appendix I. M-Commerce Mobile commerce is the act of a consumer purchasing a product via a mobile electronic device. Though the market for tourism on mobile devices

Strategic Marketing

3880 words - 16 pages Airlines (or VNA) which was originally established in 1956 under the name Vietnam Civil Aviation is the largest full-cost airline in Vietnam (CAPA – centre for Aviation). With a 40.6% market share, Vietnam Airlines has a tremendous opportunity in expanding their business for both domestic and international network in tourism industry. According to CAPA, with the investment in new aircraft and flight network, Vietnam Airlines desires to become the

Why Your Healthcare Practice Needs A Marketing Plan

768 words - 4 pages , eventually, gaining new patients. In healthcare marketing, you need to identify the needs of your patients as well as the needs of the surrounding community. This will allow you to formulate strategies to help your healthcare organization fulfill its vision and goals. Reasons for a Marketing Strategy The main focus of a marketing plan is for the overall success of your healthcare organization. “If you plan nothing, nothing will be

Related Essays

Marketing Plan For Fast Track Essay

6683 words - 27 pages Marketing plan for FASTRACK WATCHES [pic] [pic][pic] Final REPORT SUBMITTED BY Group Number: 2 Sec A Alisha Mittal (PGP/15/002) Aparna Venugopal (FPM/05/02) Lakshay Manchanda (PGP/15/022) Debi Prasanna Pati (PGP/15/012) Rashmi Khatri (PGP/15/042) Shivangi Priya (PGP/15/052) Paresh Patil (PGP/15/032) Vikas Rai Arora (PGP/15/062 TABLE OF CONTENT 1

Marketing Plan For Children Art Company

3326 words - 14 pages activities that involve arts and crafts. The proposed marketing plan is designed to allow Abrakadoodle to focus on getting their name and professional services out into the Maryland area; specifically the area from Landover to Annapolis. Because of the unique experience of art creativity for kids, Abrakadoodle would like to be known for its excellent classes for kids, well-trained teachers and always allowing kids to have a blast. Expansive art

Tourism Essay

9141 words - 37 pages tourism were eventually re-interpreted as being advantageous to 'nature' tourism, and marketing efforts in the 1970s were redirected accordingly. Dominica has now attained the status, unusual for the Caribbean, of a successful ecotourism destination adhering to many alternative tourism principles. 37 While many other areas within the Caribbean bear a superficial resemblance to alternative tourism, these are usually 'circumstantial' in the sense

Tour1000 Essay

645 words - 3 pages impacts of tourism and give an example of each: (a) commodification, (b) acculturation, (c) the demonstration effect. 28. Draw Butler’s model of the tourist destination life cycle. Briefly describe each of the stages of this model. In what ways is Butler’s sequence a useful analysis tool for tourism managers? 29. Identify and describe the four underlying principles of services marketing as they relate to the marketing of tourism. 30. Define and