This marketing plan is designed for Tourism Macedon Ranges in 2016, The marketing plan aims to build the awareness of the Macedon Ranges at the tourism domestic and international markets, in order to attract more visitations to the region. In same time, the marketing plan also aims to enhance the quality and variety of products and services provided by the Macedon Ranges to maximise customers’ satisfaction and travelling experience. The foundation of this marketing plan is based on the information obtained from the previous researches conducted by the Macedon Ranges Shire Council, such as the Visitors Information Services Review (2010) and Tourism Industry Strategic Plan (2011-2012). Other incredible sources of information were also used throughout …show more content…
Our main goal to build the awareness of the region amongst potential customers by implementing strategic marketing approaches, which are founded on the current market position of the Macedon Ranges. In the same time, the plan also works on strengthening a wide range of available products and services and promoting these features together with beautiful natural assets to both domestic and international markets. Current situation analysis shows that although the Macedon Ranges possesses tremendous potential, the number of visitors to this area is still low and the reasons of visitation are mainly for visiting family and friends, events, and very small proportion for leisure and holidays. The analysis also reveals that Melbourne plays a key market performer, which constitutes 64% of visitors in total (Fleckney & Ruzzene 2011). Therefore, our marketing plan will employ effective approaches to raise the awareness especially at the domestic market with focus to Melbourne, via advertising and promoting activities. These strategies will help to build the mental availability of the Macedon Ranges at the targeting markets, in order to increase the visitation and to maximize the tourism potential of the Macedon …show more content…
• Mission statement: Tourism plays a critical role in economic development of the Macedon Ranges. However, the tourism potential of the region has not been developed to its full potential due to low awareness. Therefore, this marketing plan aims to develop further the tourism products and build the awareness of the Macedon Ranges at the targeting markets. • Objectives: The key objectives are to develop and reinforce a wide range of tourism products in taking advantages of natural assets offered by the Macedon Ranges and build the awareness of the region in tourism market within set time-frame of 2016. These objectives shall be achieved by maximising the exposure of the Macedon Ranges to potential markets. • Background analysis: • Background