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What Is Macedon Ranges Target Market

2895 Words12 Pages

1.0 INTRODUCTION
1.1 Purpose of the report
This report aims to develop some marketing strategies for the Tourism Macedon Ranges with a budget of $100,000 per annum to solve the current issues by identifying the target segment and providing justification to support. One of the main problems faced by Macedon Ranges Shire Council is the lack of awareness of the international visitors. To start developing the plan, some strategies would be analyzed to decide which is more suitable to achieve the goal. The strategies that would be using are SMART, SWOT and marketing mix. This report aims to give a analyzing on the marketing environment, identifying the target market, develop strategies to boost the tourism and lastly, an overview of marketing mix. …show more content…

However, it is found that although the percentage of national visitors is considered good but the percentage of international visitors is quite disappointing. This shows that Macedon Ranges does not able to attract visitors from oversea. The first issue associated with the target market is the lack of awareness. As stated in the case, Macedon Ranges suffers from the lack of awareness as the international visitors only contributed 1% of the total visitors on the region.
Another issue is the short amount of days that visitors stayed in Macedon Ranges. Although the tourism authorities of Macedon Ranges consider tourism as an important economic contribution to the region, unfortunately, there are only a few major hotel chains available. Lastly, Macedon Ranges also faces the problem of no peak and troughs all year long whereas other tourist destination is able to meet peak and trough in specific seasons.
3.0 Analysis
3.1 Situation Analysis
3.1.1 Marketing …show more content…

A company's marketing objectives for a particular product or service are to create a brand awareness among a group of targeted consumers, provide relevant and reliable information about the characteristics of the product and to avoid the resistance of the customers from buying a particular product. It is suggested to implement a SMART goal to ensure that all of the marketing objectives are specific, measurable, attainable, relevant and time-specific. SMART goal is needed for a company to achieve the goals in a consistent and realistic basis. In this situation, the rate of tourism, especially the number of international visitors to The Macedon Ranges should be increase by 10% in 6 months of time through strategically planned marketing activities such as: advertising and promotions. In order to achieve this, the best marketing strategy should be implemented for the Macedon Ranges and the information are conveyed to the customers

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