Essay Melbourne Aquarium

7529 Words Jun 3rd, 2008 31 Pages
Melbourne Aquarium
Strategic Marketing Plan

For:

Expansion of Membership Program & Lunch and tour deal for Interstate students

January 01 / 2009 - December 31/ 2011

Prepared by

Adzrai Zainal
Claire Scott
Leonardo E. Jimenez Wilches

Date: 13 May 2008 Executive summary

Leo to complete
Table of Contents

TABLE OF CONTENTS 3
1 INTRODUCTION 5
2 SITUATION ANALYSIS 6
2.1 BUSINESS DEFINITION AND SCOPE 6
2.2 MACRO ENVIRONMENT ANALYSIS 7
2.2.1 Demographic Factors 7
2.2.2 Economic Factors 8
2.2.3 Natural Factors 8
2.2.4 Technical Factors 8
2.2.5 Political Factors 8
2.2.6 Cultural Factors 8
2.3 INDUSTRY ENVIRONMENT 9
2.3.1 Market Review 9
2.3.2 Forecasting Future Conditions 9
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Shows a breakdown in the geographic segmentation of visitors annually and in figure (1.1 Demographic Breakdown), appendix b, shows the demographic breakdown of visitors to the Melbourne Aquarium annually.

Moving forward, the Melbourne Aquarium will look at increasing its membership base. This will be done by increasing the options available to members and introducing a multi tiered membership program. As well as introducing a lunch and tour deal for all interstate students by collaborating with coach companies and local hostels. This deal would comprise of a discounted entry, a tour and lunch which will also utilise and promote the venue’s function/meeting rooms.
2.2 Macro Environment Analysis
2.2.1 Demographic Factors

OPPORTUNITIES RATING THREATS RATING
Aging population with more disposal income. Grandparents can afford to take grandchildren to the Aquarium during the school holidays 5 - 5 Expansion of Metropolitan areas means further travel into Melbourne’s CBD 2 - 5

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