As Australia's only island state, access to Tasmania is by air and sea only. Tasmania's strong tradition of small-scale production, organic farming and sustainability, along with rich soil, pure air and clean water inspire dedicated growers to produce a truly authentic food and drink experience. Tasmania is a great place to learn about and try fresh produce. Tasmania's fine produce can be found at farmers markets and in local eateries, from cheap and cheerful pubs to high-end bars and restaurants.
Tasmania's unique wilderness and five of Tasmania's historic convict sites are listed by the United Nations Educational, Scientific and Cultural Organisation (UNESCO) as worthy of World Heritage Listing in recognition of their outstanding natural or cultural importance to the common heritage of humanity.
Around forty per cent of Tasmania is protected in national parks and reserves. Most of them are stunningly beautiful and within easy reach of our major cities - and all of them are safe to visit (Tourism Tasmania, 2014) Why would a tourist visit Tasmania? Competition in Australia is strong, with state and territory based options, country, beach and rural travel destinations all singing their own praises. So, why would anyone visit Tasmania?
Assignment objective and deliverables
- Identify the state and territory brands you believe make up the domestic travel market in Australia in 2014. Consider if New Zealand is also part of this competitive landscape.
- Write a 250 word overview of the market in which these brands operate and produce a pie chart showing relative market share.
- Using a chart or table, identify and describe the market segments reached by these brands using demographics, psychographics, usage and benefits sought. Annotate your chart.
- Write a 200 word description and explanation of the recommended targeting strategy
- Using these brands, provide two positioning matrices (perceptual maps) with 150 word explanations for each. One map should use specific product features and benefits as the axes to highlight differential competitive benefits. The second should use market segmentation characteristics to show comparative market strength. Focus on Tasmania in your commentary as a point of comparison.
- Based on the matrices, provide a 250 word detailed explanation of the competitive advantages of Tasmania compared with the competition.
- Provide a 100 word positioning statement for Tasmania that you would use to brief an advertising agency promoting Tasmania.
- Your report must demonstrate evidence of secondary research, referenced according to the ICMS style guide.
Document brief
This document is to be written in the style of a business report from you as a marketing consultant hired by the Tourism Tasmania to assist them in their business objective of strengthening their position in the highly competitive domestic travel market in Australia over the next five years.
- ICMS cover sheet and declaration, table of contents, executive summary.
- Positioning maps will be computer generated, not hand drawn, and an integral part of the report.
- You should reference the textbook where appropriate, plus additional secondary research sources, which should be extensive. Referencing is according to ICMS style guide requirements.
- You will be required to submit ONLY a soft copy through Moodle/Turnitin.
- Your assessment will be marked on Turnitin and you will get individual feedback and mark on Moodle/Turnitin.
- Length maximum 2,000 words plus appendices including a reference list