bsbmkg518-ass-4.pdf - Assessment task 4 Services marketing...

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Assessment task 4 Services marketing performance report Overview of the campaign The campaign was developed to maximize the potential of India by identifying ways to work effectively in this large and complex market. The campaign mainly consists of the following strategies: 1. Know the Customer Strategy 2. Geographic Strategy 3. Aviation Development Strategy 4. Quality Experiences Strategy Together these strategies will go towards to achieving India’s 2020 tourism potential and winning market share. They’re also pl anning to double its marketing spending in India for the first year of the India 2020 Strategic Plan. Potential of the Indian market for Australian tourism and current Indian market Starting from a low base of 41,000 in 2000, Indian arrivals have grown at a compound annual growth rate of 12.3% to reach 148,200 visitors in 2011. In the Tourism 2020 projections, India has the second fastest rate of growth, behind China, however from a much smaller base. The current India market India is Australia’s eleventh largest tourism market in terms of visitor arrivals There were 148,200 arrivals from India in 2011, up 7% on 2010 Total spend from India in 2011 was A$867 million, up 6% on 2010 In 2011, Indian visitors spent a total of 9.4 million nights in Australia, up 11% on 2010 In 2011, Indian visitors spent a total of 1.4 million nights outside Australia’s gateway cities of Sydney, Melbourne, Brisbane and Perth, up 33% on 2010 Australia ranks eighth amongst all out-of-region outbound destinations for Indian travellers Target customers The target customer to drive the future growth of travel to Australia has been identified as:
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