BSBMKG416 - Marketing Plan - Done.pdf - BSBMKG416 Market...

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BSBMKG416 Market Goods and Services Internationally Student & No: Santiago Cadavid Alvarez – 45707 Michelle Ayala Espejo – 45306 Yeison Madrigal Galvis – 45716 Date: 10/10/2019 Trainer: Poh Tan
2 Contents 1. Introduction ............................................................................................................................. 3 2. The NSW Visitor Economy .................................................................................................. 3 3. The Target Market ................................................................................................................. 4 4. Marketing Plan ....................................................................................................................... 4 4.1 Identify and discuss a minimum of 6 marketing activities for the target market ..... 4 4.2 Select 2 of the most appropriate marketing activities that you have listed above . 4 5 Implement the Marketing Activities ...................................................................................... 5 5.1 Determine resource requirements ................................................................................ 6 5.2 Identify any legal, ethical, cultural and safety requirements ..................................... 7 5.3 Team roles and responsibilities ..................................................................................... 8 5.4 Action Plan ....................................................................................................................... 9 6. Monitor and Review Marketing Performance .................................................................. 14 7. Conclusion ............................................................................................................................ 15 8. Bibliography ......................................................................................................................... 15
3 1. Introduction The internet has changed the way we travel the world. Before, the most adventurous travelers traveled to unknown destinations to later tell their experience that was transmitted to the entire population, now, you must first know digitally the city's climate, the attractions it offers, its behavior to make the decision to travel. It follows that the tourism industry has presented great changes in the last 20 years as a result of technological growth. Faced with this, the main actors such as hotels, airlines, tour agencies have had to reinvent themselves and update each day to greater proportions. In this sense, if it is expected to generate greater visibility of tourism for a city like Sydney, important points should be taken into account, and these should focus on digital media or the realization of different cultural exchange events. In this report, different marketing activities are listed to encourage tourist tourism from China to Australia for the next few years. Two activities and the steps necessary to achieve your goals are listed. 2. The NSW Visitor Economy Introduced in 2011, the Tourism 2020 strategy is a joint partnership between the Australian Government and the tourism industry with a goal to double overnight expenditure to between $115 billion and $140 billion by the end of 2020. The strategy also set a number of underlying ‘supply side targets’ to enable the industry to reach this goal, which the government continues to track to ensure the industry, remains on target. In the year ending December 2018, overnight tourism spend increased 8.1% to reach $116.6 billion, exceeding the lower bound target of $115 billion by 2020. This progress is underpinned by: Domestic overnight spend – up 13% to $72.7 billion and above the lower bound target of $62.9 billion by 2020. Requires growth of 2.7% per annum to reach the upper bound target of $76.6 billion International spends – up 7.4% to $43.9 billion. Requires growth of 20% per annum to reach the upper bound target of $63.4 billion. As domestic tourism continues to rise, likely driven by a strong economy and lower exchange rates, international spend will need to increase if the upper bound targets are to remain within reach.

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