BSBMKG416- Market goods and services internationallyWINE TOUR
Tourism in AustraliaTourism in Australia is an important part of the Australian economy and consists of domestic and international components. In the last year, the contribution was a record $ 44.6 billion. Domestic tourism is a significant part of the tourism industry, representing 73% of the total GDP of direct tourism. In 2015, there were 7.4 million international visitors to Australia and 8.6 million in the year through June 2019, an increase of 3%. Tourism employed 580,800 people in Australia in 2014-15, 5% of the workforce. About 43.7% of people employed in tourism worked part-time. Tourism also contributed 8.0% of Australia's total export earnings in 2010-11. It is very important to emphasize that this growth should continue with projections estimating the number international visitors to Australia will increase to 15 million by 2026-2027.
Wine Consumption in FranceFrance continues to be considered the country of reference when it comes to wine, however there is a notorious decrease in the consumption of the drink since the 1960s. In addition, in 2018 in France it was the 16th largest receiving market for visitor arrivals.
Viana Wineries - IntroductionIn this case study, the wine marketing plan will be presented tour held in Hunter Valley. The package allows the visitor to live a complete and luxurious experience in wineries in the region of New South Wales.After collecting data for the promotion of this service in a new country, the French market was chosen to initiate the objectives, strategies adopted, in addition to determining the advertising channels. So that, in this way, it was possible to organize and budget in the period of 12 weeks, taking into account the established segmentation strategies.
Marketing ObjectivesBased on the SMART principle, the objectives set for the making of the tour are as follows:S – specific: The main objective is the introduction of the wine tour in the France market, based on what is developed in New South Wales (held in Hunter Valley). The organization period used is 12 weeks. The budget $ 500,000 for this purpose.M – Measurable: The first step to be carried out and bringing the 10,000 potential customers to the wine tour from March to June 2021.A – Achievable: Online campaign on social medias.