Task Description
Select one Australian Tourism or Hospitality organisation for your assignment. You have to choose to use the same Australian company that you researched for Assessment 3. Examples of suitable Tourism & Hospitality (T&H) companies include hotels, cafés, fast-food restaurants, formal dining establishments, tour and travel companies, airlines, sea cruise companies, and tourist attractions like the Yarra Valley, Blue Mountains, zoos, museums, hill resorts, gardens, the Sydney Opera House, or the Melbourne Convention and Exhibition Centre. Please note that fast-food chains like McDonald’s, KFC, Subway, and Hungry Jack’s should not be used for this assignment.
Identify a company that has a corporate website and/or a location you can visit to experience its ambiance and service. Make sure to consult with your lecturer to confirm that the company you have selected is appropriate for this assessment task.
In your report, please:
I. Briefly discuss the 4Ps of the Marketing Mix, i.e., product or services, pricing, place (distribution), and promotion, for the selected company.
II. If you are building upon your Assessment 3, you may also wish to discuss the STP (segmentation, targeting, and positioning) strategies employed by the organisation in detail.
Your final report should be organized as follows:
- Executive Summary
- Table of Contents
- Brief background of the organisation, including an overview of product or service offerings. Provide evidence of service through photos, pamphlets, or website screenshots.
- Description of the value or experience gained by visitors/users.
- Brief discussion on the Segmentation, Targeting, and Positioning (STP) strategies.
- Discussion on the 4Ps of the Marketing Mix.
- Your critical comments:
a. Has the company targeted the right segment?
b. Are the 4Ps effectively targeting the segments?
c. What improvements would you recommend?
d. What value-added experience will a visitor gain? - Conclusion
- List of References (Include at least three academic sources, excluding the company’s website)
Task Length
Your report should be between 2,000 (+ or – 10%) words, excluding the executive summary, table of contents, and list of references.
Assessment Criteria
Your work will be graded based on the following criteria:
- Identification of the market conditions of the organisation.
- Discussion of the application of the service offerings in relevant marketing conditions.
- Demonstration of understanding of the segmentation, targeting, and positioning process.
- Discussion and commentary on the company’s 4Ps of the Marketing Mix. Identify any value-added experiences.
- Demonstration of information literacy and communication skills.
- Utilization and referencing of academic sources to support your argument