Marketing in tourism

Description: This assessment requires students to form a

group of three to four participants.

The group is to produce a written Business report and a PowerPoint presentation forthe following

case study.

The Adventure Water Park has been operational in Ge elong, Victoria for many years. The financial records indicate that it
has not been a v ery successful operation. Customer numbers are declining and so isthe revenue. The park management is concerned and is
investigating waysto turn the business around.

Your group has been employed bythe park management to help them find possible

solutions. In particular management believes that awarenessforthe park among the population needs to be developed and that if more people
know of the park the number of visitors will increase.

Conduct a market analysis and consider

The current marketing environment

Dev elop possible market segments for the park

Dev elop a set of strategiesfortargeting, positioning, attracting new customers

and building loyalty consistent with the market segments identified.

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