Marketing Strategy Dreamworld - 3593 Words

By Elaine Yiting SHAO DREAMERS PARADISE - DREAMWORLD SO MANY WORLDS IN ONE Name: Elaine Yiting SHAO ID: 1955 9224 Tutor: Blake Stanwick Unit Name: Tourism Marketing Unit Code: MKW2600 Word Count: 2876 ï ¿ ½ Table of Contents iiiExecutive Summary ï ¿ ½ 11 Introduction ï ¿ ½ 11.1 Purpose ï ¿ ½ 11.2 Scope ï ¿ ½ 11.3 Methodology ï ¿ ½ 11.4 Limitations ï ¿ ½ 11.5 Assumptions ï ¿ ½ 22 Background ï ¿ ½ 13 Identification of Market Segmentation ï ¿ ½ 13.1 Theory of Market Segmentation ï ¿ ½ 13.2 The Importance of Segmentation ï ¿ ½ 14 Analysing Market Segmentation Using Segmentation Variables ï ¿ ½ 14.1 Recognition of Appropriate Variables ï ¿ ½ 14.2 Application of Market Segmenting Using Different Variables ï ¿ ½ 14.2.1 Geographical Segmentation ï ¿ ½ 14.2.2 Demographic†¦show more content†¦Owned by Macquarie Leisure Trust Group, it serves local, interstate as well as overseas visitors, with the slogan So Many Worlds In One. Dreamworld is located in Coomera, Gold Coast in Queensland. It has entertaining facilities including the Worlds Tallest Freefall Drop Ride - the Giant Drop at 118m. The newest ride at Dreamworld is Flowrider. Other rides include the Tower of Terror (as of 2005 the worlds fifth fastest roller coaster), The Claw, a Ride Trade Gyro Swing, and Cyclone (a dual loop roller coaster). Dreamworld also includes a water park; several restaurants; childrens areas Nick Central, the new Wiggles World for toddlers and infants; as well as many themed playcentres such as Tiger Island, The Australian Wildlife Experience and Gold Rush Country. (Dreamworld, Gold Coast theme park, viewed: 16/09/06) ï ¿ ½ 3 IDENTIFICATION OF MARKET SEGMENTATION _3.1 THEORY OF MARKET SEGMENTATION_ According to Horner and Swarbrooke (2005: 39), Segmentation may be defined as the process of dividing a whole market into subgroups or segments for marketing management purposes. Market segmentation is the division of the overall market for a service into various categories with common characteristics. In response to different segments, organisations facilitate the available resources to achieve greater efficiency, in order to satisfy specific needs of customers. _3.2 THE IMPORTANCE OF SEGMENTATION_ Nowadays, tourism operators faceShow MoreRelatedA Brief Report On Marketing Mix1079 Words   |  5 Pagesthe new ride to Dreamworld. This report will provide a detailed analysis of Dreamworld’s current marketing mix and additionally provide recommended strategies to best promote the new ride. DREAMWORLD MARKETING MIX A marketing mix consists of Product, Place, Price and Promotion. It is fundamental to understand these four elements for developing an effective marketing strategy. Product Dreamworld offers a wide range of products and services to customers. Several services Dreamworld provides are rollercoasterRead MoreThe Representation of Women, Men, and Sexuality in Music Videos9715 Words   |  39 PagesOVERVIEW In this second update of 1991’s groundbreaking Dreamworlds, Sut Jhally critically examines the representation of women, men, and sexuality in music videos. Jhally’s primary argument is that music videos, not unlike other forms of advertising and popular culture, represent the pornographic imagination by offering a degraded and limited view of female sexuality based on narrowly defined adolescent heterosexual male fantasies. Locating the stories and images of music video in a wider contextRead MoreThe Effects Of Music Videos On The World Of Commercial Realism1904 Words   |  8 Pagesthey came up with the slogan â€Å"Come see the softer side of Sears†. Products for men however have a completely different strategy. Products for men are marketed as tough and have a clear purpose. Chevy’s advertising slogan â€Å"Like a rock† or Ford’s slogan â€Å"Build Ford tough† are perfect examples. Men’s products are also often sold in bulk . Yankee candle had a great strategy of marketing candles for men in fragrances such as â€Å"Bacon† and the ever fresh scent of â€Å"Lawn Mower†. While candles are often consideredRead MoreDestination Marketing6124 Words   |  25 PagesExecutive Summary The Gold Coast is indisputably Australias most popular holiday destination and offers many different types of beachfront accommodation, award-winning dining, shopping and thrilling attractions. This marketing report aimed to devise a marketing strategy for this location. It began by scanning the macro environment and found that the location is politically stable, although currently the entire world is being severely affected by the economic recession. This has therefore