¢ Due Date: INDIVIDUAL REPORT : June 19th, 2020
¢ Weight: 30 %
¢ Task Length : XXXXXXXXXXwords
¢ Select one Tourism or Hospitality organisation (eg. a hotel, motel, café or a fast-food restaurant or formal dining in restaurants, tours and travel company, an airline or sea cruise company Sydney, Australia),
¢ Check Organisation ( see corporate website and/or a place where you could visit) so that you could experience its ambiance and service.
¢ Check with your tutor whether the organisation is appropriate.
¢ Drawing on the marketing theories you have learned in class and the information you have gathered, briefly discuss the segmentation, targeting, and positioning strategies of that organisation.
¢ 1.Introduction: A brief background of the Tourism & Hospitality organisation
¢ ( 3 paragraphs on Organisation, T & H services, issues and marketing strategies).
¢ 2. Overview of service offerings ( Organisation information, T & H activities, market conditions eg macro and micro evironment)
¢ (1-2 paragraphs. Any diagrams, charts (not included in word count)
¢ 3. Discuss the Segmentation ( 1-2 paragraphs) see week 4 Lectures
¢ 4. Analyse: Its target customers ( 1-2 paragraphs) week 4 Lectures
¢ 5. Positioning of the organisation (compared to other similar organisations)
¢ ( 1-2 paragraphs) Week 4 lectures
¢ 6. Issues/Problems ( 1-2 paragraphs) Lectures Week 6-9 (Digital Mkt)
¢ 7. Marketing strategies: ( 2-3 paragraphs) Lectures Week 6-9 (Digital Marketing)
¢ 7.1 Question? Has the company appropriately segmented, targeted customers, correctly positioned itself in the market.
¢ 7.2 Review its current marketing strategies ( 4 Ps).
¢ 8. Recommendation: New Strategies (4Ps, Service 3Ps XXXXXXXXXXparagraphs) Lectures Week 6- (Digital Mkt)
¢ 9.Conclusion: sum up in one paragraph ( issues, recommendations)
¢ 10. References (at least three sources (excluding website of company)
Criteria for your assignment
¢ 1. Identify the market conditions of the organisation
¢ 2. Discuss the application of the service offerings in the relevant marketing conditions
¢ 3. Demonstrate understanding of segmentation, targeting, and positioning process
¢ 4. Discuss and comment on the company’s marketing strategies
¢ 5. Demonstrate information literacy and communication skills
¢ 6. Use and reference academic sources of information to support an argument.
¢ 7. See Separate Marking Rubric for the detailed marking allocation.