The report throws light on analysing the marketing strategies for The Plantation Festival which helps in attracting tourists of New Zealand to participate in the respective fest. The report will be discussing the internal, external and market strategies which will be helpful in analyzing the different concerns related to the environment appropriately. The Orchid Project which will useful for improving the overall growth of the function appropriately and this will enhance their aspects appropriately. With the help of the marketing budget, the analysis of the attendance of the tourists and the costs related to advertisements related to the event will be estimated appropriately. The product which has been selected in the report is
The main aim and purpose of the story are that the plantation festival is the best manner in which this will be providing an opportunity to the different tourists as to interact, discuss and learn relating to the environmental issues which are affecting flora and fauna. The central vision of the Plantation Festival is to reduce the environmental problems along with creating a green environment for the betterment of the future in a successful aspect.
The main scope of the report is to enhance the atmosphere by the development of site in such a manner which will improve the operations of the festival. Woodfordia Inc is putting continuous efforts in the enhancement of the environmental prospects which will be becoming a cultural agenda and becoming a leader in the cultural organization for the improvement of the ecological well-being. There should be more contribution to the environment instead of affecting the festival environment.
Woodford Inc is one of the cultural festivals held near the semi-rural town of Woodford which is 72 km north of Brisbane, Queensland, Australia. It is one of the most significant annual cultural events of the type in Australia. Every year, there are more than 125000 patrons attend the festival which takes place over six days and nights from 27th December to 1st January each year. Woodford Inc owes the beautiful along with cultural parkland to Planting, and the company purchased their property in 1994 wherein the notion was to get hands dirty by planting trees which will be helpful in saving the environment from various issues. The entire festival is held on 500-acre parkland which is located in Sunshine Coast Hinterland on Jinibara Country which is one hour from Brisbane (Woodfordia Inc., 2019).
Through the planting, there was a creation of event which contributed towards generating global consciousness emerging in communities everywhere. This has been the endeavour of the event which contributed towards the blending of the effects of industrial practices in past along within the present scenario as well. The event mainly intends towards the ensuring of creating healthy and forested parkland for the enjoyment of present and future generations.
With the help of situational analysis, the managers in the organizations try to analyze the external and internal environment which helps in understanding the capabilities of the customers along with the analysis of the overall business environment (Bahadir, Bharadwaj & Srivastava, 2015). In the case of the Plantation Festival in Queensland, there will be internal, external and market analysis which will be helpful in managing the different threats and opportunities appropriately.
Primary Activities
Inbound Logistics- Woodford Inc tries to keep the cost of the different products lower as the main aspect of the festival is to attract more customers to gain towards making the environment clean and greener. It has no difficulty in managing the prices as the suppliers are concerned regarding providing services to the company as there are no such other festivals in the particular area. Furthermore, the main focus of the festival is to maintain long-term relationship with the customers for efficient sourcing of the plantation materials and keeping the prices low. The strategic partnership with the vendors which can help them in maintaining supply chain appropriately (Baker & Saren, 2016).
Operations- The Planting Festival is operating in the plantation and events sector wherein the festival has acquired huge growth in the market as there is no such competition in the market and they can create their operations in other rural areas in Queensland. In the present scenario, there are more than 1 million associates who are being employed in the organization to improve their aspect towards the growth of the company appropriately (Bettis, Ethiraj, Gambardella, Helfat & Mitchell, 2016).
Outbound Logistics- The Woodford Inc Plantation Festival applies the supply chain management wherein it is inclusive of the low costs adoption while purchasing the goods and services for the festival in the overall competitive business environment. Due to the low transportation costs, this has eliminated the efficiencies without having to wait for long periods. The distribution centres serve the customers in the market directly (Bettis, Gambardella, Helfat & Mitchell, 2015).
Marketing and Sales- Due to the low pricing of the tickets for the entry of customers in the market, the company has been able to improve their reputation in the market (Bratton & Gold, 2017). The festival aspects are being promoted through the different media channels which will be the critical part of the strategy and creates positive brand image of the festival among the various individuals who attend the festival appropriately.
Technology- Woodford Inc has used the tremendous technological aspects for the better supply chain management activities appropriately. With the different social media platforms, the own festival has been able to improve their presence among the customers in the market and technology has become indispensable for the efficiency of the festival which is conducted every year (Bull et al., 2016). In the present scenario, all the individuals are technologically advanced, and they prefer to analyse the different kinds of news on social media platforms and gain a competitive advantage in the market.
Human Resource Management- The human resource management practices have changed in recent years as the primary activity of the festival is to recruit candidates who prefer nature-related activities to gain more competitive advantage appropriately (Chernev, 2018). In the plantation festival, the inclusion of the knowledge regarding the different events which will be taking place is required to be analysed which will improve the overall efficiency in the market.
Procurement- The strategic relationships with the suppliers in the market is one of the main approaches which is required to be analysed as the suppliers are required to provide standard products and services which will be helpful in improving their aspects accordingly (Crowther, 2018).
Firm Infrastructure- The infrastructure plays a vital role in managing the different activities at an organization. The distribution, human resources activities play a significant role in maintaining the various activities such that the growth has been one of the essential aspects which have been considered to become more competitive (Datta, Ailawadi & van Heerde, 2017). The festival is conducted at Queensland wherein they have been able to improve their growth in the market appropriately with proper utilisation of the themes which performs touring of the Woodfordia to gain competitive advantage.
With the help of PESTEL analysis, the different external political, social, economic, technological, environmental and legal issues have been considered which helped in managing the various aspects related to the environment appropriately.
Political Factors- These are the ones wherein the legal bodies play a significant role in managing the economic policy appropriately. There is enormous political stability in the Australian economy which has created massive impact on the overall Plantation Festival which takes place in Australia (El-Sayed, Dickson & El-Naggar, 2015). Due to the degree of ownership in the market, there is a positive relationship between the organization that has led to the success of the festival in the Australian environment. There is the high degree of certainty in the Australian economy and is a safe destination for investment which has the high degree of certainty, and the effectiveness and transparency of the government is one of the essential components which will be useful in conducting the festival of Plantation appropriately.
Economic Factors- The capital growth in the Australian market is high which provides The Plantation Festival which can offer them great returns on investment. The financial stability is high as there is stability in growth of GDP and low level of unemployment which is providing excellent opportunities for the country (Fan, Lau & Zhao, 2015).
Social Factors- The changes in the social trends in the Australian economy can create a significant impact on the plantation festival. Social Stratification plays a vital role which provides different kinds of opportunities to the individuals in engaging themselves in the different plantation related activities which will improve their brand image (Gereffi & Fernandez-Stark, 2016). The patterns of speech along with the patterns of consumption plays a vital role in analysing trends of their engaging themselves in various social activities which are for the welfare of the society.
Technological Factors- There are new technologies which create new processes and products in the market, and this helps in improving their business ideas as well. The Plantation Festival at Woodfordia Inc should include the local SEO which is vital for the business as more than 96% of the people who own PC perform local plantation searches which will be beneficial for the growth of the festival in the future years as well (Gond, Cabantous, Harding & Learmonth, 2016). The plantation SEO agents can make sure that all the searches point to the business and this will help in converting the sales effectively.
Legal Factors- These are the different legal factors and the environment in which the Plantation Festival takes place every year in Australia. There are strict rules and regulations and compliance with the government that has helped the festival in organizing the different activities as per the diverse needs of the customers which will be appropriate for the managing the various legal issues appropriately and gain the competitive advantage in the market (Goworek, McGoldrick & McGoldrick, 2015).
Environmental Factors- This is the prime aspect which is required to be followed and maintained by the Plantation Festival as the change in temperature can affect the festival. However, in Australia, the weather is suitable for the growth of orchids and other plants which will be a general move towards managing environmentally friendly approach in the Australian economy (Gummesson, 2017). The Environmental Protection Act 1974 tries to establish the different procedures which are considered to have positive impact on decision making of the government, and this will be appropriate for the prevention of pollution from harmful substances.
From the PESTEL analysis, this can be identified that there are different environmental rules and legislation which are required to be maintained appropriately by the Plantation Festival at Woodford Inc that will be beneficial for the overall efficacy of the festival in comparison to the others in the market of Australia and this will be appropriate for making the festival more famous and gain more customers in the market as well.
|
Market Analysis |
|||||||
|
2014 |
2015 |
2016 |
2017 |
2018 |
|||
|
Potential Customers |
Growth |
CAGR |
|||||
|
Large Plantation Events |
9% |
1,158 |
1,262 |
1,376 |
1,500 |
1,635 |
9.01% |
|
Small Plantation Events |
8% |
1,878 |
2,028 |
2,190 |
2,365 |
2,554 |
7.99% |
|
Others |
0% |
0 |
0 |
0 |
0 |
0 |
0.00% |
|
Total |
8.38% |
3,036 |
3,290 |
3,566 |
3,865 |
4,189 |
8.38% |
Table 1: Market Analysis of Plantation Festivals
(Source: Created by author)
From the table, this can be identified that The Plantation Festival at Queensland is trying to provide the customers with the high-quality Plantation programs along with camping which helps them in seeking the following benefits to the individuals in the market. The market trends which are being followed by the plantation festival are as follows:
Figure 1: Market Analysis of The Plantation Industry
(Source: Created by author)
With the help of SWOT analysis, the different kinds of strengths, weaknesses, opportunities and threats can be considered which will be improving the overall effectiveness of The Plantation Festival in Queensland.
|
Strengths Attractive in nature wherein the primary motive is to save the environment and reduce the industrial issues as the location of camp is exciting which is the backbone of the festival (Li & Li, 2016) Well Equipped security along with communication which proves to be beneficial for saving the environment Gain in Popularity of the Festival among the different other individuals through the help of introducing forest Woodfordia which will be assisting in managing the overall scenario appropriately (Planting, T. and Planting, 2019) Water Filtration for the Cleaning of Water activities take place in the events which helps them in achieving the plantation festival through the different kinds of camps which are being organized as to improve the scenario appropriately |
Weaknesses The festival is less consistent which is affecting the overall efficiency of the festival negatively There is a lack of proper managerial aspects which affects the overall ability of the Woodfordia Inc Plantation Festival adversely (Petronio, 2017) The inability of the Plantation festival in rapidly meeting substantial and unexpected increase in the demand as there is difficulty in providing and generating awareness among the different customers in the market |
|
Opportunities There can be the inclusion of increasing awareness of the Environmental and ecological awareness and conscience among the individuals (Sargeant & MACQUILLIN, 2016) Knowledge of the NGO and Government institutions in the plantation at the festival appropriately, and there will be relatively low overhead |
Threats There can be increased in number of competitors in the market which can affect the overall appropriateness of the program There can be a massive disturbance in an ecological and cultural structure which can be dangerous for the overall health of the environment There can be different kinds of inabilities in able to find highly qualified employees who will be affecting the overall efficiency of the festival negatively |
Savino, Manzini & Mazza, (2015), have commented that the market segmentation is process of identifying group of customers with similar needs along with producing the product which will be helpful in meeting those needs at a profit. In case of Woodfordia Inc Planting Festival, the major three areas which have been targeted by them are from Demographic and Psychographic aspects. Age is one of the essential elements in the Planting Festival as the youths are the primary target as they are the present generation who needs to have some conscience relating to keeping the environment clean which will be beneficial for the environmental safety.
Figure 2: Demographic Profile
(Source: Shafritz, Ott & Jang, 2015)
As per the targeting of the individuals in the market, the planting festival at Woodfordia has targeted the youths fiercely as it is the largest among the different users. The Planting Festival at Queensland will be targeting them as they are the ones who have the enthusiasm in taking the initiative in managing the overall scenario appropriately and encouraging others to be careful regarding analyzing policies which can be helpful in managing the environmental safety and reduce deforestation (Shaw, 2016).
Moreover, the Plantation Festival is providing the various services, and they try to opt for the different corporate and the other customers who have interest in the different kinds of the plantation of the trees and who can fund them for the various events and camping which takes place in the festival every year. These are the various activities which will be making it more interesting, and this will become a successful event as well. With the help of targeting the customers in the market, The Plantation Festival will be of enormous interest among the individuals to plant more trees and make the environment green which will be beneficial for the overall success of the festival (Stead & Hastings, 2018).
The Plantation Festival at Woodfordia Inc has tried to position themselves as niche festival as there are no such other competitors present in the market. The Plantation festival strives to provide the customers with the specialization planting approaches which includes gifting program to the contributors who have made the program successful (Steenkamp, 2017).
Moreover, there is a planting aspect which is inclusive of Woodfordia touring and Artisan camp which is not being offered by the company to their participants. The Orchid Project is one of the rarest products which is being cultured by the festival, and this is the primary goal of the project as to plant as many orchids as possible in the Woodfordia Inc as to gain more advantage regarding the new competitors (Wagner & Eggert,2016).
There are different objectives of the Plantation Festival which are required to be achieved by them effectively as to become more popular in the Australian economy and they can spread the awareness in the worldwide. The main objectives which are required to be achieved by the Plantation Festival are as follows:
The marketing strategies mainly focus on analyzing the different types of procedures which will be beneficial for the achievement of the goals. With the implementation of the marketing mix, the product, price, place and promotion will be considered to achieve the goals appropriately.
The product which has been found is The Orchid Project as this has been estimated that more than 25% of the orchids have become extinct from Australian economy which has affected the nature negatively. Through the Orchid Project, there will be the propagation of orchids in the nursery of Woodford Inc which will help in planting more than 200 orchids since 2010 and make the project successful (Wheelen, Hunger, Hoffman & Bamford, 2017).
They can showcase the application of the product in the different social media websites along with spectator-related activities and camping that will be taking place in the festival as to become more competitive in promoting the festival in different regions appropriately (Zhabin et al., 2016). As to make the celebration of The Orchid Project successful in the Festival, this is essential to provide proper give away to the ones who have participated as they are environment lovers and they prefer to improve the overall satisfaction to the individuals in the market.
Pricing is the second aspect which is required to be adopted by the Planting Festival, and the scheme of pricing is needed to be based on the different plants and other operational costs such as advertisements and promotional aspects which will be necessary to inform the customers regarding the Orchid Project. There will be the inclusion of fees which will be charged by the event from the customers who have proper interest in planting trees (Tomczak, Reinecke & Kuss, 2018).
There are different inclusion of the licences and permits which is required to be adopted by the festival which will be helpful in improving the growth of the festival. There will be hiring of the different employees who have high skills and knowledge regarding conducting such festivals as this will assist in including the fees and the salary for the post-event marketing activities appropriately.
With the usage of the detailed survey on the youths who are the target customers, The Planting Festival can choose print publications and social media websites, radio, print media and television advertising which will be assisting in conducting their campaigns which can be done by them before the event and this will be continuing towards the maximisation of the benefit which will be received by them from conducting the event successfully.
Promotion of the events at the business locations wherein they can ask the vendors and suppliers to do the same which will gain more popularity, and they can become more popular across different regions in the Australian economy as well. The concept of the Orchid Project can be considered which will improve the soil structure and this will be working towards the prevention of deforestation (David, David & David, 2017).
The place is the other essential component which is required to be considered by the Plantation Festival as this will help in maximising the attendance. The pre and post-event-related activities are required to be adopted by the plantation festival as to maximizing the attendance, and the program can be successful (Bahadir, Bharadwaj & Srivastava,2015). The Planting Festival is conducted in various regions, and they can expand their operations in the other areas as well which can improve their growth and the participation among the individuals will increase in the future.
The place is the unique approach as the site plays a vital role in managing the target audience in the area appropriately. There can cause different events such as camping and other Folk Festival, and there can be the inclusion of internship which will be helpful for the overall success of the Plantation Festival appropriately and gain the competitive advantage in the market of Australia as well.
|
Steps |
Contents |
Person Responsible |
Time Frame |
|
1. |
Identification of Purpose- Fundraising, Recognition and Cultivation |
Marketing Manager and Associates |
1 Month |
|
2. |
Selecting the type of event and theme |
Event Manager |
2 Months |
|
3. |
Identification of target audience in the market and recruitment of the volunteer leaders |
Human Resource Manager and Marketing Manager |
2.5 Months |
|
4. |
Identification of location and check availability |
Event Manager |
3 Months |
|
5. |
Marketing of the Event |
Marketing and Event Manager |
4 Months |
|
6. |
Control and Evaluation |
Marketing Manager |
1 Month |
|
Year 1 |
||||
|
Sr. No |
Particular |
Quantity |
Rate |
Total |
|
1 |
Radio advertising (30 seconds and 60 seconds) (6pm to 6am) |
400 ads |
130/190 |
640 |
|
2 |
Television Advertising |
150 ads |
1500 |
1500 |
|
3 |
Social Media advertising |
150 ads |
50/ad |
7500 |
|
4 |
Print Media Advertising |
2000 |
$18 for 100 |
360 |
|
Total |
$10000 |
|||
|
Year 2 |
||||
|
Sr. No |
Particular |
Quantity |
Rate |
Total |
|
1 |
Radio advertising (30 seconds and 60 seconds) (6pm to 6am) |
400 ads |
140/210 |
700 |
|
2 |
Television Advertising |
100 ads |
1000 |
1000 |
|
3 |
Social Media advertising |
66 |
50/ad |
3300 |
|
4 |
Print Media Advertising |
|||
|
Year 3 |
||||
|
Sr. No |
Particular |
Quantity |
Rate |
Total |
|
1 |
Radio advertising (30 seconds and 60 seconds) (6pm to 6am) |
400 ads |
140/210 |
700 |
|
2 |
Television Advertising |
100 ads |
800 |
800 |
|
3 |
Social Media advertising |
57 |
60/ad |
3400 |
|
4 |
Print Media Advertising |
100 |
100$ for 100 |
100 |
From the given marketing budget, it can be rightfully stated that for the particular planting event, the mediums of the Radio, Social media, Television and print media will be chosen for the marketing activities. The particular activities have been chosen as they are highly popular in nature and tend to attract the target audience easily.
The particular budget has been formed in a structured manner with respect to which it can be stated that, the rates of the activities along with their respective quantities have been stated along with the total for the three years. The designated marketing budget for the Year 1 was $10000 and hence, the quantity of the mediums has changed accordingly which is then followed by the budget for the Year 2 and 3 whereby the budget has been decided at $5000 each.
Controls
Contingency Planning
Risks and Difficulties
Conclusion
Therefore, this can be concluded that marketing strategies helped in providing the Festival of Planting an edge over the other competitors who are present in the competitive business environment of Australia. The plan assists in developing goods and services with the actual potential of designing and making the optimum utilization of the different resources to provide correct sales message to the target market.
With the internal analysis, the value chain analysis was conducted which showed that the primary and secondary activities of the company play a vital role in managing the different operations successfully. Furthermore, there is hugely political and economic stability in the Australian environment which have helped the festival is becoming popular among the various visitors.
Additionally, the Orchid Project is the main aim of the festival wherein the orchids are required to grow which will improve the sustainability practices in the environment efficiently. From the market budget, it has been identified that there is certain level of the costs of advertisements and this has been ensured by The Festival to improve their status in the next few years appropriately.
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