Submarine passenger transportation is one of the most rapidly growing and developing sectors in the hospitality industry. Ocean dream experience company operates submarines vessels traveling from Australia to New Zealand. The submarines offer customers with unique experience, safe and entertaining board services during their travel.
Political
This environment consists of policies and regulations executed by the government to improve the growth in the economy. The Australian government supports new ventures in the tourism and travel industry to boost the tourism sector which is one of the significant government revenue source (Robertson, 2011).
Economic
The economic environment consists of factors such as interest rates, exchange rates, and an inflation rate which affect the tourism industry in Australia. The Australian economy is relatively stable and growing amidst economic woes globally. Therefore, the company submarine travels impact the economy through employment, an increase in tourism revenue and improvement of the government GDP.
Social-cultural
The social-cultural factors such as growth rate, age demography, values, and norms influence the tourism industry in Australia. The target market for the company is young couples above 40 years who loves adventures and thrill. Social class and lifestyles of the target customers make the marketing activities of this company useful. The submarine cruise will address this social characteristic by designing luxurious interior facilities, products and quality services that maximize pleasure for the customers. The company will also address the need for corporate conference rooms aimed at promoting corporate festive, strategy planning, team building, conventions and exhibitions events (Gössling, et al., 2012).
Technology
Technology being a focus of every organization creates opportunities for innovating new products or improving the existing ones as the technology advances. Navigation of submarines cruise requires high technology equipment and facilities such as GPS Navigation, waterproof window, oxygen cylinders, Powerful external lights, spacious cabin, comfortable seats, TV-monitors, and Air-conditioned passenger comfort. The company innovation by adopting new technologies will enable the submarine travels to attract more customers. The safety and adventure of the customer are at the core of this business which is supported by continuous innovation through advancement in technology (Kamthe & Verma, 2013).
Legal
Legal factors such as resorts Anti-trust law, Discrimination law, Copyright, Consumer protection, Employment Law and Health, and safety law affects entrance of the business into foreign waters. The submarines airlines passengers’ passport requirements and international water territory entry restrictions affect the submarine travels (fort, 2015).
Environmental factor such as weather and climate change affect tourism activities. Tourism travel and holiday cruises are often seasonal due to climate changes. This, therefore, affects the submarine cruises in the company due to the customer’s number. Moreover, the conservation of ecological life is a limiting factor in water transport activities. Australian environmental pollution law prohibits dumping of raw sewage directly into the ocean within three nautical miles of shore (fort, 2015).
The target customer market is all individuals actively involved in adventures seeking activities. The different classes of the individual would include corporates members aged above 40 years seeking a serene environment for corporate plans and decision making. The other target group is young couples between 30-40 years seeking maximum pleasure under seawaters. Moreover, the company targets other corporates activities such as Meetings, Incentives, Conventions, and Exhibitions (Wayne D. Hoyer, 2018).
The human resources in the company are qualified individuals with vast experience in submarine activities. The company will adopt human resource development strategies such as training, coaching, career development and team building to equip the employees with the dynamic technological and work environment. Moreover, the selection and recruitment process shall be intensive as a strategy of attracting the best human resources.
Travel and tourism sector is quite competitive. However, the ocean dream experience has no direct competitors in the submarine travel industry except the sea travel luxury boats, ships, canoes. The company will be facing competition for the same customer segment in luxury travel. Service differentiation through innovative ideas will be used to improve the customer’s satisfaction and delight. Moreover, the pricing of our services and products will be fair and competitive to give a competitive advantage to the firm over its customers. The firm will also offer unique services, hospitable and standardized for maximum luxury (Perrone, 2016).
Staffing and resource issues
The company will rely on competent individuals who are charged with the responsibility of ensuring the adequate and smooth functioning of the company activities. The people are incorporated into the various types of marketing are
Marketing consultant- marketing consultant will be responsible for initiating new products and services that meet the growing demands for the customers.
Product manager- product manager will be managing the resources, ensuring the services provided to the customers is economical.
Marketing Communication Manager- marketing communication manager promotes the companies’ activities through advertising and promotion strategies.
|
MARKET SEGMENTS |
SEGMENTATION CRITERIA |
Ocean dream experience TARGET SEGMENTATION |
|
GEOGRAPHIC |
Region Density |
Australia and New Zealand Seawaters |
|
DEMOGRAPHIC |
Age Gender Businesses |
Corporate individuals above 40years Young couples 30-40 years Corporate businesses Tourism agencies |
|
SOCIO-ECONOMIC |
Income Occupation |
High-income individuals Working class Business segments |
|
BEHAVIORAL |
Degree of loyalty Benefits sought User status |
Luxurious lifestyle Enjoyment Regular users |
|
PSYCHOGRAPHIC |
Social class lifestyle |
working, middle and top classes activities, interests, and opinions |
Target Market Profile
Consumer insights and target market profile
The target consumers of the services and products of ocean dream experience are corporate individuals, young couples and other luxury group of people. Therefore, the consumer’s target audience are of high social class, high income, and luxurious lifestyle. This will necessitate high quality services, luxury and services comfort attributes (Gordon Foxall, 2008).
Positioning Strategy
The product brand under promotion is the ocean dream experience. The services the company is promoting is safe submarine travel leisure and adventure activities through Australia to New Zealand.
The company competes with other major cruise companies offering travel and tourism services. Therefore, our company positioning will be an adventurous company with high luxury facilities, safe and unique customer satisfactory services (Robertson, 2011).
Conclusion
The marketing plan for Ocean dream experience will enable the company to be the most competitive underwater carriage company, especially for adventure and luxury. The various marketing strategies and considerations identified will enable the marketing team to improve their service delivery as well as enhancing customer delight.
References
fort, f., 2015. Royal Caribbean Cruises Ltd. PESTEL & Environment Analysis. [Online] Available at: https://fernfortuniversity.com/term-papers/pestel/nyse4/3093-royal-caribbean-cruises-ltd-.php
[Accessed 29 9 2018].
Gordon Foxall, R. E. G. S. B., 2008. Consumer Psychology for Marketing. 2nd ed. USA: Pearson Education.
Gössling, S. et al., 2012. Consumer behaviour and demand response of tourists to climate change.. Annals of Tourism Research, 39(1), pp. 36-58.
Juska, J. J., 2017. Integrated Marketing Communication: Advertising and Promotion in a Digital World. s.l.:Routledge.
Kamthe, M. & Verma, D. S., 2013. Product Life Cycle And Marketing Management Strategies. International journal of engineering research and technology.
Perrone, H., 2016. Consumers’ quality choices during demand peaks. International Journal of Industrial Organization, Volume 44, pp. 154-162.
Robertson, 2011. principles of marketing. 4th ed. chicago: prentice hall.
Wayne D. Hoyer, D. J. M. R. P., 2018. Consumer behaviour 7th Edition. Australia: Cengage learning.
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