Develop Organisational Marketing Objectives - Assessment 2

a) Describe its corporate structure

Ans: The corporate structure of the TQ comprises an event committee, adult and remuneration committee, internal audit, risk management, and external scrutiny. These all consist of the corporate structure to look after the working of the organization.

b) Describe its purpose, mission, and values; explain how the values influence its market approach

Ans: The purpose of the TQ is to emancipate and organize tourism in such a way that it helps in the development of all the sectors it has in its working. The development of a career in the working department, the maintaining of the class in providing services, and making sure to abide by the rules of the governance policies. The values it has on the market are positive and it has been gaining attraction by the population in providing class services and making tourism go well with full security.

c) Describe TQ’s vision

Ans: The main vision of TQ is to make a class approach towards tourism and make support to create careers in the company. It has also approached to make tourism go beyond experiences and make tourism sites with unique experiences for the customer. It has also been in collaboration with many countries for providing better facilities in tourism (Annual Report, 2011).

d) Summarise TQ’s target markets and its approach to marketing

Ans: The approach to marketing by TQ is working in partnership with teammates and always acting good for the whole company. It has a vision for embracing new trends and working for thriving with competition and providing flexible, adaptive, and proactive. The organization has been creative, innovative, and solution-driven. The target market is the Australian population who is into all kinds of tourism including adventure tourism and normal ones.

e) Describe the key drivers of its key strategic tourism goal for marketing and promotion

Ans: The marketing and promotion of the TQ consist of webinars, digital promotions, and online marketing that includes images on the websites. Digital marketing consists of putting up signs to attract customers. The roads are filled with banners that would help in gaining attraction. The online portals are also used in gaining attraction. The online portals have images and video galleries to put an impact on the advertisement (Annual Report, 2011).

f) Analyse performance measures and explain their effectiveness in evaluating TQ’s marketing performance in your own understanding

Ans: The marketing strategies are quite effective as the company uses all sorts of marketing platforms including online and offline spaces. The websites of the organization contain many images and visuals that are connected with the promotion of tourism in the country. The organization also uses banners and advertisements in order to promote tourism across the country. The overall understanding that is assumed is the strategies are well used and marketed in order to increase the incoming of tourists (Okumus et al., 2019).

g) Summarise key strategies and provide your own view on their effectiveness

Ans: The key strategies used are quite effective as it has attracted a lot of tourists and has been doing that for the last few years. The online portal would be an important place to view the evaluation and progress of the strategies that would be implemented. The feedback can be assessed and can prove at what level it has been effective. The team leaders of the group can effectively assess and evaluate the progress.

h) Identify key factors impacting the direction and performance of TQ’s strategic plan

Ans: The key factors that direct the performance is the involvement of the stakeholders at all levels. The performance can be evaluated on the basis of the success of the steps taken in marketing and the feedback received throughout providing the services to the customer (Okumus et al., 2019).

i) Describe critical success factors for TQ and note any areas of improvement in your opinion

Ans: The success factor of TQ is the service they provide in dealing with tourism. They have been providing successful service to domestic traveling with the inclusion of the accommodation and other tourist facilities such as international arrivals. The area of improvement that can be watched is making the use of international services properly for the people who are into traveling internationally. The international visitors must be taken care of properly and the promotional activities for them must be done properly so that they can avail of the services (About Us, 2019).

j) Using the 2011 Annual report (available on TQ website), calculate Return on Assets (ROA), and percentage of marketing expenses over overall expenditures; Explain what the ration result means

Ans: The expenditure as stated in the 2011 annual report is calculated to be around $79.98 million. The return of the asset was $18.12 million and total liabilities were $14.86 million (Annual Report, 2011).

The ration result is actually analyzing the number of tourist increases in a particular season or area according to the requirement or as the result of new innovation in the tourism market.

k) Research and provide a brief (maximum 2 pages) environmental analysis of the tourism sector in Australia and potential challenges faced by TQ

Ans: Tourism in Australia does probe many environmental risks and the analysis thus becomes important. The challenges faced by the TQ is maintaining cleanliness while providing trips to the reefs and beaches. The use of technological things must be kept under check so that it does not harm the environment.

As stated by Summers et al., (2019), Australia has been facing a lot of problems in relation to tourism. There have been instances of terrorism, pandemic, natural disasters, and a few others. The health of the tourism industry is entwined with issues such as changing natural environment, a looming global water crisis, potentially pandemic diseases, new transport technologies, and the sciences that drive advances in metal technologies, fuel efficiencies, and engine technologies. Therefore there have to be strategies that need to be set in order to make tourism better with the involvement of the environment without harming it. Tourism education is very important for people working in this field. The environment analysis is very important. The steps must be taken in order to make improvements in terms of not disturbing the environment. The health concerns related to tourism must be taken care of. There are several locations that require care while traveling. The tour and travel companies must make proper arrangements in order to make the health of the tourist better and while doing that it must be made sure that there is no chance of harming the environment(Summers et al., 2019).

Develop Organisational Marketing Objectives - Assessment 3

Executive Summary

After going through the previous annual report of the TQ organization, there are many things that must be taken into consideration and must be changed so that it can help in making the strategies effective and useful. The steps taken would be in relation to making changes in increasing the incoming of international tourists. The steps taken would help in making the strategies fixed to reach a target and as a marketing supervisor would help in establishing certain criteria for good and effective marketing.

Summary of your new campaign and its marketing objectives

The new campaign that is to be implemented is the attraction of international tourists in Australia in order to increase the incoming of international tourists. In order to attract tourist attention, there must be changes in online marketing. According to Pabel et al., (2017)Digital marketing is another way to provide all information and updates regarding the changes in tourism and the new places added so that the customers can take a look and initiate their bookings and interest (Pabel et al., 2017).

Background/Context

The background of the business is tourism and providing service to consumers. The previous campaign suggested environmental protection in relation to tourism. This must be done in such a way that tourism flourishes as it is a big currency provider for the country and the maintenance of the environment must also be done. The previous campaign was done in order to make sure that the safety of the environment is kept. The TQ has made the advertisement and banners in such a way that the awareness was made in accordance with the environment protection.

The situational analysis for the business is about the construction of the necessary equipment that would help in providing information about the new destination with new features to the international tourist. The specialty of places such as special sports or special places to visit can be highlighted in order to make situational advertising efficient and foolproof.

For conducting a situation analysis for the business, the marketing department must start on a smaller basis and can be done on a specific portal on the website so that the analysis can be reviewed quickly and if it would be done on a small level at an earlier spot then it would be easier while analyzing (Moyle et al., 2017).

New Marketing opportunities that can be measured are targeting international consumers who are interested in visiting the country. The advertisement can be made attractive so that the website's advertisement can grab attention. The most important thing is making the domain name common so that it can be easily retrieved and search engines would display them easily (Moyle et al., 2017).

  • External factors: the influencing external factors would be making arrangements during the advertisement.
  • Internal Impact: the internal impact can be the mentioning of the specific strategies after the success of the small strategy that was put up for analysis.
  • Costs: the cost can be taken from the finance department and in consultation with the HR and the audit department.
  • Likely Benefits: the steps taken would help in making the tourism organization work at the international level. The hotels and booking must also be improved in order to serve the people.
  • Risks and Contingencies (Risk management strategies): the risk can be financial ones if consumers are not served as said. The other risk can be the loss of the consumers if they are not satisfied with the service provided throughout the holiday.
  • Feasibility for Implementation: the implementation to reduce risk is a must and the organization must work in collaboration with the hotels in providing the top-class services to the consumers as they would further go back to their country and let others know about the service and that would attract more consumers in future.
  • Marketing Goals and Objectives: the goals and objectives are attracting more customers. The feedback itself would help in attracting the consumers and services provided can also help in making the feedback positive and acceptable. This feedback can be added in portals so that the other people can mark it as a review and follow the organization for the holiday.
  • Outline the marketing goals and objectives (short-term and long-term): the marketing goals can be outlining and adding the reviews on the banners or the websites so that the consumers can get the reviews and help in making the view regarding the organization and choosing it over other tourism organizations

Marketing SWOT Analysis

Strength

Weakness

The reviews of the customers are the strength

Any negative comments or indication from the consumers.

Opportunities

Threats

Delivering the class motels and hotels of all rates to cover all types of consumers, use of manpower to the maximum level in order to gain maximum outcome.

Lack in providing services by the hotels and issues of hygiene, fewer numbers of proper marketing administration

Key stakeholders

Roles

Responsibilities

Directors

Finalizing the strategies that have to be implemented and made in use.

Marketing department

Marketing of the strategies to attract consumers.

Audit department

Finalizing the amount required in making certain banners online and offline.

Risk management department

Calculating the potential risk in order to make the strategies work in a proper manner.

Consumers

Cooperating with the organization in collaboration and making all possible changes while cooperating. Trying not to give out fake news about the organization hampering the image of the company.

Key Performance Indicators: the key performance indicators for analyzing the marketing strategies is the review that would help in making the marketing successful. The main marketing strategy that would be looked upon is international marketing at a global level. The other things that must be looked at are increasing the sales of the company by providing attractive deals in order to make the sales and marketing proper and attractive. Retaining the new information and getting them useful in order to make the strategies effective (Moyle et al., 2017).

Legal and Ethical Considerations: while making arrangements in the tourism industry many legal and ethical issues are taken into account such as:

  • Taking care of fake marketing tactics that would make reputation bad and would provide a negative impact on the brand.
  • There are green issues and ethics that are related to environmental challenges and keeping tourism according to that. The tourist must not disturb or disrupt the environment for providing fun to its customers.
  • The legal issue is keeping confidentiality regarding the customers and their bookings. The other legal issue is maintaining and respecting the privacy of the couples who opt for tourism for spending time with each other (Okumus et al., 2019).

References for Strategic Management for Hospitality and Tourism

About Us. (2019). Teq.Queensland.Com. https://teq.queensland.com/about-teq-new/our-organisation/about-us

Annual Report. (2011). https://teq.queensland.com/~/media/BB1DB7E02A6C48AAB54074BD040C2916.ashx

Moyle, C. J., Moyle, B. D., Chai, A., Hales, R., Banhalmi-Zakar, Z., & Bec, A. (2017). Have Australia’s tourism strategies incorporated climate change? Journal of Sustainable Tourism, 26(5), 703–721. https://doi.org/10.1080/09669582.2017.1387121

‌Okumus, F., Altinay, L., Chathoth, P., & Koseoglu, M. A. (2019). Strategic Management for Hospitality and Tourism. In Google Books. Routledge. https://books.google.co.in/books?hl=en&lr=&id=nHm6DwAAQBAJ&oi=fnd&pg=PT17&dq=legal+and+ethical+issues+in+tourism+industry&ots=IF5bHZC9Ea&sig=_aoM88iPGGxsOckjpoy7M9Nslh0

Pabel, A., Prideaux, B., & Thompson, M. (2017). Tourists’ preferences with Indigenous tourism experiences in the Wet Tropics of Queensland, Australia. Journal of Hospitality and Tourism Management, 31, 142–151. https://doi.org/10.1016/j.jhtm.2016.11.004

‌Summers, J., Cavaye, J., & Woolcock, G. (2019). Enablers and Barriers of Tourism as a Driver of Economic and Social‐cultural Growth in Remote Queensland. Economic Papers: A Journal of Applied Economics and Policy. https://doi.org/10.1111/1759-3441.12246

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