This report aims to understand the market condition of Sea World and to find out the services offered by it in Australia. It discusses about segmenting, targeting, and positioning of the company. It also covers marketing strategies undertaken by the company to satisfy its customers and attract them more towards the restaurant. At last, it tells about the communication skills of employees and information flow within the park.
Sea World also known as Sea World Adventure Park is one of the world's most famous tourist attractions in Australia and located in the Gold Coast, Queensland. Every year around five million guests visit this theme park where it provides its service through various attractions like animal exhibition which includes famous killer whales, intelligent dolphins, sea lions, polar bears, and many more. The park also provides spectacular thrill rides. The park was opened on 30th October 1971 and is currently owned by Village Roadshow Theme parks. The first Sea World Park was opened in 1964 in San Diego (Scollen and Mason 2020).Apart from this, the park also promotes conservation through education. It also rescues orphaned, injured or sick wildlife and rehabilitates them. Sea World is a theme park division of Village Roadshow and is commercially linked with Wet’n’Wild Gold Coast, Movie World, and Warner Bros (Village Roadshow Theme Parks 2019). The aim of the report is to discuss the segmentation, targeting, and positioning of Sea World, Gold Coast along with its servicing and marketing strategies. The report will also discuss the information literacy and communication skills of the employees working in the Sea World theme park located at Gold Coast.
As the park is world-famous for its activities it provides various services that a customer may require. Providing separate parent’s rooms to feed their child, providing first aid at the nearest place to the customer, everything is provided. Moreover, services like car parking, toilets, disability services, electronic lockers, food services, wheelchair hiring services, first aid, and many more. Since the tourist visits there from a different place, the staff of the park takes proper care of the cleanliness and value of its customers. They ensure that the customer enjoys and remembers there a time that they had spent in that park (Village Roadshow Theme Parks 2019). All the employees of the Park have a positive attitude towards the customers and they try to provide an exceptional service to them so that it becomes an everlasting memory for them. It provides one of the finest places to work for employees. Moreover, the park provides rides and attractions that include storm coaster, nickelodeon land, castaway bay, the reef, jet rescue, and sea world monorail system. Besides this, it also has various shows and marine attractions like paw patrol on holiday, affinity, jet stunt extreme, and many more. Sea World provides unique services and offering to their customers which differentiates it from other theme parks and oceanarium(Scollen and Mason 2020).
It is one of the most used marketing models to create a marketing plan by segmenting, targeting, and positioning customers.
Segmentation offers different ways to divide the customers according to their demographics, geography, lifestyle belief, behavior, and psychology. Sea World is the world-famous theme park that does not have any particular segmentation as people from all age groups can visit there and can have fun. Moreover, the tourist visits Sea World located at Gold Coast, Queensland Australia from all around the world. Adults and Childers are more attracted to it as they like adventurous and fascinating things and activities(Javanaud, Sanghani and Young 2018). It also provides a good ambiance for the customers to eat and enjoy together with friends and family.
The target customer of the park is geared towards the children as the park has a number of shows and attractions that attract children towards it. Sea World located at Gold Coast is attracts customers that include all age members. The park has a variety of adventure that suites children’s as well as adults such as dolphin show, rides like pirate boats, drop chair and the flute ride (Scott,Gardiner and Dedekorkut 2016). The park is designed in such a way that it can target all age groups of customers from children to adults. Moreover, they also have shows where older people can enjoy. Having such a vast targeted group of customers, the park had achieved a position where people of every age group can enjoy. It provides a fun-filled place for children to enjoy and play and have fulfilled meals (Waller and Iluzada 2020).
The management team of the park has different positioning strategies for different customers but it many focuses on the families. They have carried out various campaigns to attract families. The CEO of Destination Gold Coast says that there is no better destination than the Gold Coast for a family holiday, which brings a great opportunity for the sea world to earn the profit. It is one of the world-famous them park where people of different country visit for spending a good and memorable time with their family. It is a well-known theme park thatattracts customers to spend their holydays (Village Roadshow Theme Parks 2019).
With the advancement of technology, it is important to improve the marketing style by adopting a digital marketing strategy. Marketing strategies used by Gold Coast theme park is good but it can be improved. Through providing offers to customers like awarding them for a revisit, or providing a discount on a revisit, providing discounts on referring friends and families and many more. Gold Coast theme park can advertise through promoting itself through television and organizing events form customers who visit at least twice a year. It will attract a large base of customers as visual and sound advertisement creates a great impact on customer minds (Javanaud, Sanghani and Young 2018). The segmentation strategy used by Gold Coast theme park is good but the target strategy used by it is confusing. The targeting strategies are such that it partially tends towards children’s and partially tends to adventurous adults. It has adventurous sports for both adults and children's but most of them can be used by children as some of them are dangerous. Besides this, the positioning strategies used by the GOLD Coast theme part is tremendous as it focuses on attracting families. Families are large in numbers that visit such kind of parks during holidays, which creates a great opportunity for theSea World to earn the profit. I will recommend that Sea World should also provide offers during the holiday seasons as during that time a large number of tourist visits such place. Providing offers will help customers to plan their visit to Gold Coast Sea World which will add further to better customer satisfaction and reasonable vacation. Besides this, lots of television series were also filled at Sea World which includes Toasted TV, Mako: Island of Secrets, Dolphin Cove, H2O: Just Add Water, and Camp Orange which was the Australian children's programs (Scott,Gardiner and Dedekorkut 2016).
It was found through research that the communication of the management team with its customer is good and appreciable. Customers are treated well at the reception and the management teams ensure that customers should be provided with great services. Besides, all the staff members of the Sea World are trained well so that they can talk effectively with all the other members. The staff understands the importance of stratifying customers and thus train employees to talk in a friendly gesture(Javanaud, Sanghani and Young 2018). The communication between the staff members and the management team is appropriate. Moreover, the engagement of customers with staff members is difficult because the employees were from different countries and it was very difficult for customers from other countries to communicate with them. The language barrier was one of the potential issues faced by the employees even though they were well educated. The information flow in the organization was from higher authority members to the lower ones. For instance, the news of any change in the show comes directly to the manager, and then the manager shares it with the other employees. The management team is well organized and all the members have a professional way of talking to the customers and this is why it can be said that the communication level in the Sea World, Gold Coast is good.
It can be concluded that the Sea World is the world-famous Australia theme park which offers great services to its customers ranging from the parking of cars to providing separate rooms to parents to feed their child. The services offered by the Sea World, Gold Coast ensures customer satisfaction.It has segmented people on a demographic basis and targets them according to their lifestyle. The main targeted customers include children's and adults. A large number of families visits this park every year. The marketing strategies are good but they can be improved as most of the people visits during holydays that’s why they need to provide offers to the customers so that they get attracted to it particularly those who have visited it once. Besides this, the communication level of the employees is good and there is no requirement for improving communication skills. Moreover, the flow of information is also perfect.
Javanaud, K., Sanghani, H. and Young, G.C. 2018. The Future of SeaWorld. Journal of Animal Ethics, 8(2), pp.133-137.
Scollen, R. 2018. Animals and humans on stage: live performances at Sea World on the Gold Coast. Animal Studies Journal, 7(1), pp.248-269.
Scollen, R.J. and Mason, A. 2020. Sea World–Gold Coast, Australia’s discourse of legitimation: signage and live animal shows (2015–2018) as indicators of change in messaging. Journal of Sustainable Tourism, 28(10), pp.1686-1701.
Scott, N., Gardiner, S. and Dedekorkut, A. 2016. Holidaying on the Gold Coast. Off the Plan: The Urbanisation of the Gold Coast, CSIRO, pp.31-44.
Village Roadshow Theme Parks 2019. Sea World. Available at https://seaworld.com.au/resort
Waller, R.L. and Iluzada, C.L. 2020. Blackfish and SeaWorld: A Case Study in the Framing of a Crisis. International Journal of Business Communication, 57(2), pp.227-243.
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