Dreamworld Analysis Report

2222HSL – Marketing & Sales for Tourism & Hotels (Semester 1, 2015)

Weight: This assessment item is worth 30% of your final grade for this course.
A field trip to Dreamworld will be conducted in Week 5. Students will visit the theme park and Dreamworld staff will give a presentation on marketing the theme park.
Dreamworld’s management team are seeking your advice and recommendations on the customer experience at the theme park.
They would like you to analyse the current marketing situation facing Dreamworld and assess the theme park’s success at delivering a customer experience that supports the image of Dreamworld. They would like your recommendations for improvements to the guest experience and marketing strategy.
In particular, Dreamworld management are seeking your analysis and recommendations on one of the five main attraction areas in the park. You can choose from:
? Big 9 thrill rides
? Corroboree
? Wiggles World
? Dreamworks experience
? Tiger Island
Remember to select only one area on the list above for this report.
Students can work together to analyse the attraction during the fieldtrip, however each student must individually prepare and submit their report.
There are two parts to this assignment:
? Part A – Introduction and Strategic Analysis (approx. 500 words)
Describe the current operating environment of Dreamworld. Discuss the major environmental trends, opportunities and challenges facing this business.
? Part B – Delivering on the Dream (approx. 1,000 words)
On your visit to Dreamworld, look around the attraction area you have selected at the physical facilities and the atmosphere. Things you should look at include the exterior appearance, cleanliness, employees, atmosphere and signage. Consider the core, supporting, facilitating and augmented product offerings. Does the physical appearance support the image of Dreamworld or communicate to prospective customer and existing customers? Explain your answer. Make three recommendations for improvements.
Include at least THREE photographic images from your visit to Dreamworld to illustrate your points in your report.
Page 2
? Part C – Target Market (approx. 250 words)
Thinking about the attraction area you have selected (e.g., Tiger Island, Wiggles World, etc.), who is the target market for this area of the park? Are there any consumer trends that affect that group? Profile a consumer profile of this group. Refer to the segmentation variables in Table 1 on page 222 of Kotler et al. (2013).
? Part D – Promotional Tactic (approx. 500 words)
Having identified a target audience, recommend the most appropriate promotional tool that Dreamworld could use to target that market segment. Your options include:
? An advertising campaign;
? A sales promotion;
? Personal selling;
? Public relations; or
? A direct marketing campaign.
Select one (only) of these tools in the promotional mix.
Explain how Dreamworld’s marketing team could use that tool to sell the Dreamworld experience and, in particular, your selected attraction, to the target market you identified in Section C.
Determine a communication objective, design the message, select the communication channel and the message source.
Explain how you could measure the success of the campaign.
Refer to pages 388-396 in Kotler et al. (2013) for the “Steps in Developing Effective Communications”.
? Part E – Conclusion and Recommendations (approx. 250 words)
Summarise the key findings from your report, highlighting your key recommendations to management on aspects of the guest experience and marketing that could be improved.
(Remind the reader on the key points of the report and highlight the central issues/findings. No new material or ideas should be introduced in this section).
IMPORTANT!!!! You should justify your recommendations using academic resources, applying the theories and concepts we have covered in the lectures, tutorials and reading material for this course.
Length: Maximum 2,500 words (excluding figures and tables).
References: Use APA reference style. There should be at least 5 academic references and 5 industry references in that list. Remember that a reference is a source that is actually cited within the text.
Presentation: 12-point font Arial or Times New Roman. 1.5 line spacing.
Grading: This assignment will be marked according to the marking criteria available on the course website.