Business Analysis of Sydney Tower Restaurants Tourism Pty Ltd

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Business Analysis of Sydney Tower Restaurants Tourism Pty Ltd

The purpose of this marketing plan is to outline the situational analysis, marketing objectives, target markets, market strategies and how to monitor the marketing plan of Sydney Tower Restaurants Tourism Pty Ltd.

SITUATIONAL ANALYSIS

SWOT ANALYSIS

One component of a situational analysis is the SWOT analysis, which is an examination of the strengths, weaknesses, opportunities and threats of a business.

The following is a SWOT analysis of Sydney Tower Restaurants.

STRENGTHS

* Height - Sydney tower is the tallest building in Sydney, at 300m

* Staff - multi-lingual staff

* Offering a unique dining
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Ø Product Lifecycle

COMPETITOR ANALYSIS

Sydney Tower Restaurants' only valid competitor is The Summit Restaurant, but in comparison, is no real threat.

The Summit Restaurant is also a revolving restaurant, but they have a competitive disadvantage as they are only 165m tall, and only cater for one target market - special occasions.

MARKETING OBJECTIVES

The following are objectives Sydney Tower Restaurants aim to achieve.

Short Term:

* Over the next 6 months, establish a promotional campaign that will encourage local customers to increase their use of our service

* Increase Sydney Tower Restaurants' sales profit in December, by 5% more compared to last December

Long Term:

* Increase product awareness among the target audience by 30% in one year

* Increase market share by 5% in the next year

TARGET MARKET

The target market refers to the group of customers a business focuses on when marketing a particular product or service. Sydney Tower Restaurants have several target markets, specified to each level.

Ø Level 1 (International
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