This marketing plan is designed for Tourism Macedon Ranges in 2016; the marketing plan aims to build the awareness of the Macedon Ranges at the tourism domestic and international markets, in order to attract more visitations to the region. In same time, the marketing plan also aims to enhance the quality and variety of products and services provided by the Macedon Ranges to maximise customers’ satisfaction and travelling experience.. Other incredible sources of information were also used throughout the preparation of this marketing plan, such as Tourism Victoria’s Regional Marketing and Development Plan 2011-2012 of Tourism Victoria and Victoria’s Tourism and Events Industry Strategy 2020 by Victoria Tourism Industry…show more content… • Introduction
. Our main goal to build the awareness of the region amongst potential customers by implementing strategic marketing approaches, which are founded on the current market position of the Macedon Ranges. In the same time, the plan also works on strengthening a wide range of available products and services and promoting these features together with beautiful natural assets to both domestic and international markets. Current situation analysis shows that although the Macedon Ranges possesses tremendous potential, the number of visitors to this area is still low and the reasons of visitation are mainly for visiting family and friends, events, and very small proportion for leisure and holidays. The analysis also reveals that Melbourne plays a key market performer, which constitutes 64% of visitors in total (Fleckney & Ruzzene 2011). Therefore, our marketing plan will employ effective approaches to raise the awareness especially at the domestic market with focus to Melbourne, via advertising and promoting activities. These strategies will help to build the mental availability of the Macedon Ranges at the targeting markets, in order to increase the visitation and to maximize the tourism potential of the Macedon Ranges.
• Vision, mission statement and objectives
Develop and promote the Macedon Ranges as a well-known tourism destination for local, interstates and international visitors in Victoria.
• Mission statement:
Tourism plays a critical role in