Melbourne Aquarium

7516 Words31 Pages
Melbourne Aquarium Strategic Marketing Plan For: Expansion of Membership Program & Lunch and tour deal for Interstate students January 01 / 2009 - December 31/ 2011 Prepared by Adzrai Zainal Claire Scott Leonardo E. Jimenez Wilches Date: 13 May 2008 Executive summary Leo to complete Table of Contents TABLE OF CONTENTS 3 1 INTRODUCTION 5 2 SITUATION ANALYSIS 6 2.1 BUSINESS DEFINITION AND SCOPE 6 2.2 MACRO ENVIRONMENT ANALYSIS 7 2.2.1 Demographic Factors 7 2.2.2 Economic Factors 8 2.2.3 Natural Factors 8 2.2.4 Technical Factors 8 2.2.5 Political Factors 8 2.2.6 Cultural Factors 8 2.3 INDUSTRY ENVIRONMENT 9 2.3.1 Market Review 9 2.3.2 Forecasting Future Conditions 9…show more content…
ool programmes to take children to such exhibits as the ones at the Aquarium, regardless of cost 3- 5 Raising ethnic population may not be too interested in sustaining Australia’s marine life 1- 5 Increase in single parent households makes it more difficult to afford and the time to take children to the Aquarium 3 - 5 2.2.2 Economic Factors OPPORTUNITIES RATING THREATS RATING Government grants and tourism award bonuses 1 - 5 Rising Fuel costs 5 - 5 Donations and fund raising 2 - 5 Rising Public Transport Costs 5 - 5 Rising Interest Rates means less disposable income 5 - 5 2.2.3 Natural Factors OPPORTUNITIES RATING THREATS RATING Establishing breeding programs for endangered marine species 2 - 5 Water shortages and restrictions 5 - 5 Working with organisations such as Marine Conservation Society to build awareness of marine sustainability 4 - 5 adf 2.2.4 Technical Factors OPPORTUNITIES RATING THREATS RATING Improvements to interactive technology 4 - 5 New developments which allow competitors to set up aquariums at a low cost 0 - 5 2.2.5 Political Factors OPPORTUNITIES RATING THREATS RATING Government Regulations allowing certain marine wildlife 1/5 Water Restrictions 4/5 2.2.6 Cultural Factors OPPORTUNITIES RATING THREATS RATING Increase awareness of marine sustainability 5 - 5 Pressure groups against the cruelty of animals 1 - 5 The Melbourne Aquarium becoming a world leader in marine conservation and putting Melbourne of the
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