What segmentation criteeria is used by atc?What targeting strategy is used by atc?What is the positioning of atc?What are the need of the target segment? 5G !!!!Case study on STP -... In recent years, Australia has become an increasingly desirableholiday destination for UK travelers due to its diversity as atravel destination, beaches, outback, rainforests, city lifestyleand adventure. This is also the result of cheap flights and thestrength of the £ sterling against the Australian dollar; more than50% of all European arrivals are from the UK. In addition theUK is the third largest source market for visitors to Australiabehind Japan and New Zealand. This influx of visitors fromoverseas has greatly benefited the Australian economy.Market segmentation۱۲:۵۱It is generally recognized that marketers cannot developstrategies that appeal to all buyers in all markets: a broad sweepto catch all does not work. This is because buyers have differentcharacteristics and needs as well as different ways of goingabout buying. Rather than trying to compete within an entiremarket in a broad, unfocused way, organizations have torecognize and identify those market segments that they can bestserve. To do this, they need to understand:. the nature, attributes and appeal of their own product(s)the buying behavior of their customers (length of stay,money to spend on travel).Potential size of their market.They must then develop sophisticated marketing strategies thatare carefully aimed at targeted groups of consumers. There arethree main phases involved in serving a distinct market:Phase 1: SEGMENTATIONPhase 2: TARGETINGPhase 3: POSITIONINGSegmentationATC (Australian Tourist Commission) has maximized theefficiency of its marketing efforts by breaking up the travelmarket into specific market segments, including:independent adventurers aged 25-34 (primary market)young independent travelers (YIT's) aged 18-24(secondary market). Independent adventurers aged 45-65.For the purpose of this study we will focus on the young 5G !!!!۱۲:۵۱Case study on STP -... For the purpose of this study, we will focus on the youngindependent travelers (YIT's).TargetingAn efficient marketing mix targets certain segments and thendevises a specific package for each segment. For example,YIT's are typically single students who make their own travelarrangements. Many are on a 'gap year' and travel either ontheir own or with friends. YIT's see themselves as travelersseeking experiences rather than as tourists seeing sightsopting for low-price products, including hostel accommodation,bus passes, sporting activities, adventure and an immersion inthe "fun" Australian lifestyle and people.PositioningPositioning involves using the marketing mix in a way that takesinto account the thoughts and perceptions of consumers whenplacing the product in a particular segment of the market. In thisinstance, the product is Australia and the market is all travelexperiences and opportunities open to YIT's.Traditionally, they were perceived to have less funds for traveland would book their ground a rangements in Australia. This isbeginning to change, with major tour operator partners in theUnited Kingdom enticing the YIT's to book before they leave.The UK positioning statement for Australia seeks to give theAustralian experience a unique position in a clearly definedmarket. It aims to develop communications and activities thatare consistent with the perception that: 'a holiday in Australiaoffers the LIBERATION of an OPEN OUTDOOR LIFESTYLEand OPTIMISTIC attitude to life. It is a LAND of NATURALWONDERS and UNSPOILT WIDE-OPEN SPACES'.

Question

What segmentation criteeria is used by atc?What targeting strategy is   used by atc?What is the positioning of atc?What are the need of the target segment? 5G !!!!Case study on STP -... >>In recent years, Australia has become an increasingly desirableholiday destination for UK travelers due to its diversity as atravel destination, beaches, outback, rainforests, city lifestyleand adventure. This is also the result of cheap flights and thestrength of the £ sterling against the Australian dollar; more than50% of all European arrivals are from the UK. In addition theUK is the third largest source market for visitors to Australiabehind Japan and New Zealand. This influx of visitors fromoverseas has greatly benefited the Australian economy.Market segmentation۱۲:۵۱It is generally recognized that marketers cannot developstrategies that appeal to all buyers in all markets: a broad sweepto catch all does not work. This is because buyers have differentcharacteristics and needs as well as different ways of goingabout buying. Rather than trying to compete within an entiremarket in a broad, unfocused way, organizations have torecognize and identify those market segments that they can bestserve. To do this, they need to understand:. the nature, attributes and appeal of their own product(s)the buying behavior of their customers (length of stay,money to spend on travel).Potential size of their market.They must then develop sophisticated marketing strategies thatare carefully aimed at targeted groups of consumers. There arethree main phases involved in serving a distinct market:Phase 1: SEGMENTATIONPhase 2: TARGETINGPhase 3: POSITIONINGSegmentationATC (Australian Tourist Commission) has maximized theefficiency of its marketing efforts by breaking up the travelmarket into specific market segments, including:independent adventurers aged 25-34 (primary market)young independent travelers (YIT's) aged 18-24(secondary market). Independent adventurers aged 45-65.For the purpose of this study we will focus on the young 5G !!!!۱۲:۵۱Case study on STP -... >>For the purpose of this study, we will focus on the youngindependent travelers (YIT's).TargetingAn efficient marketing mix targets certain segments and thendevises a specific package for each segment. For example,YIT's are typically single students who make their own travelarrangements. Many are on a 'gap year' and travel either ontheir own or with friends. YIT's see themselves as travelersseeking experiences rather than as tourists seeing sightsopting for low-price products, including hostel accommodation,bus passes, sporting activities, adventure and an immersion inthe &#34;fun&#34; Australian lifestyle and people.PositioningPositioning involves using the marketing mix in a way that takesinto account the thoughts and perceptions of consumers whenplacing the product in a particular segment of the market. In thisinstance, the product is Australia and the market is all travelexperiences and opportunities open to YIT's.Traditionally, they were perceived to have less funds for traveland would book their ground a rangements in Australia. This isbeginning to change, with major tour operator partners in theUnited Kingdom enticing the YIT's to book before they leave.The UK positioning statement for Australia seeks to give theAustralian experience a unique position in a clearly definedmarket. It aims to develop communications and activities thatare consistent with the perception that: 'a holiday in Australiaoffers the LIBERATION of an OPEN OUTDOOR LIFESTYLEand OPTIMISTIC attitude to life. It is a LAND of NATURALWONDERS and UNSPOILT WIDE-OPEN SPACES'.

Accepted Answer

Solution:
a. The ATC has divided up its market using a demographic segmentation strategy. Using…

What segmentation criteeria is used by atc? What targeting strategy is used by atc? What is the positioning of atc? What are the need of the target segment?