Australia Essay Research Paper AustraliaExecutive SummaryThere are — страница 4

  • Просмотров 358
  • Скачиваний 9
  • Размер файла 24
    Кб

purchasing power. Geographically, our focus is on the Australian states, New Zealand, Tahiti, New Caledonia and Fiji. The following demographics will highlight the targeted areas beginning with the Australian states: + NEW SOUTH WALES — SYDNEY & CANBERRA - Tourism: 1,237,900 per year or seasonally and is expected to increase by 60% for the 2000 summer Olympic games. - Teenagers/Young Adults: 26,000. - Parents and Children: 6,066,000 with a population growth rate of about .07% per year. + VICTORIA — MELBOURNE - Tourism: 728,200 per year or seasonally. - Overall population: 2,676,000. + NORTHERN TERRITORY- DARWIN & AYERS ROCK - Tourism: 146,650 per year or seasonally. - Overall Population: 892,150. + SOUTH AUSTRALIA — ADELAIDE - Tourism: 182,050 per year or

seasonally. - Overall Population: 1,427,460. + WESTERN AUSTRALIA — PERTH - Tourism: 364,100 per year or seasonally. - Overall Population: 1,695,113. + QUEENSLAND — BRISBANE, CAIRNS & GREAT BARRIER REEF REGION - Tourism: 1,092,300 per year or seasonally. - Overall Population: 3,033,361. + TASMANIA — HOBART - Tourism: 36,500 per year or seasonally. - Overall Population: 2,027,200. NOTE: Overall population of Australia is approximately 18,000,000 with a growth rate of 1.1% per year. The following demographics are for the countries that border Australia in the Oceanic Region: + NEW ZEALAND — NORTH ISLAND — Auckland - Tourism: 546,000 per year or seasonally. - Overall Population: 1,540,000. + NEW ZEALAND — SOUTH ISLAND — Christchurch & Queensland - Tourism:

756,420 per year or seasonally. - Overall Population: 1,630,000. + TAHITI - Tourism: 150,000 per year or seasonally. - Overall Population: 213,000. + NEW CALEDONIA - Tourism: 81,000 per year or seasonally. - Overall Population: 179,000. + FIJI - Tourism: 288,000 per year or seasonally. - Overall Population: 588,068. NOTE: Tahiti and New Caledonia are overseas territories of France. Although these are target markets, secondary data for these areas are limited. Primary data will be collected after the initial market distribution, subsequent to the roll out in this area. Direct Marketing (advertising) Australia’s direct marketing industry is at the early stages of development when compared to the United States but due to economic levels of income and the infrastructure of the

country this market is highly accessible and affective. Australian citizens long to be “Americanized” which in terms of television advertising and technological advancement, is a viable means that puts this form of market at our fingertips. The adaptation of pay television also allows for the consumer to shop at their convenience. Direct Marketing (promotions) Trade centers and shows are important, along with mass media ideas ranging from newspapers to television advertisements. Our foremost research enables us to believe that the Olympics in the year 2000 is the ultimate marketing entry gain. By utilizing this direct market approach there are several promotional and advertising methods, not the least of which, that F.H. Faulding is an Olympic sponsor for the Sydney 2000

games. If we choose an Olympic team or spokesperson, we can market/advertise through actual team/athlete T-shirts, hats, etc. This would yield global advertising and public relations that could be a valuable option as the games approach. Along with our product name and unique features, we have contracted with Ken Done (a world renowned painter, based in Sydney) to design our packaging and create other promotional materials as well (e.g., beach bags, towels, etc.). Market plan range/rollout Sun Cosmetics anticipates completion of all contracts and legalities by mid-1997 and will then begin product distribution in late 1997, by introducing our product line in Sydney, the highest populated area and one of the largest tourist stops. After advertising and promotion have gained the

attention and recognition of the home market, we will get directly involved with the Olympic sponsorship. Promotional items such as free samples, will be distributed in advance, to gain brand recognition. In 1998 we plan to move into Melbourne, Brisbaine, the Great Barrier Reef region and New Zealand’s South Island. Towards the end of 1988, we will gear up for our entrance into Perth, New Zealand’s North Island and Tasmania in 1999. The final oceanic regional move will be in the year 2000 when we will complete our market rollout by entering Fiji, New Caledonia and Tahiti. (This will allow us the time to conduct the necessary primary research on these outlying countries/territories whose secondary data was limited.) During the summer of the year 2000, we will initiate our