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Word Count: 624
1The segmentation of target market Customers are grouped in various ways Firstly they have oDifferent demographics oDifferent set of needs oDifferent geographies oDifferent price ranges and visitationtime restraints Maximizing visitation is main objection of the marketing plan so markets are segmented Statistics are found through daily surveys of visitors residence occupation etc so accurate demographic statistics are calculated oSydney is the key domestic market 20 in 1998 Secondary domestic market is tourists from regional NSW and interstate oInternational Visitors Classified into categories with 57 holidaymakers 17 visiting friends and relatives 12 business travelers remainder classed as other Key international markets are UK Japan Taiwan Singapore Hong Kong US Korea and Germany China UK NZ are aggressively targeted as there is seen to be the greatest visitation growth potential from these countries September 11 reduced tourist numbers from Americas -135 and Japan -128 but Other Asia and Australia grew 15 each that yearThe Olympic success and low Australian dollar has provided a positive outlook for international tourism to Sydney Target Markets are also grouped in much detail and precisely oSingle Income No Kids SINKS oDouble Income No Kids DINKS oGays oSenior Citizens oA parent taking kids for the day custody of kids oHoliday makers oVisiting friends and relatives VFR oBusiness Travelers oSpouse whose partner is at work functionmeeting holiday oFree and independent traveler FITs 2Strategies Channel Strategy international Below is the process in stages of an international tourist and at which points Sydney Aquarium SAQ plan to reach the customer Customer Overseas Overseas Overseas Inbound Hotel travel agency tour operator airlines ground agency oUsually SAQ would try to reach the customer directly to the customer through major tourist guides such as Lonely Planet and advertising at Sydney airport when tourists arrive oHowever this has been changed
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