The Adventure Water Park has been operational in Geelong, Victoria for many years. The financial records indicate that it has not been a very successful operation. Customer numbers are declining and so is the revenue. The park management is concerned and is investigating ways to turn the business around.
Your group has been employed bythe park management to help them find possible solutions. In particular
management believesthat awareness forthe park among the population needsto be developed and that if more people know of the parkthe number of visitors will increase.
Conduct a market analysis and consider
The current marketing environment
Develop possible
market segments for the park
Develop a set of strategies for targeting, positioning, attracting new customers and building loyalty
consistent with the market segments identified.
Make recommendations to the management