Phillip Island Nature Park Marketing - Business Plan Example

The paper “Phillip Island Nature Park Marketing Plan” is a convincing variant of the business plan on marketing. In the year 2013, Phillip Island Nature Parks experienced a 23.7% decline in night visitors when compared to 2012. Also, the average night stay dropped from 3.9 to 3.1. Most of the tourists who visited their main intentions were pleasure and holiday. 88% of the visitors were international tourists. The winter visits were the lowest with 17% of the total visits. It is therefore evident that Phillip Island is losing its overnight tourist services to other competitors having better services.

This occurrence brings about the need for the development of our accommodation services to meet customer demands. This calls for the need of rebranding the Phillip Island Nature Parks to attract more night visitors. Basing on the available materials used for research into the market behavior, we need to come up with an approach of returning Phillip Island Nature Parks to escalation again. This plan will offer the foundation of rallying the employees of the park into realizing growth of 20% during the winter by increasing the number of night visitors at that period.

This strategy will be achieved by increasing advertising aggressively through the use of the internet, social media, print media, and TV/Radio advertisements. This will attract a greater number of international tourists which are our main target. There is a budget of 200,000 Australian dollars to support this strategy. The time frame for the plan is one year with different phases of the plan being implemented at different time limits. At the end of the year, there will be an evaluation of the plan to see whether it has been realized.

Introduction
Tourism is an important economic activity in Australia. Tourism is mainly controlled by Tourism Australia, a government agency under the Federal Ministry of Tourism. There are both domestic and international tourists. Tourism is carried out both on the mainland and islands. Among the major tourist islands is Phillip Island.
Phillip Island Nature Park is sited on this island (see appendix 1). It is owned by the government of Victoria State of Australia. This park was established in 1996.