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BSBMKG621 Develop Organizational Marketing Strategy

BSBMKG621 Develop Organizational Marketing Strategy

Assessment Task 1

Question 1
Premium brands are the system of brands categorized by the leadership of performance in their particular segment and by the product-precise and excellent basic and some additional advantage. Mainly the premium brand is the particular brand that sells and markets its products to the consumers at a higher level price in exchange for the greater quality or the best experience. Premium brands could proclaim higher levels of prices for their services and products than normal brands with the same tangible features and functions. The characteristic ‘higher price’ is the outcome of the peak excellence and performances that premium brands provide consistently (Matthews, et al., 2014).

Question 2
Aim means what the individuals hope to obtain. An objective means the different actions that will be taken by the individuals for obtaining the aim. Aims are the particular statements of determination and intent. They are normally written in terms of board. They particularly set out accurately what the individuals hope for achieving at the end of the specific project. On the other hand, objectives must be particular statements that describe quantifiable results for example what different steps the individual will take for achieving the desired results. While writing the objectives, individuals must utilize positive and strong statements.

Question 3
For various years, Kellogg company has been accurately working for encouraging the population to participate in various physical tasks and activities which is why the organization began working with the swimming association named Amateur Swimming Association (ASA). Around 12 million populations in the UK swim daily. Swimming is comprehensive as it is a kind of activity that entire families could do jointly and also it is a life-long talent. The ASA tries for making sure that every individual has the particular opportunity for enjoying swimming as a key part of a healthy style of life. Then Kellogg emerged as the key sponsor of swimming in the UK. This confirmed that sponsorship of Kellogg reached entire associations of swimming so that all swimmers get the best support (Matthews, et al., 2014).

Question 4
Kellogg utilizes various distinct forms of communication with all its consumers. For instance, it utilizes the cartoon charms of Aimee & Jack for communicating the message that highlights the requirement for getting the right balance. By utilizing Aimee & Jack, Kellogg is capable of advising children and parents about the prominence of exercise. Kellogg utilizes various distinct ways of communicating with all its staff or employees. For instance, Kellogg makes the house magazine which is particularly distributed to each individual who works for Kellogg. This magazine involves some articles on particular issues like getting the accurate balance of exercise and food.

Assessment Task 2
Tourism Queensland is the constitutional body that is relatively under the Act of Statutory Bodies Financial Arrangements 1982 and Act of Financial Accountability 2009. The goal of Tourism Queensland is to be the lead and main creative company in Australia, offering support and assistance to entire operators and growing and preventing jobs for the tourism industry. In this report, I will discuss the structure of corporate, mission, purpose, values and all marketing operations of Tourism Queensland (Hwang and Masud, 2012).
Body of the report
Corporate Structure
The corporate structure of Tourism Queensland includes affairs of corporate & engagement of stakeholders, strategic partnerships, relations with government & ministers, legal, planning & finance, services of information technology, and strategic research & development. It supports the senior board and management of TQ in the conveyance of research, people, strategies, operations and fiscal activities of the organization. It leads the stakeholders and also engagement tasks of the industry. It also provides direction and leadership to communications of corporate and relations of ministers and government activities around entire business areas of Tourism Queensland.
Values, mission, vision and purpose
The values of Tourism Queensland are to lead jointly, to be one particular team, to move for continuous enhancement and to succeed in the modest industry by being adaptable, flexible and proactive (Hwang and Masud, 2012).
The missions of the Tourism Queensland are to:
– contribute to the economy of Queensland
– attract many visitors and tourists to Queensland, engendering overnight expenditure of visitor
– improve the shape of Queensland
– foster the pride of the community in Queensland
The vision of Tourism Queensland is to mainly inspire the world to particularly experience the excellent, best and most famous address in the universe.
The purpose of Tourism Queensland is to achieve social and economic advantages for Queensland by developing the industry of tourism in partnership with Government and industry (Aaker and Moorman, 2017).
The approach of marketing based on values helps Tourism Queensland to gain the trust of its consumers.
Target Market and Marketing Approach
The biggest and greatest target market for Queensland Tourism is the local and native market. In the pandemic of Covid-19, the largest and greatest international source market of Queensland was China mainly followed by the United States, Europe, the United Kingdom, Japan and New Zealand.
Marketing approaches permit the organizations to evaluate which of the resources are accurate and best that helps to reach the audience and customers and then also concentrate on those particular resources for making sure the best rate of interest possible. Several approaches to marketing Tourism Queensland are given below:
1. Understand the customers – The initial thing that Tourism Queensland is required to implement is to mainly understand its ideal audience or clients (Aaker and Moorman, 2017).
2. Optimize their Website – Another approach of Tourism Queensland to marketing is that optimizes its website frequently for improving the experience of users and boosts the rates of conversion.
3. Be social – Another marketing approach of Tourism Queensland is that they select the accurate social platform to promote their company and also set up the strategy for every social media platform.
Key drivers
The main purpose behind the marketing of tourism is to mainly promote the business and make it accurately stand out mainly from competitors, for attracting customers and generating awareness of the brand. Various modern strategies for marketing tourism make utilization of the internet, with many platforms of social media, online advertisements or websites playing the main role (Saunders, 2014).
The key goal of tourism for promotion and marketing includes:
– Prioritize safety and marketing via communication of marketing strategies
– Focus on mainly local areas
– Maximize the concern on leisure
– Focus on the experience of consumers

Performance measures
The range of various performance indicators particularly measures the level mainly to which Tourism Queensland is obtaining its goals and objectives. Measures of service delivery are those particular measures that Tourism Queensland has a high degree of impact over, with the measure of industry outcome reflecting combined efforts across the network of tourism (Saunders, 2014).
Key strategies
Key strategies of Tourism Queensland are given below:
1. They mainly focus on the needs and demands of their customers which helps to be effective by giving a better quality of services and products to the consumers.
2. They have built a website by which consumer gains all the information about the organization. This website helps the customers to get all information related to the company.
3. Tourism Queensland updates its social media platforms page regularly and post many video and blogs on that page to promote its company and attract many new visitors (Gohberg, et al., 2013).
4. They also have given approvals to online bookings.

Key factors
The key factors that impact the performance and direction of the strategic plan of Tourism Queensland are given below:
1. Environment – Any unwanted alterations in the environment like drought, floods high winds etc. impact the performance and direction of the strategic plan.
2. Country’s economy – When the country is undergoing turbulence in the economy and when individuals are facing issues of unemployment then also the performance of the tourism industry is impacted.
3. Cultural or historical importance of place – The place of travel affects the business of tourism in a great context. If the particular place is of great cultural or historical significance then all tourists will be interested to visit that particular place for watching monuments, weapons etc.

Critical Success Factors
The critical factors of success for Tourism Queensland are given below:
1. Leadership – Every tourism industry needs to have the skills of leadership to lead all its employees and tourists and give them a better quality of services (Gohberg, et al., 2013).
2. Networking – Another success factor of Tourism Queensland is that it uses its networking well to promote and advertise the company at an international level to attract many numbers of customers.
3. Branding – Tourism Queensland has effectively used its branding as the approach to marketing to promote its services to a high extent to attract many new visitors.
4. Skills – Tourism Queensland has used many skills including proactive listening, communication, and marketing skills that help to gain information about the demands and preferences of consumers to achieve goals.

Environmental analysis and Potential challenges

In Australia, summer and winter recreation and tourism activities could have some negative impacts due to environments like the crushing of vegetation, the spread and introduction of weeds, and various climate changes (Devezas and Sarygulov, 2017).
Potential challenges faced by Tourism Queensland are given below:
1. Shortage of labour
2. Competition from some other domestic destinations of tourism
3. Individuals prefer to travel abroad for their holidays
4. Weakened supply of mainly international flight services
5. Due to the COVID-19 pandemic, people do not prefer to travel much

By this report, we conclude that Tourism Queensland is emerging as the most popular tourism organization in the whole of Australia. Its marketing approach is very effective as this helps to attract many new consumers which generates large profits for the organization. However, it also faces many potential that adversely impact the performance of the company. But in the end, it has critical success factors that assure the effectiveness of Tourism Queensland (Devezas and Sarygulov, 2017).

Assessment Task 3
Executive Summary
Tourism Queensland is the constitutional body that is relatively under the Act of Statutory Bodies Financial Arrangements 1982 and Act of Financial Accountability 2009. The goal of Tourism Queensland is to be the lead and main creative company in Australia, offering support and assistance to entire operators and growing and preventing jobs for the tourism industry. In this report, I will give an overview of the previous campaign and analyze the situation of tourism in Australia related to marketing. I will discuss the marketing objectives and goals of Tourism Queensland and also do the SWOT analysis of marketing and also discuss the ethical and legal considerations of Tourism Queensland (Aaker and Moorman, 2017).

Tourism Queensland is the constitutional body of the Government of Queensland and the lead marketing of state, tourism destinations and experience development and agency of various events. In main partnership with the state government, regional organizations of tourism, and commercial and industry stakeholders, the main purpose of Tourism Queensland is to nurture innovation, drive the growth of industry and boost the expenditure of visitors.
Summary of the previous campaign
In the previous campaign, we have effectively discussed the structure of corporate of Tourism Queensland. We have discussed the values, mission, and purpose of Tourism Queensland and how the values impact its marketing approach. The vision of Tourism Queensland has also been highlighted. All the source and target markets have also been described. Various key strategies of Tourism Queensland have also been highlighted as it is emerging as one of the effective tourism organizations of Queensland by providing valuable and better quality services to its customers. In the end, we have also discussed the potential constraints faced by Tourism Queensland (Aaker and Moorman, 2017).

Situation Analysis
In this report, we are going to analyze the various new opportunities for marketing including some external aspects that were affected due to the pandemic of COVID-19 and some environmental factors including recent drought, floods and economic crises. All these crises and pandemics have severely impacted the tourism industry in various ways. Many visitors are avoiding travelling because of these natural disasters and due to this tourism industry is facing many challenges leading to a reduction in profits (Burkhead and Miner, 2017).
New Marketing Opportunities

External factors
As there are various constraints to face, many opportunities also exist for strengthening the Queensland economy of visitors through strategic innovation for rebuilding the demand of consumers etc. Tourism Queensland managers its strategic constraints and also optimize opportunities by accurately working in collaboration with RTOs, government, and the Council of Queensland Tourism Industry, taking the balanced and accurate approach of the portfolio to international investments of the market, responding and monitoring to consumer and economic insights for understanding negative and positive impacts on the demands and preferences of customers (Burkhead and Miner, 2017).

Internal Impact
As the various marketing approaches are taken by Tourism Queensland, here is some internal impact that has also been considered by the tourism organization to be effective in its business operations and these are given below:
– collaborate and engage with relevant stakeholders around the network of tourism to efficiently deliver federal and state plans of recovery
– Use analysis, research and insights into international economic implications, trends of market and behaviour of consumers towards the organization for informing decisions (Kotler, et al., 2015).

Various costs included in Tourism Queensland include contributions and grants, income from the corporation, expenses of development and marketing, payments of grants, expenses of employees, and other expenditures which includes training to staff, electricity bills, legal and insurance fees, entertainment etc.

Likely benefits
The benefits of the tourism industry include boosts in the revenue of the particular economy, the industry creates many opportunities for employment for people, it also develops the accurate infrastructure of the particular country, and it also plants the accurate sense of some cultural exchange among citizens and foreigners. From Tourism Queensland, the state makes large profits which help in developing the economy of the state (Kotler, et al., 2015).

Risks and Contingencies

As a section of the strategic structure of risk of Tourism Queensland, TQ plans for the probable risk of substantial irrepressible exterior events like changes in the environment, natural crises etc. entire of which could affect perceptions of consumers and their capability to travel. Some main risks that are faced by the industry of tourism are changes in preferences of consumers, challenges of supply, and different conditions of the economy around all source and target markets, climate changes.
Risk management reinforces the performance and planning framework of TQ, including strategic program, planning delivery and activities of project management. As needed by the Act of Fiscal Accountability 2009 and the Performance and Financial Standard of Management 2019, TQ has a system of risk management which is particularly created to empower effective management and identification of probable risk related to its various activities (Holloway and Humphreys, 2019).

Feasibility for implementation
It includes the understanding of the prospective targeted business markets by Tourism Queensland and the preferences of customers to determine the mix of services and facilities, scale and design of the particular project of tourism of TQ (Holloway and Humphreys, 2019).

Marketing Objectives and Goals
The marketing objectives of Tourism Queensland include:
– To attract domestic and international travelers for travelling within and to Queensland through:
a) Marketing and promotion of Queensland
b) Tourism destination and experience development
– to promote, develop, attract and identify various events and occasions for the state that:
a) Effectively contribute to the economy of Queensland
b) Attract many visitors and tourists to Queensland
c) Improve the profile and shape of Queensland

Marketing SWOT Analysis
Strengths of Tourism Queensland include the heritage of culture, local occasions, safe and secure environment, and growth of the economy.
Weaknesses of Tourism Queensland include fewer skills of management, lack of better quality of services, innovation, higher rate of turnover, and conventional strategies of marketing.
Opportunities of Tourism Queensland include some rare venues for attracting visitors, innovative services or products, and eco-friendly places.
Threats to Tourism Queensland include issues of environment, a pandemic of COVID-19, inadequate finance, a highly competitive market, and restriction of visas (Mallin, 2016).
Key stakeholders
It includes a senior team of executives, CEO, corporate group, internal clients and government.
Key Performance Indicators
The range of various performance indicators particularly measures the level mainly to which Tourism Queensland is obtaining its goals and objectives. Measures of service delivery are those particular measures that Tourism Queensland has a high degree of impact over, with the measure of industry outcome reflecting combined efforts across the network of tourism.
Legal and Ethical Considerations
It includes various acts and these are mentioned below:
1. Public Sector Ethics Act 1994
2. Work Health and Safety Act 2011
3. Human Rights Act 2019
By this report, we have concluded that Tourism Queensland has various new opportunities for marketing that will help to maintain its effectiveness accurately in Queensland and will help it to generate a large number of profits. Tourism Queensland has many marketing objectives and goals that the organization is looking forward to achieving to attract many new tourists and visitors to Queensland (Mallin, 2016).

Assessment Task 4

Question 1
Woolworths is the Chain of grocery stores and supermarkets in Australia and it is owned by the Woolworths Group. It was launched in the year 1924, and today it is the biggest chain of supermarkets in Australia with a share of the market of around 33%. Woolworths focuses on groceries, however, it also sells products of beauty and health, stationery, products of household, and magazines.

Question 2
Woolworths has created some plans for development in which the organization has come up with the plan to open online stores of grocery. These online stores will help the organization take orders online directly. This has a great advantage for the customers as this will help them to make orders from their residence only, it is not time-consuming and this will give them to gain information of the product from their residence only. It is the cheaper way to purchase the product (Bowdich, 2013).

Question 3
The target market of Woolworths includes working middle and upper-class individuals. The organization has placed itself as the outlet that provides services focused on consumers and each probable product at suitable prices. Woolworths provides its clients with high-quality superior products.

Question 4
Operations manager – Good morning, sir!
Manager – Good morning!
Operations manager – I have conducted this meeting to obtain your valuable feedback and approval about the new service that I have conceived for Woolworths Group. Can you please share your thoughts?
Manager – Yes, I have considered your new service and in my opinion, it is very good that Woolworths could launch in their business operations. It can be very effective for our organization. I am approving this service.
Operations manager – Thank you so much sir for giving your approval.
Manager – It is all my pleasure.

Question 5
The marketing objectives of Woolworths include:
a) To increase the satisfaction of customers
b) To provide the best range of services, and products.
c) To give the best quality services
d) To increase margins of profit

Question 6
The gaps are given below:
a) Lack of quality in services and products
b) Expensive products and services
c) Weak strategies of marketing
d) Unavailability of preferred products and services

Question 7
PESTLE Analysis:
Political Factors – It includes legislation like the ban on plastic products and various political aspects that affects the business of the organization.
Economic Factors – It includes increment in competition
Social Factors – It includes changes in trends
Technological Factors – It includes changes and up gradation in technology for new services of online marketing and orders
Legal Factors – It includes regulations and rules made by the government
Environmental factors – Includes sustainability practices (Bowdich, 2013).

Question 8
Factors in the external environment are given below:
1. Behavior of consumers
2. Changes in technology
3. Actions of competitors
4. Dynamics of market

Question 9
It includes:
1. Promotion on various platforms
2. By doing various charity work
3. By offering tastings (Bowdich, 2013).

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Aaker, D.A. and Moorman, C., 2017. Strategic market management. John Wiley & Sons.
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Burkhead, J. and Miner, J., 2017. Public expenditure. Routledge.
Devezas, T. and Sarygulov, A., 2017. Industry 4.0. Basel: Springer.
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Hwang, C.L. and Masud, A.S.M., 2012. Multiple objective decision making—methods and applications: a state-of-the-art survey (Vol. 164). Springer Science & Business Media.
Kotler, P., Burton, S., Deans, K., Brown, L. and Armstrong, G., 2015. Marketing. Pearson Higher Education AU.
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Saunders, A., 2014. Financial institutions management. Macmillan Press.


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