Dreamworld’s management team are seeking your advice and recommendations on the customer experience at the theme park and ways to boost their ticket sales.
They would like you to analyse the current marketing situation facing Dreamworld and assess the theme park’s success at delivering a customer experience that supports the image of Dreamworld. They would like your recommendations for improvements to the guest experience and sales tactics. In particular, Dreamworld management are seeking your analysis and recommendations on one of the four main attraction areas in the park. You can choose from:
• Tiger Island
• ABC Kids World
• Dreamworks Experience
Remember to select only one area on the list above for this report.
Students can work together to analyse the attraction during the fieldtrip, however each student must individually prepare and submit their report.
IMPORTANT!!!! You should justify your analysis and recommendations using academic resources, applying the theories and concepts we have covered in the lectures, seminars and reading material for this course.
There are five parts to this report:
• Part A – Introduction and Situation Analysis (approx. 250 words)
Describe the current operating environment of Dreamworld. Briefly discuss major environmental trends, opportunities and challenges facing this business that affect ticket sales.
• Part B – Site Analysis: Delivering on the Dream (approx. 500 words)
State the attraction area (i.e., Corroboree OR Tiger Island OR ABC Kids World OR Dreamworks Experience) that you will focus on in your report. Concentrate your analysis for Parts B, C and D specific to this area.
On your visit to Dreamworld, look around the attraction area you have selected at the physical facilities and the atmosphere. Things you should look at include: the exterior appearance, cleanliness, employees, atmosphere and signage. Consider the core, tangible and extended product offerings (see Figure 5.1 on page 132 of your textbook). Does the physical appearance support the image of Dreamworld or communicate that image to prospective and existing customers? Who is the target market this area of the park? How does this guest experience align with the target market? Explain your answer.
Include at least THREE photographic images from your visit to Dreamworld to illustrate your points in your report. Please ensure at least one of the images has you in it and shows you at the park.
Part C – Sales Promotional Tactic (approx. 500 words)
Having identified a target market for your selected area, recommend the most appropriate sales promotional tool that Dreamworld could use to target that market segment. Your options include:
• Print, outdoor or broadcast advertising sales promotion;
• Online or social media sales promotion;
• Personal selling to generate sales;
• Competition or coupons;
• Point-of-purchase promotion;
• Publicity activity to generate sales;
• A direct marketing campaign.
Remember that advertising says “buy our product”. Sales promotions say “buy it now.” What is your call to action? That is, what do you want consumers to do as a result of receiving your communication.
Select one (only) of these tactics.
Explain how Dreamworld’s sales team could use that tactic to sell the Dreamworld experience and, in particular, your selected attraction, to the target market you identified in Section B.
Determine a communication objective, design the message content and format, select the communication channel and the message source (see pages 220-226 of your textbook). Explain how you could evaluate the results, that is, the sales effect.
• Part D –Recommendations (approx. 100 words)
In dot point format, provide three recommendations to management on aspects of the guest experience, sales and marketing that could be improved.
• Part E – References (approx. 150 words, references are included in the word count).
Provide a minimum of five (5) academic references within your report. Academic references in academic journal articles, research books and textbooks.
You may also wish to cite non-academic sources (such as newspaper articles, industry reports, business websites). There is no minimum or maximum limit on these references.
HOW TO CITE THE DREAMWORLD PRESENTATIONS IN YOUR REPORT:
Direct quote citation example:
A. Mucci (personal communication, April 26, 2018) said, “One of the key target markets for Dreamworld are tweens, that is children aged 10 to 12 years.”
In-text citation example:
One of the key target markets for Dreamworld at tweens, that is, children aged 10 to 12 years (A. Mucci, personal communication, April 26, 2018).
These references do not appear in the reference list. Please only cite them in the text.
If you have any further questions, please ask your tutor.
2222THS – Hotel Distribution and Sales (T1, 2018)
WRITTEN ASSIGNMENT – DREAMWORLD ANALYSIS REPORT
Weight: This assessment item is worth 35% of your final grade for this course.
Length: Maximum 1,500 words +/- 10% (including figures, tables and references). See further guidance and details below. No appendix permitted and no Table of Content required.
Presentation: 12-point font Arial or Times New Roman. 1.5 line spacing.
Submission: Submit via SafeAssign on the course website. Please check your draft written report for originality prior to submitting a final version. Due date: 5pm 8 May, 2018.
Grading: The report will be marked out of 35 and in accordance to the marking criteria available on the course website.
This course focuses on assessing your written communication (for Assurance of Learning purposes for the Program) and therefore the markers will pay particular attention to the writing style and clarity and your ability to express ideas in a clear, compelling and insightful manner in the report.
FIELD TRIP DETAILS:
A field trip to Dreamworld will be conducted on Thursday 26th April in Week 7. You will visit the theme park and Dreamworld staff will give a presentation on marketing and operations at the theme park.
IMPORTANT: You must pay for your Dreamworld ticket and return your medical form to your tutor by 5pm on Friday 23th March (Week 4) to access the discounted field trip ticket price. The ticket is valid for one week. If you are unwell or absent on the day of the field trip, then you can use your ticket to enter the park and conduct your analysis on another day within the ticket validity. Please notify your tutor if you are absent or unable to attend this field trip.
If you don’t make payment by the 23rd March 2018, you will have to purchase your ticket directly from Dreamworld but you can still attend the excursion on the same day as the class. In these circumstances, please notify your tutor so we can include you in the seat allocation for the presentation and return a medical form.
Further details about this field trip will be provided in class and on the course website.