Guide To Writing A Marketing Plan Page 6
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16their travels. The rose garden is a feature and the chance to pause
and enjoy a beautiful garden during their travels is a great attraction,
along with the other sights on offer in the area.
There are no plans to target the international tourist as they are only
small users of B&B style accommodation and Point Vale is off the main
travel route. For families with children, sleeping arrangements are
not suitable.
2.2. Market Information
Based on data from Tourism Victoria, market share of domestic
visitors has increased by 6.2% since 1999 to just on 29.5% share of
the Australian market. The total number of visitor nights for Victoria
is 634,000. As stated earlier this has declined by 4.9% over previous
years. The region of Point Vale has gone against this trend as the
region is a 2-hour drive from Melbourne and the local community
approach to the environment and fine produce has provided a focus
for people coming from Melbourne for a getaway weekend. Numbers
recorded in the region have seen visitors increase by 4.5% year on
year.
The couples market is the major sector of the B&B industry with a
45% share, which is double the next market of friends and relatives.
With the pressure of inner city living continuing to create a need for
convenient short term breaks, locations like Point Vale are ideally
placed to meet this market.
Competition in the area for accommodation is high with three large
caravan parks with cabin style accommodation and six hotels with
both motel and hotel style facilities. There are also eight other B&B’s
within a 50 km radius of <Business Name>. Given the target market
for <Business Name> is likely to use B&B style accommodation these
are the key competitors and the other facilities, while providing
rooms, are generally catering to a different market.
The eight B&B facilities have a total of 24 rooms available between
them. None of the other operations has a garden attraction like
<Business Name> or are as conveniently located to the major
restaurants at Point Vale, which are all within walking distance. This
is a major advantage <Business Name> plan to use in promotion
arrangements.
2.3. Industry Information
While the tourism industry continues to expand B&B accommodation
has been in decline for the past six years. The reasons for this have
been described previously. One area that has impacted is the
increasingly tighter rules applied by various forms of governments
Page 3 of 16 | 28 March 2008
<Business Name> | Marketing Plan
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