Topic: Dreamworld Analysis Report. YOUR TASK: 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. 2|Page 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. Specifically, Dreamworld management are seeking your analysis and recommendations on one of the five main attraction areas in the park. I choose Tiger Island to analyse about! REPORT STRUCTURE: 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 OR White Water World) that you will focus on in your report. Concentrate your analysis for Parts B, C and D specific to this area. On Dreamworld website, look at the attraction area you have selected and search for the physical facilities and the shows and services they offer. You can refer to YouTube, Google images, and other relevant tourism websites such as TripAdvisor to find relevant information. Your analysis in this section needs to include the exterior appearance, cleanliness of the area, facilities in the area, employees and their uniform as for the physical evidence, 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 for this area of the park? How does this guest experience align with the target market? Explain your answer. Include THREE images of your chosen area in this part. 3|Page 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.
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