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Kurrawa Underwater Discovery Centre Essay

3052 words - 13 pages

Kurrawa Underwater Discovery Centre

Author: Alicia Gill
Student Number: 0079400T
Subject: TOU 201 Tourist Experiences
Lecturer: Allison Knight
Date: 25/08/2014


Kurrawa Underwater Discovery Centre

Author: Alicia Gill
Student Number: 0079400T
Subject: TOU 201 Tourist Experiences
Lecturer: Allison Knight
Date: 25/08/2014


Table of contents
1. Introduction 2
2. The Business Idea 2
3. ...view middle of the document...

2. The Business Idea
The Kurrawa Underwater Discovery Centre is located on the Gold Coast. Guests are able to experience the magnificent and diverse environments of the world’s oceans. The Underwater Discovery Centre offers a collection of aquatic animals from all over the world. Guests will be taken on an underwater adventure. Each area is specifically designed to represent the natural occurring surroundings of the animals delivering a total experience to the guests of our stunning, precious and incredible marine environment. Through exhibits, displays and viewing tunnels guests can experience incredible aquatic animals that call the deep blue their home.
Through exhibits, displays and interactive experiences such as the Interactive Rock Pool, a Marine Educational Lecture Theatre and Reef Dives the Underwater Discovery Centre aims to provide entertainment and education for all who visit.
Considering the following statements presented by MarineBio (Marine Bio Conservation Society, 2014), a marine conservation society
* The ocean is one of the least understood habitats.
* Our ocean covers 72% of the Earth’s surface
* Oceans are actually one great interconnected system, oceanographers often speak of a single world ocean
* The presence of large amounts of liquid water makes our Planet unique
* The ocean covers most of the globe and plays a crucial role in regulating our climate and atmosphere
* Without water, life itself would be impossible
* Life in the ocean greatly effects life on land yet we know very little about the ocean
* At least 80% is yet to be explored
The underwater discovery centre’s mission is to present scientific studies of the ocean to the guests in a way that is educational, comprehensible and entertaining.
3. Target Markets
According to the Principles of Marketing (Kotler & Armstrong, 2008) target marketing can help sellers find their marketing opportunities more efficiently and develop the right product for each target market.
Kotler and Armstrong (Kotler & Armstrong, 2008) also advise that instead of scattering their marketing efforts (the shotgun approach) they can focus on the buyers who have greater purchasing interest (the rifle approach)
The main target market for the Discovery Centre is families. Accordingly this market must be broken down further into local, interstate and international markets as these will require different marketing techniques to produce customer satisfaction.
This market was chosen as a public aquarium will be the first time for some and only time for others that they will be able to view marine life. As the next generations can positively influence the world and parents are the prime influencing force on their children this market was also chosen as both adults and children will be able to learn and pass on to others the importance of the oceanic environment.
3.1. Market Needs
Family markets require special consideration...

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