The Adventure Water Park has been operational in Geelong, fictoria for many years. The financial records indicate that it has not been a
very successful operation. Customer numbers are declining and so isthe revenue. The park management is concerned and is investigating ways
to turn the business around.
Your group has been employed bythe park management to help them find possible solutions. In particular
management believ esthat awareness forthe park among the population needsto be developed and that if more people know ofthe parkthe
number ofvisitors will increase.
Conduct a market analysis and consider
The current marketing environment
Develop possible
market segments forthe park
Develop a set of strategies fortargeting, positioning, attracting new customers and building loyalty
consistent with the market segments identified.
Make recommendationsto the management

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