Business Analysis of Sydney Tower Restaurants Tourism Pty Ltd

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Business Analysis of Sydney Tower Restaurants Tourism Pty Ltd

The purpose of this marketing plan is to outline the situational

analysis, marketing objectives, target markets, market strategies and

how to monitor the marketing plan of Sydney Tower Restaurants Tourism

Pty Ltd.

SITUATIONAL ANALYSIS

SWOT ANALYSIS

One component of a situational analysis is the SWOT analysis, which is

an examination of the strengths, weaknesses, opportunities and threats

of a business.

The following is a SWOT analysis of Sydney Tower Restaurants.

STRENGTHS

* Height - Sydney tower is the tallest building in Sydney, at 300m

* Staff - multi-lingual staff

* Offering a unique dining experience

* Two high quality revolving restaurants

* Menus appealing to domestic/international diners

* Top quality service

* The view (location)

* Sydney Tower Restaurants have several levels that cater for all

the target markets

* Sydney Tower Restaurants are presently an oligopoly, as their only

other main competitor is the Summit

WEAKNESSES

* Lack of space - no way to expand

* Height - people are often scared of heights, which means loss of

potential customers

* Location - the Sydney Tower Restaurants aren't as well known as

the actual building it's situated in, hence, since it's so far up,

the public may not be aware of it

OPPORTUNITIES

* Various promotions on special occasions (eg Valentine's Day,

Mothers Day, etc)

* When the Australian dollar isn't doing well, it's a desirable

exchange rate for tourists

THREATS

* Terrorism is ...

... middle of paper ...

... different areas of sales. Then I would compare what

was expected and what occurred, therefore finding out the strategies

that worked and failed.

· A market share analysis - I would compare one level of Sydney Tower

Restaurants to the Summit Restaurant (whichever level was the most

similar), as they are the main competitor. Firstly, I'd work out

whether or not Sydney Tower Restaurants share of the total market has

increased, and then I'd assess our competitive position.

· A marketing profitability analysis - I'd look at the cost of the

marketing program and the profitability of the products, sales

territories, market segments and sales people, then examine the ratios

of advertising to sales, market research to sales and sales

representatives to sales, so I could work out what was effective in

different periods.

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