DreamWorld Analysis Report
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This course focuses on assessing student’s written communication (for Assurance of Learning purposes for the Program) and therefore the markers will pay particular attention to the writing style and clarity and the student’s ability to express ideas in a clear, compelling and insightful manner in the report.
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.
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. In particular, Dreamworld management are seeking your analysis and recommendations of the four main attraction areas in the park. You can choose from:
ABC Kids World
Remember to select only one area on the list above for this report.
IMPORTANT!!!! You should justify your analysis and recommendations using academic resources, applying the theories and concepts we have covered in the lectures, tutorials and reading material for this course.
There are five parts to this report:
Part A – Introduction and Business Environment 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)
On your visit to Dreamworld, look around the attraction area you have selected at the physical facilities and the atmosphere. Things you should look at include: the exterior appearance, cleanliness, employees, atmosphere and signage. Consider the core, supporting, facilitating and augmented product offerings. Does the physical appearance support the image of Dreamworld or communicate that image to prospective and existing customers? Who is the target market this area of the park? How does this guest experience align with the target market? Explain your answer.
Include at least THREE photographic images from your visit to Dreamworld to illustrate your points in your report. Please ensure at least one of the images has you in it and shows you at the park.
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.” 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, select the communication channel and the message source. 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.
You may also wish to cite non-academic sources (such as newspaper articles, industry reports, business websites). There is no minimum or maximum limit on these references.
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