A Feasibility Study of Bussleton Jetty’s

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Table of Contents

Summary
Introduction
Corporate Vision, Mission and Goals
Marketing Segments
Marketing Strategies
Conclusion
References

Summary

Through its iconic Jetty and other unique features, Busselton Jetty Incorporated is one of Western Australia’s most recognized landmarks. The icon is managed by a non-profit association tasked with ensuring that it is sustainable and performs effectively (Busselton Jetty Incorporated, 2022a). The strength of the organization’s vision, as well as its vision statement, are essential to the performance. The association’s vision, for example, is to provide its clients with the most enjoyable marine experience possible. In addition to a strategic mission and vision, the association has effective market segmentation and promotional strategies in place to achieve its objectives. The association is targeting people who share the company’s vision of preserving the Jetty for future generations.

Introduction

Busselton Jetty Incorporated is a well-known Western Australian icon. The Jetty was built in 1865 and is a major tourist attraction in the country and globally (Busselton Jetty Incorporated, 2022a). A non-profit organization oversees the icon’s activities. The organization’s success is linked to its vision and mission. For example, the association’s vision is to provide clients with the best marine experience (Busselton Jetty Incorporated, 2022a). Also, the association has impactful market segmentation and promotion strategies. For example, the firm uses value-based and bundle pricing strategy to attract more visitors.

Corporate Vision, Mission and Goals

The vision statement is “to provide the most memorable coastal experience in Australia” to its customers (Busselton Jetty Incorporated, 2022a, p.1). This statement outlines the goals that the organization hopes to achieve through the provision of its services. To achieve its aim of protecting the Jetty, the association must ensure that the visitors are satisfied. For example, the intention is to provide customers with an opportunity to interact with marine life. Visitors to the area can be confident that they will receive high-quality services. Thus, the vision statement demonstrates that the company’s goal is to leave a lasting impression on customers through its services.

The mission statement gives a general idea of an organization trying to protect the environment. The company’s statement is “saving the Jetty for the future generation.” (Busselton Jetty Incorporated, 2022a). The organization is committed to preserving the marine environment for future generations. Among other things, they want to ensure that people understand the importance of ecosystems and the importance of protecting the environment. Employees and stakeholders are made aware of the direction that the organization is taking as a result of this statement.

The organization intends to accomplish a number of goals. Firstly, they want to be environmentally sustainable by preserving and raising awareness about the marine environment. They intend to engage in long-term operations to ensure that the community understands the importance of protecting the Jetty (Busselton Jetty Incorporated, 2022a). Secondly, the organization wishes to raise sufficient funds and resources to protect the Jetty. Thirdly, the company wishes to be socially sustainable and to foster a sense of community within the community. Fourthly, the association ensures that visitors have a good time.

Marketing Segments

Demographic segmentation involve dividing audiences based on observable and people-focused differences. Firstly, Busselton Jetty targets everyone, meaning both children and adults are its clients (Busselton Jetty Incorporated, 2022a). This is an indication that the organization does not restrict visitors based on their ages. Secondly, the company have a package for families based on their size and a different package for individual visitors. Thirdly, the organization targets everyone, either male, female or transgendered. There is no restriction on a person’s gender.

Behavioral segmentation divides the market based on consumer attitudes towards a product. First, Busselton Jetty targets marine adventurers and tourers (Busselton Jetty Incorporated, 2022a). This group is most likely to visit the Jetty for its amusement. Second, the organization targets people who shop online and can book through the website. The company also has a website where it promotes its products. Third, Busselton Jetty is looking for people who want to help it achieve its goals. As a result, the Jetty targets people who enjoy marine tours, online shopping, and helping the organization achieve its goals.

Geographic segmentation is the process by which a company divides its customers based on countries of origin. Busselton Jetty caters to visitors from Australia and other countries around the world (Busselton Jetty Incorporated, 2022a). The company focuses on people who can visit the Jetty in person or virtually for an international audience. They target people from other countries who live in Perth but have never visited the site. The organization also focuses on international students who are still in Perth. Local audiences are targeted by Busselton Jetty, which is located south of the River. As a result, the company focuses on customers from Australia and other parts of the world.

Psychological segmentation majors on internal attributes, such as gender, age, and ethnicity. For example, Busselton Jetty targets people who are travelers and enjoy adventure (Busselton Jetty Incorporated, 2022a). In most cases, people’s social status determines their product choices. Every social class has its own entertainment options. For example, the wealthy often go to places where they can get quality service for a reasonable price. The organization may encounter people seeking new adventures or relaxation. Thus, psychological segmentation aids the organization in developing marketing strategies that target the segment.

Marketing Strategies

Busselton Jetty has unique features that can attract customers from all over the world. To keep customers happy, the company constantly develops new products. Busselton Jetty’s underground observatory is one of the unique products (Busselton Jetty Incorporated, 2022a). Busselton Jetty also offers sea canoe tours to attract visitors. These tours are memorable for their unique perspective. The Jetty train is the organization’s third product. An experienced train driver takes passengers across the bay’s calm waters. The Jetty’s fourth product is an underground dining package for visitors. This is one of the hottest travel packages.

One of the Busselton Jetty’s pricing strategy is buddle pricing. The Jetty charges different rates for its services to families and individuals, as shown in the figures below (Busselton Jetty Incorporated, 2022a). A family of two adults and two children, for example, is charged $40 for a Jetty Train and $6 for an extra child. The other pricing strategy adopted by the association is value-based. This pricing strategy is based on how much the customer thinks the product is worth (Reisman, 2019). Another pricing strategy is annual passes or a one-time payment method. This is a method in which a visitor only has to pay once for the services.

One of Busselton Jetty’s promotional strategies is website marketing. The association also uses social media marketing as a promotional strategy. The organization has a strong social media presence and an active following. As shown in the figure above, Instagram followers were around 12,000 in 2021, a 22% increase from 2020. (Busselton Jetty Incorporated, 2022a). Another promotional strategy used by Busselton to attract visitors is an innovative marketing strategy. It refers to a set of processes and activities that are used for marketing and communicating new products and services to a specific group of consumers. Another promotional strategy is to conduct an after-sale customer survey to gather valuable feedback.

Busselton Jetty’s distribution strategy is direct distribution, which is a marketing strategy where a producer delivers services directly to the consumer (Mgica & Berné, 2019). Because organizations frequently sell their services, wholesalers and other distributors are rarely used in this type of distribution. Busselton Jetty has a website where it interacts with customers and provides a booking platform. Aside from offering services to customers through the website, there are physical offices at the Jetty where visitors can be served. The physical offices are important because they provide an alternative to online platforms.

Conclusion

Busselton is one of the most well-known places for people to go for a trip in Western Australia. The icon is run by a group that doesn’t make money. They have the job of making sure it runs well. Success in business or group comes from having strong and clear ideas about what you want to do. People who use it want to have the great experience with the sea. Besides having well-thought out goals and visions, it also has a good market segmentation and marketing strategy. In order for the company to protect the Jetty for future generations, it needs people who agree with its goal.

References

Busselton Jetty Incorporated (2022a). Busselton Jetty Incorporated | Annual Report 2020-21. Web.

Busselton Jetty Incorporated. (2022b). Busselton Jetty. Web.

Múgica, J. M., & Berné, C. (2019). Analyzing channel choice: Direct and indirect e-Tourism distribution. The International Review of Retail, Distribution and Consumer Research, 29(5), 537-548. Web.

Reisman, R. (2019). FairPay Relationship Pricing: An Adaptive, Value-Based Strategy for Consumer Markets. NMIMS Management Review, 37(2), 09-24. Web.

Tourist Israel. (2020). Underwater Observatory Marine Park. Web.

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