2222HSL International Tourism & Hotel Marketing
Marketing Project and Presentation

International Marketing Project
This three-stage project requires you to form a group of 4 students in your tutorial. Your task as a destination marketing DMO (DMO) is to
work with national and/or local governments and suppliers in your destination to modify or create a tourism or hospitality experience, designed
for one specific new inbound international market. Your team will conduct research and present a draft your ideas. You will have the
opportunity make correct and make changes to your draft by writing a report the body of which is1,800 words plus appendices. The total for
this assessment item is 40% of your course grade: Situational analysis (10%), Presentation (10%) and Report (20%).

Your assessment components e.g. your DMO, your location’s attributes, experiences supplied,
your current customers, your new target market, strategy, modified/new experience, actions
and communication item, will be built over the next few weeks. You then need to thoroughly
research the operating environment (SWOT, competitor analysis, customer segmentation
analysis and PESTEL). This data collection must then be analysed to understand the issues
that affect marketing decisions.
Step 1
 In class your destination marketing DMO (DMO), location and location attributes will be
 Research the most important information about your DMO, your location and location
 Collect this evidence in hard-copy e.g. brochures, website, manuals etc.
 Bring them along to class each week.
Step 2
 Commence the research process (search for information, collect data). The focus of the
analysis is to:
 Understand the capabilities of your DMO (SWOT, three points in each quadrant)
 Find out as much as possible about the competitor destination attributes offered, type,
variety and cost, etc. (Competitor analysis, two points in each square)
 Understand the implications of the operating environment and to particularly (PESTEL
two relevant and important points in each square)
 You will also need to determine two current customer segments and two potential
international customer segments.
 Understand the nature of your DMO’s current and possible customer segments by doing
a customer segmentation analysis
Step 3
Begin drafting your Appendix items (Data collection and analysis). Consult the .ppt link on the
 Create a new appendix page for each piece of material
 Appendix items are identified with a capital letter e.g. Appendix J.
 Alongside the identifier give the material an appropriate heading e.g. Appendix J. Current
customer segments of Brisbane Tours
 Write a paragraph defining and explaining the theory behind the research tool e.g. Define
and explain SWOT
 Provide your material, chart, table, graphic, etc.
 Under this graphic write a detailed Explanation paragraph explaining the most important
points in the table or graphic. Include all sources. Make sure each source is listed in the
Reference List.
 Under this, write the Analysis, another two paragraphs. You must think strategically.
The first paragraph will discuss the data and decide which of Ansoff’s growth strategies
the DMO is currently using. The second paragraph will discuss your team’s
recommendation on which of Ansoff’s strategies the DMO should focus in the future.
Include marketing theory and literature to support your idea.
This paragraph is key to all your future international marketing decisions.

Semester 1, 2017
You will need:
 a SWOT for your DMO. Focus on the organisation not the destination.
 a detailed table comparing competitors’ experiences. Use 6 P’s of the marketing mix
(price, product/service experiences, promotion, place, physical evidence, people) plus
Positioning and USP as the variables to compare
 to identify four customer segments (two current segments and two potential international
inbound segments). Describe each segment in detail using the four segmentation
bases: geographic, demographic, psychographic and behavioural. Explain this theory
above the table in the appendices.
 a PESTEL analysis
 include citations (references with page numbers) in your appendices and list all
these sources in your reference list
 plus any other material (statistics, photos, websites and so on) that is evidence or
supports your ideas. Each is separate appendix page.
Appendices have no word limit and this is the area where you demonstrate your knowledge,
understanding and work ethic so it needs to be sizeable, comprehensive and detailed.
Your team will receive written feedback on this piece of assessment. You need to make the
corrections as per the recommendations and resubmit the original situation analysis and
marking criteria with your final report in order to show how/where you have made your
corrections. This should increase the mark of your final report.

Stage 2
Group Presentation
 Make sure you have made the corrections to your Situation Analysis as per the
recommendations and feedback given to you.
 Your group is required to present the main ideas of your report in a presentation. This is
due in your tutorial class in week 8.
 The presentation will be a maximum of fourteen (14) slides, consisting of a maximum 14
body slides (plus preliminary and end matter) set to automatically transition at 40
 You need to submit: Griffith College assignment cover sheet, PowerPoint (6 slides per
page) and marking criteria pages.
 Your group will receive immediate feedback on the content of the project so that changes
and improvements can be made.
Step 4
Now you have all the information you can begin to make international marketing decisions. In
your presentation you need to briefly identify, argue and justify (why) your: Marketing strategy,
your new international target market, your new idea, an integrated communication mix, lastly,
your new communication item.
 Consider the analyses in your Wk 5 Situation Analysis. From this, your team needs to
decide on one (1) marketing strategy (a longer term marketing direction) that supports
creating a new/modified product/service experience for a new international target
market. Be able to justify your decision with theory, literature and/or statistics.
Always linking back to your DMO and how this will attract your new target market.

Semester 1, 2017
 From the Potential Customer Analysis (Week 5), one of your potential markets from your
customer analysis is to become your new International target market. You must choose
only one of the two markets you have researched. Be able to argue and justify why
you chose this new market using theory, literature and/or statistics.

 Then find an opportunity or gap in the supplier market for a modified or new experience
that will attract your one specific new international inbound market. An appendix
item opportunity to discuss the new/modified product/service experience with theory.
 Define and explain “integrated communication mix”. Use text books or Googlebooks as
your sources (references).
 Using the AIDA model, link the website comparison to the model.
 Discuss why a DMO participates in Trade Exhibitions.
 Outline your proposed new communication item, an exhibition stand, draw a diagram if
possible, and show how it fulfils the A.I.D.A Principle.

Step 5
Your team will receive immediate feedback on the content of the presentation but not a
mark. You need to resubmit the presentation and marking criteria with your final report in
order to receive a mark.

Stage 3
The Report
The 1,800 word (Maximum) report should be written using the following format. It should focus
on theoretical marketing concepts and supporting literature using your team choices as
examples. The report is due in week 10.
 Make sure you have made the corrections to your Situation Analysis as per the
recommendations and feedback given to you.
 Make sure you have your presentation and feedback on the marking criteria
The report should follow the following structure:
Griffith College correctly completed assignment cover sheet
Report title page – your degree, course code and title, the title of the report, your student ID and
full name, tutor’s name, tutorial number, due date, and word count
Table of Contents – include headings, indented subheadings, section titles, leader dots and
page numbers. Include reference list and list all appendix items

Semester 1, 2017
1.0 Introduction. This section briefly outlines the:
1.1. importance of international market development (why do we need a new international
target market?). Use marketing theory.
1.2. purpose of the report
1.3. introduce your DMO, its name, location and experience offering
1.4. outlines the major sections of the report.
2.0 Current Experience offering and Analysis. This section:
2.1. Briefly defines and describes the current experience offering. What type of things
can you see/do in your DMO’s location? (Use your DMO’s column of the Competitor
Analysis (Appendix ?).) List the competitors who offer experiences in the same
experience category (e.g., by using Yellow Pages, Web or Industry Guides).
2.2. Summarises the most important features of the two (2) competitor experiences. Link
to the Competitor Analysis (Appendix ?). Indicate the future strategic marketing
direction your DMO should take.
2.3. Analyses the marketing implications for the DMO. Link to your corrected appendices
(SWOT, potential customer segments and the PESTLE (Appencices ?, ?, and ?).
Think “big picture”; overall. Using the Ansoff Growth Model, identify and justify the
one (1) marketing strategy your team recommends that will grow tourism in your
DMO’s destination.
3.0 Customer Analysis. This section:
3.1. Using the market segmentation process (create an appendix item to explain this
theory), Summarise how you segmented your DMO’s current customers (Link to
Appendix D) and potential customer (Link to Appendix E) markets.
3.2. Uses statistics and web based material as evidence to Justify the selection of the
new International target market. Create separate appendix items for each piece of
evidence. Link each appendix item back to this section of the report.
4.0 Strategic opportunity. This is a major section and requires strong focus in the report:
4.1. Discuss Ansoff’s Growth Matrix and justify the marketing strategy your team has
chosen. Link this section with the idea reflected in section 2.3. Create a separate
appendix item to define and explain the Ansoff Growth Matrix. Link the appendix item
back to this section of the report.
4.2. Theoretically discuss the link/connection between your chosen strategy, the new
international target market and a new/modified experience. How these three
marketing concepts work together to differentiate your DMO’s region from competitor
4.3. Using the Product Level Theory, describe in detail your new experience idea. Create
a separate appendix item to define and explain the Product Level Theory. Link the
appendix item back to this section of the report. Show how this new or modified
experience specifically suits your new target market and no other. Justify why
your new or modified experience will provide your DMO with a strategic advantage.
Make certain your new experience does not already exist otherwise you will receive
zero marks for this section.

Semester 1, 2017
5.0 Integrated communication mix. This section:
5.1. Define and explain an “integrated communication mix” (theory). Create a separate
appendix item to define and explain an “integrated communication mix”. Link the
appendix item back to this section of the report.
5.2. Use the A.I.D.A principle (Create a separate appendix item to define and explain the
A.I.D.A Principle. Link the appendix item back to this section of the report) to compare
your DMO’s current website with one of your competitor’s website. Link examples of
strengths and weaknesses to the parts of the A.I.D. A model. (Create a separate
appendix item to define and explain the A.I.D.A Principle. Link the appendix item back
to this section of the report.)
6.0 New communication item.
6.1. Describe a Trade or Consumer exhibition. Outline its purpose and why it is important
to a DMO.
6.2. Discuss how the diorama your team created meets the four (4) criteria listed below.
Make sure the diorama focuses on communicating:
1) the AIDA principle
2) the destination’s USP and Position
3) very specifically, the new target market and
4) the competitive advantage of the new/modified experience. Include a
photo of the diorama as an appendix item.

Using the AIDA principle (Appendix ?), your team will need to construct a diorama
(model) of what your exhibition stand will look like. This will be an actual model in a
medium sized cardboard box.

7.0 Conclusion. Summarise each section of the report.
Reference List – APA 6 th edition as given on the Portal.
 Appendices A to E should be the corrected Situational Analyses handed in in Wk 5.
 Include statistics and/or websites as evidence plus the required theories.
 Each piece of material should begin on a new page
 Format the appendix item correctly as per the templates on the Portal
 Explain the material and link it to the report sections.
 Make sure you have citations on all your appendix material.
 Make sure all the citations in the appendices are recorded in the Reference List.
 Include marketing theory (as required above) and literature to support your team’s ideas.

Semester 1, 2017
Formatting guidelines
The maximum 1,800 word report is to be submitted at the beginning of the tutorial in week 11.
Please write your report using 1.5 line spacing, 2.5 cm margins, no header or footer content
except page numbers, type in 12 point font size either Arial or Times New Roman style, and use
APA 6 th edition referencing system.
You are required to submit the body of your Situation Analysis and final Report (not including
Title Page, Reference List or Appendices) to Turnitin and obtain a % Match Report which you
need to attach to the assignment. Do not attach the digital receipt, if you do the penalty is –
1.0 mark. As Associate Degree students you are expected to have less than 5% match.
Higher percentages will incur penalties.

Please then collate the pages together and plastic comb bind. Please
make sure that you straighten the pages and do not have too many
pages at one time when punching the holes for the binding.
Professional presentation attracts marks. Do not submit the project
held together with a bulldog clip or in a plastic cover.
Please submit the complete assignment in the following order:
 On top a signed GRIFFITH COLLEGE Assignment Cover Sheet (please answer the
three questions)
 A Title Page complete with: your degree, course code and title, the title of the report, your
student ID and full name, tutor’s name, tutorial number, due date, and word count
 Table of Contents – include headings, indented subheadings, section titles, leader dots
and page numbers. Include reference list and all appendix items
 The report text followed by a Reference List and Appendices (including all the brochures)
 The original Situational Analysis Progress Check handed in in Week 5. Please resubmit
this with all the tutor’s comments and marking criteria.
 The presentation hardcopy with the feedback
 Turnitin % Match report (NOT just the email). Upload ONLY from beginning of
introduction to the end of the Conclusion. Not cover sheet and title page and not
reference list or appendices.
 Lastly, the marking criteria sheet


For any business, the home market always provides a ground for establishment and growth but not for long term growth. The internationalization theory provides companies can set operations outside their domestic market to tap into the larger global market. For nations, Michael porter Diamond model posit that each country has its endowment that gives it a competitive advantage other others. The main purpose of this report is to analyze Visit Croatia and explore the growth opportunities available.  Croatia is among the few countries that offers unique tourism experiences like beaches, heritage, and others.  There are different issues that will be discussed in this paper including the current experiences offered by Croatia, analysis of the customers, the strategic opportunities available, an integrated communication mix, and a new communication item.