The Tasmanian Experience
Presented by:
Louise Perkins
Simon Jochim
Ali Abbas

Session Overview
Case Background – Louise
Major Case Issue – Simon
Situation Analysis – Ali, Louise, Simon
Alternative Strategies – Ali
Recommendation – Simon
Implementation Plan – Simon
Conclusion – Louise

Case Background
Situation based on 1994
Marketing a tourism destination
Discover Tasmania
Tourism will be a main area of growth in the
next decade for Tasmania
Concerns that tourism will damage the
environment
The Tasmanian Experience
Services Marketing

Case Background cont . . .
Visitors: 86% domestic, 14% international
Market segmented by Roy Morgan Research
Centre
Current target markets:
Socially Aware
Visible Achievers
T