Marketing Plan Questions
Australian Moto Grand Prix (Phillip Island)
- See attached brief
- Situational Analysis of Market Environments (250 words)
Students should use these and other resources to complete this section:
- IBIS World Reports
- Australian Bureau of Statistics
- Industry association reports or documents
Explain how the following external (macro) factors could impact the motorsports industry in Australia, including the affects of COVID.
Economic Factors
Eg. fluctuations in the economy.
If there were a recession (or an improvement in the economy), how would this affect
the industry?
Does a change in the Australian dollar exchange rate have a positive or negative effect on this
industry?
Cultural/Social
Eg. Trends in the workforce, social media trends. Social responsibility and business ethics, cultural changes.
Technology
Evaluate the impact of emerging or changing technology, including e-commerce on business operations.
Eg. Social media, internet access.
Political/Legal
Which laws specifically impact on this industry?
Seasonal/Climatic
What impact does weather and other seasonal fluctuations have? Eg. Holidays, extremes in weather.
Environmental
Are there any environmental issues that could have an impact on this industry? Eg. recycling, waste disposal?
- Desired Positioning & Area of Differentiation (150 words)
Do NOT include any reference to COVID in this question.
Consider all Victorian events as potential competitors.
Do not include international events as competitors.
Positioning should be mapped with the two attributes Price and Popularity.
- Does the Australian MotoGP have a unique position in the market?
- What attributes/ benefits/ advantages is your positioning based on?
- Use a perceptual map to illustrate your positioning in relation to other attractions/sporting events (choose at least two other events).
- How do you want your target audience to view the product (MotoGP)?
