Four Seasons Goes To Paris

International Marketing Segment Analysis
Victoria BC, a Tourist Destination for Senior Australian Visitors

Professor: Kim Moller
Presented By: Yenny Mosquera
Date: February 12, 2013
Number of words used W/O Appendix or Endnotes: 1500
International Marketing Segment Analysis
Victoria BC, a Tourist Destination for Senior Australian Visitors

Professor: Kim Moller
Presented By:Yenny Mosquera
Date: February 12, 2013
Number of words used W/O Appendix or Endnotes: 1500

Introduction
Australia is the 12th strongest economy in the world1 by GDP; it is also the 5th country with highest percentage of older population in the world and despite the world’s recession, Australia continues being a stable economy. The stability in this country makes it a good target for outboundtourism towards foreign destinations like Victoria, BC in Canada.
By using a SWOT analysis, we will first evaluate the internal factors of our destination by outlining the strengths and weaknesses found in Victoria BC as a tourist site. In this investigation, we will identify the characteristics that will position Victoria in competitive advantages over other cities in Canada or otherdestinations overseas. Furthermore, in the same analysis, we will scan the external factors in Australia that will present opportunities or threats favouring or hindering the source of tourist outflow towards Victoria BC.
In addition, through a segmentation analysis we will identify targets that will represent the primary and secondary segments that will become the focus for a tourism marketing strategy.Moreover, after performing a segment attractiveness examination, we will formulate a recommendation on the preferred segment to market and position Victoria BC as a tourist destination for senior Australian visitors.
Strengths:
As a tourist destination for Australians, Victoria has strong assets. First, it offers a variety of activities and attractions for everyone from local heritage andaboriginal attractions to outdoor and nature exploring opportunities. Second, Victoria climate is an advantage over other closer competitors. Being on opposite ends of the globe, seasons between Victoria and Australia are opposite in time. During winter period in Australia, Victoria will be enjoying the sunshine of June or July. In addition, Victoria is known for the best climate in Canada which makesit a perfect place for outdoor events in all seasons.
Third, the geographic location offers exposure to wildlife, nature, trail and ocean site walks. “Consists mainly of rolling lowlands interspersed with granite rocks of up to 300m/985ft in height. The city is bounded by ocean on three sides. In the north and west, cliffs, spits and lagoons formed by glacial action make up portions of theshoreline. Elsewhere, the shoreline consists of beaches of pebble and sand punctuated with coves. Several elevated viewpoints in and around the city provide a bird's eye view of all this and more”2.
Fourth, it gives easy access to cosmopolitan and metropolitan cities like Vancouver and other tourist destinations like USA by ferry and airplanes in both English speaking locations. Furthermore, Victoriahosts authentic restaurants that represent the multicultural population of the island as well as central lodgings which are at walking distance from the heart of the city.
SWOT ANALYSIS (SEE APENDIX I)
Weakness
Victoria’s main weaknesses come from the lack of awareness of the city as a tourist destination. Additionally, the high competition makes travel expenses higher and fewer directinternational flights coming to and from victoria’s international Airport. Moreover, Canada as a whole does not support health services for temporary visitors. Lastly, shopping is made more difficult for tourist due to high taxes in Canada.
Opportunity
There are some opportunities that Victoria should consider in order to boost their number of visitors: Increase awareness through tour operators,...