Introduction
What to include into this section:
• Include some background information about the tourism business you selected;
• State the purpose of this case study report and outline the main sections of the report.
1. Opportunities and threats created by the current COVID-19 crisis
What to include into this section:
• Outline the opportunities and threats created by COVID-19 for tourism industry in Australia, add statistics and references where relevant;
• Consider forecasts for the tourism industry in Australia after COVID-19 restrictions are eased;
• Show how COVID-19 affected the tourism business you selected.
2. Redesigning the marketing mix as COVID-19 restrictions are eased
What to include into this section:
• Start this section with a short paragraph about what ‘marketing mix’ and ‘extended marketing mix’ are. Explain each of the 7Ps.
• Explain why it is important for the marketers in tourism industry to redesign the extended marketing mix as COVID-19 restrictions are eased.
2.1 Basic marketing mix components
(For each component, provide recommendations for how your business can improve/redesign it to provide better customer value and address customer concerns as COVID-19 restrictions are eased. Use literature sources such as journal articles and credible industry publications to justify your recommendations):
• Product
• Price
• Placement
• Promotion
2.2 Extended marketing mix components
(For each component, provide recommendations for how your business can improve/redesign it to provide better customer value and address customer concerns as COVID-19 restrictions are eased. Use literature sources such as journal articles and credible industry publications to justify your recommendations):
• People
• Process
• Physical evidence
