MARKETING – COMPETITOR: Ayers Rock Resort

 MARKETING – COMPETITOR: Ayers Rock Resort

Ayers Rock Resort refers to one of the five hotels which consist of sanctuary theme. The landscape of this particular resort showcases the experiences as well as the beauty of living within this cultural landscape. The market share enjoyed by Ayers Rock Resort in the Australian Hotel Market is approximately 49% of the entire market. Innovativeness in case of Ayers Rock Resort could be seen with respect to the various features attached to it. The verandah provides a full view of the sightseeing & the sounds of the Red Centre. The guest would be provided with one king size or two double beds as per their convenience & requirements. The marketing expertise used by Ayers Rock Resort is to provide a free stay to the children below 12 years of age. One of the main marketing expertises which have been used at Ayers Rock Resort refers to the 24×7 availability of Spa & a gallery within the hotel. The strategic alliances of Ayers Rock Resort are with Red Ochre Spa & Mulgara Gallery. The financial strengths of Ayers Rock Resort could be seen in regards to the prices & the different types of packages offered to the guests. The accommodation would include 2 nights stay, use of the shuttle buses offered by the hotel & free return to the hotel from the airport.Competitor Analysis:

Hospitality sector in Australia has been termed to be one of the largest & diverse sectors covering the following sectors such as hotels, restaurants, café, clubs, etc. The contribution of the hospitality sector towards the GDP of the country has been accounted to be approximately 3.7% in the year 2004-2005. The expected growth rate of the hospitality sector in the Australian economy is estimated to be 4.3% in the years to come in the near future. The three main competitors of Ayers Rock Resort are Great Ocean Road, Longitude 131 & Home Valley Station (Australian Government Initiative, 2007).

In order to study the levels of threats that Ayers Rock Resort faces from its competitors directly or indirectly could be done with the help of SWOT (Strength, Weakness, Opportunities & Threats) analysis of its competitors.

SWOT Analysis (Great Ocean Road):

Þ    Situated on the Great Ocean Road

Þ    Consists of diverse nature such as flora, fauna, platypuses, whales, dolphins, maritime heritage etc.

Þ    World class food & wine

Þ    Takes into consideration the various activities such as skiing, riding, walking, surfing, etc.

Þ    Consists of lighthouses &Weakness

Þ    The major weakness attached with this type of a hotel is in terms of infrastructure

Þ    Lack of urban designs

Þ    Other main issue is related with food in terms of access, opening hour of the restaurants, etc

Þ    Lack of developed products

Þ    Too much emphasis on merchandise

Þ    Lack of right type of accommodation

Þ    Lack of transport

Þ    Assumption of “quick tour”Opportunities

Þ    Air access

Þ    Boat tours

Þ    Eco-tourism

Þ    National trust

Þ    Enhancing walking trails

Þ    Use of various information

Þ    GalleriesThreats

Þ    Increase in Australian Dollar

Þ    Lack of Dollars, inadequate funds

Þ    Lack of synergy

Þ    Public safety threats

Þ    Visible forestry

Þ    Inappropriate location

SWOT Analysis (Home Valley Station):

Þ    Serves the customer at its best

Þ    Increase in the market share

Þ    Attractive exterior view

Þ    Serves the customer at its best

Þ    Innovativeness in case of Home Valley Station could be seen with respect to the various features.Weakness

Þ    Slow implementation of the policies

Opportunities

Þ    The market strategy or expertise which could be used by Home Valley Station is to provide free stay to the children below 12 years of age

Þ    The financial strength of Home Valley Station is in regards to the prices & the different types of packages offered to the guests.Threats

Þ    Increased Competition

Þ    Fluctuation in the tourist arrivals

SWOT Analysis (Longitude 131):

Þ    Longitude 131 Hotel is a 3 ½ star hotel with modern furnishings, open spaces & an intimate café bar (Fine, 2009).

Þ    Longitude 131 has been referred to as one of the best luxury hotels all over the globe.

Þ    The hotel is eco-friendly, romantic in its outlook

Þ    Innovativeness in case of the hospitality sector refers to one of the most crucial weapon in case of the service industry.

Þ    The market share enjoyed by Longitude 131 Hotel in the Australian Hotel Market is approximately 65% of the entire market.Weakness

Þ    Slow implementation of the policies

Þ    Lack of adventure sports

Opportunities

Þ    The marketing expertise Longitude 131 Hotel in order to attract more number of people is by opening up a gallery.

Þ    The financial strength of the hotel can be seen with the help of the prices demanded for a room as well as the various packages offered by the same to its visitors (123 Helpme.com, 2011).Threats

Þ    Increased Competition

Þ    Fluctuation in the tourist arrivals

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