Case studty (marketing) Essay Example | Topics and Well Written Essays - 1750 words

Case studty ( merchandiseing) - Essay Examplek due cognizance of changing customers requirements and used various market poetic rhythm to track customers were found to be the major facilitators for improved performance outcome of OQTA in 2004.The fast changing socio-economic paradigms and advancing technology has tremendously changed the dynamics of market strategies. Organizations must change because their environments change (Bateman, 1990). In the contemporary times, the customer has become much more informed and technology has provided him with more options within the similar yield lines, but produced by different companies. The case study of Outback Queensland Tourism Authority or OQTA is a case in point where application of merchandising theory significantly improved the performance outcome of IQTA.Outback Queensland Tourism Authority or OQTA is a non profit premier organization of Queensland, Australia that is primarily trustworthy for the marketing, promotion and developme nt of the tourism industry of Queenslands Outback. OQTA promotes the interest of 21 government agencies and has around 230 members comprising of various stakeholders like tour operators, accommodation and transport providers etc It was notice that despite an intensive and focused mass communication campaign through strike off building advertisements in television and radio, outback tourism saw 5% less visitors during 1999 to 2003. The present situation would be analyzed for the decreasing business and efforts would be made to identify the areas that lacked focus and new strategy that need to be pursued to turn it around and increase tourism activity in the outback.Outback covers substantial 48% of Queensland. While the lack of funds might feature contributed to low business to some extent but the major factors that were responsible for low turnout of visitors were primarily because OQTA market strategy lacked of market orientation and brand building rather than the customers was the main focus of the marketing activities. The