Write a report demonstrating how household decisions to go o

Write a report demonstrating how household decisions to go on holidays are influenced by their stage in the household lifecycle.

Specifically, pick a resort or caravan park; pick two stages in the household lifecycle for that accommodation to target. Then explain how the accommodations positioning and marketing mix (4p’s) would need to differ for each of the segments (stages of the HLC) chosen, use theory and evidence to justify your choices.

In your answer you should choose a resort or caravan park that holds fond memories for you or choose a destination that you look forward to one day visiting and use this as the context for your discussion. If they have more than one product or service, please choose one to focus on. (E.g. P&O cruises offer a wide range of services, choose one specific example to one location on one specific ship).

This is a 5 step process

Step 1: Background
Identify the resort or caravan park you have chosen and provide a brief description of the accommodation, including the service/s they offer. (Use sources to support this description)
http://www.visitmelbourne.com/Accommodation/Caravan-and-holiday-parks

Step 2: Theory
Describe the household as a purchasing unit. Describe the household lifecycle and why it is a useful way to segment the market. Pick two stages in the household lifecycle to target and briefly describe / profile each. (Use academic sources to provide evidence)

Step 3: Application
Describe the Product Positioning and Marketing Mix you would use to increase business from each of the two stages you have chosen. You need to justify each of the choices that you make using theory. Also the choices should be consistent with the nature of the accommodation
NB: Remember to link back to the original question (above)

Step 4: Reference
Create a reference list using APA 6th style (a short CSU guide to APA referencing is provided in your Resources folder on interact) and make sure all of the articles that you have cited in the report are included in the list.
More information about referencing is available at -https://student.csu.edu.au/study/referencing-at-csu

You are expected to use at least 6 academic sources for this assignment

Solution

1 Background Identify the resort or caravan park you have chosen and provide a brief description of the accommodation, including the service/s they offer. Destination: Grampians National Park Description: National Parks bring us closer to the nature and wild life. They take us away from the hustle bustle of the city life which is stressful for most of the people. Grampians National Park is a nice place to get some fresh air and enjoy the scenic beauty with the family. From the colourful wildflower display to ancient art to adventure - it has it all. 2 Theory Describe the household as a purchasing unit. Describe the household lifecycle and why it is a useful way to segment the market. Pick two stages in the household lifecycle to target and briefly describe / profile each. Household life cycle is a marketing technique which takes into account the size of family and other demographics such as customer\'s age and the professional status. It helps into effective market segmentation. Two of the household lifecycles: 1. Newly weds - Couples are newly wed with no children 2. Full Nest 2 - A full nest 2 is part of the household lifecycle where the children are elder than 6 years. The house is dominated with children. 3 Application Describe the Product Positioning and Marketing Mix you would use to increase business from each of the two stages you have chosen. You need to justify each of the choices that you make using theory. Also the choices should be consistent with the nature of the accommodation Newly weds would like to spend time at a lonely but romantic spot away from the city and the National Park can be a very refreshing spot for the same. Plus they are in a better financial state and can afford a lavish accomodation. Full Nest 2 would like to visit the national park mainly to educate the children about the nature and spend a sweet little holiday. The financial situation will not be very great at this stage since the children are dependent and going to school.