Planting Festival – Annual Event For Disabled People | Hinterland Restoration

Goal Setting

(a).The purpose of the Planting Festival is to help the restoration of the hinterland areas of the area of Queensland. The annual festival also aims to include the involvement of the disabled people which might help them to be involved in the various activities that have been arranged in the cultural event.

(b).The Planting Festival aims to involve the participation of the residents of the country in the plantation of trees in order to restore the hinterland area of the Queensland. The annual festival aims to mainly involve the disabled people in the activity and thus help them to get involved in the mainstream activities along with other members of the society. The budget set by the management of the Planting Festival is around $10000 for the first year which includes the attendance of about 200 people with disabilities. At the same time, this marketing plan is also aiming to provide sufficient information related to this planting festival towards the major sponsors.

(2)

(a).

(b) 

(c)

The competitive positioning of a business organization helps the concerned organization to put forth a unique element that helps it to differentiate itself from the other organizations that offer similar services to the clients (Kremer & Symmons, 2015). The Planting Festival for the disabled would put forward the factors enlisted below.

• Minimal wastage of materials
• Presence of the chances of the cultural and the social interactions.
• The programs and the events incorporated within the festival does involve the participation of people who are physically challenged.
• Motivating a section of the society that comprises of people who do not form the majority of the citizens of the society

                           

The Planting Festival for the Disabled People, 2019 provides the participants with a high quality experience in the field of environmental preservation at a price that is considered to be within the budget of the concerned participants.

(d)

The other framework of the analysis that might be used in this case is the Five Forces Model of marketing that was designed by Michael Porter (Dobbs, 2014). This model basically deals with the analysis of the critical forces that might affect the business. The critical forces are inclusive of the rivalry that exists among the existing competitors, the bargaining powers of the suppliers as well as the buyers and the threats that the concerned organization might face due to the new entrants to the markets or the products or the services that might serve to be a substitute for those that are provided by the concerned organization in discussion (Dälken, 2014).

Mission Statements

(e)

The major issues that need to be addressed in this case are the issues that pertain to the safety of the participants in the Planting Festival. The volunteers and the crew present at the venue must take care that the participants are not into an unsafe zone that may lead them to incur injuries in the concerned event of the festival (Kraipornsak, 2014).

(3) Marketing objectives 

(a).1 Strategic Focus

The main focus of the Planting Festival is to gather the financial sponsorship that is necessary for the smooth functioning of the annual festival. The planned activities must be presented to the concerned authorities in such a manner that they might be interested in investing the funds towards the Planting Festival that is to be held in Woodford, Queensland, Australia. The sponsors might be benefitted due to their involvement in the event which may help them in increasing the goodwill of the company. This Planting Festival also help the organizers of the event to highlight the issues that relate to the environmental damage that can be avoided through the plantation of a greater number of trees in the area. The physically challenged people might derive some involvement and interaction with the outside world which might generally not be possible for them.

(a).2 Target Customer Groups

The Planting Festival is aimed at providing the disabled people with the involvement that they might need. The festival is aimed to attract the active participation of the physically challenged people. The authorities who have been managing the activities that are involved in the Planting Festival do aim to encourage the participants with disabilities to camp on the given site which would rather help them to be involved with the other members of the community.

(b)Three Year Marketing Plan – Goals and Strategies (Positioning/Branding)

(b).1

The Planting Festival aims to attract the residents of the country who have been facing physical disability. The annual festival aims to provide the participants with all kinds of the amenities that they need in order to help them to get themselves involved in the festival which aims to bring about an afforestation in the hinterlands, popularly known as Woodford.

(b).2 

The price is an important factor an in this particular case it may vary due to a number of reasons. One such reason might be the involvement of the non-governmental organizations that function as a sponsor to the concerned event (Jain, 2013).The price of the tickets that are to be availed by the people with the physical disabilities who have been interested in participating in the competition might vary based on the services that they might need to avail for their smooth participation. The participants who are attached to any non-governmental organization might get a waiver on the tickets that they purchase. The organizers of the event have adopted a low pricing strategy for the event since they aim to incorporate the people with the disabilities who might not have access to a huge sum of money.

Marketing Plan Goals

(b).3 

The event needs to be promoted over several media related to the communication. The event organizers must put greater stress on the promotional activities. The event should be promoted on the popular social media as well as the print media. The organizers may also rely on the words spread by the earlier visitors and participants of the event for the needed promotion (Khan, 2014).

(b).4 

The place chosen for the Planting Festival is a 500-acre parkland that is situated on the hinterland region of the Sunshine Coast, on the Jinibara Country. The place is almost over an hour of the north of the city of Brisbane. The area is easily accessible for the participants of the festival as it is well-connected to the other parts of the country via a number of various pedestrian and vehicular roads (Aghaei et al, 2014). There are many pedestrian bridges that help to connect the various parts of the area. The sewage and drainage related issues also have been well-maintained in the concerned area that has been selected to be the venue of the Planting Festival.

(b).5 

The Planting Festival attracts a huge number of participants from all over Australia as well as all over the world. The planting festival generally attracts participants belonging to the age group ranging from 18 years to that of 59 years. There are participations of the people belonging to the age group of 15-17 and the age group of people belonging to the age group of above 60 years. The Planting Festival has a number of volunteers who aim to assist the participants in a number of ways (Akgün, Keskin & Ayar, 2014). The organizers of the festival aim to attract the disabled people to the concerned festival which might lead to the increase in the number of the volunteers that the festival needs to have.

(b).6 

The reports of the earlier instances of the festivals reveal that a higher number of the participants who have been returning to the festival every single year. The festival organizers are observed to have been serving the participants of the festival with a wide range of help in the various activities that are involved in the festival. The festival allows the participants to camp in the area (Magatef, 2015). The participants are allowed to cater themselves to the meals that they might be having for their daily needs. The organizers aim to extend the required amount of help to the disabled people in order to encourage their participation in the festival.

Situation Review

(b).7

The physical evidence in marketing refers to the every single thing that the customers might bring to their notice while interacting with the organizers of the festival. This might refer to the layout of the venue of the festival that has been decided (Mucai, Mbaeh & Noor, 2013). The Planting Festival aims to attract the participation of those people who have been suffering from the various disabilities and thus needs to bring about the necessary changes such as the automated moving ramps, automated doors and other such facilities. The fact that the festival allows the participants to understand various nuances related to afforestation might also help them to be encouraged to participate in the same.

(4) a

The excess fund must be used in the maintenance of the venue and the amenities that need to be provided to the participants of the annual function.

(b) 

The staff that have been employed by the organizers and the venue that have been decided on by the organizers of the Planting Festival might be considered to be the non-financial resources of the company (Theplantingfestival.com, 2018). The excess of the funds might be used in order to maintain the venue of the festival. The amenities that need to be provided to the participants of the concerned annual cultural festival also need to be maintained so as to maintain the attraction of the participants.

(c)

There are a number of ways to monitor the progress of the event according to the marketing that has been designed. The best way to do so would be to conduct regular surveys at the conclusion of the festival that takes place annually. The organizers of the festival might also conduct some surveys that would encourage the participants to share their views and even suggest events and facilities that might be included in the festival so as to make it more attractive to the potential participants.

The Planting Festival is generally held in Woodford, Queensland. This is a cultural event that was commenced in 1997 with the motto of restoring the hinterland areas of Queensland. The event has, with time, taken the shape of an annual event that is aimed at spreading awareness among the members of the society (Theplantingfestival.com, 2018). The following report is based on the marketing plan that is designed for the people with disabilities who display interest in the Planting Festival that would be held in the year 2019. The festival aims to attract a minimum of almost 200 fresh attendees for the festival and expects the attendance to be increased up to 300 in the following years.

References:

Aghaei, M., Vahedi, E., Kahreh, M. S., & Pirooz, M. (2014). An examination of the relationship between services marketing mix and brand equity dimensions. Procedia-Social and Behavioral Sciences, 109, 865-869.

Akgün, A. E., Keskin, H., & Ayar, H. (2014). Standardization and adaptation of international marketing mix activities: A case study. Procedia-Social and Behavioral Sciences, 150, 609-618.

Cetin, M. (2015). Evaluation of the sustainable tourism potential of a protected area for landscape planning: a case study of the ancient city of Pompeipolis in Kastamonu. International Journal of Sustainable Development & World Ecology, 22(6), 490-495.

Dälken, F. (2014). Are porter’s five competitive forces still applicable? a critical examination concerning the relevance for today’s business (Bachelor’s thesis, University of Twente).

Dobbs, M. E. (2014). Guidelines for applying Porter’s five forces framework: a set of industry analysis templates. Competitiveness Review, 24(1), 32-45.

Environment.gov.au. (2018). Department of the Environment and Energy. Department of the Environment and Energy. Retrieved 19 January 2018, from https://www.environment.gov.au/biodiversity/legislation

Jain, M. K. (2013). An analysis of marketing mix: 7Ps or more. Asian Journal of Multidisciplinary Studies, 1(4).

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Kraipornsak, T. (2014). Good Governance and Successful Development: Cross Countries Investigation. Eurasian Journal of Business and Management, 2(1), 46-54.

Kremer, P. D., & Symmons, M. A. (2015). Mass timber construction as an alternative to concrete and steel in the Australia building industry: a PESTEL evaluation of the potential. International Wood Products Journal, 6(3), 138-147.

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Theplantingfestival.com. (2018). The Planting Festival | Home. Theplantingfestival.com. Retrieved 16 January 2018, from https://theplantingfestival.com/

Theplantingfestival.com. (2018). The Planting Festival | Safety on site. Theplantingfestival.com. Retrieved 16 January 2018, from https://theplantingfestival.com/prepare/safety-on-site.html

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