Marketing Audit Adelaide Metro Operations (AMO) - Management Assignment Help

Assignment Task:

Task:

Executive summary
Adelaide Metro Operations (AMO) is the Adelaide Tram Network service provider. The current competitive market is predominately Buses and in some cases Trains. AMO product offering is a combination of free travel within the Adelaide CBD and paid fares from the north/south Terrace entrance and exits of Adelaide’s CBD. AMO have a wide range of target segments but for the purpose of this Marketing plan AMO will focus on the Student ages of between 19 years of age to 25 years of age.

AMO’s primary marketing focus will be on the student age segment during the summer period of January to March when most of the Adelaide festival events take place. The financial benefits of focusing on this target segment is to increase patronage during peak festival season and encourage patrons to take the tram as their preferred mode of transport.

Company introduction

Adelaide Metro is run by the Departmental for Infrastructure and Transport. The service includes services such as buses, trains, and trams through the metropolitan area (Adelaide metro, 2021). Adelaide Metro Operation (AMO) consumer segment consist of varied background which includes young families, teenagers and the elderly (70+). AMO also caters to segments such as students and patrons with disabilities. The marketing plan will focus on Young Student age patrons during the peak festival months of January to March.

Situation Analysis
Adelaide Tram Network has been operating since XXXX.
In October 2018 the extensions of the Tram line to Entertainment Centre in Hindmarsh and also the Festival Centre on King William Street commenced operation. Competition with buses is the main threat. AMO must target the young patron in order to attract the most patrons to events, concerts and festivals in and around Adelaide.

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