Market Performance Analysis Of Jane & John Smith: Seaside Caravan Park Wollongong

Discuss about the Jane & John Smith Market Report.

The analysis of the market performance of any company sharing in the market is very vital not only for the firm itself, but also the customers and other stakeholders.  A case study analysis of Jane & John Smith describe an ownership of a franchise operation with a possible potential to expand not only in Australia, but also internationally. Seaside Caravan Parks have 6 sites located throughout Australia as stated by McKay, et al. (2014). It is important to capture them as tour firm and thus, the knowledge of the number of drive-in visitors to expect during peak periods, for instance Christmas periods of 2013 and 2014.

The importance of this report reflects the main objective of this study i.e. to determine the market trend and performance of Jane and John Smith as the new franchise owners of the Seaside Caravan Park at Wollongong NSW. It is vital to note that organizations use statistical analysis of market data to identify market trends and developments. Conducting research and formulating information enables organizations to track their performance, often exposing threats but also highlighting opportunities. With statistical data on hand, organizations are provided with a clear picture that can aid in the development of marketing strategies and plans to achieve short-term and long-term goals and objectives.

As the new franchise owners of the Seaside Caravan Park at Wollongong NSW, Jane and John Smith requires the analysis of the market trends and developments, current marketing performance and comparative market information. This analysis is only relevant using an application range of statistical techniques. Using statistical methods and applications, this report sought to examine the relationship between the performances of the firm in relation to the various Seaside Caravan Parks sites during the peak and off-peak periods in terms of drive-in visitors.

The case study done earlier provided the study design and approach of this study. Using the case study, the study adopted both the cross-sectional survey and correlational approach to examine and collect information pertaining to the variables in the study. A cross-section study of Jane & John Smith at the Seaside Caravan Park in Wollongong NSW was used to provide data and the data was collected only once. Correlational design was used to establish the relationship between the variables. Data shall be collected on the various variables affecting the performance of Jane & John Smith in order to test the nature and extent of their relationship.

Results

The study also used a questionnaires and interview method as instruments to collect information from the respondents. The questionnaires were used to get specific information in line with the objectives while the interview helped the study to clarify questions to the respondents and translate the questions accordingly (Hague, 2002). The primary quantitative data was analyzed using the descriptive statistics that included percentages and frequencies. Measures of dispersions and central tendencies were used to establish the relationship between characteristics of Jane & John Smith and its market performance. Measures of central tendency (mean, mode, and medium) can be used provide a single figure that gives you a quick (Kumar & Phrommathed, 2005) representative piece of information from a body of data.

The results of the analysis were presented in charts and tables.

This section of the report was purposed to use the concept of statistics more prominently in explaining the practical and theoretical factors in which the variables identified in this case affect Jane & John Smith characteristically performance in the market. As stated in the methodology section, the study was intended to carry out an intensive field research at the Seaside Caravan Park in Wollongong NSW, as the target study zone, using face-to-face interviews, and questionnaires administration for key informants. The results were presented to determine the relationship between the variables. The summaries of these findings are presented in tables of frequencies and percentages, charts, and graphs in narratives and interview transcripts.

Consider the table below for the new franchise owners, Jane and John Smith

According to the table above, there has been a constant value of park capacity from 2009 to 2012 at 400 visitors and a trending increase in the park capacity since 2013 to 2014.  The existing bookings have also shown an increasing trend by 10 bookings every year from 2009 to 2014. The sites booked by drive-in visitors from the period 26 December till January 2 fluctuate between 65 to 86 sites. Family bookings on the other hand show modal number of 25 families across the years. However, the couple booking ranges between 38 and 48 couples. In this case, the final segment of the drive-in visitors and the bookings from individuals ranging from 2 people to 5 for the period 2009 and 2014.

This is well presented in the chart below:

The graph below also illustrate the result of the table above:

Forecasting on 2013 and 2014, consider the table below:

Discussion and Analysis

The existing bookings increased from 340 in 2013 to 350 in 2014 while the park capacity remained constant at 450. Although there was a reduction of the sites booked by drive-in visitors for the period 26 December till 2 January, there was increased family and couple bookings at 25-26 and 45-48 respectively. Individual bookings reduced from 3 to 2.

This data is well presented in the graph and chart below:

Government legislations that may affect the aspects of the Seaside Caravan Parks business operations: Regulations on tourism industry are designed to protect businesses, visitors and the community by enforcing safe and responsible practices. Thus, since permits and licenses are necessary for beginning the parks business, definitely they would affect Seaside Caravan Parks business operation.

Tourism sector is one of the largest sectors that control human settlements, wants, and satisfaction. Through the aspects of the legal, operational, and business issues that are relevant to tourism, various factors are critical in this sector. Aspects such as tour operators, travel agents, short-term accommodation providers, recreation service providers, transport and hire service providers are very critical to the drive-in visitors.

Park capacity, existing bookings, sites booked by drive–in visitors, booking from families, booking from couples, and booking from individuals are all significant in determining performance trend at the Seaside Caravan Park in Wollongong NSW by the Jane and John Smith. According to the finding shown above, the trend is illustrative of the reality at Seaside Caravan Park in Wollongong NSW.

Considering the arrival trend of the visitors as shown in the table below, between 2013 and 2014, there is an average increase in the arrival. This trend is derived from the previous years 2009 to 2012. Using the forecasting of the variables, park capacity, existing bookings, site booked by drive-in, bookings from families, bookings from couples, and from individuals. The park capacity remained constant through 2013 to 2014. Considering the rate of increase of bookings by families, couples, and individuals, there is a strong indication that the park capacity shall increase. The existing bookings shows an increase from 2013 to 2014, thus, park capacity is expected to increase in the years preceding 2014.

Conclusion

The Seaside Caravan Parks have 6 sites located throughout Australia since they are a franchise operation with possible potential to expand internationally, Jane and John Smith are the new franchise owners of the Seaside Caravan Park at Wollongong NSW. The analysis of the table above shows the number of drive-in visitors expected over the peak Christmas periods for 2013 and 2014. The forecasting trend shows that during these periods, there is an influx of visitors in the six sites. The analysis shows that the market trends and developments of the Seaside Caravan Parks under Jane and John Smith, current marketing performance and comparative market details illustrated above shows a high increase in visitors at the park in the coming years.

Considering the speed of the park capacity increment, it is prudent that the Seaside Caravan Park management i.e. Jane and John Smith, to increase its marketing prowess. Within the context of data management, out of the result and analysis done above, this paper recommends the following facts to be put in place for a better Park management and performance:

1. The company managing The Seaside Caravan Park, i.e. Jane and John Smith should improve the parking space and increase its capacity towards the Christmas period of the coming years
2. Considering the influx of families, couples, and individual visitors towards this Christmas period, Jane and John Smith, the new franchise operations managers of the Seaside Caravan Park should increase the accommodation rooms for those staying overnights.
3. Food, recreational, and booking sites should also be increased considering the increasing trend of bookings to park
4. Based on the analysis of Squires & Gurran, (pp. 25-28), this paper recommends that the new managers of the Seaside Caravan Park, Jane and John Smith to plan for affordable housing in coastal sea change communities.

References

Hague, P. N. (2002). Market research: a guide to planning, methodology & evaluation. Kogan Page Publishers.

Kumar, S., & Phrommathed, P. (2005). Research methodology (pp. 43-50). Springer US.

McKay, C., Brander, R. W., & Goff, J. (2014). Putting tourists in harm’s way–Coastal tourist parks and hazardous unpatrolled surf beaches in New South Wales, Australia. Tourism Management, 45, 71-84.

Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of marketing research, 29(3), 314.

Rutten, K., Morrison, R. J., & West, R. J. (2006). Macroalgae in Lake Illawarra, New South Wales, Australia. Wetlands Australia Journal, 21(2), pp-105.

Squires, C., & Gurran, N. (2005, October). Planning for affordable housing in coastal sea change communities. In National Housing Conference (pp. 26-28).