You demonstrate a research strategy using an appropriate mix of information sources with relevance to the tangalooma accommodation/service and context. The primary research instrument is carefully designed and the results presented. You provide adequate analysis of the company, tangalooma accommodation/service and target market. Understanding of situation is clearly better than the basic level. You offer insight into the situation. You demonstrate a research strategy using limited information sources with some relevance to the tangalooma accommodation/service and context. The primary research instrument is used with results partially presented. You provide limited analysis and unimportant information of the company, tangalooma accommodation/service and target market. You draw broad conclusions about the situation only.

IDENTIFYING THE BRAND PLATFORM Every brand in this category fights for acquisition in the lucrative pre paid youth market.3 This audience makes up the majority of VMA's customer base which is largely between the ages of 14-24. Although VMA has less punch in the post paid and business sectors its advantage is that when it comes to marketing it can focus on a more defined audience. The opportunity was to focus entirely on the youth audience and create a brand platform that was exclusively relevant to them. Once focused two basic insights helped shape our platform. Firstly this audience use their phone almost exclusively for social reasons. What is important to them keeping in touch with their friends. As a price sensitive audience the overwhelming communication tool of choice is text messaging. Secondly analysis of the market was already showing that the Warren campaign was attracting high volume groups of texters (not surprising given the 5c Virgin to Virgin Text rate that he promoted) and that Virgin users were amongst the highest texters in the market.4 The implication was cost effective messaging was crucial to this audience and the core takeout from the Warren campaign. Our messaging capability would be further strengthened by 25c photo messaging. Youth Messaging was the logical brand platform to adopt. This meant our strategy needed to be about messaging (both tangalooma accommodation and text) rather than just tangalooma accommodations.

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tangalooma accommodation, escape, life, Business. Australia.

Business Type: Sole Trader

Sole trader, as the name suggests, is where an individual is the sole owner of a business. The business is often quite small in terms of size (as measured, for example, by sales generated, or number of staff employed) however the number of these businesses is very large indeed. Examples of these businesses can be found in most industrial sectors but particularly in most service sectors. Hence services such as electrical repair, picture framing, photography, diving instruction, retail shops, and hotels have a large proportion of sole trade business.