Marketing assessment

  • Category:
    Marketing
  • Document type:
    Assignment
  • Level:
    High School
  • Page:
    2
  • Words:
    762

Assessment Title:

Lecturer’s Name:

Students’ Names

Registration Number

marketing assessment MARKETING STRATEGIES & TACTICS

POSITIONING OF THE BUSINESS (SERVICE VISION & PRODUCT)

The Think Education Group proudly owns the William Blue Resort whose location is on the Whitsunday area. This Resort focuses on quality service in promise of excellence in food, wine and service delivery. In addition, the Resort provides an operational industry placement option for students of William Blue who run it under the guidance of hailed hoteliers.

MARKETING OBJECTIVES (Quantifiable / Unit of Measurement)

  • To increase the food and beverage sale up to 20% on public holiday.

  • To increase 900 room booking through the travel agency in 8months.

  • To raise 700 room booking through newspaper and magazine in 8 months.

  • To increase 600 room booking through TV advertisement in 8 months.

  • To generate 600 room booking and expand our market by providing new services and experiences in 6 months.

MARKETING BUDGET

Calculation Method

7% of total projected revenue

12 Month Budget

ACTION PLAN

RESPONSIBLE

Distribution Channels

  • Promote new services and experience( latest body treatment in term of the season)

  • Offer a discount to the guests who reserve rooms in our hotel up to 20% off

  • Treatment package including free beverage

Food & beverage Department

Media (Hospitality magazine, Australia news)

-Advertising will be promoted on the Hospitality magazine and Australia news weekly

-Latest promotion and booking details will be given on the newspaper and magazine.

Sales & Marketing Department

Promotion

Sales Promotion

Submit the Resorts’ in articles directories under travel classifications

Sales & Marketing Department

Personal Selling

Enhance that consumers get tangible results or value for their resources depending on their unique needs

Immediate

Sales & Marketing Department

Food & beverage Department

Executive house keeping department

Invest in customer services including varieties and giving special offers to local clienteles

Conduct an analysis to determine and positively respond to personal tastes and preferences

Immediate

Sales & Marketing Department

Recruit professional and ethical employees and ensure they regularly undergo training and development

Immediate

Human resource department

Public Relations

Undertake online contests and reward the winners

Include the polls results in the Resort blog and website

ICT department

Respond positively to client’s comments

Immediate

ICT department

Advertising

Put into place the pay per click advertisement where the Resort pay the online Paid Hotel Marketing

Financial Department

Contemplate buying some ad space

Financial Department

Holding private and confidential the newsletter subscribers emails

Immediate

ICT department

Create face book and twitter accounts and regularly update these accounts with relevant information and photos of William Blue Resort

Incorporate the website links with the face book and twitter accounts

Allow the user to follow the webpage

ICT department

Include videos and you tubes

ICT department

Emerging Technology

Establishment of a user-friendly mobile interface

ICT department

Sales promotion

Personal selling

Public relations

Advertising

Website (including photography)

Emerging technology

MONITORING AND EVALUATION

Promotional Tools

QUANTIFIABLE OBJECTIVES

METHOD FOR EVALUATING SUCCESS

Sales Promotion

To increase room booking

Quantitative techniques

Personal Selling

To increase the number of booking rooms

Quantitative techniques

To increase the number of competent and competitive employees

Quantitative techniques

To increase the number of clienteles

Quantitative techniques

Public Relations

To increase the number of the Resort clients

Quantitative techniques

To raise the number of room booking

Quantitative techniques

Advertising

To raise the number of the newsletter subscribers

Quantitative techniques

To increase the number of users who visit the Resort blog

Quantitative techniques

To raise the number of socializing clients

Quantitative techniques

Emerging Technologies

To increase the number of mobile and internet users visiting the link

Quantitative techniques

Occupancy Levels

Guest Feedback Forms

Customer Satisfaction

Customer experience dashboards

Target Markets

Market research or survey

Product / Pricing Strategies

Big data frame such as IBM data

ADJUSTMENTS

REASON FIR ADJUSTMENT

ACTION TO BE TAKEN

DATE COMPLETED

12/1/2014

The data was not the most recent

To obtain the recent data for relevant results

23/7/2014

FOR MARKETING DEPARTMENT USE ONLY

This Marketing Action Plan has been reviewed and approved in accordance with William Blue Resort’s operational policy.

SIGNATURE

(INSERT NAME)

Director of Sales & Marketing

William Blue Resort

FOR INTERNAL DISTRIBUTION TO

DEPARTMENT

POSITION

Front office Department

Front office manager

20/8/2014

Food & beverage Department

Food & beverage Manager

20/8/2014

Sales & Marketing Department

Sales & Marketing Manager

20/8/2014

Financial Department

Financial manager

20/8/2014

References

BALDI, F. (2013). Private equity targets: strategies for growth, market barriers and policy

implications. Milan, Springer.

GOYAL, A. (2014). Innovations in services marketing and management: strategies for

emerging economies. Newyork: Wileys and Sons.

KOZAK, M., GNOTH, J., & ANDREU, L. (2010). Advances in tourism destination

marketing: Managing networks. London: Routledge.