Marketing Strategies and Tactics (Essay Sample)

Assessment Title:
Lecturer’s Name:
Students’ Names
Registration Number
Date of Submission:
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

TIMING

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

6 months

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.

8 months

Sales & Marketing Department









Promotion

Sales Promotion

Submit the Resorts’ in articles directories under travel classifications

8 months

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

8 months

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

8 months

Financial Department



Contemplate buying some ad space

6 months

Financial Department



Holding private and confidential the newsletter subscribers emails

Immediate

ICT department


Website

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

6 months

ICT department



Include videos and you tubes

6 months

ICT department







Emerging Technology

Establishment of a user-friendly mobile interface

6 months

ICT department











BUDGET

% BUDGET

AUS$

Sales promotion

7.14%

10000

Personal selling

10.71%

15000

Public relations

6.43%

9000

Advertising

21.43%

30000

Website (including photography)

35.71%

50

Emerging technology

18.57%

26

MONITORING AND EVALUATION

Promotional Tools

QUANTIFIABLE OBJECTIVES

METHOD FOR EVALUATING SUCCESS

Sales Promotion



1

To increase room booking

Quantitative techniques

2



3



Personal Selling



1

To increase the number of booking rooms

Quantitative techniques

2

To increase the number of competent and competitive employees

Quantitative techniques

3

To increase the number of clienteles

Quantitative techniques

Public Relations



1

To increase the number of the Resort clients

Quantitative techniques

2

To raise the number of room booking

Quantitative techniques

3



Advertising



1

To raise the number of the newsletter subscribers