Resort Hotel X New Marketing Plan - Essay Example

Out Stress and Pressure, In Health and Leisure - The New Marketing Plan Resort Hotel X and the features it offers are marvelous and fascinating. Owing to the inherently awesome beauty around, the place is just exciting. The organics are an attractive ware under the theme dictum that the restaurants and eateries inside the resort complex serve only the food sourced from the freshness of the luscious gardens inside. On top of all these, the health amenities, from the spas and pools to the grooming saloons and the gym, are unique and at par with the excellent ones. Now, the new and dynamic management is confronted with the challenge to increase bookings and sales substantially over a period of, say, twelve months and to keep satisfied guests coming back in the future even during lean season covering the non-winter months.. Is the resort ready and equipped Notwithstanding the impressive standards, a new marketing plan coordinating and embodying all related functions affecting sales strategies for both goods and services, current and new, has to be devised in order to further promote the facilities and, in the process, increase the traffic of the visitors coming in to attain the given objective. The quality and ingenuity of the products are among the top priorities. From here on, all physical care and massage creams, oils, balms and the like will be indigenous, to be procured from among the best in the world. The honey from New Zealand, the virgin coconut oil made in the Philippines, the balms from North America and the other natural consumables will henceforth become fixtures in the health and wellness centers and beauty parlors. Highlighting the use of these products with pictures and labeled exhibits in conspicuous spots in relevant venues will most likely help convey to the customers the hotel management's great concerns for their health and body aura. To be likewise introduced are variations in the gym programs and detoxification centers. Bottomless ginger shakes with muscovado sugar in calculated quantity, fresh tomato juice, iced garlic-in-tea drink, onion honey lemon beverage and similar thirst quenchers are to be provided each participating guest. To be added maybe is chilled fresh cow's milk which contains more anti-oxidants than commercially packed non-organic ones. (Health Benefits of Organic Food, Organic Facts Your Gateway to Unbiased Information. [internet]). Such a good deed shall verily manifest how true is the hotel to as far as concerning the quality of the products that the resort wants to be known for, among others. These are small things which mean a lot and which will surely show the passion for bringing real good health to the tired businessman or professional who has chosen this beautiful leisure landmark. Demonstration model gardens fully developed out of worm castings, Charles Darwin's living soil, will be put in place along prominent roads and pathways. Pretty-looking green and leafy veggies are to be planted in the plots for everybody to see. These will emote the seriousness of the in-house go-organic crusade for the satisfaction of the week-enders who have come to re-energize the body and the soul after a five-or-six-day boring routine. Any no-nonsense top-caliber achiever so deserves. The employment of masseurs and therapists must likewise be with some innovations. There will be free choices along age, race and physical build dynamics. For instance, the guy who desires Thai massage has to be attended to by a Thai or an Asian. We cannot imagine how a client will feel being Thai-massaged by a blonde-haired white European lady. All these propositions relative to the products of the resort surely answer the query why Hotel X will stand out over the rest. Simply said, it is because the new management knows and believes in the products and the care for those who will use the merchandise. One cannot sell something that he has no knowledge about. (Shari Waters, Benefits of Product Knowledge, About.Com. [internet]). The next item in this is whole caboodle is the needed market-boosting pricing scheme. Since the destination is different and very unique, this characteristic must reconcile with the rates as well. The hotel will level its prices at ten per cent higher than the prevailing tariffs of its peers. However, in the dissemination process, Hotel X can possibly afford to allow a twenty per cent discount. In sum, the resort will appear precious and classy but will be known as perfectly reasonable in its pricing policies. Family and group promotional packages will also be studied and implemented. Synchronized in the sales campaigns with the new-look facets of hotel products, things will end up with a happy customer getting what he pays for at a price which is less. It may be true that rich people do not care so much for spending big in fun and pleasures. Nonetheless, they will not waste their money in things which make them frown and pout. While the methods proposed above may adequately apply to current situations and to those in the next-few-years, allowances for adjustments are always advisable. Thus, historical data and statistics will be considered in adopting any increase or decrease in resort rates in the future for both goods and services. Flexibility is part of the game. The next strategy in line will be how Hotel X will and can capture the targeted market. It will have its website which will be re-profiled and or modified according to novel approaches. Aside from that, a free relevant newsletter sent to top corporate executives and high-end professionals is strongly advised. With attractive but globally acceptable photo presentations and well-written introduction and information, the hand-out will be designed to look highly personalized but subtly persuasive. Distribution will be executed by young starters in the sales field with pleasing personalities whose services can be engaged on a project or contract basis due to cost factors. These will be good-disposition folks who can express and communicate. For distant locations, the hiring and the compensation arrangements are to be done on-line. As a matter of course, heavy concentration of reaching out is programmed to focus in the commercial districts of the nearby urban centers and cities. In a way, it will therefore be newsletter and direct advertising rolled into one. Both have been proven as producers of results. (Brian Konradt, How to Write a Personal Newsletter, Internet Archive [internet]) (Advantages of Direct Advertising, OldandSold Antiques Digest, Originally Published Early 1900's. [internet]) Promotional expenditure is last in the order of discussion in this new direction but the same is not the least of priorities. What can increased market volume do when any resultant revenue is offset by the expenses incurred in attaining the goal Public relations may be good but may not get close to so many. Advertising is likewise well appreciated; however, it must be realized that the choice of the medium is important under this type. The hotel management can use the television, always considered the most effective, and the internet. (Television Advertisement Television Commercials, Wikipedia. [internet]) As already discussed above, sales promotions like giving away discounts and special package deals will surely help bookings to soar. Personal selling, as explained by the use of pleasant-to-look and pleasant-to-talk-to youthful messengers of the newsletters and the hotel's goodwill, is believed to be effective and likely to deliver. The experiential style once used to be a good marketing tool. In recent technology developments, it has come to be perceived though as one in poor taste. Any Mary and John from down the street can be picked up to say this and that about a product. With the advent of the hotel's modification and face-lifting endeavors, class and distinction cannot be sacrificed. This is particularly true in that the resort caters to a market composed of affluent and intelligent people. The proportion of what is to be spent has to balance with the expected results that each promotion technique will come up with. Spending so little might end up a wrong economy and being expensive might be much better than stupid frugality. Armed with all the ingredients of the mix recommendations set forth here, the new management of the hotel will have enough reasons to trust that it will attain the projected sales and booking increment and lengthen the peak period. The hotel management staff knows the products well and they are good. The prices pegged are rational and generally acceptable and will surely attract clientele. Upon the other hand, the manner and system by which Hotel X will apprise the end-users about its goods and services are simple and practical and which the new management justifiably thinks to be efficient and effective. Fortifying those efficient and effective means are the promotion schemes presented that will go hand in hand with the other propositions. The existing wholesome monuments of pleasure and relaxation established to ease the day-to-day pressures and stress of the outstanding manager at week's end, complemented by the recent thrusts at improvement, will definitely explode into a formidable showcase that no prospective customer will want to miss. It is worthy to note that with whatever plans and improvements being lined for the new look of the hotel resort, it is necessary to identify the money naturally needed for the semi-overhaul. However, it is first appropriate to appraise all the assets of the entity in order to avoid a situation where spending is undertaken for things which actually already exist but were not closely monitored in the past. As implied above, the concerns regarding sources of funds anent the financing of the new improvements have to be addressed. This can be via debt or equity options. Along this line, guests can be targeted as prospective stockholders who will become part of the equity portfolio and at the same time discount privilege card holders. The privilege card will give the holder preference in bookings and reservations, lesser prices for all goods and services and other feasible perks. In sum, the card holder will not only avail of specific advantages relating to the goods and services offered by the resort. They will share in the business profits at the end of the fiscal year. While it may not be totally feasible, building up the stockholders population will possibly increase visitor registration which, in turn, will result in filling up the non-peak season. It is believed that this report will serve as a wake-up call to the management of the resort. The comments here will give the managers of the hotel some idea to evaluate and assess its existing assets and resources and analyze the areas which need improvement or modifications. Such efforts will lead to defining and pinpointing what goods and services have to be retained and what of these may be discarded. Decisions or resolutions on these matters can be based on statistical data maintained in the records of the hotel. For instance, the gym as a profit center may be studied if it attracts enough hotel guests and if it is earning. Or maybe, the advertising department, a cost center, may be scrutinized if it is doing its job in enhancing sales and market. It must be realized that the manager of the project is not working anymore for the hotel and, as a matter of fact, is living out of the country. Upon the other hand, the owner is hard to access as this enterprise is not really his line of business and considers the hotel thing only as a hobby. The people temporarily managing the complex may not have the macro concepts over this huge venture. In concluding, everything can be presumably put in place if the plans and programs set forth here are properly executed or implemented. Coupled with hard work, patience, perseverance and cooperation between and among all concerned, the desired booking and sales increase can be easily realized. Although fulfillment is not guaranteed in any projection, well-planned activities and programs can eliminate or maybe minimize chances of failure. And let success take the place. Works Cited Advantages of Direct Advertising, OldandSold Antiques Digest, Originally Published Early 1900's, accessed September 19, 2009, . Brian Konradt, How to Write a Personal Newsletter, Internet Archive, accessed September 19, 2009, Health Benefits of Organic Food, Organic Facts Your Gateway to Unbiased Information, accessed September 19, 2009, . Shari Waters, Benefits of Product Knowledge, About.Com., accessed September 19, 2009, . Television Advertisement Television Commercials, Wikipedia, accessed September 19, 2009, . Read More