Explain what is a market plan?

1.0. Introduction

      Location

This is a marketing plan for Uniquescape resort located in unknown and infamous remote place of Oregon with beautiful sceneries, waterfalls, coral reefs and natural flora & fauna. This interior unknown location with great scenery will give the resort a competitive edge over its competitors it will be attractive, private and a sole resort in the location.

The location of this resort is critical because it will greatly determine its ability to draw and attract customers. A thorough analysis of the community and the location in which the resort is to operate in was carried beforehand to ensure that the resort is unique in its kind and will operate smoothly without hindrances such security threat and accessibility.

The location is not only attractive but also accessible and offers attractive natural features such as lakes, rivers, flora and fauna, historical sites and museums, coral reefs and forests. Moderate weather of snow and rainfall conditions will make it the choice for many people.

This being a remote countryside place, the surroundings are cool giving our guests ample time to enjoy their vacation in privacy. The surrounding people are friendly rich in diverse culture and festivals.  Security of the area is of high standard hence safety of clients is 100 percent guaranteed.

                                 

 

   Products, services and facilities

Company products will be divided into categories or rather differentiated to gain competitive advantage and realize revenues from each particular brand. This will enable the resort to diversify its revenue base, rather than depending on one particular brand and will also caution the firm from the risk posed by competition giving it a competitive advantage over its competitors.

The company will offer its customers a variety of products including high value meals and accommodations; offering royal table and treating our clients as queens, kings, prince and princes. It will also offer all kinds of entertainment facilities such as plate throwing, tomato throwing, pig riding, and naked yoga.

Others will include park visitation, museum visitation, amusement and attraction visitation, festivals & events visitations, boating activity, hunting and fishing activities, golf course usage, casino facilities, biking& biking trail usage, snowmobile trail usage, nature walk and programs, game rooms & video arcade, evening entertainment, outdoor skills teaching, children programs and childcare.

Other exclusive services and amenities will include beaches and swimming pools, high quality service and hospitality, fitness rooms, game rooms and nature programs among others.

The resort comes with plenty of facilities in form of well build modern attractive units, with an attractive exterior and internal appearance which most people adore and therefore are important in determining the rates to charge and stay of customers in the resort. This unique atmosphere will attract and retains customers.

 

                                                     Benefits to clients

Uniquescape resort intends to offer a unique and never to forget experience to our guests, experience they have never had in any other high end resort. This will be in the form of products and services as well as unique entertainment facilities.

Marketing management orientation

All the marketing management orientation concepts are vital for the success our business. However in the initial years, we will emphasize more on the market, product and selling concepts. We intend to provide what the customers want and at the same time selling quality products as a way of penetrating into the market and retaining our customers. Aggressive promotion activities will be undertaken to market and sell our products and services by use of sales people, advertising, public relations and other promotional activities.

Ownership, mission and objectives

The initial capital will be raised by Ruth blaque and the family.

The main objectives for the first two years will be:

To provide exceptional service to meet customers expectations

Maintain maximum occupancy level in high seasons

Employ experienced and qualified staff in the field of hotel resorts

The mission of uniquescape resort is to be resort of choice in the provision of best service to its guests.

The swot analysis

The analysis of hospitality industry as well as external environment was conducted to evaluate the strengths, weaknesses, opportunities and threat of the new business venture. The table below summarizes the results of the analysis.

 Strengths

Well diversified and differentiated products portfolio catering for different segments of customers

Secluded remote and unknown location will provide conducive environment for the guests who need privacy

Beautiful scenery and local attractions (reach in culture) will provide experiences, entertainments and services to the guests enhancing their stay

Favorable weather conditions will provide an easy escape of majority tourists from the harsh weather conditions in their areas of stay.

 

weaknesses

Competition  from established resorts with adequate resources

Lack of adequate capital may hinder the provision of required products, services and facilities.

 

Lack of experience in hospitality industry may hinder the effective operation of the resort.

Remote location of the firm may prevent other customers for fear of security and distance to be covered.

Bann on the use of electric technological equipment may discourage some customers.

Opportunities

Expanding and evolving global market will provide market for the company products and services

Availability of untapped customers in terms of local community who will form a big number of our customers.

Availability of qualified personnel in areas of hospitality and marketing to work for the resort

Favorable economic environment and rule of law which provide a smooth environment for business to thrive.

 

Threats

Growing global terrorism may scare people to travel hence reducing the potential revenues from being realized.

Stringent rules and by laws may hinder the smooth operation of the resort.

Weak global economic outlook as a result of global recession may significantly reduce the amount available tor vacations.

Poor infrastructural facilities due to remoteness of the location may hinder the   performance of the resort.

 

Table 1. Swot analysis of Uniquescape resort

 

Analysis of eternal environment.

a) Economic: The global economic downtown as a result of global recession may hinder the performance of Uniquescape resort.

The resort targets to derive majority of its revenue from the US citizens. However economic activities have gradually slowed down in the recent year which has led to severe decline in consumer confidence and general expenditure per person.

This weak economic situation in the company’s key market could lead to reduced anticipated revenue for the company and is likely to put pressure on the overall business operations.

 

b) Demographic: local and demographic trends are very important for the running of our resort. Just like for any other business, information such as population size and growth rate of the local people will assist identify their demands and those of their friends and families who come to visit the area, hence inclusion of those demands in the policies of the company.

 

c) Competitive: competitive of any company is necessary for its survival in the industry. This resort will be competitive on terms of its locations especially for those customers who love remote and secluded areas for their vacations. It’s also competitive in terms of surrounding scenery and other natural beauties.

Competitive facilities in form of modern buildings, cleanliness and appearances of these facilities give a strong competitive edge over other similar resorts. Service quality is another form of this company’s competitiveness; it will be one of its kind.

 

d) Natural: located I beautiful sceneries near Quality Lake, nearby tourism attraction sites in form of historical sites and museums, natural forest cover and attractive land adjacent land use.

e) Political: stable political environment will allow the smooth running of the business resort. This has been enhanced by developed political and judicial institutions that amicably address all issues that relate to political conflicts in a fair and transparent manner. This has greatly contributed to our investment in this country

 

f) Cultural: The community location of this resort is reach in diverse cultural values. The locals have attractive events and festivals like buffalo and bull fighting, sports tournament and conventions which will attract clients regularly and also help extend their stay in the resort.

g) Technological aspect: the spread of communication links will greatly help the firm in reaching its global market. This technological advancement will promote the products of the firm via social networks and websites. However the use of electronic gadgets is prohibited in the resort to allow for privacy of clients.

Analysis of the Market

Market analysis was conducted to help us understand industry trends, know our competitors, to help establish our strengths and weaknesses and the potential market segments for our products and services.

a) Our target market

Geographic: The target markets for our resort are affluent individuals and corporate bodies from world over for their staff vacations. Leisure travelers from every part of the world are the most target customers for our resort. They are the type of guests the resort is designed for by virtue of its location and the facilities installed. However the demands of these segments of guests are often seasonal and since our resort will be winterized, we expect to provide our services year round.

In the current expanding world market especially in hospitality industry, our entry will be in  sequential stages so that we do not make the mistakes many new entrants make only to retreat or fail to take off.

In the initial entry phase we segment our market to specific countries based on their economic level and per capita income. This will be the US and European nations with high economic indicators to form the basis for our future expansion. Our marketing strategies will be targeting these markets during our first two years of operation.

We will also focus our energies to develop the local market by developing new products and services tailored to specific group of customers’ demand characteristics.  This can also involve differentiating our products to suit existing market characteristics, increasing product line (by incorporating casinos). All this is aimed to realize economies of scale by using same facilities to produce multiple products which will spread shared costs hence increased profitability of the resort.

Demographic: The ever increasing world population translates into increase in the number of people who want or rather require the services of resorts hence the need for more resorts to cater for the increased demand.

Behavioral patterns vary across societies and individuals and are key factors to be considered in business. The need for privacy in some society has been our main reason for secluding the resort and setting it in a remote location. The increased need for privacy in modern society will be a boost to the performance of Uniquescape resort.

 

b) Market size

Hospitality market is big with an estimated spending power running into billions of dollars which our new business aims to capture significantly.

c) Motivating attributes

The most striking attribute of our resort is its location in the most and infamous remote place out of reach by majority. This motivates most of target clients; those that love privacy.

Another motivating attribute is the great scenery in form of Quality Lake which offers various entertainment activities, natural forest which offers beautiful plantations, aesthetics of property in form of trees, privacy, grass, water front, attractive adjacent land use, conducive weather conditions (winterized) among others.

Modern and unique facilities are another motivator for our clients. They provide a unique experience, entertainment and services of the required standard to the revelers.

Differentiation of business attributes

Physical attribute comes in the modern facilities of its kind which are outstanding and unique in appearance.  It consists of spacious units build with the state of the art technology to offer maximum comforts to our clients.

Located in remote place away from other resorts reduces direct competition for customers and makes the resort attractive specific segment of clients that love privacy.

Service quality of an exceptional standard, the resort will be offering royal table and serving our clients as queens, kings, prince and princes making the resort one of its kind in service delivery.  This being service industry customers derive their satisfaction based on the quality of services being offered and this calls great attention to this area.

Qualified and experienced personnel in hospitality industry will be employed to provide excellent services to customers. They will be tasked to produce quality products and services. We shall employ only the best staff since a customer has a high sense of satisfaction with service provided by direct care staff in the hotels hence the need to employ qualified personnel.

Marketing mix strategies

            Company will employ the best and appropriate marketing strategies. This has been arrived at after having taken extensive analysis of the industry and external environment.

In general all aspects of production, type of product, the target market, budgeted sales and societal aspects will influence marketing management orientation for our resort.

However the firm will be expected establish efficiency and quality service for this strategy to be effective. Hence production will be vital in the sense that it will support the marketing process

The product will also determine the marketing management processes this being service industry marketing strategy choice will be those relevant to service industry. The type of target market for this resort is a major determinant for marketing management.

Product issues: the brand name is uniquescape resort and brand logo is an eagle, a very unique kind of bird.  Our core products are attraction sites for our clients which are facilitated by guest house units for their accommodation, entertainment amenities and conducive weather conditions.  In terms of product life cycle, most facilitating products are at growth stage, for instance, golf course usage, casino facilities, biking and biking trail usage, snowmobile trail usage, nature walk and programs, game rooms and video arcade.Other service products are in optimal stage, these include food and beverage services, tourism attractions hence require differentiation to be exceptional.

a)      Pricing: various pricing strategies will be employed which include:

Penetration pricing strategy will be used in initial years of operation to capture the new markets market. Price discrimination to charge different prices for same products depending on seasons and type of customers (where lower prices may be charged to selected group of customers) of market will used to help penetrate the competitive market.

Prestige pricing will be applied to selected customers especially to corporate customers for the specialized service that will be offered.

However at growth stage of the business, product bundling, volume discounts especially to corporate organizations and big families will be offered to such customers. Season based discounts will come in plenty especially during off seasons and discriminatory pricing will be used.

 

b)      Place: the resort is located in remote unknown place purposely to provide the private kind of service to deserving customers. This was after careful analysis of the hospitality and realizing that this type of service is in great demand yet there are very few resorts offering the service. The location of our resort is remote and this calls for use tourist agents, travel agents, hotel representatives strategically located in strategic places to help our clients reach the resort, internet to communicate to our target customers from distant places.

The company intends to start its internal market network to communicate with all stakeholders involved especially in bringing the customer to the resort such as travel agents, tourism agent and hotel representatives to help in marketing the company.

c)      Promotion:  Marketing communication strategies will be vital. This will take various forms to reach as many potential clients globally. The use of internet and global media will play a key role in creating awareness and global reach.

All forms of media channels with an international coverage will used to market our products and this are print media, broadcast media, electronic media and display media. International TV channels will be used to market our products and service such, CNN, BBC, DSTV channels. The use company websites to market the company and its products will be extensive as well as popular websites like Google and Yahoo, not to mention social media networks of Twitter and Facebook, tourism magazines, international newspapers such New York Times and international trade fairs will be used to promote our company and its products.

d)     Advertising: In the initial stage we will use both competitive and pioneering form of advertising to both product category and branded products we are offering in the market. An example of our advertisement as it will appear in the tourism magazine. This and other forms of advertisement are aimed to reach a large and geographically dispersed number of potential global customers.

 

Uniquescape resort: Home of natural attractions.

For your privacy vacations, quality service, hospitality environment and unique historical sites, festivals events and winterized snow conditions for your vacations kindly visit our resort. We welcome you to our resort!

 For more information call us on +1 25583311111 or visit us at www.uniquescape.com.

 

Fig. 1. Advert of unique resort.

The above advert is pioneering because it communicates the new products being offered by the resort in the sense of location and uniqueness of natural features.

e)      Sales promotions: sales promotion tools will be used in marketing our company and products to potential customers. Coupons, premiums, contests such as sporting activities sponsored by the company and the likes will be engaged.

Building relationships will be best build through personal selling by our representative to corporate bodies will be employed on a large scale. This will involve the use of experts in the marketing and hospitality industry who understands the products and their benefits. This being amore live, immediate and interactive form of promotion is expected to build relationships with our clients.

Direct marketing will be used to directly reach a number of customers. Their details will found in directory and websites and mails will be sent directly to them asking to visit our resort for their vacations and holidays for exceptional service and products.

The company website www.uniquescape.com will be developed and will provide contact information, location, company products and service, company management structure and top managers’ profiles will be provided on our website.

Online social networking will not be left behind on major social networks like facebook and twitter with company facebook and twitter page posting our activities and progress in addition to our products and services.

Conclusion

The analysis of marketing is necessary for the drawing marketing plan of any company. This involves analyzing both the industry trend as well as external environment affection the business operation within that industry.

Market conditions of the resort industry have a significant contribution to the performance and profitability of the new resort we are setting up. Pertinent variables such completion, type of customers, customers demands within the hospitality industry as well as external factors such political situation, rule of law, security and infrastructure will affect the performance of this resort.

The marketing plan developed the tries to maximize the strengths and opportunities the resort have within the industry and also minimizes the weaknesses and threats the industry pose to this resort.

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