Marketing Environment Analysis Of William Blue Resort: SWOT Analysis, Marketing Strategies & Tactics, And Promotional Tools

Promotion

TOOL

STRATEGY

TIMING

RESPONSIBLE

(What are you doing? How will it work? Who’s the target? When will it run? Who’s responsible?)

Sales Promotion

Price Discounts: The resort will provide seasonal discounts of the hotel prices. In discount, the customers will be able to book rooms at half of the actual price of the rooms. Such huge discounts will attract huge customer group towards further repetition of the resort (Khan 2013). However, the discounts will be for the customers, who repeatedly visit the hotels.

From April (01.04.2018) to June (31.06.2018)

Director of Sales and Marketing

Free Accommodation: The resort will provide free accommodation to one or more relatives of the guests like their spouse or children. However, such free accommodation will be provided to only the loyal customers. Moreover, such free accommodation will enhance the value of the customers (Prud’homme et al. 2016). Therefore, these customers will be more loyal towards revisiting the resort.

Every month from Starting from July (01.07.2018) to December (31.12.2018)

Public Relation Manager

Personal Selling

Sales Agent: In this strategy, the sales agent will perform door to door sales for promoting and selling their services (Bendoly 2013). Local customers will be selected for such promotion. Moreover, the personal interaction with the customers will encourage them towards visiting the resort.

From April (01.04.2018) to December (31.12.2018)

Public Relation Manager

Missionary Selling: In this strategy, the sales persons will create demand for the resort service among the customers. New and potential customers will be selected for such strategy (Nieves and Segarra-Ciprés 2015). Creation of such demand will encourage the customers towards visiting the resort.

From April (01.04.2018) to December (31.12.2018)

Public Relation Manager

Public Relations

Media Relation: In this strategy, the resort will keep constant relation with various media. The resort will target mass customer group through this strategy. The support media will promote high value of the resort and will encourage the customers towards visiting the resort (Morris and Goldsworthy 2016).  

From April (01.04.2018) to December (31.12.2018)

Public Relation Manager

Sponsoring Event: William Blue Resort will sponsor charity event for promoting their brand reputation. Almost all types of customers will be targeted in this strategy. Moreover, the increasing brand value through charity event will make loyal customers.

From April (01.04.2018) to December (31.12.2018)

Public Relation Manager

Advertising

Online: The resort has the opportunity to penetrate into the market through online advertisements. This will include social media and pay per click advertisement. Social media will include enhancing the Facebook page with more posts, videos and images. Also, YouTube will be used for sharing videos in different advertisement platforms (Sparks, So and Bradley 2016). Finally use of Twitter account will help in keeping good relation with consumers and other stakeholders.

From April (01.03.2018) to December (31.12.2018)

Social Media Manager

Billboards: This is one of the latest form of media advertisement that is replacing the traditional hoarding and banners. These billboards will include images, videos, pictures and semiotics that will attract huge number of consumers (Leung, Bai and Stahura 2015). Also, it must be highlighted that these billboards will be placed on such areas where there is huge concentration of diversified target consumers. Therefore, metro areas will be selected such as Sydney, Melbourne and Brisbane.

From April (01.03.2018) to December (31.12.2018)

Sales and marketing Executive

Print Media: Such media will be used extensively through newspapers. All the local newspapers will be used for advertisement. English language will be mostly preferred and advertisements will be covering a whole page of newspaper (Marcoz et al. 2016). The advertisements will be provided after each 10 days with more customized contents and images.

From April (01.04.2018) to December (31.06.2018)

Sales and marketing Executive

Website

Official Website: The resort will be using its official website that will have the online booking option. On the other hand, both pay per click and Facebook advertisement will have the option of redirecting users to official webpage (Hernández-Méndez and Muñoz-Leiva 2015). In this way, more customer pool will be created.

From April (01.03.2018) to December (31.12.2018)

Public Relation Manager

Traveling Website: Official website will be linked with online traveling websites which will be in contract with the resort. Fee will only be applicable based on the tenure of contract.

From April (01.03.2018) to December (31.12.2018)

Sales and marketing Executive

Emerging Technology

Mobile Application: With the rise in mobile platforms such as Android and iPhone, the resort has the ability to prepare its own application that can be used by target customers (Kandampully, Zhang and Bilgihan 2015). Such customers will include corporate officials, teenagers, couples and other casual consumers who are always connected through internet with external environment.

From April (01.04.2018) to December (31.06.2018)

Public Relation Manager

BUDGET

% BUDGET

AUS$

Sales promotion

15

600,000

Personal selling

10

400,000

Public relations

20

800,000

Advertising

30

1,200,000

Website (including photography)

10

400,000

Emerging technology

10

400,000

Contingency

5

200,000

TOTAL

100%

$ 4000000

Promotional Tools

QUANTIFIABLE OBJECTIVES

METHOD FOR EVALUATING SUCCESS

Sales Promotion

To ensure 25% room price discounts from March to May 2018

Based on the room occupancy increment rate, such sales promotion through discounts will be evaluated

To allow free accommodation to premium guests classified through loyalty card system

Based on free accommodation, interest of target consumer will be increased and through this premium membership can be entertained for them (Kim, Kim and O'Neill 2013). With increase in premium membership success will be evaluated.

Personal Selling

To ensure an increment of 25% Sales Agent through direct payroll

Sales agent can be assigned from interns and more number will be from external agencies. Therefore, success will depend on recruitment and relationship with consultancy agencies.

To ensure 20% Missionary Sales in the 2^nd quarter of 2018

Indirect salesperson will act as the instructors for different organizations and make them understand the features of the resort and finally get orders (Chen and Lin 2013).

Public Relations

To extend direct media relationship with top 5 popular medias

Information about the company will be advertised through local news channels, celebrity endorsement, food centric medias and government departments. Relationships with these stakeholders will indicate success.

To increase 10% Sponsoring Event through charity initiatives for ensuring positive publicity

Charity helps in developing positive publicity and therefore word of mouth advertisement is created. Such increase in response indicates success.

Advertising

To extend online advertising activities through social media and pay-per-click platforms

Customer pool will be increased once they get attracted to the service through social media. Therefore, more comments and engagement will be prominent in social media indicating success (Leung, Bai and Stahura 2015).

To place innovative and informative Billboard advertisements in Queensland, NSW and Victoria

Billboards will attract more consumers and based on this, more room accommodation will be increased. Also, awareness evaluation will be done once guests arrive.

To extend 30% communication through Print Medias such as newspaper, magazines and leaflets

More customer engagement, word-of-mouth advertisement, room occupancy will determine the success of print media (Nieves and Segarra-Ciprés 2015).

Website

To engage 25% more target audience through Official Website

With the increase in room occupancy and orders generated from website portal will help in assessing the awareness of the organization, which will in turn help in understanding the success.

To create relationship with 10 more online/offline Traveling Website within next 12 months

Relationship with online travelling websites will help in increasing awareness of the resort and therefore, more orders will be generated along with room occupancy (Khan 2013).

Emerging Technologies

To develop a Mobile Application that will be applicable for both Android and iOS engaging 10% of target audience by the end of 2018

Mobile platform application will have its terminal connected with official website and therefore more the occupancy through application more will be the success.

Research Objectives and Strategy

Customer Satisfaction

Along with room occupancy, the customer satisfaction will need to reach above 70% by the end of 2018.  Satisfaction will include quality of service, pricing strategy, discounts and value-added benefits.

Student Staff Satisfaction

The resort needs to create a good communication between student and staffs. Flexible workplace policies, motivation, training and meetings will help in reducing dissatisfaction and performance gaps.

Target Markets

Domestic leisure, International leisure and Domestic corporate conference are the main target because in the past years room occupancy was created by these groups. On the other hand, market includes Queensland, New South Wales and Victoria.

ADJUSTMENTS

DATE

REASON FOR ADJUSTMENT

ACTION TO BE TAKEN

 DATE ACTIONED

1.03.2018

Own transport system and the expenses will be included in booking package.

Initially it was thought that guests will complete their own expenses especially for travel. However, this might create dissatisfaction among them and therefore whole amount including travel expenses will be included in booking package and agreement.

1.04.2018