Marketing Management
Autor: Assignment Coach • April 27, 2017 • Coursework • 4,275 Words (18 Pages) • 550 Views
Contents
1. Organization overview. 2
1.2 Corporate Strategy 2
1.3 Corporate objectives of Randholee 3
1.4 Key Performance Indicators. 3
1.5 Current Performance 3
2.0 Market Environment Analysis 7
2.1 MACRO Analysis 7
2.1 Macro Analysis 8
Competitive Landscape 10
SWOT Analysis 11
Marketing Objectives 12
Market segmentation 13
From Young and Single to Empty Nest 1 13
Targeting 13
Positioning 14
Meeting Customer needs. 16
Marketing Mix 7P 16
6.1 Product 16
6.2 Pricing 16
6.3 Promotions 17
6.4 Place 18
6.5 People 18
6.6 Physical evidence 18
6.7 Process 18
Marketing Mix Activation 2016/2017 19
Forecast 20
Proposed Marketing Budget 20
List of Figures | Page | ||||||
Figure 1:- Market share analysis Source Corporate data | 3 | ||||||
Figure 2:- Turnover analysis Source Corporate data. | 4 | ||||||
Table 1:- Customer Revenue Analysis Source Marketing data | 4 | ||||||
Table 2- Marketing Department Structure Source HR Department | 6 | ||||||
1. Organization overview.
Randholee Resorts Ltd ( RRL) has been in operation for over 7 years. The Boutique hotel is fully owned subsidiary of Freudenberg Shipping. The Resort is 4 star, 27 room hotel with 5 suits. Located Kandy , which is tourist hub the business has been very successful for the past four years of its seven year tenure. Having to complete with much larger ,established brands in the religion the resorts has held its own growing it market share year on year.
1.2 Corporate Strategy
Vision
To be the most preferred luxury resort in the Kandy region recognized locally and internationally.
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