Alex McCann
Sarah Hardy
Peng Xu
Kai Zhou

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MONDAY: 4:30-5:30pm
ALYSSA CROUCHER

MARK 343: Wedding Industry
International Marketing Report

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Executive Summary: * * This report provides an analysis and evaluation of the prospective advantages and opportunities presented to Pavilion Samui Boutique Resort (PSBR) by targeting the wedding market in Australia. Through the collection of data from secondary sources, it has been established that there exists a potential market and profit opportunity for PSBR located in the Australian wedding industry. * * The overall objective of this marketing plan is to establish a sustainable and profitable presence in the Australian wedding market within the 2012/2013 fiscal year. This will be achieved by increasing the awareness of this service offered by PSBR through a targeted promotion plan to ultimately result in a higher annual profit margin for PSBR by entering this market. * * The report findings indicate that there is a current trend towards Australian weddings no longer having a religious aspect or simply not incorporating it into their wedding ceremony. This information, combined with an increase in the number of Australians traveling to Thailand per year indicates the potential attraction that the Pavilion Boutique Resort wedding packages could hold for Australians. * * The targets of this report are attainable through improved pricing and a broad differentiation strategy, appealing to the Australian market through product adaptation of more customizable options for wedding packages as opposed to competitors. * Market entry strategies will be followed to ensure minimal risk of this new venture to the company such as a strategic alliance with an established wedding planning company and the use