...Marketing strategy PPPP 1) Bit of space explaining scenario, trends, etc 2) Target Market 3) Small paragraph about mainstream vs niche 4) Hotel Marketing mix 5) Recommendations 6) Contingency plan Put X instead of info you don’t have, make situation clear for Rach to edit. Target atleast 3 pages and max 5, although getting info in crucial (excl. references) Page1: Scenario, Trends, customer profile, mainstream vs niche Page 2+3: Marketing Mix Page 4: Estimated Budgetary recommendations and Contingency Plan Marketing Plan Introduction For a startup company, an effective marketing plan is essential in order to ensure that it stands out from other, larger and more established brands. Established brands not only have tremendous brand recognition and a developed customer base but also the financial wherewithal to influence or manipulate the market conditions to make them more favorable to them. Nowhere is this more evident than in the hotel industy where large family firms have dominated the industry for decades. in addition the large initial investments, large overheads and fierce competiton often deter new entrants. However, the advent of the internet and consequently E-busness and IT business solutions has significantly leveled said playing field. With tourism increasing rapidly, especially from inxcreasingly affluent middle classes from the Newly Industrialized Economies (NICs), the hotel industry faces new challenges and opportunities, somthing...
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...------------------------------------------------- 中国大陆首家W酒店入驻广州 W 酒店是喜达屋酒店与度假村国际集团旗下的全球现代奢华时尚生活品牌,它有着独立酒店的个性化时尚风格,也具备了主流商务酒店值得信赖、始终如一的卓越品质和体贴周到的服务。W酒店的官方定位是“Lifestyle”品牌,业内普遍将其归类为大型的Boutique hotel路线。激发灵感、创造潮流、大胆创新的W酒店在业界影响深远,为宾客重新诠释了以当代设计为主导,打造奢华现代生活方式的住宿体验。 喜达屋集团是世界酒店与休闲服务业中的领袖企业之一,在全球100个国家和地区拥有1,134家酒店,其自有与管理的酒店雇佣员工超过171,000名。作为世界知名的品牌,喜达屋是一个集酒店业主、经营与销售等功能于一身的综合集团,旗下拥有瑞吉、豪华精选、W酒店、威斯汀、艾美、喜来登、福朋酒店以及近期登场的雅乐轩,还有源宿。喜达屋拥有一项行业领先且备受赞誉的忠诚计划——SPG俱乐部,会员可获得积分并将其兑换成客房住宿、客房升级和航班,且无日期限制。喜达屋还拥有喜达屋度假住房所有权股份有限公司,旗下的别墅式度假酒店和喜达屋旗下品牌的贵宾特权缔造出世界级的度假体验。 ------------------------------------------------- 广州旅游业与接待服务业 广州地处广东中南部,是国家的经济、金融、贸易、航运和会展中心。自1975年以来,每年春秋两季都会在广州举办中国进出口商品交易会,即广交会,迄今已有五十余年历史,是中国目前历史最长、层次最高、规模最大、商品种类最全、到会客商最多、成交效果最好的综合性国际贸易盛会。日益成熟和发展的广交会给广州酒店业带来了无限商机,酒店在每年两届广交会期间的收入就占到了全年总营业额的近30%,例如花园酒店在广交会期间的营业额约占全年1/3,而海珠区一家四星级酒店约占1/4。除了广交会外,大大小小的各种展览多达800多个。游客抽样调查显示,在非会展高峰期,广州会展游客占所有游客的8%。 2010年后,随着亚运会、亚残运会在广州的成功举办,广州城市形象和城市地位得到了极大的提升,同时也带动了广州旅游业的快速发展,城市接待游客数量持续增长。2010年我市接待游客总人数1.27亿人次,比09年增长7.13%。据不完全统计,2010年广州亚运会期间,预计需安排运动员、随行官员、媒体人员等饭店住宿宾客约2万人, 2万名宾客,按照每人5000元的消费标准,就是1亿元的商机。 ------------------------------------------------- 广州W酒店 2013年03月,广州W酒店作为中国内地首家W酒店在繁华的珠江新城炫丽亮相。酒店拥有前卫的建筑外观配以充满时尚活力的室内设计,进门处19米高的LED水幕瀑布,让客人从走进酒店开始便可感受到W酒店的时尚无处不在。在此,不难找到适合每位客人尽情享受的地方,充满设计元素的酒吧与餐厅呈献各国料理,美酒佳肴,充分演绎了广州多元化的城市魅力,体验中国内地首家AWAY水疗中心,在城市中心享受舒适静谧,设计新颖的客房,全城首个客房内运动传感器与各种高科技配套设备为客人带来的全新入住感受。逾2000平方米的会议空间包括一个拥有户外场地的开放式会议室,配备先进高科技设施的宴会厅,设有便携式会议系统及同声传译系统,让客户的会议与活动打破传统,充满创意。无论什么时候,无论客人需要什么,广州W酒店的24小时随时/随需服务都尽可能让客人如愿以偿。 ...
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...concepts of marketing for a relevant services industry This research is about the concepts of marketing. I will therefore start by introducing the key terms marketing and marketing management. (Allen, 2007) stated that "Marketing pertains to the interactive process that requires developing, pricing, placing and promoting goods, ideas or services in order to facilitate exchanges between customers and sellers to satisfy the needs and wants of consumers". (Kotler et al, 1996) suggested that "Marketing is the process used to determine what products or services may be of interest to customers and the strategy to use in sales, communications and business development'. The American Association of marketing (Gronroos, 1989) define marketing management...
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...“Pop” Culture “If there are 12 million people with our stuff, let’s have them be 12 million 18 year olds.” Says Dave Burwick vice president of marketing for Pepsi-Cola(Hey Kids Buy This pg. 98), and why not, child spending has risen from $122 billion to $172 billion in the past 5 years(familyed.org). In a time when advertising agencies are trying to get the most for their buck, and who isn’t, the smartest thing to do is target the ever growing population of children. In today’s society children’s average weekly allowance is just $5(Children and Money pg. 1), amounting over $260 a year, if you multiply this number by the number of children in the US today, it is outrageous, close to $5 billion. Seeing as children only save about half a billion dollars a year(Children and Money pg. 1), that’s a lot of money being spent on clothes, video games, toys, soda and candy. The funny thing is, marketers that had long ignored children, now systematically pursue them. Today, as well as clothing and toys, it’s also computers, airlines, hotels and banks(Hey Kids Buy This pg. 97). Pepsi, being one of the major soft drink companies in the United States today, has the right idea. By using a different pop icon, such as Brittany Spears, Christina Agulara Johansson 2 and Beyonce Knowles in each new advertisement, they are guaranteed to have the attention of the younger...
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...Anderson 1234, West 67 Street, Carlisle, MA 01741, (123)-456 7890. OBJECTIVE Give more than 9 years of experience in Training, Marketing, and Consultancy as well as MBA degree and extra highly applicable experience to your business in a managerial ability. TECHNICAL SKILLS In Software Java, Visual Basic, MS Office, Oracle Other Skills Team Management, Channel Sales Management, Franchisee Training, Sales and Customer Care Training, Business Development, Sales and Product Development. EXPERIENCE Consultant (1998 - Present) Aptech Inst., New Delhi, India Responsibilities includes: * Training employees, franchisees, distributors & conducting training requirement analysis. Senior Manager - Marketing & Sales (1996 - 1998) Adobe, Noida, India Responsibilities includes: * Directing the sales team, business development and identification of latest business channels. Asst. Manager Sales (1995 - 1996) Hotel Le Meridien, New Delhi Responsibilities includes: * Examined market competition & its costs to stay ahead of the main players in the market place. * Supervised staff of 5 members who given support to sales as well as marketing. * Assisted in establishing baseline process and report formats to be used in subsequent years. EDUCATION B.A (Eco) from Aligarh University, 1991 MBA/PGDM (Marketing) from Aligarh University, 1995 Other Certification(s) Attended * PENTASOFT * ------------------------------------------------- ...
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...Partyline.com (Marketing plan) Today I would like to introduce a new service to you called “Partyline.com”. Partyline.com will be website available to all that register a valid email and are 21 and older. What will be offered on this website is a new technology and idea I came up with. The main offering on this website will be a live feed of bar’s and the bar’s line to get in. In addition, you will be able to create your own group chats, and instant message other users. Other services provided will be bar specials, bar themes, local taxi number, late night food, and live updates by promoters. The overall marketing plan place, promotion, price, and product will make or break this service especially place. I would like to set this website up in three different area’s consisting of West Virginia, Morgan Town, George Town, and New Haven, Connecticut. Promotion will be another key factor, and I am hoping to sell Facebook or YouTube that this next big idea so they will help with advertising. Otherwise, it will be up to me and the investors I obtain. Price to use the website will be free and Product is the service were providing. The industry size and target market are two key components to making this business succeed. The reason I picked those three areas is because they are highly populated and they are highly populated with bars and college students. College students will be the primary target of this company. The more people this website can engage, the more...
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...Assignment 2.1 Ford Analysis PSPR 6208 Strategic Marketing and Communications Fall 1 2013 1. Where would you put Ford in terms of competitive position? Why? By shifting their focus, developing a new marketing strategy and focusing on the Ford brand, Ford has dramatically enhanced their competitive position and turned things around for the company. In doing so, they strategically placed themselves back at the top in terms of competitive position. This was no small feat, especially considering the fact that they were in far worse shape than most car companies as recent as 2008 (Kotler & Armstrong pg 547). Ford with the assistance of new CEO Alan Mulally fought hard against bankruptcy and even harder to gain consumer trust in the company and the brand. This strategy has helped Ford to gain a competitive advantage, especially in terms of customer satisfaction. 2. Is Ford a market-centered company? How can it improve in this area? Considering the fact that Ford currently pays attention to both customers and competitors in designing the company’s marketing strategies, I would say they are definitely a market-centered company. This may not have always been the case, as is evident from reading the case study. At some point, Ford took its eye off the market, loosing focus, especially in regards to customer needs. I think that they were driven to shift their focus by several factors, top of mind being the dire economy. Moving forward, they will need to play...
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...Social Media Marketing BUS508: Contemporary Business November 30, 2013 What is Social Media Marketing? Why has Social Media Marketing become so popular? Is it now the most effective way to advertise and market? I have chosen to first define both marketing and social media. In my analysis it will allow you to fully grasp the importance and meaning of marketing and social media. My analysis will also allow you to easily determine why Social Media Marketing has become so popular among businesses. I’m a big believer in social media so I will display that throughout my paper. With technology in this day and age people always have the Internet in the palms of their hand and social media is always a button away. What is marketing? Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (Boone & Kurtz, 2012). Without proper marketing strategies businesses would not be able to sell their goods and services. The most effective rule to consumers is to ensure that they always get what they want and always meet their needs before they ever surface. Marketing has always been part of business, from the earliest village traders to large 21st-century organizations producing and selling complex goods and services (Boone & Kurtz, 2012). How people market has now evolved and is now more on social media than ever. Social media is one of the...
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...CASE STUDY: MCDONALD’S Executive summary This case study looks to evaluate marketing within McDonald’s and will look into how it has affected McDonald’s in terms of its position within the market. Through research, a positive correlation has been revealed between how successful a company operates and how committed they are in terms of customer focus and its marketing strategy (Kloter and Armstrong, 2010). This study will demonstrate how McDonald’s marketing strategy has helped render the company a global success. This is shown through the SWOT analysis. This study has found that the pivotal ingredient in this company is the unique and effective marketing strategy. Also to be credited was that the strategy showed that there were areas which could potentially disrupt the current rate of success (in terms of monetary results) If they are not rectified. A recommendation could be to increase the amount of ‘Healthy foods’ McDonald’s currently offer, to do so McDonalds would need to invest more in their product segment of the marketing mix. Introduction In many cases a company does not become successful overnight. There are a number of key ingredients which need to be focused on, in order to achieve its potential. An important part of this is the ‘marketing strategy’. The majority of successful firms invest large sums of capital and time into tailoring their strategy focusing on the potential changes in customer levels, rivals and the environment (Bradley, 2005). McDonald’s currently...
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...Problem Statement Jeff Johnson, who saw that an informal Pacific style restaurant and bar on the site of a barrier island had potential for development. He then used his savings and some financial assistance from his family to build Jumpin’ Jeff’s Beach Bar on the barrier island. After Jumpin’ Jeff’s opening, Mr. Johnson soon realized that there are lots of challenges waiting for him, such as price setting, menu development, staffing issues, and cultural issues. Situation Analysis Since Jeff Johnson owns the land, Jumpin’ Jeff’s Beach Bar is the only one on this particular island. Mr. Johnson had chosen a good restaurant location, as he has a monopoly of business on the island. He can do whenever businesses he wants on the island. Mr. Johnson spent a lot of money on design elements, as every supplies and equipment is shipped from Florida. The restaurant was designed in a South Seas beach-hut style with shutters, which should be pretty eyes catching. The island itself is a barrier island, open on the eastern side to the Atlantic Ocean and the western side to the Haven. The other side of the Haven is a very small town, Kingsville, with two grocery stores, three churches, two resorts, two gift shops, and a small open-air market open on Tuesday and Saturday mornings. The Haven is popular in winter with cruising small boat sailors looking for a good anchorage in a sheltered harbor, amenities provided by the grocery stores and a place where they could order parts for their boats...
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...the effectiveness of their marketing strategies for TWO elements of the marketing mix. Microsoft Corporation Table of contents Microsoft corporation overview 3 Introduction 3 Marketing strategies and their effectiveness 4 Conclusion 5 Reference list 6 Appendix Financial Statements For Microsoft Corporation: annual data 7 Microsoft corporation overview Microsoft is a public multinational corporation founded in Albuquerque, New Mexico on April 4th, 1975 by Bill Gates and Paul Allen. Where know the head quarters are in Redmond, Washington, USA with Steve Ballmer (CEO), Brian Kevin Turner (COO), Bill Gates (Chairman), Ray Ozzie (CSA), Craig Mundie (CRSO) and approximately 89,000 employees. Introduction Microsoft became one of the largest and most profitable companies in the world. Its founder, Bill Gates, became one of the wealthiest people in the world. Microsoft products enjoy a market share of more than 90 percent of the operating systems business worldwide. Microsoft has continued to expand and to update its product offerings and in doing so, it continues to spur demand among software buyers for Microsoft's newest and best products. The company has successfully navigated through changes in technology, the rise and fall of competitors, the growth of the Internet, and the globalization of business. In order for this success, Microsoft implemented marketing strategies in the marketing mix of product and promotion...
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...Defining Marketing April 7, 2014 University of Phoenix Defining Marketing Marketing, in essence, is a company differentiating itself from its competitors. Organizations use marketing strategies to promote their product. Perreault, Cannon, and McCarthy define marketing as “the performance of activities that seek to accomplish an organization’s objectives by anticipating customer or client needs and directing a flow of need satisfying goods and services from producer to customer or client” (2011, p. 6). Companies must focus their resources on these products to increase sales and competitive advantage. According to Kotler and Keller, “Marketing is about identifying and meeting human and social needs” (2012, p. 5). Companies use marketing strategies to spark interest, promote, and educate the consumer. A dental company must continuously reinvent itself from a marketing standpoint. In a town with a population of over 117,000 people and over 40 dentists the demand for dentistry is always present, but so is the competition. It is important for a dental office to keep their name at the forefront of dentistry. It is vital that an organization not only creates an exceptional product or service, but also delivers what they promised. An organization is only as good as their consumers perceive them to be, so it is greatly important that their marketing begins in-house with their current patients. There is no more cost-effective way to market than word-of-mouth...
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...| A CRITICAL PERSPECTIVE ON STRATEGIC CSR AS A TOOL FOR MARKETING AND BRAND DIFFERENTIATION | | | Mattias Norén, Niklas Nygård | 2014-01-16 | | “What are the underlying reasons for abusive Strategic CSR in marketing and brand differentiation, what are the consequences and are there any solutions?” Introduction to CSR For Corporate social responsibility(CSR) a lot of different definitions exists but the one we chose to use in this report was defined by (McWilliams, Siegel och Wright)) as “actions that appear to further some social good, beyond the interests of the firm and that which is required by law”. This definition defines a wide concept that contains everything from corporate environmental strategies, employee empowerment, health and benefit plans for employees and corporate philanthropy. The linking factor between these different implementations is that corporations and businesses should expand their responsibility beyond absolute necessity and their core stakeholders group. While CSR is very modern as a defined concept it is still based on a lot of old ideas. For example many companies in the late 1800s based its business on scientific betterment which often meant that employee benefits was taken a lot further than the requirements of the law (Barley och Kunda). Today CSR has evolved to something more than the initial idea of expanded responsibility and it’s used as a tool for companies to reach goals outside of areas normally connected to CSR...
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...The importance of marketing in Law Firms Introduction The importance of good and accurate marketing in the legal industry is growing as a response to the high competition among the industry and because of the innovations in technology. In the past, the common marketing practice among law firms to publicize their business and services depended exclusively on word of mouth. Over the years and due to the wide offering and competition among law firms, the above has radically changed and lawyers and law firms are now taking a more aggressive and proactive approach to market their firms and shopping their services within the market. Why should a law firm focus on efficient marketing strategies? Due to the fact that today lawyers live in a very competitive market place and clients are sophisticated, demanding and price sensitive, lawyers and law firms need to spend a great portion of their budget and time to think and determine the best way to provide upscale offering and services in order to get a competitive advantage and a wider market share. Creating value and offer a differentiated service and product are key factors for the law firms in order to get hired by clients. Every person that is part of the law firm should strive to offer a premium service sometimes in detriment of quantity. Since clients are price sensitive, having a better product than competitors create value and a competitive advantage for the law firm. Law firms should be selective when choosing work and clients...
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...gary a. sanchez * Blog * How I Can Help * Corporate * Small Business * About Me * subscribe via RSS Understand the Difference Between Strategy and Tactics to Unlock the Power of Your Social Media Marketing by garyasanchez “Strategy is doing the right things. Tactics is doing things right.” ~various attributions, including Peter Drucker and paraphrased from Sun Tzu I recently posted a series of slides from prominent social media thought-leaders as to why social media is not a retail marketing strategy. The point was not to diminish the potential value of social media or inbound marketing, for there are considerable benefits to be realized. Rather, my point was to assert that the use of social media and inbound marketing tactics can benefit tremendously by being used to support general marketing strategies and online content strategies. Starting your marketing efforts with well thought out strategies will help you manage limited resources, help you understand what’s driving success and failure, and accelerate success by unlocking the creativity that exists within your organization. Goals, strategies and tactics Before you can speak intelligently about the differences between strategies and tactics, you first need to start with the purpose of having strategies and tactics. The biggest reason is to help you achieve a goal. A goal is a specific result that your business needs to achieve in order to sustain itself, usually through revenue growth or expense...
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