Literature Review
Overview
Paradise Beach Nevis is a luxury private villa resort that is geographically located on Nevis. The resort is just a few steps from the shores of the ocean. It contains villas that are thatched. The villa contains several services, among them include concierge who are able to do the coordination of all the activities before one arrives at the resort. The company makes use of promotional strategies to help in reaching its potential customers and stakeholders. Among the major strategies used include advertising, internet promotion and tv promotion.
Caribbean Journal Staff (2015) asserts In terms of product strategy, the project focuses on delivering the product at higher quality levels while also maintaining consistency in its performance. In which case, this involves modeling the product to yield and maintain a positive perception among the consumers in its life timer.
For promotional strategy, advertising is considered as the most suitable option to make the product known to the potential consumers. For instance, to reach the working class citizens and independent women that may need much tranquil place for fully enjoying their time, off work (Posner, 2011, p.78). There are many list of features that makes the company admirable; and by making use of advertising strategies, it will be readily known that the hotel is sustainable in meeting the needs of its consumers. In addition, during the upgrade of its services to encompass the newest cuisine, the hotel had to involve in advertising (Sterlacci & Arbuckle, 2008, 130). The organization figured out that this is the only way to inform the users about the upgrade. Using internet to do the promotion is also the other option for marketing. Nowadays, people are using social media frequently and check what’s new on there. Using social media like, instagram or twitter and promote it with the company existing account. Not only do the company’s promotional department put the picture or tweeting, but do some hashtag trending to make the hotel a household feature (Posner, 2011, p.78).
Next promotional strategy used by the company is usually the use of TV or magazine. An article published in Toronto Sun, 2015 asserts that there are many products that have been put on the TV (Postmedia Network, 1). For instance, the company has become attractive in its ability to provide self-sustaining villas for the tourist. By presenting this state of the art in TV allows the company to promote its brand strength because it makes the consumers aware about it presence in the industry. As the result of these, many families have been associated to coming to the boutique hotel to enjoy their time.
However, the limitation of the articles is that they do not take into consideration the cost spent by the company in financing these operations. Promotional activities, such as advertising and tv promotion, requires a lot of money and a company may fail in the event of missing to plan strategically. Hence, the articles could have been better if they had included more information about how the hotel has been able to balance between the costs involved and the profit.
Work cited
Posner, H. (2011). Marketing fashion. London: Laurence King.
Sterlacci, F., & Arbuckle, J. (2008). Historical dictionary of the fashion industry. Lanham, Md: Scarecrow Press.
Forbes. The Coolest Caribbean Island You've Never Heard Of: Nevis. Forbes, 2o15; Web, Retrieved from:
<http://www.forbes.com/sites/annabel/2015/12/15/the-coolest-caribbean-island-youve-never-heard-of-nevis/#2715e4857a0b4c49c0576f42>
Postmedia Network. Go inside Paradise Beach Nevis: The Resort that hosted the Trudeau Family’s Winter Vacation. Toronto Sun, 2016; Web, retrieved from: <http://www.torontosun.com/2016/01/11/go-inside-paradise-beach-nevis-the-resort-that-hosted-the-trudeau-familys-winter-vacation>
Caribbean Journal Staff. Paradise Beach Resort Opens in Nevis. Caribbean Journal, 2015. Web. Retrieved from: <http://caribjournal.com/2015/03/18/paradise-beach-resort-opens-in-nevis/#>
