Executive summary
Luxury Resort
The luxury resort is a restaurant offering pregnancy packages for expectant woman who are almost delivering. It was established two decades ago and it is for baby moon vacation. The services offered in the SPA luxury resort is prenatal massaging treatments, which are part of the romantic package to make them feel appreciated before delivering. The target market is wide because it aims at expanding to all parts of the world. Its first operations or services were started in Northern America and Europe (Kotler & Armstrong, 2010, 56).
Pregnant women in these regions who were interviewed appreciated the services the firm provided. This is a perfect baby moon trip to them as they prepare to give birth. Women have been enjoying the romantic moons at the resort before delivering. The hotel have been improving its services to become special and fulfilling by meeting their needs and desires. Other services offered are spa treatment for pregnant women to become mothers, hallmarks of romantic getaways that are tailor made to suit the needs of the expecting couple (Monroe, 2003, 78).
The main goal and objective of the resort is to expand its markets by 12% every year, increase customer base by 23% annually, and to improve the quality of the services to counter competition, which is piling up. The top management and the staff of the resort are not only qualified but also committed and dedicated in their service delivery. The team members are John James, Ronald Mark, Jane Joe, Reuben Smith, and Mclaren, Beatrice, Williamson, Johnson, Peterson, and McDonald. They the people who will utilize the resources depending on the budget provided (Kotler & Armstrong, 2010, 57).
Strategies used by the luxury resort
Product strategy
This is the strategy used by the resort to attract and to offer quality services to the customers in all target markets and regions. The services are tailor made to suit the needs of the expecting couples. The services provided are of high quality due to the advanced technological equipment and tools in the resort. The variety of the services provided by the resort is a strategy used to attract more customers to the firm. The check up too is an added advantage to the clients provided by the nurses and medical practioners to advise them more appropriately on what they should do (Monroe, 2003, 79).
The rooms are spacious and all facilities provided making them more attractive. The product or service strategy is effective and efficient because it has made the existing customers to be loyal and trust worthy to the firm. This has made the company to gain competitive advantage and customer increase of 23% every year. This strategy has been left to John James one of the team members to ensure the services provided by the company meet all the customer’s requirements (Kotler & Armstrong, 2010, 58).
Price strategy
Price is the amount or the value a customer pays for the product or service. The company may decrease or increase the price of the services depending on the competition and quality of services. This pricing strategy is where the firm conducts a market research to know what the competitors offers and what the customers want. The luxurious resort usually offer its services at a lower price compared to its competitors. This is a strategy because customers are always sensitive to the prices offered by the firms in the market (Monroe, 2003, 80).
The luxury resort charges are lower; hence has made the company gain competitive advantage over other firms. This strategy is important to the company because it has made it become a market leader; hence dominating the entire market of Europe, Middle East, China, and Northern America. This responsibility has been assigned to the two senior marketers in the, Ronald Mark, and Jane Joe. They are the ones to advise the top management on how to price the services offered. They must conduct research assisted by other junior staff where they must provide a comprehensive report to the firm on what should be done (Kotler & Armstrong, 2010, 59).
Place or distribution strategy
Place is the location where the product can be purchased or service can be provided. It is commonly known as distribution channel. The firm has utilized this strategy effectively and efficiently and it has helped to bring the services to our targeted customers and potential customers closer. It has opened many branches in many countries such as the Clarence in Dublin, Ireland, commonly known Baby moon dine in style packages, pre and postnatal massages offered in Raffles Vier Jahreszeiten in Hamburg, Germany, prenatal massaging at Raffles Vier Jahreszeiten in Hamburg, Germany, Spa prenatal treatment offered at Landmark in England and baby moon package (Kotler & Armstrong, 2010, 60).
In addition, Pregnancy Spa Treatment Package is offered at Hotel grand Bretagne in Greece, Burj al Arab in Dubai, New beginnings treatment, maternity massaging offered at Ritz Carlton in Dubai and Doha. Pregnancy massaging, and treatment offered at Madinat Jumeirah in Dubai, pampering massaging treatment at Park Hyatt in Dubai, total indulgence treatment packaging at Sheraton La Caleta Resort and Spa in Tenerife, Spain. This responsibility of ensuring place or distribution strategy achieves the best are Reuben Smith, and Mclaren (Monroe, 2003, 81).
Promotion strategy
Promotion is the communication that marketers use in the marketing place. The firm uses the four distinct elements of sales promotion, personal selling, public relation, and advertising. For the firm to make its products known to its customers and potential customers mostly uses advertising. Advertising is any form of communication that is paid for by the company such as using the TV, radio, billboards, and internet advert through print media such as magazines (Kotler & Armstrong, 2010, 61).
The company has been able to use sponsorships and social responsibility such as helping the bright but needy students in the society and paying hospital bills for those who are unable due to poverty. Some times, they held some exhibitions and conferences to explain their services to the potential customers in all the target markets. The people in charge of ensuring the promotion strategy achieve its intended purpose are Beatrice, Williamson, and Johnson (Monroe, 2003, 82).
People
The people involved in the consumption of the services of the company are important. For instance, consumers, management, workers etc are the pillars for the success of the firm (Kotler & Armstrong, 2010, 62). This has helped the company to define the market segmentation e.g. demographic segmentation. This has helped the people who benefit from the Spa services especially the women who are almost delivering get quality services. The person in charge of this strategy is Peterson. He is the one to find out what people want (Monroe, 2003, 83).
Physical evidence
This marketing strategy is to ensure effective communication and customer satisfaction at all times in all target markets. When customers are satisfied with the services provided by the luxury resort, they will become loyal to the firm. This responsibility is left to McDonald to ensure the strategy achieve its intended purpose (Monroe, 2003, 85).
Process
This is the mechanism, procedure, and flow of activities where services are used. This also includes how the product or services will reach the end user and its reactions. The process should be reliable and serve the purpose intended. This responsibility is left to Jane Joe and Reuben Smith to ensure the strategy achieves its intended purpose (Kotler & Armstrong, 2010, 63).
BUDGET ALLOCATION
Items $
Promotion 20000
Expansion and growth 400000
Wages and salaries 30000
Equipment 20000
Research 40000
Transport 10000
Bill payment 5000
Technology 10000
Total 535000
These budget will be funded by the firm’s assets and loans borrowed from banks and other financial institutions.
References:
Kotler, P. & Armstrong, G. (2010). Principles of Marketing 13E. New York: Pearson Prentice Hall. Pp. 56-63
Monroe, K. B. (2003). The Pricing Strategy Audit. New York: Cambridge Strategy Publications. Pp. 78-85
