Marketing plan: hospitality industry. Marketing plan of uniquescape resort

Marketing plan
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Subject: Business and Marketing
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Marketing plan of uniquescape resort
1.0. Introduction
Location
This is marketing plan for Uniquescape resort located in unknown and infamous remote place of Oregon with beautiful sceneries, waterfalls, coral reefs and natural flora & fauna. Located in an interior land, uniquescape resort is known to have great sceneries which give the resort a competitive edge over its competitors it will be attractive, private and a sole resort in the location.
The location of this resort is crucial since it greatly determines its ability to draw and attract customers. A thorough analysis of the community and the location in which the resort is to be allocated was carried beforehand .This was to ensure that the resort is unique in its kind and will smoothly operate without obstacles such as insecurities and hostilities. In addition, the location is not only accessible but attractive since it offers natural features such as lakes, rivers, flora, fauna, historical sites, museums, coral reefs and forests. Moderate weather of snow and rainfall conditions will make it the choice for many people.
Since it is a remote countryside, the surroundings are cool giving our guests ample time to enjoy their vacation in privacy. The neighboring people are friendly, diverse in culture and festivals. We offer high standard security thus the safety of our clients is 100 percent guaranteed.

Products, services and facilities
Company products will be divided into categories and differentiated to gain competitive advantage so as to realize revenues from each particular brand. Furthermore, it will encourage the resort to diversify its revenue base, rather than depending on one particular brand. This will caution the firm from the risk posed by competition giving it a competitive advantage over its competitors. Our company will offer its customers a variety of products including high value meals and accommodations; offering royal table and treating our clients as queens, kings, prince and princes. We will also offer all kinds of entertainment facilities such as plate throwing, tomato throwing, pig riding, and naked yoga.
Consequently, we will offer our clients outside retreats such as park visitation, museum visitation, amusement and attraction visitation, festivals & events visitations, boating activity, hunting and fishing activities, golf course usage, casino facilities, biking& biking trail usage, snowmobile trail usage, nature walk and programs, game rooms & video arcade, evening entertainment, outdoor skills teaching, children programs and childcare. In addition, we will offer exclusive services and amenities such as beaches and swimming pools, high quality service and hospitality, fitness rooms, game rooms and nature programs among others.
Our resort comes with plenty of facilities in form of well build modern attractive units, exterior and internal appearance which most people admire thus they play an important role in determining the rates to charge and stay of customers in the resort. This unique atmosphere will attract and retains customers.
Benefits to clients
Uniquescape resort intends to offer a unique and a memorable experience to our guests, which will remain in the minds of the clients even as they will be leaving the resort. This will be in form of products, services as well as unique entertainment facilities.
Marketing management orientation
All the marketing management orientation concepts are vital for the success our business. However in the initial years, we will emphasize more on the market, product and selling concepts. We intend to provide what our customers want and at the same time sell quality products as a way of penetrating into the market and retaining our customers. Aggressive promotion activities will be undertaken to market and sell our products and services by use of sales people, advertising, public relations and other promotional activities.
Ownership, Mission and Objectives
The initial capital will be raised by Ruth blaque and the family.
Our main objectives for the first two years will be:
To provide exceptional service to meet customers expectations
Maintain maximum occupancy level in high seasons
Employ experienced and qualified staff in the field of hotel resorts
The mission of Uniquescape Resort is to be the resort of choice providing high quality service to its guests.
The SWOT analysis
The analysis of hospitality industry as well as external environment was conducted to evaluate the strengths, weaknesses, opportunities and threat of the new business venture. The table below summarizes the results of the analysis.
Strengths
Well diversified and differentiated products portfolio catering for different segments of customers.
Secluded remote and unknown location will provide conducive environment for the guests who need privacy.
Beautiful scenery and local attractions (reach in culture) will provide experiences, entertainments and services to the guests enhancing their stay.
Favorable weather conditions will provide an easy escape of majority tourists from the harsh weather conditions in their areas of stay.
weaknesses
Competition from established resorts with adequate resources.
Lack of adequate capital may hinder the provision of required products, services and facilities.
Lack of experience in hospitality industry may hinder the effective operation of the resort.
Remote location of the firm may prevent other customers for fear of security and distance to be covered.
Bann on the use of electric technological equipment may discourage some customers.Opportunities
Expanding and evolving global market will provide market for the company products and services
Availability of untapped customers in terms of local community who will form a big number of our customers.
Availability of qualified personnel in areas of hospitality and marketing to work for the resort
Favorable economic environment and rule of law which provide a smooth environment for business to thrive.
Threats
Growing global terrorism may scare people to travel hence reducing the potential revenues from being realized.
Stringent rules and by laws may hinder the smooth operation of the resort.
Weak global economic outlook as a result of global recession may significantly reduce the amount available tor vacations.
Poor infrastructural facilities due to remoteness of the location may hinder the performance of the resort.
Table 1. Swot analysis of Uniquescape resort

Analysis of eternal environment.
a) Economic: The Global Economic Downtown as a result of global recession may hinder the performance of Uniquescape resort.
The resort intends to derive majority of its revenue from the US citizens. However, economic activities have gradually slowed down in the recent year which has led to severe decline in consumer confidence and general expenditure per person.
This weak economic situation in the company’s key market could lead to reduced anticipated revenue for the company and is likely to put pressure on the overall business operations.
b) Demographic: local and demographic trends are very important for the running of our resort. Just like for any other business, information such as population size,age,level of education,culture,religion and growth rate of the local people will assist identify their demands and those of their friends and families who come to visit the area, hence inclusion of those demands in the policies of the company.
c) Competitive: Competitiveness of any company is necessary for its survival in the industry. This resort will be competitive with regards to its location especially for those customers who enjoy remote and secluded areas for their vacations. It is also competitive in terms of the surrounding scenery and other natural resources.
Competitive facilities in form of modern buildings, cleanliness and appearances of these facilities give a strong competitive edge over other similar resorts. Service quality is another form of this company’s competitiveness; it will be one of its kind.
d) Natural: located in beautiful sceneries near Quality Lake, nearby tourism attraction sites in form of historical sites and museums, natural forest cover and attractive land adjacent land use.
e) Political: Stable political environment will allow for the smooth running of the business resort. This has been enhanced by developed political and judicial institutions that amicably address all issues that relate to political conflicts in a fair and transparent manner. This has greatly contributed to our investment in the country
f) Cultural: The community location of this resort is rich in diverse cultural values. The locals have attractive events and festivals like buffalo and bull fighting, sports tournament and conventions which will attract clients regularly and also help extend their stay in the resort.
g) Technological ...