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Strategy and Structure for new resort business

Period-1
Idea
New resort business on a small Caribbean island.
Name-Club Escortica
Initial workforce-15 employees.

1. Generic Strategy
The Caribbean is both timeless and ever-changing. We are opening a new resort business in a small island of
the caribbean where every amenity known to 21st-century traveler is waiting for them. We can have our resort
as a holiday destination for tourists, corporate customers and casual travelers from all over the world who come
to the caribbean especially from America.
Target market
Corporate customers, tourists and casual travelers from America.
Competitive advantage
Increase in corporate activity-with more no of corporate professionals flying down from US and from
other places for holidays there will be a corporate culture developing in the caribbean.
Quality hospitality services
Low cost leadership(Being a startup venture we will be targeting the price sensitive customers to get an edge
over our co











10
TH
YEAR OF OPERATION


30 Club Eds over the following places;
INDIA
CHINA
SOUTH AMERICA
CENTRAL AMERICA
NORTH AMERICA
CARRIBEAN
SOUTH PACIFIC
CARRIBEAN - The Caribbean is a region that consists of the Caribbean Sea, its islands, and the surrounding
coasts. The region is southeast of the Gulf of Mexico and the North American mainland, east of Central
America, and north of South America.
SOUTH PACIFIC
140 EMPLOYEES



PROBLEMS: THROUGH PORTERS 5 FORCES


DEPARTMENTS:
As of now the Human Resource, Control and Information system are adapting to the new changes. They are
favorably doing well because of a less rigid system of operating the clubs therefore new ideas are being
accepted. With the coming years they would be getting functionally aligned with the strategy set by the top
executives.
As profit margins are high and rising we are thinking of expanding the Club ED in coming 10 years.




20
TH
YEAR OF OPERATION

50 locations
3 cruise ships ( Dream Boats)
Customer Profile : 50% repeat, 40+
Economic conditions fluctuating
Present theme not appealing

Theme needs to be revised. The target market is the 40+ population who are conservative regarding their
choice of theme. The resort should ideally pick up a quieter classy theme. Private dinner arrangements,
entertainment shows can be arranged.
Spas, health centres, therapy etc can be provided as complimentary services.
Pricing structure should be revised upon considering economic fluctuations. The target market is not
extravagant spenders and hence tariff should be reduced.
The differentiation theme of the resort is no longer appealing and considering the economic condition, it
needs to focus on being a cost leader.
Since half the customers are repeat, the resort needs to focus on customer retention. The information system
should be optimally utilized to track the present customers and convey to them the changed theme and
pricing structure.
The theme of the Dream Boats being the three Ss, it can be specially targeted for the younger generation to
whom it might still appeal. Thus the marketing activity needs to be segregated for the resort locations and
the cruise ships based on their individual target markets.

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