Glorias in Por Royal

Gloria, owner of Gloria’s Rendezvous in Port Royal, watched her investment

grow from a small, seaside motel to a thriving year-round resort in just a few years. Atop
a bluff overlooking the Caribbean Sea, and the Kingston harbor, Gloria’s had attracted
thousands of visits during the summer months, but then faced a tremendous downturn in
business during the winter months. “But, given the industry in the nearby towns, very
little year-round competition, and our close proximity to Portland,” Gloria added, “I
couldn’t understand why seasonality had to hit Glorias so hard!”
So Gloria spent her first winter devising a new marketing plan. She put together a
promotional package designed to attract business travelers year-round. Gloria’s’ plan,
then, involved a seasonal promotional gimmick—to be implemented from late winter to
late spring—that would attract the large summer crowd. Her idea worked! During her
second winter, Gloria greeted numerous business travelers—both satisfied repeat guests
as well as new guests who had been snagged by her promotional appeals.
“We still have a long way to go,” Gloria admitted. “Our delicatessen offers
delicious entrees, but we’d like to expand that. We provide health club privileges off-site,
but we’d like to eventually provide our own. These are goals I hope to achieve in a few
years. Our first project, however, included a renovation of our guest rooms and I’m quite
proud of the results.” Gloria then added, “Actually there are so many possibilities! With
an indoor pool area, I will eventually offer weekend get-aways throughout winter.”

1. Based on the marketing process, what are Gloria’s strengths?

Analysis, control,
Knowing and understanding her marketplace
Building customer relationships and delight
Creating customer driven marketing strategy

2. What is included in the marketing offer at Gloria’s Rendezvous?

Seasonal promotion gimmick
Health club privileges off-site
Indoor pool and weekend get-away throughout the winter (idea)
Delicious entrees
Hotel has an over look of the Caribbean sea and Kingston harbor

3. How is Gloria attempting to create brand experiences for her visitors?

Providing her own Health club offsite
Winter weekend getaways
Creating indoor pool

4. How has Gloria taken on the role of marketing manager?

She has taken on the art of identifying the type of customers she will serve
and brainstorming how well she can serve them while knowing the different
type of customers that will be present.
Risk taker (taking chances to make implementation eg: promotional strategy)

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 Chapter 1: Marketing: Managing Profitable Customer Relationships

Looking at ways to attract more customers, either to retain or increase

customer.

5. Define the target market at Gloria’s Rendezvous

Business Travelers: seeking short term stays during the ways in the vicinity of
Portland
Customers/ New guests
Repeated customers

6. In what ways might Gloria be implementing the product concept?

By making additional improvements( the idea of indoor pool, renovation of
guest rooms, where she will eventually offer weekend getaways)
Expansion of entrees she will be offering

7. In what ways might Gloria be implementing the selling concept?

Promotional gimmick/package

8. How might the marketing mix at Gloria’s Rendezvous differ between its two target
markets?

9. How will Gloria’s guarantee customer satisfaction?

10. Explain how Gloria’s Rendezvous is engaging in partner relationship management.

Explain how this could be enhanced.