EXECUTIVE SUMMARY

Marriot Hotels and resorts is preparing for MULTIBRANDING, by launching a new resort with a unique idea of 5 different cultures of the world. Since there are a lot of companies working in the same industry, and the competition is very high, still the market is growing among the elites of the world. This unique idea of globalizing the planet in one place will attract the elite tourists of the world, so there is a lot of potential in this market; and Marriot now launching a new venture with the name of PLAH-NAY-TAH can avail itself the opportunities and become a well known recreational place and attain a large market share. We are targeting specific segments in the consumer and business market, taking advantage of higher demand for luxury, recreation and to evade the daily hassles of life. With our state of the art suites, customer friendly personnel and highly proficient workforce we aim to provide delightful Higher and Consistent Quality Services, through our trusted and valued marketing strategies, promoting the idea of multicultural resorts and positioning PLAH-NAY-TAH as the highest preference in the target market customer‟s mind. The primary marketing objective is to capture local market share of 15% in the first year and keep the first year losses to the minimal level. Achieve the break even in second year through higher sales and increase in visitors, family members as well as corporate alliances and government contracts such as

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foreign delegates and ambassadors. The third year strategy will be to show up the biggest market share holder in the local market. The expansion and broader level of operations will be tested and implemented in fourth and fifth year by catering national market and international events in the national and local market.

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CORPORATE UMBRELLA

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Enabling the guests to experience a highly customizable culture according to one‟s own will 4. A moment shared with us becomes a life time experience”.. VISION We want to bring a homely environment with outwardly innovation and novel hospitality and to be the leaders in lodgings by providing simply the best recreational spots from around the world aggregated in one place. 2.M A R K ET IN G O V E RV I E W MISSION STATEMENT: “Attuning your leisure pursuits with the pulse of THE EARTH. 3. OBJECTIVES 1 Capturing an annual growth rate of 15% and attaining relatively highest market share in hotel industry. We build a world around you that you desire. To maintain our standards according to set parameters by training our staff accordingly and energetically. 5 .. To create uphold and sustain its identity by providing different cultures of the world in one place for the first time.

Bachelors and married both are in our segment. To increase guest stopovers 12 % annually M A R K ET S E G M E N T A T IO N DEMOGRAPHICS We target people of all ages specially 14 above who could travel individually. We target both the genders and our visitors belong to high income level. 6 . Along with that the cultural bonding takes our main attention and we are highly directed towards them.5.

SOCIAL GROUP Our main focus is towards upper uppers. so we cater occasions of different religions and cultures. Occasions that we celebrate are EID. Chinese New Year. We make our guests familiar with other cultures and invite them to be the part of environment they were never before.PSYCHOGRAPHICS Most of our target customers are leisure seeking and peace loving. upper lowers and upper middles. Easter. Easter. regardless it is his native atmosphere or a foreign land. Anyone who loves any sort of culture or environment can enjoy it. Halloween. etc. deepavali. Holly. BENEFIT SEGMENTATION Users Status: We offer three types of memberships 7 . and tomato day. Christmas. OCCASION SEGMENTATION Since we deal in the masses. members of the class which wants royal treatment GEOGRAPHIC Our targeted clients are the people from every corner of the world as we have eliminated the cultural barriers of the earth.

Only 100 such memberships are allotted so that the uniqueness of the guests is maintained. We are available 24/7. Gifts are sent to our members on their birthdays. PLANNING FRAME: We consider our customers as our guests.Diamond Membership: A 7 year. Hospitality for our customers is so open that we attract them beyond their planning frames. festivals of virtually every religion or culture. business activities.000 membership with unlimited access to hold this gold card in your hands has the intrinsic value of being catered in the resort with a VIP treatment and free access to all the member areas in the resort with free transport. for every type of occasion like matrimonial services. VIP seating and halls in all the restaurants. They have access to the member‟s area Platinum membership: a 5-year. 365 days a year. They have the access to the members‟ area as well. $ 40. 8 . Gifts are sent to our members on their birthdays.000 membership with the supreme benefits of free escort in and out of the resort and during the stay First priority to all the presidential suites in the resort. music events and award ceremonies and so on. $ 25. Gold Membership: A 3-year $10.000 membership and only 500 such memberships will gain the unique privilege of getting the first priorities in all the restaurants and lodges plus they will enjoy the benefits of free transportation within the resort and free escort out of the lodge one time per visit in our chauffer maintained limos. honeymoon trips. If our diamond members want to fly towards the resort 30% of the flight costs are born by the resort.

9 . and Measure the satisfaction level of our customers.HAMZA’Z PART M A R K ET IN G R E S E A R C H : TYPE OF RESEARCH: We shall conduct an exploratory research in the market to: Identify the needs of our potential customers.

g. Faculty mismanagement. poor quality of service. price dissatisfaction) ACTION PROGRAMS FOR INTERPRETATION: Promotion campaigns Multimedia advertising campaign International advertising campaigns RESPONSIBILITIES OF THE MARKETING DEPARTMENT: Oversee promotion activities Allocation of marketing budget Developing marketing related strategies Implementation and corrective actions Forecasting changing needs and demands PROBLEM AREAS: Areas where we can face a problem are: SUPPLY MISMANAGEMENT: 10 .RESEARCH OBJECTIVE: The research objective is to measure the following determinants of needs and satisfaction: Awareness of masses Level of demand Supply efficiency Problem identification (e.

Since our target customers are so vastly distributed around the world. HIGH COMPETITION Since there are countless companies working in the resort and lodging industry as well as multicultural food is also available in almost half of the restaurants around the world. We cannot assess the needs and wants of people so easily. ECONOMIC DOWNTURN: We are introducing our services in a time of great economic recession. This is a great problem issue for us. CORRECTIVE ACTIONS: Have supplier back-ups. 11 . and may prove to be the greatest one for the time being. All industries will take a couple of years to revive and come back to their normal operating profits. Negotiate well-settled terms with the suppliers. CUSTOMERS NEED ANALYSIS: We may not be able to correctly analyze the market demand and customer needs.Arranging faculty from different areas and cultures of the world and managing of the food supply chain is quite hectic.

Have marginal mark-ups. LODGING SALES: To maintain the revenue of $39. Search for the best available chefs from the world who have the a deep knowledge for their respective cultures MARKETING OBJECTIVES SALES GOALS: EVENTS: Religious events per annum: 10 Matrimonial events per annum: 20 Business Events per annum: 50 RESTAURANT SALES: Attain the sales of food items and catering services at a constant growth rate of 17% per annum in the first 5 years.000 per quarter and maintain a growing rate 12 . Conduct time-to-time feedback. Conduct consumer buying behavior analysis.500. Interpret results of research properly.

To establish brand equity in the minds of our potential customers. SUPPLY CHAIN MANAGEMENT: We are out-sourcing a number of facilities. CUSTOMER AWARENESS: We will have to manage huge marketing efforts to create customer awareness in regards of their needs that we can satisfy through our supreme efficiency and different approach of their own cultures with a blend of other cultures of the world. SECURITY ISSUES: 13 .ISSUES: DISTINCTIVE BRAND IMAGE OF SBU: Marriot has a brand image and a strong brand loyalty. We may have issues in developing and maintaining a distinctive brand image of our SBU in the minds of our customers. We will naturally have issues with our outside suppliers since we have to maintain a very diverse culture and diverse management. MARKETING EFFORTS: We will have to aim and target our marketing efforts to masses with great zeal. we will have to direct huge marketing efforts established on a well-aimed marketing strategy. Through negotiations we will have settlements with our suppliers and manage an effective supply chain management.

The premium 14 . COMPETITIVE ADVANTAGE: The main idea and focus on our resort which is our main competitive advantage is that we have created a harmonic and peaceful environment by eliminating all the cultural barriers and promoting rational and coherent acceptance of other cultures among the people of this world. We have globalized the customs and traditions in such a way that if anyone has a passion to enjoy and explore other cultures one never needs to buy expensive world tour packages. We plan to outsource a security agency to manage securities on our resorts. We can penetrate easily in the market and gain market share. we will have to manage the security issues. There are not many fresh entrants in the market. SITUATION ANALYSIS: STRATEGIC WINDOW: The strategic window is opening. Also there is a great growth potential and scope of services in this market. because the market is not saturated.Being aware of the security threats prevailing in the market. We will also hire and train our own security agents and detectives which will sense any sort of malpractice among the management and the guests. Only a membership in PLAH-NAY-TAH can do the trick. also the existing direct competitors are limited.

and high quality provided by us is our most trusted and vital competitive advantage. But there are many threats to the market. any major entrant with value-added features can cause us to change the pricing strategies and downward or upward filling (line stretching). COMPETITIVE ADVANTAGES SUSTAINABLE: The competitive advantages are relatively sustainable and we can protect them for long because of relatively unique idea of lodging. COMPETITORS IN THE MARKET: We plan to introduce our services to international level (macro segmentation). Since no one provides the best quality food and lodging for different aggregated to one place. Hotel Sarina Burj-al-Arab Royal Meridian Sheraton Hotels Pearl Continental SWOT ANALYSIS: 15 . We are listing the major competitors in these markets.

interactive website. and other tangible products embossed with our logo.Our highly skilled. innovative and energetic human resource Process. effective and friendly operations Physical evidences. Bags.POTENTIAL STRENGTHS: Multicultural environment in one place Free transportation systems People. state-of-the. New ideas and concepts with fast execution 16 . gifts.customer-need centered.art resorts and suites and previous successful events held in PLAH-NAYTAH. pens.

First to bring this innovative concept Competitive work team Goodwill and brand name of the parent company Vast managerial knowledge and capabilities Up-to-date and latest technology Strong competitive intelligence Strong financial strength POTENTIAL WEAKNESSES: Difficulties in managing huge area Cultural difference in both management as well as clients Newly established business On-going learning process Insufficient quality control procedures Changing demographics POTENTIAL OPPORTUNITIES: Attraction of the market Growth in cultural and entertainment industry Positive employee attitudes Optimum employee productivity Strong marketing skills Effective Management Information System (MIS) Understanding of social and cultural values 17 .

POTENTIAL THREATS: Industrial rivalry New idea so is more subjected to failure Fear of competition in the market Employee turnover Unfavorable economic climate CONSUMER BUYING BEHAVIOR From consumer point of view spending a leisure time where money is involved makes him think for the brands and available options in the market. The consumer experiences a high involvement in knowing which place would be better for him to step in and which brand is actually going to make him feel comfortable. Therefore the buying process through which the consumer will opt for our resort will be Complex Buying Behavior High involvement Significant differences Between brands COMPLEX BUYING BEHAVIOR Low involvement VARIETY SEEKING BUYING BEHAVIOR Few Differences Between brands DISSONANCE REDUCING BUYING BEHAVIOR HABITUAL BUYING BEHAVIOR 18 .

PRODUCT MARKET EXPANSION GRID PLAH-NAY-TAH is subject to product development. Existing Products Existing Markets New Products MARKET PENETRATION PRODUCT DEVELOPMENT MARKET DEVELOPMENT DIVERSIFICATION 19 . We are developing a new product while retaining the same market of hotel industry.

New Markets BRAND DEVELOPMENT STRATEGIES Under the brand development strategy we lie in MULTIBRANDING given the fact Marriott is already in the product category of hotels and resorts and we launching a new brand named PLAH-NAY-TAH under the corporate umbrella of Marriott. PRODUCT CATEGORY B R A N EXISTING LINE EXTENTION BRAND EXTENTION EXISTING NEW 20 .

On the Grid we stand at MORE FOR MORE position.D NEW N A M E THREE LEVELS OF PRODUCT MULTIBRANDS NEW BRANDS CORE BENEFIT: Customer leisure needs ACTUAL PRODUCTS: Multi-Cultural resorts AUGMENTED PRODUCTS: Discounts Memberships Free of transport services POSITIONING STRATEGY In our positioning strategy we are providing upscale services and charging higher prices to cover the higher cost. PRICE 21 .

We focus towards the customers values that are characterized by his leisure time and mental harmony. PRICING STRATEGIES NEW PRODUCT PRICING STRATEGY 22 . We are projected towards Value based pricing where the price is set regarding customer‟s perception.PRICECONSIDERATION FACTOR The pricing stands to be the revenue receiving factor of all the marketing efforts. Within the value based pricing the pricing strategy adopted is value added pricing as the partial pricing power falls in our pocket.

PRODUCT MIX PRICING STRATEGIES The cultures you provided in a nutshell has a main frame or an initial structure that depicts your basic price that has been set. TYPES OF COSTS FIXED COSTS Maintenance cost of the resort.Globalization of cultures is our goal to achieve. Electricity line Rent Transportations costs for the members Staff salaries VARIABLE COST Restaurant‟s food cost. The competitors are offering resort facilities at a higher price but we have provided our targeted customers a comparatively lower price so that our dream of making the resort life to be global becomes a reality and we may bring the ends together. The pricing strategy that we have opted for our idea is market penetration. This is Optional pricing strategy under which we have the cultures in our hand and an option to customize according to it. Lodges costs depending on the lodges booked. As soon as your guests asks for the desired add-ons the prices varies according to it. 23 .

Anyone who has been a member of our resort services for more than two years will enjoy a seven days free honey-moon package with supreme royal treatment. We celebrate different cultural occasional and events. We don‟t intend to compromise on the quality level we provide. BREAKEVEN ACHIEVEMENT: Under financial analysis a break-even is a point of equilibrium where the costs are balanced by the revenues. After making our cost budget and the average revenues that we expect to earn. Christmas. In the modern business world the investors prefer to invest where the break even is reached in 2 years or less period. Occasional Discounts are provided to our customers when such events arrive such as EID. we find the offering to be attractive enough that we‟ll achieve the break even in about 1 year. 24 . We are positioning ourselves on a high price. Discounts: Plah-Nay-Tah provides an ease to its customers by offering attractive discounts to them. and New Year etc. Our customers are our members and we have given discounts on memberships. Those companies whose 20% executives have purchased our Diamond memberships will have benefit of conducting their business meetings only at 70% of original charges.CUSTOMER PERCEPTION ON PRICE: We will satisfy our customers with the quality standards and we shall leave no stone unturned to create a customer delight. If a member doesn‟t renew his membership for 2 years or more we offer him 20% discount for renewal.

25 . Malaysia.PLACE In the marketing mix portion the Place we have chosen for the development of our Resort is Rawa islands.

To bring a single product to the customers there is always a long chain of people working behind who join hands together to make things possible. By working with them the provision of raw materials and other necessary goods are available to us in the right time and right manner. This chain of people working at the back end is a helping hand who is our partner. UPSTREAM PARTNERS Our upstream partners are a number of individually working groups that have come along with us for making the things work well and in the right direction.SUPPLY CHAIN MANAGEMENT It is not possible for an organization to survive on its own. Our upstream partners are Unity Brand Group (UBG-for multicultural food items) Sunshine Multicultural chefs Media and Marketing partners Architect and interior designers Maintenance providers DOWNSTREAM PARTNERS 26 .

Therefore it would not cost us more if we provide our visitors with limos that make them comfortable in reaching us. The place where we actually lie is near the Airport.The downstream partners that we have with our resort are providing us the right channel to get connected to our valuable CUSTOMERS. It helps us to value our visitors. These partners are The Advertising agencies we hire on contractual basis. We have been reaching our customers through Online networking such as Facebook. Therefore we prepare ourselves to directly reach to the customers by eliminating the traditional sources of the customer-seller contact. DISINTERMEDIATION „PLAH-NAY-TAH‟ is a name that is the essence of globalization. Twitter and Hi-5 Online booking through our website Feedback through our blog MODES OF TRANSPORTATION: The transportation mode used by us is to make our customers reach us more easily. 27 .

highly exclusive and only people with big banks can utilize it. and advertising—is being proposed. RESULT OF OUR SALES PROMOTION ACTIVITIES: Our sales promotion activities shall benefit us in terms of increased sales. Given the importance of word-of-mouth referrals among all market segments when choosing a “Plah-nay-Tah “as a business meeting location. POSITIONING STRATEGY/UNIQUE SELLING PROPOSITION: Our selling proposition which differentiates us from our competitors is the higher and consistent quality along with value added services. profits and increased customer awareness. we have designed our promotion in such a way such that the audience perceives our resorts as top of the range. our efforts are designed to create awareness and build referrals.PROMOTION Promotion strategies will vary depending on our target market segments. This will maintain their unique social status and distinctive position among the society and also take care of the status conscious characteristic of people. knowledge about our brand and 28 . Since our target audience is Elite class and the Upper-Upper class. Our costeffective campaign—focused on direct marketing. We are implementing the pull strategy and push strategy in a combination so that no flaws or gaps are found in promotion of our brand and offerings in the target markets. our frequent guest reward program.

DESIGNING A MESSAGE Our message (slogan) „THE PLANET REDEFIENED‟ gives a clear image in the minds of the foreseers that this offering is such that it combines the world and globalizes every culture under one roof. We are going to use both print and electronic media along with the launching of website on internet where online information about services and booking is available. EFFECTIVENESS OF ADVERTISING MEDIA USED: We are using multiple advertising media and utilizing the promotion mix which result in effective promotion activities. customs and rituals.services . create liking and preference for our brand and create conviction so that target customer purchase our services. This multicultural resort redefines the planet Earth in such a way that it lives in harmony and has no discrimination of cultures. An internet blog has been also launched so that we are able to advertise ourselves from word of mouth. 29 .

features and service mix attributes. LIKING: We want to create a liking in our potential customers‟ minds by telling them about our values. Our marketing objective is to increase our market share and sales percentage as laid down in the financial objectives. Our marketing budget allocation will be based upon hypothetical and expected sales. COMMUNICATION OBJECTIVES: Our communication objectives that we are trying to attain through our media promotion activities are Awareness. Conviction and Purchase. Liking. in order to gain wider acceptance and recognition in the market. Knowledge. KNOWLEDGE: Through our media promotion we want to create knowledge in the masses about our presence in resorts and lodges industry.MEDIA ADVERTISING PLAN: OBJECTIVE OF MEDIA PLAN: To create awareness in the public and persuade them to avail our services by informing potential customers about our value-additions. Preference. 30 . AWARENESS: We want to create awareness in the masses regarding the importance of our resort and its exquisite services.

PEOPLE People are the key to success of our business or one can say that they are the essence of our business. consistency. competitive. service oriented. customer centered. responsible. Our biggest strength lies within the Human Resources. uniqueness etc CONVICTIONS: Attempt is to persuade the customers to finally make a move for buying. PURCHASE: Finally the objective of service providing is attained after passing through all these steps of communication steps. courteous and friendly employees of our organization are capable of building up strong bonds between guests and 31 . The skillful.PREFERENCE: Next step is to make our services a preference over competitors through over value-additions like Quality. innovative.

Our focus on people is before they join us. The focus is also on the people of the provided cultures. We gather a team of professional to deal with our guests. who present a uniform picture of our organization reflecting the customer care and value delivery to the customer. They are very well familiar to the art of service selling and building up customer delight through providing ideas and concept beyond one‟s imagination. Although we are outsourcing some of the material things to be supplied by our suppliers but people and work force is the only absolute thing that we are not willing to sacrifice at any cost as it can win us a customer or cause us to lose a customer‟s group.resorts. Our employment is based on EEO equal employment opportunities and merit terms that help us in motivation and employee satisfaction. They are powered to perform any thing for customer satisfaction and delight. We target our employees among the toppers from Arts and Management institutes from around the world. We hire people with experience and bunch of innovative ideas and concepts although they posses no formal education. 32 . We retain our People through best compensation and benefits as well as time to time appreciation bonuses on big projects success. provided lawful and beneficial to the organization. but an adequate knowledge about their respective cultures.

PROCESS 33 .

Our customer will find it very easy to reach us through multiple resources or call us for the concern at their door step. Our website will help customers to order the services and get in touch with our employees from their point of ease. The idea is to create a sense of care. 34 .We have worked out the most user friendly process techniques through our researches in the past. There are no complexities in the services pricing or availability therefore customer will be free of care and have peace of mind in terms of reliability and trust with our brand and services. Any act that is required to be carried with government or supplier will be conducted by our employees thus leaving nothing to be done by customer except the payment and enjoying the solution for several problems at one place and that too so easily and friendly. Those who visit our place shall be treated like privileged guests and offered cold drinks or hot drinks along with some snacks. hospitality and respect because the segments we are working demands these factors crucially and expresses an intensive loyalty to those service providers who goes beyond the traditional ways to greet customers at their place. Our planners are that much skillful and efficient that they can analyze the customer needs and wants in a very nominal or short period and hence provide with the best solution very quickly thus saving the time of customers.

There will be an award showcase to display the awards won by the organization and employee for their remarkable achievements. albums of history of events held in the resort and their results as well as the opinions of our customers. Our physical evidences will include state of the art office interior design and structure. bags. We will place some renowned physical evidences like (sport kits.P H Y S I C A L E V I D E NC E Since the services cannot be seen or felt before purchasing them therefore customer needs some clues to be sure of what he is paying for worth it. gifts to send to VIPs and other such things that can present the image of our competitiveness and ability to provide what we claim about. the employee outlook and behavior. broachers. key chains. pens and etc) that have been used in large campaigns managed by our brand. the innovative and conceptual wall notes and messages. 35 .

who present a uniform picture of our organization reflecting the customer care and value delivery to the customer. 36 . We gather a team of professional to deal with our guests. We retain our People through best compensation and benefits as well as time to time appreciation bonuses on big projects success. Our employment is based on EEO equal employment opportunities and merit terms that help us in motivation and employee satisfaction. Although we are outsourcing some of the material things to be supplied by our suppliers but people and work force is the only absolute thing that we are not willing to sacrifice at any cost as it can win us a customer or cause us to lose a customer’s group. but an adequate knowledge about their respective cultures.people with experience and bunch of innovative ideas and concepts although they posses no formal education.

P R OC E S S 37 .

There are no complexities in the services pricing or availability therefore customer will be free of care and have peace of mind in terms of reliability and trust with our brand and services. hospitality and respect because the segments we are working demands these factors crucially and expresses an intensive loyalty to those service providers who goes beyond the traditional ways to greet customers at their place. Those who visit our place shall be treated like privileged guests and offered cold drinks or hot drinks along with some snacks. 38 . The idea is to create a sense of care. Our customer will find it very easy to reach us through multiple resources or call us for the concern at their door step.We have worked out the most user friendly process techniques through our researches in the past. Our website will help customers to order the services and get in touch with our employees from their point of ease. Any act that is required to be carried with government or supplier will be conducted by our employees thus leaving nothing to be done by customer except the payment and enjoying the solution for several problems at one place and that too so easily and friendly. Our planners are that much skillful and efficient that they can analyze the customer needs and wants in a very nominal or short period and hence provide with the best solution very quickly thus saving the time of customers.

broachers. pens and etc) that have been used in large campaigns managed by our brand. the employee outlook and behavior. the innovative and conceptual wall notes and messages. 39 . key chains. bags.PHYSICAL EVIDENCE Since the services cannot be seen or felt before purchasing them therefore customer needs some clues to be sure of what he is paying for worth it. Our physical evidences will include state of the art office interior design and structure. albums of history of events held in the resort and their results as well as the opinions of our customers. We will place some renowned physical evidences like (sport kits. gifts to send to VIPs and other such things that can present the image of our competitiveness and ability to provide what we claim about.

40 .There will be an award showcase to display the awards won by the organization and employee for their remarkable achievements.

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