MARKETING PLAN

Marketing Plan

Marketing Plan

1. Executive Summary

This marketing plan is for the Four Seasons Tented Camp, Chiang-Rai. The target market currently is the luxury traveller. Objective is to expand further to the Singapore market to tap the eco traveller and to change the perception that participating in ecotourism does not mean that luxury is compromised.

2. Business Objectives

The mission and objective of Four Seasons Tented Camp, Chiang-Rai are to operate a luxury resort that promotes and complements the local flora and fauna as well as being a responsible corporate citizen by being involved in the local community. Involvement will include the buying of local crops for use at the resort and promoting local handicraft.

3. PEST Analysis

3.1 Political

Although the current political situation is volatile in Thailand, Chiang-Rai has been a peaceful region. The Thai government is also a big supporter of the tourism effort in Chiang Rai as they have made a conscious effort to get major resorts and golf courses that border out of its national parks.

3.2 Economic

The downturn has dealt the travel industry a huge blow. Among the Four Seasons properties, the resorts are doing much better than city hotels. The leisure travellers are taking advantage of reduced cost of air travel as well as special deals at these resorts.

3.3 Socio-Cultural

Singapore has one of the highest standards of living and they are able to afford more things when compared to those in Malaysia or Indonesia. The strength of its currency also plays a part. In general, the leisure travellers are always looking for something novel and exclusive. They are also looking to explore places off the beaten track. The exclusivity of Four Seasons tented camp will be a major draw.

3.4 Technological

The ecotourism market would not be affected by any new technological developments as the resort is very low tech, and the lower the technology is, the more remote it would be and be able to provide a total getaway.

The Market

The eco tourism market is perceived in a growth phase is Asia and this has prompted Four Seasons Hotels to invest in Chiang-Rai. Chiang Rai is a well know destination for nature lovers as it offers lush greenery and wildlife (http://chiangrai.sawadee.com/). Four Seasons has opened its Tented Camp concept in the golden triangle which was once famous for the opium trade. The once notorious location itself is a pull for travellers to see an area tat once grew opium and was controlled buy drug lords. Ecotourism is on the rise according to WTO. Main reasons being

• rapidly growing income;

• freer intraregional travel;

• increased leisure time;

• dynamic trade and investment;

• government promotion measures, such as launching "visit years"; and

• political stability in many of the region's countries.

Chiang-Rai is lucky to have escaped the political turmoil in Bangkok and the South. This has helped the region to have a steady stream of visitors. Chudintra (1993) reports that 90% of Thailand's jungle tour clients are foreigners.

(http://www.fao.org/DOCREP/W7714E/w7714e06.htm)

A further study indicates that the majority of the visitors were male (58%), young (89% under 40 ...