SANDAL RESORTS MARKETING PLAN

Sandal Resorts Marketing Plan

Sandal Resorts Marketing Plan

Introduction

The main purpose of this paper is to develop a marketing plan for the Sandal Resort, Jamaica for the UK market for 2011-2014. This marketing plan includes the PEST analysis, competitor analysis, SWOT analysis and the promotional plan. Sandals Inn is part of Sandals' classic collection, and the ideal resort for couples looking for a romantic resort experience. This resort is only five minutes from the international airport Sangster.

Discussion

Sandal resorts are considered to be the most popular resorts in Jamaica. They are planning to start its business in UK market. Almost more than 200,000 nature lover prefer to visit Sandal resorts every year. It is estimated that ever year the tourists and the visitors spend almost $270 million for the recreational activities and food at Sandal Resort.

SWOT Analysis

Following is the SWOT analysis of Sandal resorts:

Strengths:

Security, peace and tourist service for the general population

The existence of transport and communication infrastructure: road network with good connectivity to national and district levels

Natural Resources great singularity, as esters of Cords (RAMSAR area),

Cultural Resources notables include museum of the Industrial Revolution and town centre with a strong identity profile of the immigrants that gave rise among others.

The definition of tourism, as an economic edge departmental priority, addressing their development from strategic planning.

Opportunities:

growth potential in domestic, regional and international

Potential resources for the diversification of tourism types (adventure tourism, river tourism, cultural tourism)

Growth in demand for leisure and sports activities related to the nature of global and national levels.

There is a proper policy academy

Weaknesses:

Lack of tourism infrastructure at the departmental level: signage, information points in the interior, etc.

Insufficient guidance to tourists

Shortage of receptive tour operators.

Threats:

Development and promotion of tourism in other regional areas closed to the department, with a wide range of infrastructure and promotion activities.

Exchange rate policy, with respect to neighbouring countries and region

Limited range of recreational and diversified tourism products, such as rural tourism, where the existing proposals work in isolation and individual, which leaves them less weight in the concert of the regional market.

PEST Analysis

Following is the PEST analysis of UK market which could be helpful for the Sandal Resorts.

Political Factors

The main political factors associated with the UK resort market are as followed.

The local authority support for the tourists is declining continuously. There is a great potential of withdrawal preceding the changes in the political control. There is also lack of coordination in the tourism agenda. The political factors have greatly influenced the regulation of resort industry in UK. According to the research and other findings there is stability in the U.K. environment.

Economic Factors

These are the factors through which the purchasing power of the potential clients is affected. The economy of U.K has low inflation rate which is considered as the benefit and good sign for the companies. The rate or inflation has decreased to 1.3%. Another good factor for the Sandal resorts is that the unemployment ...