MARKETING STRATEGY

Marketing Plan for a Hotel/Resort in Jamaica Targeting the UK Market

Introduction2

Situational Analysis2

SWOT analysis6

Strength6

Weakness6

Opportunities6

Threats7

Conclusion7

References9

Introduction

My mission is to open a world class hotel for targeting especially the UK market for targeting years 2014 to 2017. In order to accomplish my mission I must have to have a proper business or marketing plan to get my goals accomplished. Jamaica is place which attracts the tourists from all over the world. Jamaica is highly famous for its beaches and especially for the resorts on those beaches. Thousands of tourists from United Kingdom travel from Europe to Jamaica to spend their holidays or vacations. Interest of people towards Jamaica is being increased because now want to go there and visit the place and enjoy the true picture of nature. My business plan would be very conducive to target this market segment which is ready to visit Jamaica, my restaurant plus hotel/resort will provide them the opportunity to feel local ambiance outside their countries. In this paper I have discussed all the important and key points for my business marketing. I have thoroughly analyzed the market and customers expected number.

Situational Analysis

My resort is an English hotel, by English means I have set the ambiance and decorated my resort right according to the cultural values and traditional colours of European society. My resort is specialized in European food/meals. The European food is famous for its healthiness and focuses on its delicious cold starters. We would also have a variety of other Arabic food and delicate rooms and suites for customers.

This analysis targets identification of political, economic, social and technological influences on a business.

The production, distribution (for takeaways) and consumption of my business products is governed by the federal law. These laws include Occupational Health Safety Act, together with Food, Cosmetic and Drug Act. This business is also governed by the local, state, federal and foreign environmental regulations and rules. Moreover, the business is liable to the taxation policy upheld in its country of operation.

My business just like any other similar business operating in Jamaica is subject to the raw materials that are importantly utilized in the meals among others. Based on the fact that the company heavily relies on trucks for raw materials transportation from producers, fuel is also a critical issue (Normann,1983,123-137). The business is hence subject fluctuation in fuel prices and oil crises. Based on the fact that the company is frequently involved with customers that are foreigners, it should importantly be conversant with changes in the foreign exchange rates. This is based on the fact that such variations are strongly linked to interest rates, inflation rates, real growths and government factors.

Luxury consumption is highly influenced by changes in lifestyle. Based on this understanding, My business needs to importantly pay attention to social mobility to ensure that it maintain a substantial market. In Jamaica, the premiums being paid for resorts are still very, very strong, mainly due to lack of supply and ...